Mobile Instant Messaging continues its spread across Latin America, with Claro Perú becoming the fifth subsidiary of América Móvil to launch the Claro Messenger service.
The service is powered by Synchronica's hosted instant messaging and presence service (IMPS) platform. Synchronica is in the process of deploying this mobile IM solution across all 17 of América Móvil's subsidiaries as part of a groupwide framework agreement which was signed earlier this year. Once fully delivered, all 217 million América Móvil customers will be able to subscribe to Claro Messenger.
Mobile IM as a consumer solution in tandem with an operator-provided IM community, enriches the value-added services (VAS) portfolio and reduces churn because users tend to become highly dependent on their IM identity and do not want to lose it by moving to another network operator. Churn reduction measures are popular where mobile network operators have a high proportion of pre-paid users.
According to the ITU Statistics Database, pre-paid tariff plans are highly popular in Peru because of their perceived low cost. Smartphone ownership accounts for just 2% of the country's general urban population.
"80% of all mobile subscribers in Peru are younger than 45 years of age", says Juan Cueva, Claro's VAS Manager. "Claro Messenger is ideal for our market because younger users tend to embrace alternative ways of communicating with each other, and our Claro-branded instant messaging community does exactly that."