Millicom: a DIFERENT approach to DIFFERENTIATION
We recently posted about Millicom's success in Latin America, where it is positioned as a reliable operator with strong customer loyalty. The Latin American market continues to grow and Millicom is benefitting from this, but it has also managed to gain market share from the two giants in the region, America Movil and Telefonica Movistar. The question is how is Millicom doing this? Both heavyweights have consolidated their leadership in Latin America; they compete head to head in most of the region (America Movil operates in 16 countries, Telefonica Movistar in 13) and both surpassed the 100 million mark a couple of years ago. Both operators seem intent to compete by continually trying to differentiate themselves with new products and services. However, in most cases, it only takes a few months for the other to catch up. Most recently, both operators were ready to kill each other over the iPhone. America Movil got a headstart but in the end, Telefonica was able to mitigate any possi...