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Executive Summary......................................................................................................................3
Introduction....................................................................................................................................4
Mobile Data:The Affordability Challenge.................................................................................. 5
How Can Sponsored Data Benefit Your Business?..................................................................... 7
Acesso Grátis Bradesco Celular: A Case Study..........................................................................14
The Challenge.............................................................................................................................. 15
Why Sponsored Data?.................................................................................................................. 16
The Solution................................................................................................................................. 18
Business Results............................................................................................................................ 18
Brazil:The Road Ahead..................................................................................................................20
Conclusion......................................................................................................................................21
contents
Sponsored Data: Connecting the Unconnected
SPONSORED DATA AND ITS IMPACT
Sponsored Data, also known as “1-800 Data,” enables mobile device users—even those on prepaid phones
with no credit or those who cannot afford a mobile data plan—to use mobile services provided by
businesses and governments free of charge. It is the mobile data equivalent of the toll-free telephone
service, where a third party pays the mobile operator for the customer’s access to its mobile services.
Beyond end users, it provides tremendous benefits for enterprises and governments:
• Cost savings (e.g., creating incentives so customers access the best cost/benefit channels, costeffective mobile marketing)
• Incremental revenue (e.g., from engaging new customer sets by providing free access to m-commerce
sites, free service trials, and highly targeted m-advertising)
• Increased customer/citizen engagement (e.g., from broader constituencies and lower cost to serve)
• Enhanced brand perception
• Positive impact on digital inclusion
EXECUTIVE SUMMARY
Toll-free telephone calls are a well-known concept: customers can contact businesses free of charge, while the
company receiving the call covers the communication costs. In today’s highly mobile, data-driven world, consumers
everywhere place a high value1 on the time-saving and money-saving facilities mobile data technologies allow.This
is especially true in emerging markets, where a mobile phone is often the only “connected” device they own.
With these valuable benefits in mind, Bradesco, one of Brazil’s top retail banks, launched “Acesso Grátis Bradesco
Celular” in March 2014, enabling clients to access their bank accounts from their smartphones without using
up their mobile data caps. By sponsoring clients’ mobile-banking data use, Bradesco was able to shift more of
its client’s interactions to Internet-based self-service and dramatically reduce cost per transaction, since mobile
banking is significantly less costly than any other banking channel. At the same time, it increased customer
engagement, as clients now execute many more transactions through mobile banking than any other channel.
Indeed, one year after launching its Sponsored Data offer, Bradesco mobile banking users have more than
doubled, and transactions over the mobile channel have quadrupled. From practically non-existent in 2010,
mobile has become Bradesco’s second-most used access channel and is likely to become the foremost one as
mobile service usage grows.
The results of Bradesco’s case are also particularly impressive since 75% of mobile users in Brazil are on prepaid
plans and consume very little, if any, mobile data on a regular basis. Consequently, their broad adoption of this
service is remarkable, and the impact that “1-800 Data” can have on other consumer and citizen-facing services
promises to be disruptive.
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Moreover, the customer support cost savings and goodwill achieved by Bradesco are completely transferrable
across industries, making its experience an iconic success strategy for others to follow. For businesses and
governments in general, the benefits offered by mobile technology are clear. By allowing their customers,
employees, partners and citizens to gain anytime/anywhere access to compelling mobile services, Sponsored Data
helps these firms improve productivity, lower operational costs, create new revenue opportunities, and increase
customer satisfaction and engagement. As a result, these firms should expeditiously contact wireless operators
for help deploying relevant Sponsored Data services and seizing these gains. INTRODUCTION
No matter what industry you’re in, in today’s market it is imperative to go mobile. With global mobile subscribers
growing at an annual compound rate of 12.4%2 and expected to reach 9 billion by 20203, more and more
businesses are evolving to mobile-enabled business models, from taxi cabs to delivery services, distance learning
to eGovernment, remote health monitoring to online purchases, and many others
Figure 1: Global Mobile Subscriber Growth in Developed and Developing Countries, 2005-2015.
CAGR 2005–2015
7.1 B
Developing
Developed
12.4%
5.3 B
5.6 B
2.2 B
16.5%
3.9 B
1.2 B
1.0 B
2005
1.4 B
1.5 B
2010
2015*
4.3%
Source: ITU World Telecommunication/ICT Indicators database
Since 2005, the mobile carrier association GSMA has tracked the growth of mobile-enabled services globally.4
From a mere 100 narrowly focused services based on voice and SMS available in 2005, by 2013, they grew to
over 1,200 diverse services, which leverage smartphone processing power and the mobile Internet. Health,
education, emerging employment, and small business applications have seen particularly strong growth over
the past three years, given the need from these segments to reach a wide audience. After all, in a world where
4
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Sponsored Data: Connecting the Unconnected
more than half the population still doesn’t have access to an Internet connection, but over 85% of the world’s
population lives in range of a data cellular network,5 and 63% will have access to 4G LTE mobile broadband
services by 2020,6 mobile presents itself as the best way to reach this audience.
Mobile Data: The Affordability Challenge
However, even with devices becoming more affordable, the cost of mobile data today is still a challenge for
many people. While the UN Broadband Commission has set a target for entry-level Internet access priced
at less than 5% of GNI (Gross National Income) per capita, this is rarely the case in low-income countries.
Whereas in developed markets, mobile broadband penetration stood at 82% in 2014, in developing nations this
index drops to 28%.7
Figure 2: Prepaid Handset-based (500MB) Mobile Broadband Prices as Percentage of GNI, 2013
Mobile Broadband Penetration
80%
Developed
Markets
70%
60%
50%
40%
30%
20%
Developing
Markets
10%
0%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
Mobile Broadband Price (% GNI per capita)
Source: ITU Measuring the Information Society Report 2014; ITU World Telecommunication/ICT Indicators database
For mobile subscribers in the developing world, where the vast majority are on low-cost, prepaid plans,8 devices
come unsubsidized and every call minute and megabyte used is carefully tracked, as prices are higher and data
caps are lower than for contract plans. In Mexico, for instance, only 5% of prepaid users subscribe to mobile data
services, whereas among postpaid users, mobile broadband penetration reaches 70%.9 According to the Latin
American Development Bank, only 20% of Latin Americans have access to mobile broadband connections, and
half still do not have any access to the network.
While uptake for mobile broadband services has grown rapidly in Latin America, penetration is still low for a
region where there are more cell phones than people. Only Brazil, Uruguay, Chile and Costa Rica register mobile
broadband penetrations above 30%,10 as 77% of wireless users in Latin America are prepaid subscribers11.This is
likely to remain high through 2020, at around 75% of the total.12
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• App developer: For app developers, sponsoring the data to download and use the app for the first
few times can stimulate adoption of a new product. Moreover, since developers are getting paid for
the content, it may be viable and prudent for them to pay for content download on an ongoing basis.
A Sponsored Data offer can also be an excellent marketing strategy, aiding discovery through positive
word of mouth.
• In-company use: Companies with many remote workers can reduce the cost of supplying employees
with a mobile service and boost field force productivity by sponsoring access to tools such as productivity
apps and the company website and Intranet.
In all these applications, businesses are looking to increase the efficiency of their operations by offering mobile
services. Sponsored Data provides these businesses with a tool for driving the adoption of their mobile services,
which significantly improves customer satisfaction without demanding a large investment of money, time or effort.
Cost Savings
Sponsored
Data
Indian insurance company ICICI Prudential experienced difficulty increasing the adoption of its online
applications after enabling its field force with tablets, since workers had inhibitions due to the high cost of data.
Rather than absorb the full cost of employees’ data plans, ICICI Prudential turned to carrier Airtel to provide
a Sponsored Data solution. By sponsoring employees’ work-related data use, the company managed to boost
access to its portal, with field force workers consuming over 15 GB-20 GB on their tablets, allowing
them to access applications in real time and enhance their productivity. Given the success of the solution, ICICI
Prudential has since started sponsoring mobile data access to its customer service apps as well.
In April 2015, Airtel also expanded its Toll-Free Mobile Data offer to include Airtel Zero, an easy-to-use
platform aimed at mobile app developers looking to reduce marketing costs by as much as two-thirds,
according to the carrier. Airtel informs its subscribers of the toll-free apps registered for Airtel Zero, which can
be downloaded and accessed by users free of charge even at zero mobile balance.
Brazil’s Bradesco bank also turned to Sponsored Data as a means to encourage clients to use its mobile
banking services, for which the cost per transaction is a mere 5% that of in-person channels. A detailed
account of this compelling Sponsored Data use case, the first to bring together four different carriers, is
presented in the next chapter.
Incremental revenue from engaging new customer sets
Developing a mobile service and sponsoring consumer access to it can vastly increase a company’s reach.
Sponsored
Internet
Berniaga, Indonesia’s leading online classifieds portal, partnered with Telkomsel in June 2014 to offer the carrier’s
customers three-hour “free Internet” passes. This promoted the website, drove traffic to it, and helped create a
positive association with the brand. During the campaign period, 88% of the users who visited Berniaga’s website
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Sponsored
Internet
Similarly, Chinese online retailer Alibaba announced in April 2015 it will be selling low-end smartphones with
its Taobao app pre-installed and four months of free data service (in association with long-time partner China
Telecom), looking to boost its mobile commerce operations in smaller cities and rural areas.
While Amazon and Alibaba’s strategy was to drive their core businesses of digital content and physical
product sales, Sponsored Data can also help enterprises expand beyond their core business. For hardware
manufacturers, for instance, bundling free mobile data with their device can guarantee customer engagement
beyond the initial purchase. Through Sponsored Data, these companies can add services or content to their
product to create a turnkey offering and then potentially benefit from a recurring revenue stream.
For example, Hewlett-Packard began selling its own tablets with two years of free mobile data. The “Comes
With Data” program was launched in Sweden, UK and Denmark in November 2013, aiming to encourage
mobile data use on tablets and generate incremental revenue for itself. Users get up to 250MB of free,
unrestricted 3G/4G data per month for two years (including international roaming in some cases). Users can
also purchase extra data easily from the HP DataPass website or Windows/Android app on a pay-as-you-go
basis, generating a new revenue stream for HP,18 while users benefit from rates that are often cheaper than
regular prepaid data plans.
The success of this program led HP to expand the service to laptops and many other countries, such
as Ireland, Austria, Italy, France, Germany, Spain, Switzerland, Netherlands, the US, Hong Kong and Singapore.
The company has announced plans for the service in other Asia Pacific countries, including Australia and
India. Notably, the program has already attracted many previous Wi-Fi-only tablet users due to the tablets’
competitive prices (HP charges no premium for the wireless connectivity option) and their ease of use, since
there is no need to sign up for a carrier plan. HP expects to see even greater adoption in coming years with the
growth of LTE.
Enhanced Brand Perception
China Telecom is one of the most advanced carriers when it comes to Sponsored Data, offering third parties
a platform (developed by AsiaInfo) for easily deploying Sponsored Data campaigns. The VerisO²P platform gives
partners access to China Telecom’s APIs so they can integrate their offers to the carrier’s services, and has been
especially popular with online retailers, who can reward customers for making a purchase or clicking on an ad
with free data. Partners can chose whether to sponsor access to a specific website or app, or offer customers
a free Web pass, which can also be used as currency to be redeemed for other awards or exchanged among
mobile users. Since launching the platform in 2013, the Chinese carrier has deployed more than 200 offers
for over 50 partners in campaigns, such as downloading apps, doing quizzes, and watching ads through China
Telecom’s “gamified” app.
The carrier also zero-rates the downloading and use of Alibaba apps. The e-commerce giant has partnered with
China Mobile and China Unicom in the past, offering customers free data rewards of up to 2GB per month.
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eGov: HOW SPONSORED DATA HELPS PUBLIC SERVICES REACH EVERYONE
With governments across Latin America implementing National Broadband Plans and declaring universal
broadband access a key goal to drive the development of the region, it is a wonder that so few have
advanced in the offering of eGovernment services. The existence of relevant and localized content and
services has been shown to act as a key incentive for mobile broadband adoption. As public services
compel people to adopt mobile broadband, the private sector will likely develop and offer services to
meet the needs of new users, including poorer communities.
Sponsored Data can serve as an important tool for governments to serve these communities in an
efficient and timely manner, where they would otherwise have limited access to public services.
eGov in Brazil
Despite 99% of the population having mobile coverage, in 2013, only 32% of federal and state government
agencies offered mobile services to citizens. However, 46% planned to include mobile services in 2014.
The rapid growth in smartphone sales in the country over the past two years has also generated a boom
in the development of innovative public service apps:
• SINESP Cidadão: mobile app with information on missing persons, wanted criminals and stolen
vehicles. Launched in 2014, the app has over 4.6 million downloads on smartphones and tablets.
• Escola com Celular Program: development of school curriculum content for use on smartphones and
tablets and aiming to spark debate between students, teachers, and the community on environment
and sustainability.
• Alô Cidadão: communication tool of the town government of Chuí. Through the app, citizens can
report emergencies and complaints using their ID, which are immediately sent to the relevant
department.
The federal government is also studying the development of a mobile payment service to streamline the
payment of monthly Bolsa Família installments, a process often marred by long queues in banks. One of the
largest income transfer programs in the world, Bolsa Família benefits over 70 million families living below
the poverty line in Brazil. Sponsored Data can increase efficiency in delivering public services to citizens
who would otherwise be unable to afford a mobile broadband connection. It may also act as a significant
marketing tool for mobile government services.
In Latin America, the initiative has also benefitted from government backing. For example, in Colombia, the app
includes government services such as Instituto Colombiano para la Evaluación de la Educación, an education
assessment service, and Agronet, a service that provides information on agriculture and rural development.
Despite its success, the project’s impact is limited as few carriers so far have been open to zero-rating Internet.
org services. If governments wish to improve the reach of public services, Sponsored Data partnerships are key
to engage wider carrier support.
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Sponsored Data: Connecting the Unconnected
More than just Internet access, the benefits of digital inclusion arise from how the Internet is used. According
to the World Economic Forum, an increase of 10% in a country’s digitization score (which measures the mass
adoption of connected digital services by consumers, enterprises, and governments) can generate 0.75% growth
in its GDP per capita. In Latin America, mobile contribution to GDP is expected to reach 4.5% by 2020.¹º In
the past five years digitalization has already contributed 4.3% to the regional gross domestic product and has
generated over 900,000 jobs. Development Bank of Latin America,²º
Other similar initiatives looking to democratize access to information through free mobile data include Wikipedia
Zero, which zero-rates access to Wikipedia in 59 countries with 67 operators, providing free mobile access to
information to about 400 million people around the world. Another example is that of Airtel Nigeria (also a
Wikipedia Zero partner), which began offering zero-rated access to an Ebola information hotsite, ebolafacts.
com, during the Ebola crisis in West Africa.com, during the Ebola crisis in West Africa.Other similar initiatives
looking to democratize access to information through free mobile data include Wikipedia Zero, which zerorates access to Wikipedia in 59 countries with 67 operators, providing free mobile access to information to
about 400 million people around the world. Another example is that of Airtel Nigeria (also a Wikipedia Zero
partner), which began offering zero-rated access to an Ebola information hotsite, ebolafacts.com, during the
Ebola crisis in West Africa
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ACESSO GRÁTIS BRADESCO CELULAR: A CASE STUDY
In March 2014, Bradesco Bank launched Brazil’s first Sponsored Data offer, “Acesso Grátis Bradesco Celular,”
allowing its clients to access the bank’s mobile banking services free of charge over mobile broadband, in an
agreement with the country’s top four wireless carriers.
Bradesco’s Sponsored Data project is at the forefront of the evolution of banking and financial services in the
mobile age and follows a long tradition of banking innovation. Bradesco was the first Latin American company to
acquire a computer and the first to launch credit cards in Brazil back in the 1960s.The bank was also the first to
launch Internet banking services in Latin America in 1996, launched a sponsored Internet banking offer in 1999,
and is poised to become the first in Latin America with an app for the Apple watch.
BRADESCO: COMPANY PROFILE
Founded in 1943, the company has become one of Brazil’s largest banks in total assets, and is the only
private sector institution to reach every single town in the country. Bradesco believes in being close to
the customer, giving the bank a key advantage in its understanding of the country’s economically active
regions, to better assess and limit loan risks, and to better serve the needs of its customers.
Through an extensive branch and service network of over 75,000 customer service points, Bradesco
offers a wide array of banking and financial products and services in Brazil and abroad to individuals and
companies of all sizes. Such products include loans, advances, deposit-taking, credit card issuance, purchasing
consortiums, insurance, leasing, payment collection and processing, pension plans, asset management and
brokerage services.
Bradesco in numbers
• 26.5 million current accounts
• 59.1 million savings accounts
• 46.9 million insurance clients
• R$ 15.3 (US$ 5.09)21 billion in net profits
• R$ 1.032 (US$ 0.34) trillion in total assets
• R$ 81.5 (US$27.13) billion in net assets
• R$ 4.9 (US$1.63) billion invested in infrastructure, IT and telecommunications
• 75,176 customer service points, including:
–– 4,659 branches
–– 31.089 Bradesco Dia & Noite ATMs
–– 3,486 service branches
–– 17.593 Banco24Horas ATMs
–– 50,006 “Bradesco Expresso” banking
correspondent units
–– 13 Branches and subsidiaries abroad
*Data as of 2014
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Sponsored Data: Connecting the Unconnected
The Challenge
In a world where over 2.5 billion people have no access to a traditional bank, but 40% of them have access
to a mobile phone,22offering mobile banking services is key to driving financial inclusion of this large
unbanked population.
In Brazil, there has been significant growth in financial inclusion; according to the World Bank’s Global Findex
2014 report, account ownership in Brazil has increased from 56% in 2011 to 68% in 2014.23 This is largely due
to Brazil’s innovative solution of “banking correspondents,” a program approved by the Central Bank in 1999
to allow the use of lottery outlets, post offices and small retailers to distribute financial products in places
too small for bank branches, eliminating several entry barriers for financial services in remote locations. These
banking correspondents represent nearly two-thirds of Bradesco’s customer service network.
With 1.4 mobile lines per person in Brazil and 92.4% of the population covered by a 3G mobile broadband
network,24 mobile banking services have emerged as a way to bridge the remaining gap between customers
and banks. They help eliminate the burden of walking several miles into town for simple transactions such as
reviewing bank statements, paying bills, and even receiving money.
This ease of access may also help bring in the remaining 32% of Brazilians over 15 years old who are still
unbanked, many of whom are informal workers who rely on cash payments. In many developing markets around
the world with low financial inclusion rates, mobile money services are emerging as an alternative to cash for
those who don’t have access to bank accounts and debit cards.
As the graph below shows, the majority of transactions operated by Brazilian banks are non-financial, such as
checking bank statements. Financial transactions, however, are still done mainly at physical channels such as
branches and ATMs, despite the growth of alternative payment options to cash, such as credit and debit cards,
direct billing, money transfers and e-wallet services.
Figure 4: Average Monthly Transactions per Current Account, Brazil, 2009 and 2013
81%
Non-financial Transaction
Financial Transaction
4%
10.5
45%
-18%
0.8
10%
2.9
2009
4.2
2013
Point-of-Sale
0.1
0.9
0.1
1.0
2009
2013
Banking
Correspondent
0.8
3.0
2009
2.3
2013
Branch
3.7
3.8
3.6
3.8
2009
2013
ATM
5.6
1.8
2009
2.5
2013
Internet
Banking
1.8
1.2
<0.1
<0.1
<0.1
<0.1
<0.1
2009
2013
2009
2013
Mobile
Banking
Contact
Center
Source: Pesquisa Febraban de Tecnologia Bancária - 2013
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The ease of access of remote channels to banking information has led to a significant increase in the total
number of transactions. For banks, this has a significant impact, as it increases the engagement of customers and
reduces the time customers spend in queues. It also significantly lowers the cost per transaction as noted below
for Internet banking and even more so for mobile banking.
Figure 5: Cost per Transaction per Channel
$4.25
$2.50
$1.75
Branch
Call
Center
ATM
Deposit
$0.25
$0.25
$0.20
$0.08
ATM
Withdrawl
Interactive
Voice Response
Internet
Banking
Mobile
Banking
Source: Diebold and Bain, 2010, “Customer loyalty in retail banking”
Therefore, accelerating the migration of more complex financial services such as transfers, payments and credit
deals to mobile banking can not only increase engagement and use of banking services, but also significantly
reduce the cost of many day-to-day operations. Between 2008 and 2012, Brazilian banks reduced cost per
transaction by 17%, mainly due to the rise in Internet banking use during the period.25
The use of digital banking channels such as Internet banking and mobile banking also increased the “virtualization”
of financial transactions among users once they become accustomed to making non-financial transactions online.
Whereas in 2009 the number of physical withdrawals registered by Brazilian banks was the same as the number
of point-of-sale card payments, by 2013 PoS payments became more common than withdrawals.26
However, despite smartphone sales booming in Brazil, and 41% of mobile users on mobile broadband, only 7%
of mobile subscribers use mobile banking services.27 Although this is partly due to many mobile users being
unbanked, banks have also encountered a certain resistance from users, as 75% of mobile lines in Brazil are
prepaid,28 and these cost-conscious users prefer to keep their limited mobile broadband plans for Internet
access, email and social networks, used by 41% of mobile subscribers.
Why Sponsored Data?
Bradesco chose to sponsor clients’ data use in order to accelerate the adoption of mobile banking by its
customers. Before the Sponsored Data service was launched, only 10% of Bradesco clients used its mobile
banking services.29
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For clients, not only is mobile banking more convenient, but often a more secure alternative to ATMs,
as smartphones need a greater number of passwords, are less likely to be meddled with, and don’t involve
cash transactions.
The free service also helps reduce the need for mobile access to its toll-free contact center by giving mobile
users another toll-free option. The Solution
Bradesco began offering access to mobile banking services free of charge in March 2014, in a partnership with
Brazil’s four-largest mobile carriers:Vivo, Claro,TIM, and Oi, which represent 98% of mobile subscribers in Brazil.
With “Acesso Grátis Bradesco Celular,” Bradesco clients can access over 180 banking services without using
up their personal mobile data caps. Users can view their account balance, check bank statements, transfer funds,
pay bills, deposit cheques, view security tokens, top up their prepaid mobile credits, check stocks and other
investments, and even apply for a bank loan, among other services. All this is available through several different
customized apps—from basic current account holders to investors and businesses—as well as the bank’s online
banking website, adapted for mobile.
Virtual versus Physical Services
These apps include several virtual options for physical financial transactions, which offer clients greater
convenience. For instance, to make a deposit via smartphone, a Bradesco client may capture the cheque by
camera phone via the Bradesco application. The compensation period is the same as the physical deposit, and
the deposit can be tracked immediately in the client’s account statement. Other services that would generally
involve direct contact with bank managers, such as applying for insurance or a bank loan, can also be done
through the m-banking service.
Building Awareness
Awareness for the toll-free offer was created in part by over 3,000 “Mobile Ambassadors” who were equipped
with iPads to interact with customers at bank branches, teaching clients how to use Bradesco’s digital channels.
The bank also invested in marketing on social media, making a strong impact on digital users most aware of the
benefits of the service, as well as distributing notes in branches with information on the Sponsored Data offer.
In order to further drive the adoption of its banking apps, Bradesco is opening Wi-Fi to clients in branches so
they can download the application while waiting in line.
Flexible, Economical Billing for Sponsored Data
Leveraging the carriers’ flexible billing capabilities, Bradesco pays a fixed monthly price for sponsoring all users’
data, irrespective of fluctuations in data traffic to Bradesco services each month. This allows the bank to better
control costs.
Business Results
In the month following the launch of “Acesso Grátis Bradesco Celular,” new users of Bradesco’s mobile
banking services doubled to 400,000 from the 200,000 new users registered in March 2014. Since then, the
monthly average for new users has remained high, at 350,000, as the free access marketing helped bring more
and more Bradesco clients to mobile banking.
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Sponsored Data: Connecting the Unconnected
In the wake of Bradesco’s success with the model, direct sales cosmetics manufacturer Natura is also studying
the use of Sponsored Data to provide online catalogs and access to its m-commerce portal to over 1.6 million
consultants, reducing costs and making communication and sales more efficient through mobile-enabled services.
CONCLUSION
For businesses and governments overall, the benefits of Sponsored Data are clear. By allowing their customers,
employees, partners and citizens to gain anytime/anywhere access to compelling mobile services, it helps these
firms improve productivity, lower operational costs, create new revenue opportunities, and increase customer
satisfaction and engagement. As a result, these firms should expeditiously contact wireless operators and multicarrier brokers for help in deploying relevant Sponsored Data services and seizing these gains, as well as
companies like Qualcomm, which help bring ecosystem partners together to realize these gains.
This paper was developed by Frost & Sullivan with Qualcomm assistance and funding.This report may utilize information,
including publicly available data, provided by various companies and sources, including Qualcomm.
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ENDNOTES
1.
In Brazil, users value the benefits of mobile technologies (3G only) at 20% of average income, according to a report by the Boston Consulting Group.
2.
ITU World Telecommunication/ICT Indicators database
3.
GSMA Global Mobile Economy Report 2015
4.
GSMA, “Financing Innovation,” July 2014. The full list of services may be found at http://www.m4dimpact.com/data/products-services
5.
GSMA Digital Inclusion Report 2014
6.
GSMA Global Mobile Economy Report 2015
7.
ITU World Telecommunication/ICT Indicators database
8.
“Of all countries included in the IDI, some 57 per cent have more than 80 per cent prepaid subscriptions,” ITU Measuring the Information Society Report 2014.
9.
Camargo, Radamés. “Evolución de la Banda Ancha Móvil en México.”
10. ITU World Telecommunication/ICT Indicators database, 2014 estimate.
11. Frost & Sullivan, Latin America Mobile Services Markets Outlook, 2014
12. GSMA The Mobile Economy 2014 Latin America
13. Sandvine GLOBAL INTERNET PHENOMENA REPORT 2H2014
14. GSMA The Mobile Economy 2014 Latin America
15. GSMA Digital Inclusion Report 2014
16. Fabernovel, 2013
17. Goodreader.com, Morgan Stanley Research
18. Revenues from extra data is shared with partners, such as Swedish borderless mobile connectivity carrier Fogg Mobile, which provides the universal SIM cards and the app that enables users to monitor data usage, upgrade their data plan and view account history.
19. GSMA The Mobile Economy 2014 Latin America
20. Development Bank of Latin America, Digital Inclusion: The key to progress
21. R$ 1 = US$ 0.33290 BRL/USD for the 24-hour period ending Monday, May 11, 2015, 22:00 UTC @ +/- 0%
22. GSMA State of the Industry 2014: Mobile Financial Services for the Unbanked
23. World Bank’s Global Findex 2014
24. Anatel, March 2015
25. Pesquisa Febraban de Tecnologia Bancária - 2012
26. Pesquisa Febraban de Tecnologia Bancária - 2013
27. Pesquisa Febraban de Tecnologia Bancária - 2014
28. Anatel, June 2015
29. Bradesco PR video: Celular revoluciona relacionamento do cliente com o Bradesco
30. May 2014: presentation at Tela Viva Móvel; May 2015: presentation at CIAB
31. Account access applications developed for iOS (iPhone and iPad), Android, BlackBerry, Windows Phone and Java
32. GSMA The Mobile