Guilherme Loureiro, CEO of Walmart Mexico and Central America, explained in a conference with analysts that the growth experienced by the division of its mobile business is due to its strategy of attracting users through its other verticals such as Cashi and Walmart Connect, in addition to working with 30 own distributors.
Until the fourth quarter of 2022, Walmart’s OMV consolidated itself as the fourth mobile telecommunications service provider in Mexico, with 3% of the mobile market, according to data from The Ciu consultancy, but with the new data it is possible that there will be increased their participation.
The pandemic and the increase in the prices of basic basket products due to inflation have been some of the factors that have driven the so-called MVNOs in the country, whose brands until before 2020 grew at very low rates.
Why does Bait add more users in Mexico?
Jesús Romo, an analyst at the GlobalData consultancy, considers that part of Bait’s success is associated with the company’s strategy of adding its telephone business to its promotions, such as the Irresistible End.
In addition, in the last year it increased its charging points, which according to company data reached 453. For this reason, in December of last year Walmart decided to open four experience centers in its branches in Toreo, Tlalpan, Cuautitlán; and at a branch of Bodega Aurrera in Querétaro.
Walmart launched its phone business in the midst of a pandemic and it only took two years to get off the ground. But while Bait is enjoying rapid growth, Romo believes that the challenge facing the company now is user retention, especially in the prepaid segment.
“It is in a stage of winning and consolidating the market within a sector that is very dynamic and communicates it with the strategies it implements, such as its need to increase presence points near users and the development of more channels to attract more consumers,” he says. .