Portability began and with it the increase in competition, since this year at least five new operators will be incorporated, both traditional and virtual, reaching eight actors that will provide mobile services.
But for now, the projections suggest that the first year only between 10% and 15% of users will change companies, reaching 25% in the second year. That figure is given, on the one hand, because even the new players entering this market, VTR and Nextel, and the virtual mobile operators Virgin, Falabella and Netline that have not defined a date for its implementation.
What do the new competitors hold?
The British company, which promises better prices on rates, will arrive in the national market during the last days of March or early April and will target the youth market. As Matías Wolff, director of marketing declares: “In segmentation we will go out of their way for them. Everything will be designed for young people. We know that Virgin is a cool brand and has certain permissions. That message is interesting to them. ”
And they are already doing it, with their message “soon they will stop shitting” that has generated controversy and that apparently has been rejected by some television channels.
As they advance, customer service will be one of the important points. This is why the call center will be in the same offices of the company, they will not outsource it.
This company is finalizing the last details for the official launch, which will be in the course of the first semester.
“At the end of the month, the white march begins, which by itself will be very innovative and innovative, because we are going to ask 10,000 users (throughout Chile) external that under very good special commercial conditions, we help with your comments, observations, complaints, to build our commercial offer and to co-fund our network, “said VTR Executive Chairman Mauricio Ramos.
“The idea is that users tell us what they would like to have, what they would like us to do, what types of services or plans they would like us to offer, to help us co-fund the network, because we want to innovate from the beginning,”
The promise of Nextel is an innovative mobile communication system called Push to talk, where customers will be able to communicate between Nextel equipment unlimitedly and for a fixed cost, not only in Chile, but in all countries that have the presence of the company (United States, Brazil, Mexico, El Salvador, Argentina and Peru).
As stated by the vice president of legal and corporate affairs, Miguel Oyonart, this service “generates a one-to-one and direct connection with users, is the latest generation and has a total or similar quality of service to telephony. With this I believe that we will be a real competition, “he said.
Falabella, one of the largest retail firms in Latin America, reported that its objective is to function as a virtual mobile operator and use the systems and facilities of other companies that already have the necessary infrastructure.
From this business scheme, Falabella begins to have the first conversations with Movistar, Entel and Claro. Although the company also does not rule out negotiations with VTR and Nextel.
Like Virgin Mobile, Netline plans to enter the mobile phone market as a Virtual Mobile Operator. To this group Telsur is added again with his OMV after the Entel-Gtd merger did not prosper.
How has the Portability experience been in other Latin American countries?
Mexico was the first country in Latin America to implement number portability on June 5, 2008, and according to the figures provided by 4G Americas, as of September 2011, the number of ported lines registered amounts to 935,054 for landlines and 3,414. 607 for mobile.
Brazil implemented it progressively between September 2008 and February 2009, and as of September 2011, 5,372,190 applications have been reported for fixed lines, with 4,026,902 numbers ported, and 9,625,738 orders with 8,010 are counted for mobile lines .873 ported numbers.
In Peru, portability is only enabled on mobile networks and began on January 1, 2010.
Argentina, for its part, postponed the start of the modality next March.
Then begins a mobile war to create the best strategies to capture and retain customers, where consumers will be the only beneficiaries and will have the power of decision in their hands.