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HOME > ENTREVISTAS > NOVOS SERVIÇOS 3G GUIARÃO INVESTIMENTOS EM MOBILE NO BRASIL

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Novos serviços 3G guiarão investimentos em mobile no Brasil

Não são apenas os aparelhos na rabeira do iPhone 3G, que chega ao mercado brasileiro em 26 de setembro, que se beneficiarão dos investimentos das teles em novos serviços 3G.

Segundo Mário Lynch, diretor regional da Nielsen para América Latina, o investimento no setor deverá incentivar a criação de novos produtos e serviços voltados ao mercado brasileiro que não se focam apenas nos jovens, público de maior uso comprovado pela consultoria.

Em estudo conduzido entre 5 mil usuários em 10 regiões metropolitanas no Brasil durante o primeiro semestre, a Nielsen descobriu o quanto a navegação do brasileiro está intimamente ligada à checagem de e-mails em planos corporativos.

Nesta entrevista, Lynch detalha um perfil médio do usuário brasileiro com celular - com um alto consumo de SMS ligado à alta taxa de aparelhos pré-pagos - e indica as mudanças, para players e consumidores, que o 3G motivará no Brasil.

No Digital Age 2.0 2008, Lynch comporá a mesa "Celular: a quarta tela", que debaterá as diferentes oportunidades e desafios que a popularidade dos aparelhos representam ao setor.

Link Original: http://idgnow.uol.com.br/internet/ideia20/archive/2008/09/18/entrevista-novos-servios-3g-guiaro-investimentos-em-mobile-no-brasil/

Em termos de características regionais, quais as principais descobertas da pesquisa da Nielsen no Brasil?
O praticamente confirmamos na pesquisa foi que 60% (dos brasileiros) usam SMS como maior uso ferramenta no primeiro semestre de 2008, com apenas 7% da base usando a internet pelo celular.

Entre aqueles que usam internet pelo celular, o maior uso é para consultar e-mail (57%), seguido por música (27%) e entretenimento (25%). Jogos (18%) aparecem em quarto, seguido por notícias e filmes em quinto, empatados com 12%.

Este número (de navegação) é baixo e poderia ser um pouco maior. Se tirarmos o correspondente e e-mails e mensagens instantâneas para comparar com mercados mais maduros, o Brasil atinge participação de 2,6%, o que o coloca ainda mais atrás dos Estados Unidos, com 15,6%.

No grupo do BRIC, o Brasil fica na frente apenas da Índia, que tem 1,8%. A China tem 6,8% e a Rússia se aproxima de países desenvolvidos com 11,2% dos seus habitantes navegando pelo celular.

É possível identificar algum desdobramento na pesquisa do alto número de planos pré-pagos na telefonia móvel brasileira?
É um feeling que tenho que talvez a popularidade do SMS entre os brasileiros tem relação com a alta margem de pré-pagos no Brasil (segundo balanço da Anate referente a julho, 80,99% dos aparelhos no Brasil são pré-pagos).

Todos os outros serviços ainda são mais caros para a população, enquanto SMS não. hoje, anda tem gente usando estes serviços por celulares corporativos e não é popular em termos de custo.

O e-mail também atinge um público mais velho. Estou associando este dado ao mundo corporativo, às pessoas que estão ligadas ao celular da empresa acessando e-mails do trabalho, o que faz com que a navegação pessoal no Brasil pelo celular seja menor ainda que imaginamos.

Quais as principais mudanças que podemos esperar para o segundo semestre de 2008 e o ano que vem?
Estamos passando pelo primeiro passo para um crescimento no uso do celular com internet por parte dos consumidores.

Há um movimento forte neste sentido motivado, primeiro, pela entrada da nova tecnologia 3G - quando a pesquisa foi feita, serviços do tipo não estavam disseminados.

Em segundo, temos novos investimentos da indústria em infra-estrutura e tecnologia, em termos de novos aparelhos chegando ao mercado com capacidades 3G e novos serviços pelo celular que aproveitam as redes, como a Gol fazendo chek-in, cinemas enviando ingresso pelo aparelho e portais adaptando a interface para celular.

Fala-se há uns bons anos de serviços avançados pelo celular, como os citados acima. Acha que, com 3G, estas promessas serão cumpridas?
Acho que ainda vai demorar um pouco. Em debates a este respeito, fica claro que existe uma série de dificuldades a se enfrentar ainda para se colocar no ar este tipo de pagamento nos celulares.

Entidades como bancos e a Febraban falam que existe o projeto e que este é o caminho, mas não acreditam (na implementação em) curto prazo. É uma tendência, mas não sei falar se para 2009. Já temos exemplos do tipo, como o banco para celular do Banco do Brasil ou o home broaker móvel do Itaú.

O lançamento do iPhone 3G no Brasil, marcado para 26 de setembro, ajudará este cenário?
Deve ajudar, mas não colocaria só o iPhone. Ele realmente vai dar uma movimentada para um público muito mais elitizado que pode ter um iPhone. Mas hoje já existem aparelhos com tecnologias semelhantes de outros fabricantes que estão atingindo no mercado brasileiro.

Baseado no estudo, como players interessados em investir no setor podem se guiar?
Está claro que haverá um investimento visando ganhos por meio de serviços de valor adicionado (da sigla em inglês, VAS).

Aí é o grande nicho das empresas. Temos notado um aumento neste tipo de investimento (principalmente com novos planos 3G) para justamente buscar uma maior receita por usuário.

Os jovens, com seus altos índices de uso de aplicações multimídia, são os principais alvos?
Eu diria que deveríamos explorar outros públicos também. O jovem já mostrou que é adepto a e experimenta novidades, mas existe outro grande público que pode usar mais (serviços móveis) - o acima de 25 anos.

Pode-se pensar até em atingir um público além dos 55 anos. É preciso explorar outros serviços, que têm um potencial enorme. Baseado nos exemplos que dei, é uma fatia que anda de avião e vai ao cinema. há um grande potencial de crescimento neste nicho.

Hoje, navegar na internet e buscar informação é lento e complicado. Só que, se for fácil, ágil e prestar serviços a este público, porque (este público de idade mais avançada) não iria usar?

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