Mobile Phones in Colombia - New Market Research Report

Amidst a smartphone sales frenzy, regulators continue to be very active issuing regulations whose goal is to improve the customer experience and the information available to consumers to take more informed decisions. The government strategically considers the mobile industry as a key sector to regulate due to its high market concentration and the strong impact it is having on the population due to its high penetration. In 2014, the liberalisation of the mobile phones market which allowed retailers to sell phones not necessarily tied to a mobile carrier and the elimination of the permanence clause in contracts were some examples of high-impact regulations. In 2015, the regulators are aiming to simplify the subscription contracts for consumers to easily see the conditions of the service provided. The CRC (Comisión de Regulación de Comunicaciones) also regulates fees and quality comparison tools and requires carriers to automatically compensate users due to interrupted calls, provide maps of coverage and provide methods to eliminate spam or advertising. The measures are aiming to facilitate the migration to smartphones which is rapidly taking place at this time.

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Competitive Landscape

TCT Mobile International Ltda with its leading brand Alcatel is the leader in the feature phones category with 18% volume share expected in 2015. Alcatel has seen a fast expansion in Colombia thanks to a very attractive portfolio of affordable feature phones. In fact, Alcatel was greatly known for its feature phones before its smartphones were launched. The company took the place of Nokia, the former leader in feature phones, when Nokia began focusing on smartphones under the guidance of Microsoft.

Industry Prospects

The government regulation that previously greatly favoured carriers is becoming more flexible to favour consumers. The regulatory framework that was created to guarantee a favourable business environment for carriers to make the investments needed to deploy the mobile phone service in Colombia will continue turning to the side of consumers. The elimination of permanency clauses in contracts, the phone number portability, the liberalisation of the phone distribution previously in hands of carriers and the simplification of contracts are some of the measures taken by the regulators that will likely result in positive effects on the sales of mobile phones over the forecast period. With an over 100% penetration, sales are likely to be to consumers shifting to smartphones in a more favourable regulatory environment that will be based on simplicity and give more manoeuvring range to consumers as needed by this very dynamic category.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Colombia with research from Euromonitor's team of in-country analysts.

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