Advertiser: Entel Perú
Brand: Entel Perú
Agency: Entel Perú Lima
Entel, the newcomer that needed to break the duopoly.
In early 2017 the mobile telephony market in Peru was concentrated in the prepaid mode, which accounted for 70.1% of line volume (Figure 1).
Figure 1: Distribution of lines according to contracted line mode1.
With almost 26 million prepay numbers in a population of 32 million Peruvians, it could be concluded that this modality was reaching its full expansion. Moreover, market composition showed that Movistar and Claro had developed a duopoly: they accounted for 74.8% of prepay lines (Figure 2), and had maintained this clear dominance for 10 years.