Into successful commercial products; and the first steps will be taken on postpayment users, who hold an ARPU higher than the average and who are able to acquire a handsets. But, since in the region, prepayment modality holds the majority, 3G value-added services and applications aimed at increasing profitability should also focus on mass market. In that sense, the main goal is to reach the user with handsets at accessible prices. And 3G network speeds appear as incentive so that customers use new applications, since it improves the user’s experience. Such is the case of multi-player games -that are not supported by 512 kbps-, music downloads and mobile TV.
Additionally, besides handset's price, coverage is another important factor. In order to increase data traffic, the entire network architecture should be changed. When operators begin to deploy 3G, networks bundling should be considered so that users do not experience problems in services while using the applications.
But there is a greater challenge, and it lies within the supply of contents and applications. Although the increasing number of developers existing in the region radiates optimism, there are still some open questions as regards which offers will spark users’ interest. Mobile TV will require attractions so that a new way of video consumption is accepted; quality and variety in local content will be required. And the key point may lie within music, football and last-minute news in short-duration formats. Web 2.0 phenomenon bets on moving the communities’ experience in Internet, where users share contents, they produce by themselves. However, it is worth asking which degree of development it might reach if 3G is basically a point-to-point or multi-point connection that enables delivery to specific receivers.
On the contrary, Internet access in itself promises to be the “killer application” in 3G in Latin America, since mobiles will also compete with fixed telephones, and moreover, mobile version of WiMax should first achieve global scale to be competitive in Latin America, something that provides 3G with an extra advantage.