As the Pan Regional Category Impact Chart shows, the Wireless category has grown 22% year to year 2007 vs. 2006. Now you need to know if this growth was driven by the Service providers or the Equipment manufacturers to understand how to plan and allocate budgets. Making this distinction can also help you determine where the sources of these investments originate from. For example Motorola, Sony Ericcson, and Nokia (telecomm equipment manufacturers) originate from centralized agencies vs. Telcel, Telefonica and Grupo Telecom ( telecomm carriers) which are localized revenue. The analysis below is based on number of spots.

Telecom Equipment Manufacturers

Looking at the above chart you can see that as an industry 2007 was the year where most equipment manufacturers increased or maintained their expenditures on Pay Television. The only companies that either did not advertise or significantly decreased their exposure on Pay Television were Motorola, Siemens, Safran Group, and Pantech.

Leading the rest of the manufacturers was Sony Ericsson with growth from 2006 to 2007 of 173%. This was driven by an aggressive launch of new products in the region with a heavy infuse on the Walkman line of phones.

While Motorola had a significant decrease of spots on a panregional basis of 23%, they still were the number two advertiser among equipment manufactures. They refocused their advertising by concentrating on niche networks that targeted punctual demographics in viewership. They also announced that in 2008 they would split into two new business units to handle their overall growth during 2007.

Another conclusion that can be drawn is that brands such as LG and Samsung are aggressively trying to leverage their name familiarity in the consumer electronics industry to drive their growth in wireless industry.

Palm on the other hand focused more on the business user by introducing a number of new technologies and services during 2007. This resulted in an overall 150% increase in the number of spots from their activity in 2006. A key to their message and advertising increase was their new slogan “Oficina Móvil”.

To have access to this critical information that will help you to make better business decisions, please contact DataCheck by email or call us at (561) 368-2443.

Telecom Carriers

What is apparent from the above chart is that most telecomm carrier companies are taking an aggressive approach to advertising on Pay Television to capture and retain customers.

Telefonica and Telcel dominated the category in terms of spots. Telefonica had an increase of 43% from 2006 to 2007. Telcel showed an increase of 17% from 2006. Both major competitors focused on their core message. Telefonica touting their coverage across Latin America and Telcel focusing on their payment options Post-Pay, Pre-Pay, and highlighting their ability for their phone to play games based on games developed for Xbox and Wii.

Even though Digitel had a small decrease in total spots for 2007, the fact is this may present an opportunity in 2008. During 2007 Digitel and Digitel TM merged and changed their name to Digitel. Because of this, they may aggressively promote the new combined services during 2008 to keep from falling behind to their competitors.

To have access to this critical information that will help you to make better business decisions, please contact DataCheck by email or call us at (561) 368-2443.