Value Added Services (VAS) currently represents a major portion of Argentinean operators' revenues (37%), and demonstrated that these services are increasing ARPU at a time when voice service usage is dropping worldwide.
Today Argentina already has approximately 52 million mobile service subscribers, generating around US$7 billion in revenue annually. Acision Mobile VAS Monitor (MAVAM) indicates that SMS is one of the most widely used services contributing to this revenue, with Argentineans sending an average of 270 SMS a month. 97% said they had used SMS in the last three months, with its use being stimulated by the adoption of Smartphones.
Around 16% of mobile subscribers used their phone to send and receive picture messages, during the last three months, a service that is growing as users use images to visualize communication. Another major finding in Argentina is that mobile marketing is received by 89% of users, with 33% of these users stating they receive marketing messages up to two or three times a week.
"In line with our MAVAM research for Brazil and Mexico, the findings from Argentina signify the growing importance of VAS in the region. MAVAM enables us to monitor and highlight which services are delivering high value revenue to the mobile operators and has demonstrated that messaging is still a killer app," said Rafael Steinhauser, Acision's president for Latin America. "Argentina is a growing economy, with a maturing mobile data market. The increasing adoption of VAS in the region represents a significant opportunity for operators to explore new ways to differentiate their services, increase ARPU and drive up profitability."
Source: Cellular News