Encuesta: 39,5% de los operadores se preocupan por la pérdida de facturación en ofertas zero rating

En la primera nota de esta serie de artículos destinados a desglosar nuestra encuesta sobre ofertas de zero rating en América Latina, hemos señalado que el 72,5 por ciento de los operadores encuestados contaban actualmente con alguna oferta de servicios y aplicaciones sin límite de datos. Esto demuestra que el zero rating no es una tendencia, sino que se ha consolidado como una herramienta útil para los operadores de la región.

Una de las preguntas que le hicimos a los 40 operadores entrevistados fue qué beneficios encontraban a la hora de implementar zero rating. Y esta pregunta fue contestada tanto por aquellos operadores que ya han desplegado ofertas de este tipo, como por el 27,5 por ciento que dice no contar con ofertas zero rating en su cartera —que, por supuesto, también tienen una opinión sobre los aspectos positivos que tienen este tipo de ofertas—.

Como se podrá observar en la gráfica siguiente, los beneficios que los operadores encuentran en el zero rating son variados. Un 30,8 por ciento de los encuestados señaló que permite impulsar el consumo de datos —y ya hemos visto ejemplos en la región sobre como operadores aprovecharon este mecanismo para atraer a los usuarios a consumir servicios de datos—. En segundo lugar, aparecen dos beneficios que quizás podrían resumirse en uno solo: fidelizar al cliente. El 20,5 por ciento de los operadores señala que el zero rating le permite mejorar la experiencia del usuario, mientras que un 12,8 por ciento asegura que es una manera eficiente de reducir el churn.

Es interesante destacar que existe un 7,7 por ciento de los encuestados que afirma que el zero rating no trae ningún beneficio para los operadores. Esta cifra es lo suficientemente menor a la cantidad de operadores que han respondido que no tiene desarrolladas ofertas de datos ilimitados —27,5 por ciento—, por lo que podemos deducir que si bien hay un 7,7 por ciento de los operadores que no encuentra beneficios en el zero rating, una gran mayoría de los que todavía no lo implementó sí ve en este tipo de ofertas algún valor. En estos casos la decisión de no implementar ofertas de datos ilimitados posiblemente tenga que ver con que los aspectos negativos —y enseguida veremos cuáles son— tienen mucho más peso en la balanza de estos operadores.

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Le preguntamos a los operadores cuáles eran las consecuencias no deseadas de las ofertas de zero rating y, como era de esperar, la preocupación sobre cómo monetizar este tráfico apareció como uno de los principales aspectos negativos. El 39,5 por ciento de los operadores afirmó que la pérdida de facturación es la principal preocupación a la hora de implementar ofertas de zero rating, mientras que el 7,9 por ciento señaló la dificultad de volver a monetizar ese tráfico que alguna vez se ofreció de manera gratuita.

Otras respuestas fueron, quizás, inesperadas. La principal razón para implementar zero rating —impulsar el consumo— es también uno de los principales aspectos negativos de este tipo de ofertas. Un 31,6 por ciento de los encuestados señaló que el incremento exponencial del tráfico es una preocupación. Claro que los operadores tienen su razón: la demanda por tráfico no para de crecer —Cisco espera que se triplique en cinco años el tráfico global IP— y sus redes deben ser actualizadas permanentemente para soportar esta demanda, lo que los obliga a realizar grandes inversiones. En este contexto, un incremento de tráfico aun mayor, pone mayor presión a los operadores.

Curiosamente, el hecho de que los operadores sean los que, a través de estas ofertas de zero rating, impulsen el uso de servicios de los que ellos llaman competidores —los OTTs— no es una preocupación para la mayor parte de los operadores latinoamericanos. Solo el 15,8 por ciento de los encuestados señaló que fomentar el uso de servicios OTT es una consecuencia no deseada de las ofertas de zero rating.

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Consulte los resultados en la primera nota de esta serie aquí

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Composición de la base de encuestados:

Leticia Pautasio
Leticia Pautasio es periodista y Licenciada en Comunicación Social por la Universidad Nacional de Quilmes (Buenos Aires, Argentina). Durante su carrera profesional se desempeñó en gráfica, radio y medios de comunicación en línea. Desde 2009 se especializa en tecnología, telecomunicaciones y negocios; cubriendo la realidad del sector en América latina. En 2013 obtuvo el diplomado "El Periodista Latinoamericano como agente y líder en el desarrollo social" del Instituto Tecnológico y de Estudios Superiores de Monterrey (México). Contacto: [email protected]

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