Brazil and Mexico: A Tale of Two Countries
Key Chapter Highlights
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Brazil and Mexico stand at the brink of economic transformation, though their starting points and journeys are as different as the sociopolitical climates that define them.
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Each market possesses a consumer appetite for networkenabled services, with projected willingness to pay even higher than that found in North America in some cases.
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Consumer attitudes toward network-enabled functionalities reflect the current landscape of the countries they call home, with Brazilians favoring capabilities that provide for richer entertainment and Mexicans preferring those with a security orientation.
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While per-use payment is the preferred business model in both countries, the case for bundling differs. That is, a multifunctional service composed of multiple APIs decreases revenue potential for providers and developers in Brazil, whereas the opposite is the case in Mexico.
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Advertising frequency decreases willingness to pay for services; however, this deficit may be neutralized through the use of personalized, targeted advertisements, which are more favored by consumers in both countries.
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Like their North American counterparts, Latin American consumers overwhelmingly trust their service provider over an application developer when it comes to sharing sensitive contextual information about themselves, such as presence, location, and online habits.
