Jesús Romo, director of Telconomy, points out that the success of Bait lies in a combination of attractive rates and rewards of gigabytes on each purchase, with Walmart’s geographic coverage in the country.
“It has many points of presence, especially Bodega Aurrera, which helps Bait have greater visibility so that people know the brand, its promotions and hire its services,” he says.
During the second quarter of the year, Bait billed revenues of 609 million pesos and registered an average revenue per user -the so-called ARPU- of 51 pesos.
In the last two years, MVNOs have gained four points of market share, while large operators, such as AT&T, have barely grown one percentage point. Telefónica even lost 3.2 percentage points, according to figures from the consulting firm The Ciu.
Rolando Alamilla, research manager at The Ciu consultancy, explains that MVNOs, such as Bait, have made their way into the Mexican market thanks to the fact that they understood that they needed added value, compared to large operators, to be relevant.
“If the economy is bad today, users are more open to trying new options that allow them to maximize their income. An OMV tells you: for 200 pesos you will have 20GB, or I will give you GB for consuming. This has convinced many users to migrate there”, he explains.