2D Barcodes to be Implemented in Latin America

The vast, though technologically limited, Latin American mobile market is about to take some steps towards catching up with its more developed counterparts.

Spanish telecommunications operator Telefónica has chosen Bems, a leading provider of 2D barcode mobile solutions in Spain, as its exclusive partner to develop that market in Latin America. To address that challenge, Bems has partnered with US-based NeoMedia Technologies. The solutions will be distributed across 13 countries, including Argentina, Brazil, Chile, Colombia, Ecuador, El Salvador, Guatemala, Mexico, Nicaragua, Panama, Peru, Venezuela and Uruguay.

Technically, the development of 2D barcode solutions in the region will offer brands and advertisers a whole new set of tools to communicate with people. However, when we look at the bigger picture, things don’t look that smooth.

Latin America has a huge mobile penetration (80%) compared to the global average (58%); and countries like Argentina, Uruguay and Venezuela surpass the 100% threshold. Nevertheless, not many of the 458 million mobile phone users are prone to data transactions through their devices, since most have voice-only service plans.

In Brazil, the region’s largest market, roughly 80% of mobile phones are serviced by pre-paid plans, with hardly any access to data. Furthermore, voice signal is frequently less than acceptable in many regions of the country and the 3G network is still in its early development stages. That leads us to think that the goal of 85% growth rate in mobile internet through 2012 will only be achieved if services get better, and cheaper.

Contributed by Mauricio Soares (@mausoares)