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Andean Region: Neomobile’s GloCal business in Colombia, Ecuador and Peru

Discover Neomobile’s success story in Andean Region that combines international expertise and local understanding in the rapidly developing mobile industry

In just 6 years Neomobile has become a leader in all the major mobile markets in Latin America, with strong presence through offices in Sao Paulo, Mexico City and Bogotá. Together with the local mobile operators, digital merchants and app developers we have created a unique business ecosystem that fosters this growing mobile economy.

Take a closer look with us at the emerging Andean countries, their mobile markets and our company’s local presence, with our Andean Countries Manager Andrea Grijalba’s help and expertise.


The hottest mobile trends in Andean region: “smart” & connected

Andean telecommunications market has been constantly growing in the past eight years, allowing the significant improvement of mobile services due to several changes in the IT sector. The most important trends that are driving this development include the launching of 4G/LTE technology, mobile number portability, the arrival of new MNOs and new government policies to promote mobile network access.

The numbers behind this incredible boost of mobile communications speak for themselves: over 100% of penetration rate – mobile subscribers have grown faster than population itself. For instance, in Colombia, as Andrea confirms, there are more than 50 million mobile lines and “only” 47 million people.

One more crucial trend is related to the smartphones acquisition. For Neomobile, the increase in the devices purchase is fundamental for the mobile internet subscribers growth, as it allows creation, advertising and monetization of mobile services and virtual goods.

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Neomobile’s weekly roundup

Top weekly news from the mobile & tech industry selected by Neomobile

News Industry Drives Mobile Ad Growth in APAC 

The news industry more than quintupled its mobile ad spending in Asia-Pacific in Q1 2014, according to Millennial Media, helping drive total mobile ad spending in Asia-Pacific ever higher. News and real estate, among other industries, also experienced rapid growth in mobile ad spending during the period.


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Recruitment in Latin America: Neomobile’s talent scouting strategies

Discover how Neomobile recruits and retains talents in Latin America, and fosters the expanding mobile economy 

The dynamic business and economic environment of Central and South America is constantly growing, especially the mobile industry. Digital companies like Neomobile are fostering this growth not only by investing in innovation and technology but also in human capital, as we firmly believe that it should be the main asset in every company.

Importance of the local presence

In just 6 years Neomobile has become a leader in local mobile markets, with strong presence through our offices in Sao Paulo, Mexico city and Bogota, and our business ecosystem created in synergy with mobile operators, digital merchants and app developers. In recent years this dynamic industry is becoming very attractive for young talents who want to grow with it professionally, and eventually become experts in the fields of mobile entertainment, advertising and payment.

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The Art of Monetizing Apps

Thanks to the popularity of Smartphones and tablets, mobile Apps have become a fundamental element for companies when planning their mobile strategies. Like most elements in good Business practice, the existence of these apps is only really valuable if and when they generate some sort of income, which can only happen through a step called monetization. This week, Neomobile offers an overlook on the different ways that monetization works when it comes to mobile apps.

Get Noticed & Build Traffic

For starters, you have to start your journey with a bit of a gamble. The first step to monetize an app has to do with visibility. No matter how beautiful and practical an app may be, it will be nearly impossible to generate any income if it is floating amongst the thousands of apps that already exist in the most popular virtual stores. But how do you get noticed?

In a recent article by Terry Hughes in confirms that becoming “discovered” has become the trophy of excellence in the current economy created by app monetization. It is precisely for this reason that a battle has launched between Apple and Google to get their hands on the best apps out there. It has led both mobile giants to offer app developers better visibility through strategic positioning and promotions as long as they are willing to sign an exclusive agreement for their inventions.

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Andean Region Mobile Industry Trends

According to a report by GSMA at the end of last year, Latin America represented 10% of the global mobile market in terms of revenue. While this regional indicator is important, GSMA’s report emphasizes the diverse figures offered by the Latin American market. This week, Neomobile takes a look at the state of the mobile industry in the countries of the Andean region (Venezuela, Colombia, Ecuador, Peru and Bolivia) by analysing the penetration of active SIM cards, the number of unique users and payment methods that people prefer in this area.

For starters, it is important to point out the percentage of active SIM card penetration in the region which, according to the GSMA report, reached 104% in mid-2013, which is much higher than the overall penetration of 85%. In this sense, the Andean region is performing well when you take a closer look at the overall 86% penetration in the Bolivian market and the 117% in the Ecuadorian market. Likewise, while Peru and Colombia remained around 95%, Venezuela exceeded a penetration of 100%.

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