Vivo is the leader in 6 of the indicators in 2009
Vivo consolidated its leadership in the Brazilian mobile market by conquering the leadership in 6 of the 7 indicators used by Teleco in the 4th quarter (4Q09) and in 2009.
Vivo kept the leadership in market share, revenue, profitability, quality and growth. The company also conquered the leadership in coverage in the quarter. Tim kept the leadership in ARPU.
| Leadership in | Indicators |
Leader in 2008 |
Leader in 1Q09 |
Leader in 2Q09 |
Leader in 3Q09 |
Leader in 4Q09 |
Leader in 2009 |
| Mobile Accesses | Market Share |
Vivo |
Vivo |
Vivo |
Vivo |
Vivo |
Vivo |
| Growth | Net Adds |
Claro |
Oi |
Oi |
Vivo |
Vivo |
Vivo |
| Revenue | Net Revenue |
Vivo |
Vivo |
Vivo |
Vivo |
Vivo |
Vivo |
Revenue per Client |
ARPU |
Tim |
Vivo |
Tim |
Tim |
Tim |
Tim |
| Profitability | EBITDA Margin |
Vivo |
Vivo |
Vivo |
Vivo |
Vivo |
Vivo |
| Quality | Anatel's Targets |
Vivo |
Vivo |
Vivo |
Vivo |
Vivo |
Vivo |
| Coverage | Covered Population |
Claro |
Claro |
Claro |
Claro |
Vivo |
Vivo |
Note: The order doesn't show the importance of the indicators. CTBC and Sercomtel weren't included. Oi includes BrT.
Since 2007 Teleco keeps track of mobile operators' performance in Brazil which is measured through these 7 indicators. The following presents the results for each one of these indicators.
Market Share: Vivo amplifies leadership in 4Q09
Vivo, biggest mobile operator in Brazil, closed 2009 with 51.7 million mobile accesses and its market share reached 29.8%.
 |
Vivo and Claro gained market share in the 4th quarter while Tim and Oi lost.
| - | 4Q08 |
1Q09 |
2Q09 |
3Q09 |
4Q09 |
p.p. (Quarter) |
| Vivo | 29.84% |
29.70% |
29.33% |
29.40% |
29.75% |
0.35% |
| Claro | 25.71% |
25.76% |
25.36% |
25.45% |
25.52% |
0.07% |
| TIM | 24.17% |
23.50% |
23.71% |
23.85% |
23.63% |
-0.22% |
| Oi | 19.91% |
20.67% |
21.22% |
20.93% |
20.6% |
-0.32% |
Oi was the only operator to gain market share in the year due to its performance in São Paulo where the company grew 167% in the year. However, Oi lost market share in the 2nd quarter due to the low performance gotten in other region.
Vivo is the leader in market share in 2 of the 3 regions, in 12 of the 27 Brazilian states and in 28 of the 57 local areas (area code). Oi is the leader in 1 region, 5 states and 8 local areas.
Leader in Market Share 2009 |
|||
Region |
State |
Area Code |
|
| Vivo | II and III |
12 |
28 |
| Claro | - |
4 |
13 |
| Tim | - |
6 |
18 |
| Oi | I |
5 |
8 |
In 4Q09, Tim lost for Claro the leadership in Area Code 86 (Piauí).
Growth: Vivo consolidates its leadership
Vivo conquered the leadership in net adds in 3Q09, 4Q09 and in 2009. Churn, lower than other operators', and the focus in quality are Vivo's strategies to this achievement.
Oi, led mobile growth in 1Q09 and in 2Q09, but lost its strength in Regions I and II along the following quarters.
Revenue Share: Vivo amplifies its advantage over Tim
In 4Q09, Vivo amplified its advantage in revenue share over Tim (second in ranking)
| Revenue Share | 1Q09 |
2Q09 |
3Q09 |
4Q09 |
| Vivo | 33.8% |
31.7% |
31.4% |
32.4% |
| Tim | 25.3% |
26.6% |
26.2% |
25.5% |
| Claro | 23.5% |
23.7% |
23.7% |
23.9% |
| Oi | 13.2% |
13.8% |
14.5% |
- |
Oi, due to the beginning of its operations in São Paulo, and Claro presented the highest revenue growths in the year. Tim presented reduction.
| Revenue Share (millions) | 2008 |
2009 |
Growth |
| Vivo | 15,819 |
16,363 |
3.4% |
| Tim | 13,147 |
13,058 |
-0.7% |
| Claro | 11,528 |
12,016 |
4.2% |
| Oi | 5,208 |
- |
- |
ARPU: Tim kept the leadership in 4Q09
Tim kept its leadership in ARPU, amplifying its advantage over Vivo in 4Q09.
| ARPU (R$) | 1Q09 |
2Q09 |
3Q09 |
4Q09 |
2009 |
| Tim | 26.0 |
26.6 |
26.5 |
27.0 |
26.5 |
| Vivo | 27.0 |
26.3 |
26.4 |
26.1 |
26.5 |
| Claro | 23.0 |
23.0 |
23.0 |
22.0 |
22.8 |
| Oi | 21.1 |
21.0 |
22.2 |
22.5 |
- |
Note: Oi includes BrT.
In the end of the year, Tim and Vivo were tied in ARPU. Tim gained the first position because managed to be the leader in more quarters.
Brazilian ARPU presented a slight recovery in this quarter. Vivo was the leader in minutes of use per client (MOU) with 119 minutes, followed by Tim and Claro with 99 and 93 minutes respectively. Oi doesn't release this indicator (more details).
Profitability: Vivo's EBITDA margin reached 32.7%
Vivo presented the best profitability. The company led the EBITDA margin in all the quarters. In the year Vivo's EBIT margin and profit were superior than other operators'.
| - | EBITDA Margin
|
EBIT
2009 Margin |
Profit (R$ millions) 2009 |
||||
1Q09 |
2Q09 |
3Q09 |
4Q09 |
2009
|
|||
| Vivo | 29.9% |
30.4% |
34.4% |
32.7% |
31.9% |
12.0% |
858 |
| Tim | 20.2% |
22.3% |
22.7% |
28.2% |
23.5% |
3.8% |
232 |
| Claro | 25.6% |
24.8% |
22.0% |
24.5% |
24.2% |
4.0% |
- |
| Oi | 23.6% |
19.7% |
30.5% |
- |
- |
- |
- |
Quality: Vivo continues to lead
Vivo conquered the leadership in quality by accomplishing Anatel's quality targets since the beginning of 2008 and never losing it.
Accomplished Targets |
1Q09 |
2Q09 |
3Q09 |
4Q09 |
2009 |
Vivo |
99.9% |
99.9%
|
99.3%
|
99.5% |
99.7% |
Tim |
95.7% |
98.9% |
95.8% |
97.3% |
96.9% |
Claro |
88.0% |
95.1% |
89.1% |
98.5% |
92.3% |
Oi |
91.4% |
83.9% |
82.7% |
83.0% |
87,3% |
Claro and Tim improved their performance in 4Q09.
Coverage: Vivo reaches leadership
Vivo got the leadership in coverage after the revision of the rules to define coverage. The revision was carried out in the end of 2009 by Anatel (more details).
| Operator | Covered Cities | Covered Population |
| Vivo* | 3,478 | 89.0% |
| Claro* | 3,346 | 88.8% |
| Tim** | 2,922 | 88.2% |
| Oi** | 2,516 | 84.2% |
| CTBC* | 87 | 1.5% |
| Aeiou* | 5 | 7.6% |
| Sercomtel* | 2 | 0.3% |
Source: Anatel
*Coverage reviewed according to new rules established by Anatel.
**Number of cities covered by Tim and Oi can be overestimated counting cities where the service isn't yet available.
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