03/19/2012
The fight for market share inside Regions I, II and III
The board showing cellular market share in Brazil in the last three years is characterized by:
- Vivo, which got to keep its market share: from 29.8% (2008) to 29.7% (Jan/12).
- Fierce competition between TIM and Claro for the second position in the Brazilian market share. TIM overtook Claro in 2011 and open an advantage of 1.8 percentage points in Jan/12 (4.4 million mobile accesses).
- Oi's market share loss in the last two years: from 20.7% (2009) to 18.6% (Jan/12).
This board presents variations when we analyze the three regions in which cellular market in the country is divided.
Market Share in Region I
The Region I, area assigned to Telemar to fixed telephony operation, concentrates 50.4% of the Brazilian mobile accesses, 84.7% from them are prepaid.
The cellular market share board in Region I, in the last three years is characterized by:
- Oi losing the leadership, falling from the first position in 2008 (30.4%) to the third place in 2010 (24.2%). Holding market share of 22.9% in Jan/12, the company may be overtaken by Claro in 2012.
- Vivo and TIM are in strong competition for the first position. The difference of market share between these operators remained smaller than 0.1 percentage point.
- Claro gaining market share in the Region: from 20.7% (2008) to 22.5% (Jan/12).
Note that Vivo and Claro started to operate inside this region only in 2008, by the entrance of these carriers in the northeast and north respectively.
Market Share in Region II
The Region II, area assigned to the former BrT, concentrates 25.1% of the Brazilian cellulars, 80.6% of them are prepaid.
The cellular market share board in Region II in the last three years is characterized by:
- Vivo leadership, which got to stop market share loss in 2010, keeping it stable in 30.9%.
- TIM's market share gains since 2009, decreasing the distance that separates the carrier from Claro to 2.1 percentage points of market share in Jan/12.
- Oi's market share loss in the last two years: from 16.0% (2009) to 14.2% (Jan/12).
Market Share in Region III
Region III (São Paulo), area assigned to Telefônica, concentrates 24.5% of the Brazilian mobile accesses, 77.3% of them are prepaid.
The cellular market share board in Region III in the last three years is characterized by:
- Vivo leadership, but the carrier didn't get to stop market share loss inside this Region yet: from 37.4% (2008) to 33% (Jan/12)
- TIM conquering the second market share position in the Region, surpassing Claro.
- Oi, which started its operation in the state of São Paulo in 2008, gained market share quickly until 2010 (14.2%). The gains became stable in 2011 finishing Jan/12 with market share of 14.4%.
You could ask:
- Can TIM threaten Vivo's leadership in market share?
- Which operator will win the market share competition in 2012? Vivo x TIM ou TIM x Claro?
- Will Oi gain market share in 2012?
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