Outlook of Smartphone Usage in Brazil. A study analysis made by WMcCann and Grupo.Mobi. Research by Ipsos MediaCT.

1. OUTLOOK OF SMARTPHONE USAGE IN BRAZIL
A STUDY ANALYSIS MADE BY WMCCANN AND GRUPO.MOBI
RESEARCH BY IPSOS MEDIACT

2. PRESENTATION TOPICS
1. A rapid market evolution
2. Smartphones
3. Internet mobile
4. Social media
5. Mobile content
6. Apps and games
7. Feature phones
8. Near future

3. GOALS
• Investigate how
consumers relate to the
brands, products and
services using their mobile
devices. And to provide a
better understanding
about this fast changing
market.
Click to edit Master text styles

4. METHODOLOGY
• Ipsos Online Panel
• 1000 interviews in total
• Men and Women, Brazilian’s residents
• Ages: from 14 to 59 years old
• Interviews applied in the 7 main
Brazilians urban centers
• High, Middle and Low middle classes
• 100% mobile phone owners
• Surveyed in February 2011

5. 1. A RAPID MARKET EVOLUTION

6. A rapid market evolution
• 50.4% of smartphones owners bought their last device
in the last 6 months, indicating that the market has
been changing very quickly.

7. HOW LONG HAVE YOU HAD THIS MOBILE PHONE?
Total Feature phone Smartphone
Less than 3 months 15.7% 11.8% 24.7%
From 4 to 6 months 16.4% 12.4% 25.7%
From 7 months to 1
17.9% 18% 17.7%
year
From 1 to 1 ½ year 15.9% 16.2% 15.2%
From 1 ½ to 2 years 9.5% 11.6% 4.8%
More than 2 years 24.6% 30.1% 11.9%
Base: full sample

8. WHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONE
Total Feature phone Smartphone
Less than 3 months 17.8% 20% 12.8%
From 4 to 6 months 22.7% 24.4% 18.7%
From 7 months to 1
21% 20.2% 23%
year
From 1 to 1 ½ year 19.1% 17.4% 23%
From 1 ½ to 2 years 8.2% 6.6% 11.9%
More than 2 years 11.2% 11.5% 10.7%
Base: full sample

9. WHEN DO YOU INTEND TO CHANGE YOUR MOBILE PHONE
44.4% of the owners
of a feature phone
Total Feature phone intend to Smartphone
change
their mobile phones
in the next
Less than 3 months 17.8% 20% 6 months.12.8%
From 4 to 6 months 22.7% 24.4% 18.7%
From 7 months to 1
21% 20.2% 23%
year
From 1 to 1 ½ year 19.1% 17.4% 23%
From 1 ½ to 2 years 8.2% 6.6% 11.9%
More than 2 years 11.2% 11.5% 10.7%
Base: full sample

10. 2. SMARTPHONES

11. Smartphones
• The smartphone has reached the mass.
• Almost 1/3 of the internet users (30.3%) own a
smartphone.
• It means that there are approximately 19 millions
smartphones in Brazil.

12. SMARTPHONE OWNERS
40.0%
30.0%
20.0%
35.2% 33.8%
24.2% 24.9%
10.0%
15.3%
0%
Work and study Work Study Unemployed Housewife
Smartphone
Base: full sample

13. SMARTPHONE OWNERS
50%
38%
25% 49.7%
33.5%
13%
19.0%
0%
high class middle low middle
Smartphone
Base: full sample

14. SMARTPHONE OWNERS
50%
38%
25% 49.7% Good penetration
rate, even for the
33.5% lower middle class
13%
19.0%
0%
high class middle low middle
Smartphone
Base: full sample

15. 40.5% of low middle
class intend to
change their
mobile phones in
less than 6 months.

16. SMARTPHONE OWNERS
40%
30%
20%
34.6% 33.2%
28.6% 29.5%
21.9% 21.1%
10%
0%
Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59
Smartphone
Base: full sample

17. SMARTPHONE OWNERS
Presented among
40% all age groups
30%
20%
34.6% 33.2%
28.6% 29.5%
21.9% 21.1%
10%
0%
Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59
Smartphone
Base: full sample

18. MAIN SMARTPHONE’S BRANDS IN BRAZIL
• Even though its price is very
high in Brazil, the iPhone has
already gained an important
5.1%
8.4% market share.
9.8% 35.0%
13.0%
10.9% 17.8%
Nokia Samsung Motorola
Others Apple LG
Blackberry
Base: Smartphone owners

19. DO YOU ACCESS THE INTERNET USING YOUR MOBILE
PHONE?
100%
75%
50% 97.4%
89.4% 88.5% 85.7%
83.1%
72.3%
61.8%
25%
0%
Total Apple LG Nokia Blackberry Samsung Motorola
Yes
Base: Smartphone owners

20. HOW OFTEN DO YOU ACCESS THE INTERNET USING
YOUR MOBILE PHONE?
80.00%
60.00%
40.00%
20.00%
0%
Apple Blackberry LG Motorola Nokia Samsung
More than 1 hour per day Everyday 4 to 6 days a week 2 to 3 times a week
Once a week or less often
Base: interviewees who access the internet through mobile phones

21. HOW OFTEN DO YOU ACCESS THE INTERNET USING
YOUR MOBILE PHONE?
80.00%
75.5% access
the internet
60.00%
every day
40.00%
20.00%
0%
Apple Blackberry LG Motorola Nokia Samsung
More than 1 hour per day Everyday 4 to 6 days a week 2 to 3 times a week
Once a week or less often
Base: interviewees who access the internet through mobile phones

22. DO YOU USUALLY SHARE CONTENT THAT YOU FIND INTERESTING
USING YOUR MOBILE PHONE?
100%
75%
50%
84.3%
63.4% 66.0%
61.2% 59.4%
54.2%
25%
36.9%
0%
Total Apple Blackberry LG Motorola Nokia Samsung
Yes
Base: smartphone owners who access the internet through mobile phones

23. DO YOU USUALLY SHARE CONTENT THAT YOU FIND INTERESTING
USING YOUR MOBILE PHONE?
100%
They tend to share
75% more content.
50%
84.3%
63.4% 66.0%
61.2% 59.4%
54.2%
25%
36.9%
0%
Total Apple Blackberry LG Motorola Nokia Samsung
Yes
Base: smartphone owners who access the internet through mobile phones

24. HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES OR
E-COMMERCE APPS USING YOUR MOBILE PHONE?
80%
60%
40%
62.6%
20%
14.5% 14.7% 14.5%
10.5%
2.9% 5.5%
0%
Total Apple Blackberry LG Motorola Nokia Samsung
Yes
Base: smartphone owners who access the internet through mobile phones

25. HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES OR
E-COMMERCE APPS USING YOUR MOBILE PHONE?
80%
60%
They are the biggest
shoppers using a
40%
mobile phone
62.6%
20%
14.5% 14.7% 14.5%
10.5%
2.9% 5.5%
0%
Total Apple Blackberry LG Motorola Nokia Samsung
Yes
Base: smartphone owners who access the internet through mobile phones

26. WHAT IS YOUR MOBILE PHONE’S BRAND?
Averadge
Apple
Blackberry
Samsung
LG
Nokia
Motorola
0% 25% 50% 75% 100%
Ages 14­17 Ages 18­24 Ages 25­34 Ages 35­44 Ages 45­54 Ages 55­59
Base: full sample

27. WHAT IS YOUR MOBILE PHONE’S BRAND?
Averadge
Apple
Blackberry
It’s the brand with
Samsung the strongest
relationship with
young people.
LG
Nokia
Motorola
0% 25% 50% 75% 100%
Ages 14­17 Ages 18­24 Ages 25­34 Ages 35­44 Ages 45­54 Ages 55­59
Base: full sample

28. Changing the habits
• The features and type of devices impact the way the
consumers use their phones.
• The iPhoneÊs consumer is the most active user and is
more likely to interact online.
• To increase the media coverage, the brands must
invest in other platforms as well.

29. 3. INTERNET MOBILE

30. DO YOU ACCESS THE INTERNET THROUGH YOUR
MOBILE PHONE?
• 40.8% already access the
Internet through mobile
phones
• The internet mobile access is
40.8% now similar to the tradicional
access (by computers)
59.2%
comparing data from the
beggining of 2007.
Yes No
Base: full sample

31. DO YOU ACCESS THE INTERNET THROUGH YOUR
MOBILE PHONE?
50%
38%
25% 49.0%
44.8% 42.8%
38.7%
30.0%
13%
19.5%
0%
Ages 14-17 Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-59
Yes
Base: full sample

32. DO YOU ACCESS THE INTERNET THROUGH YOUR
MOBILE PHONE?
90%
68%
45%
83.1%
23%
22.5%
0%
Featured phone Smartphone
Yes
Base: full sample

33. DO YOU ACCESS THE INTERNET THROUGH YOUR
MOBILE PHONE?
90%
68% The access to the
internet tends to grow
due to an increasing
smartphone selling
45%
83.1%
23%
22.5%
0%
Featured phone Smartphone
Yes
Base: full sample

34. DO YOU ACCESS THE INTERNET THROUGH YOUR
MOBILE PHONE?
•47% already use a mobile
broadband (3G)
• The number of access using
mobile broadband is bigger
47.0%
than the “tradicional”
53.0% broadband (cable, fiber, etc.).
Yes No
Base: interviewees who access the internet through mobile phones

35. 4. SOCIAL MEDIA

36. Social Media
• The access to the social networks through a mobile
phone is already a reality in Brazil.

37. SOCIAL MEDIA PENETRATION THROUGH MOBILE
PHONES
• 33.9% of the interviewees
access social networks
through mobile phone
33.9%
66.1%
Yes No
Base: full sample

38. SOCIAL MEDIA PENETRATION THROUGH MOBILE
PHONES
• Taking in consideration just
the users who access the
internet from their mobile
phones, this number reaches
17.0% up to 83%.
• This penetration rate is
similar to the access through
computers.
83.0%
Yes No
Base: interviewed consumers who access the internet through mobile phones

39. Social Media
• In Brazil, social networks are already one of the most
accessed contents from a computer. This is also true
considering mobile access.

40. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR
MOBILE PHONE?
All High class Middle Low middle
Google 68.1% 83.8% 68.6% 55.3%
Orkut 49.4% 43.2% 48.4% 56.4%
Facebook 46.9% 59.6% 40.7% 50.3%
Twitter 36.6% 38.6% 38.4% 31.3%
MSN (portal) 35.5% 20.2% 36.7% 44.6%
Globo.com 25.3% 35.5% 22% 24.6%
Yahoo! 16.5% 23.6% 14.3% 15.7%
UOL 14.9% 20.3% 15.1% 10.3%
Terra 10.3% 21.9% 9.8% 2.6%
IG 5.7% 2.4% 7.2% 5%
LinkedIn 2.9% 7.7% 2.6% 0%
Base: interviewees who access the internet through mobile phones

41. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR
MOBILE PHONE?
All High class Middle Low middle
Google 68.1% 83.8% 68.6% 55.3%
Orkut 49.4% 43.2% 48.4% 56.4%
Facebook 46.9% 59.6% 40.7% 50.3%
Twitter 36.6% 38.6% 38.4% 31.3%
Differently from the
access through
MSN (portal) 35.5% 20.2% 36.7%
computers, Facebook is
44.6%
very close to Orkut, even
Globo.com 25.3% 35.5% 22%
for the class C. 24.6%
Yahoo! 16.5% 23.6% 14.3% 15.7%
UOL 14.9% 20.3% 15.1% 10.3%
Terra 10.3% 21.9% 9.8% 2.6%
IG 5.7% 2.4% 7.2% 5%
LinkedIn 2.9% 7.7% 2.6% 0%
Base: interviewees who access the internet through mobile phones

42. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR
MOBILE PHONE?
All Featured phone Smartphone
Google 68.1% 61.7% 72.1%
Orkut 49.4% 48.7% 49.9%
Facebook 46.9% 35.4% 54%
Twitter 36.6% 27.1% 42.6%
MSN (portal) 35.5% 37% 34.6%
Globo.com 25.3% 22.4% 27.1%
Yahoo! 16.5% 16% 16.7%
UOL 14.9% 14.8% 15%
Terra 10.3% 6.8% 12.4%
IG 5.7% 6.4% 5.3%
LinkedIn 2.9% 0.3% 4.5%
Base: interviewees who access the internet through mobile phones

43. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR
MOBILE PHONE?
All Featured phone Smartphone
Google 68.1% 61.7% 72.1%
Orkut 49.4% 48.7% 49.9%
Facebook 46.9% 35.4% 54%
Twitter 36.6% 27.1% 42.6%
Not having a
MSN (portal) 35.5%
smartphone doesn’t 37% 34.6%
mean the user won’t
Globo.com access social networks
25.3% 22.4% 27.1%
Yahoo! 16.5% 16% 16.7%
UOL 14.9% 14.8% 15%
Terra 10.3% 6.8% 12.4%
IG 5.7% 6.4% 5.3%
LinkedIn 2.9% 0.3% 4.5%
Base: interviewees who access the internet through mobile phones

44. Considering the
social class
difference
and the type
of mobile
devices, there
is little variation
on the access
to the websites.

45. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR
MOBILE PHONE?
90.00%
67.50%
45.00%
22.50%
0%
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Base: interviewees who access the internet through mobile phones

46. WHICH WEBSITES/PORTALS DO YOU OFTEN ACCESS THROUGH YOUR
MOBILE PHONE?
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Base: interviewees who access the internet through mobile phones

47. Social Media
• Social media apps are one of the most downloaded
apps, and considered to be one of the most important
ones.

48. WHICH ONE OF THESE APPS HAVE YOU
DOWNLOADED/INSTALLED TO YOUR MOBILE PHONE?
All Featured phone Smartphone
Games 79.5% 77.5% 80.2%
Social Networks 71.3% 54% 77.5%
Instant Messenger 70.1% 46.7% 78.5%
Utilities such as alarm, calendar,
51.3% 38.9% 55.7%
calculator, etc.
Radio/Music 51.2% 60% 48%
Maps 49.4% 20.3% 59.9%
Microblog (Twitter) 42.9% 19.4% 51.3%
Base: interviewees who are used to download apps to their mobile phones

49. AND WHICH ONE OF THEM ARE THE TOP 3 MOST IMPORTANT FOR YOU?
All Featured phone Smartphone
Social Networks 52.4% 50.3% 53.2%
Instant Messenger 43.9% 42.9% 44.2%
Games 38.8% 53.7% 33.4%
Utilities such as alarm, calendar,
24.8% 22.5% 25.6%
calculator, etc.
Microblog 24.6% 13.3% 28.6%
Radio/Music 23.6% 31.5% 20.8%
Maps 18.3% 9.9% 21.4%
Base: interviewees who are used to download apps to their mobile phones

50. Social media
• Social networks are constantly used to share different
contents.

51. WHAT DO YOU USE TO SHARE YOUR CONTENT
70.00%
52.50%
35.00%
17.50%
0%
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52. 5. MOBILE CONTENT

53. Mobile content
• Despite of the mobile fast growing rates, there is still a
small number of mobile websites and brazilian apps.
• There is a huge opportunity for the companies to
position themselves and gain more participation in the
mobile market.

54. I WISH THERE WERE MORE MOBILE CONTENTS TO ACCESS
THROUGH MY MOBILE
50.00%
37.50%
25.00%
12.50%
0%
Agree 4 3 2 Disagree
Base: Smartphone owners

55. I WISH THERE WERE MORE MOBILE CONTENTS TO ACCESS
THROUGH MY MOBILE
50.00%
More than 50.4% of the
smartphone owners
would prefer if there
were more content to
access through mobile
37.50% phone
25.00%
12.50%
0%
Agree 4 3 2 Disagree
Base: Smartphone owners

56. THE AVAILABLE FORMAT OF THE CONTENT IS NOT FOR ME
40.00%
30.00%
20.00%
10.00%
0%
Agree 4 3 2 Disagree
Base: Smartphone owners

57. THE AVAILABLE FORMAT OF THE CONTENT IS NOT FOR ME
40.00%
49,5% believe that
the existing content
for mobile phones are
still not properly
30.00% configured.
20.00%
10.00%
0%
Agree 4 3 2 Disagree
Base: Smartphone owners

58. HOW DO YOU ACCESS NEWS PORTALS?
6.50%
• Almost 1/3 (29.1%) of the
interviewees already access
news websites through
mobile phones on the same
frequency or more.
22.60%
70.90%
I usually access more from my mobile phone
I access from my mobile phone as much as from my computer
I access more from my computer
Base: interviewees who access the internet from their feature phones and are used to access this type of
service and content

59. Mobile content
• The efforts/ investments spent on traditional web has
become less efficient because at least 1/3 of the
consumers are accessing the web through a mobile
phone.
• Most of the marketing campaigns send their users to an
unprepared website that are usually not adapted to
attend the mobile environment.

60. HOW DO YOU ACCESS E-MAIL?
9.7% • Almost 1/3 (31.4%) of the
interviewees already access
their e-mail through a mobile
phone at the same frequency
or more.
21.7%
68.6%
I usually access more from my mobile phone
I access from my mobile phone as much as from my computer
I access more from my computer
Base: interviewees who access the internet from their feature phones and are used to access this type of
service and content

61. HOW DO YOU ACCESS THE SEARCH TOOLS?
4.3% • Almost 1/3 (30.3%) of the
interviewees already access
the search tools through
mobile phones at the same
26.0% frequency or more.
69.7%
I usually access more from my mobile phone
I access from my mobile phone as much as from my computer
I access more from my computer
Base: interviewees who access the internet from their feature phones and are used to access this type of
service and content

62. HOW DO ACCESS SOCIAL NETWORKS?
9.5% • The same occurs with social
media campaigns (33%)
which usually send the users
to their brands websites or
microsites. And, most of
23.5% these websites are not
prepared for the mobile
67.0% format.
• Considering Twitter, 42.9% of
the users access the
microblog through their
I usually access more from my mobile phone mobile devices at the same
I access from my mobile phone as much as from my computer
I access more from my computer frequency or more.
Base: interviewees who access the internet from their feature phones and are used to access this type of
service and content

63. Shopping
• Only a small percentage of the biggest Brazilian
retailers have websites that are properly adequate to
the mobile environment.
• There are companies that have already started to
worry about the mobile universe, but they usually end
up coming up with a solution just for one mobile brand.
(ex.: iPhone)
• Even with this scenario, the number of consumers that
purchase an item using their mobile phone is already
reasonable.

64. HAVE YOU EVER PURCHASED ANY ITEM ON WEBSITES OR
E-COMMERCE APPS USING YOUR MOBILE PHONE?
16%
12%
8% 15.80%
14.50%
12.50%
4%
0%
Total Feature Phone Smartphone
Yes
Base: interviewees who access the internet through mobile phones

65. HAVE YOU EVER MADE ANY PURCHASE IN WEBSITES OR E-
COMMERCE APPS THROUGH MOBILE PHONES?
40%
30%
20%
37.30%
10%
15.80%
9.40% 9.40%
0%
Total High class Middle Low middle
Yes
Base: smartphone owners who access the internet through mobile phones

66. DO YOU USE ANY ONLINE BANKING SERVICE ON YOUR MOBILE
PHONE?
26%
20%
13% 25.30%
22.30%
17.40%
7%
0%
Total Featured phone Smartphone
Yes
Base: interviewees who access the internet through mobile phones

67. DO YOU USE ANY ONLINE BANKING SERVICE ON YOUR MOBILE
PHONE?
40%
30%
20%
31.20%
25.30% 26.70%
10%
15.90%
0%
Total High class Middle Low middle
Yes
Base: interviewees who access the internet through mobile phones

68. Mobile TV
• 18.5% of the devices have TV (analogue or digital)
• It means there are, at least, 10 millions devices with this
feature.
• Most of these mobiles are from an unknown brand
(most from China), nevertheless they provide a variety
of features with a smaller price.

69. VAIC E71 (IT’S NOT A NOKIA PHONE)
• Analog TV
• 2 SIM cards
• 2 Cameras
• Flash
• Shake function
• Video camera
• FM radio
• Bluetooth
• Voice recorder
• MP3 and MP4
• Memory card slot

70. VAIC E71 (IT’S NOT A NOKIA PHONE)
• Analog TV
• 2 SIM cards
• 2 Cameras
• Flash
• Shake function
• Video camera
U$ 40
(an Samsung • FM radio
Star Lite TV • Bluetooth
costs U$ 450)
• Voice recorder
• MP3 and MP4
• Memory card slot

71. Mobile TV
• And this base has been ignored in 2 aspects:
1. for those who have Digital TV in their mobile phone,
it is true to say that the content hasnÊt yet been
adapted to the proper size of the screen, neither to
the consumer profile or addapted to be consumed
in a specific moment of the day.
2. This audience is not being measured

72. Mobile TV
• This number (10 million of devices with TV) is very close
to the number of paid TV subscriptions in Brazil.
The paid TV started being measured in Brazil when it
had less than 1 million subscriptions.
Obviously the paid TV subscription is per residence and
not per head, but it helps to illustrate the importance of
this number.

73. 6. APPS AND GAMES

74. DO YOU USUALLY DOWNLOAD SPECIFIC APPS TO YOUR
MOBILE PHONE?
• 64% of the smartphone
owners who access the
internet download apps.
36.0%
64.0%
NO YES
Base: smartphone owners who access the internet through mobile phones

75. ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON
YOUR MOBILE PHONE?
70%
53%
35% 67.4% 65.5%
61.9%
18%
0%
High class Middle Low middle
Yes
Base: smartphone owners who access the internet through mobile phones

76. ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON
YOUR MOBILE PHONE? Download apps is a
common habit to all
social classes and
group ages.
70%
53%
35% 67.4% 65.5%
61.9%
18%
0%
High class Middle Low middle
Yes
Base: smartphone owners who access the internet through mobile phones

77. ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON
YOUR MOBILE PHONE?
80%
60%
40%
73.3%
64.0%
48.5%
20%
0%
Total Male Female
Yes
Base: smartphone owners who access the internet through mobile phones

78. ARE YOU USED TO DOWNLOAD SPECIFIC APPS ON
YOUR MOBILE PHONE?
80%
60% Men download
more apps
40%
73.3%
64.0%
48.5%
20%
0%
Total Male Female
Yes
Base: smartphone owners who access the internet through mobile phones

79. Apps and games
• Although games apps proved to be the most
downloaded content, the users tend to delete them
from their devices after a small period of time.
• We believe that people are not buying the game itself,
but a way of entertaining themselves.

80. WHAT KIND OF APP DO YOU USUALLY DOWNLOAD TO
YOUR MOBILE PHONE?
• 57% of the apps installed per
month are games
• Average of 12 games
installed per month
43.0%
• Avarage of 9 other type of
57.0%
apps installed per month
Games Other apps
Base: Smartphone owners who download apps

81. WHAT’S THE PERCENTAGE OF GAMES AND OTHER
APPS IN YOUR MOBILE PHONE
• 39.7% of the installed apps
are games.
39.7%
60.3%
Games Other apps
Base: smartphone owners who download apps

82. 6. FEATURE PHONES

83. Feature phones?
• Usually, market share in Brazil is measured by sales. Due
to the grey market and the resale between the
consumers, those numbers donÊt reflect on its market
share.
• This study portray the market share considering the
usage.

84. FEATURE PHONES, YES. BUT NOT THAT CONVENTIONAL
• A considerable part of the
feature phones already have
advanced features (such as
Wi-Fi, GPS or touch screen)
30.3% there were only found on
smartphones.
50.2%
19.5%
Smartphone
Feature phones with advanced features (Wi-Fi, GPS or touch screen)
Feature phones
Base: full sample

85. MINI HIPHONE N8
• Touch screen
• Bluetooth
• Shake control
• Rotation sensor
• Analog TV
• 2 SIM cards
• 2 Cameras
• FM radio
• Video camera
• Voice recorder
• MP3 e MP4
• Memory card slot

86. MINI HIPHONE N8
• Touch screen
• Bluetooth
• Shake control
• Rotation sensor
• Analog TV
• 2 SIM cards
U$ 75 • 2 Cameras
(the original iPhone
costs U$ 1,200)
• FM radio
• Video camera
• Voice recorder
• MP3 e MP4
• Memory card slot

87. FEATURES PRESENTED IN MOBILE PHONES
Total Featured phone Smartphone
Alarm Clock 96.4% 96.2% 96.7%
Calendar/Agenda 93.8% 91.6% 98.6%
Camera 86% 80.8% 98%
Voice recorder 79.9% 74.8% 91.6%
AM/FM radio 79.2% 79.7% 78.1%
Bluetooth 78.5% 70.8% 96.1%
Video camera 77.3% 70% 94.3%
MP3 76.4% 68.7% 94.1%
Memory Card 72.7% 65.7% 88.7%
Touch screen 32.1% 19.2% 61.8%
Wi-Fi 28.1% 9.6% 70.7%
GPS 23.3% 9% 56.5%
Television 18.5% 16.6% 23%
Base: full sample

88. THE MOST RELEVANT FEATURES FOR SMARTPHONE OWNERS
1º SMS 62.8%
2º Wi-Fi 62.0%
3º MP3 47.8%
4º Alarm clock 46.5%
5º Camera 39.4%
Base: full sample and smartphone owners

89. Featured phones?
• Mobile phones with advanced features also have an
important role in this change.
• They enable the users to experience and learn more
about the features usually presented only on
smartphones.

90. 7. NEAR FUTURE

91. Near future
• In a few years, the cheapest mobile phone will have
the same features already presented in the most
expensive mobile phones today.
• This technological evolution tendency is common and
will continue to happen.
• Considering the smartphone sales, this transition will
have a bigger impact in the mobile market in the next
few years.

92. Near future
• And there is a new element: the tablet. As it had
happened before with the iPhone entrance, this
market will suffer another radical change.
• A news that has already become a desire to all users
among all users (66%) from all ages and social classes.

93. DO YOU INTEND TO BUY A TABLET?
80%
60%
40%
69.6% 68.3% 71.3%
66.1% 66.1%
61.5%
20%
0%
Years 14-17 Years 18-24 Years 25-34 Years 35-44 Years 45-54 Years 55-59
Yes
Base: full sample

94. DO YOU INTEND TO BUY A TABLET?
80%
60%
40%
68.1% 67.1% 63.8%
20%
0%
High class Middle Low middle
Yes
Base: all the sample

95. Elaborated by
• Ricardo Cavallini Terence Reis PRESS RELEASE
Vice President of Convergence, WMcCann Partner Director of Operations, .Mobi Gabriela Costa
(11) 3775-3024
ricardo.cavallini@wmccann.com terence@pontomobi.com.br gabriela.costa@wmccann.com