Mobile Marketing

Mexico: The Big Name Apps Driving this LATAM Powerhouse

Just because the smartphone eco-system is a global one, it doesn’t mean that there is a one-size-fits-all, cookie-cutter solution to doing business. This is particularly true in a market like Mexico, where its proximity to the US market (in terms of geography) has little bearing on the nation’s relationship with its smartphones.

With a smartphone penetration rate of just 45% you could argue that the Mexican smartphone industry is still somewhat in its infancy but when you consider that the country has a population of more than 130 million people (making it the 11th most populous country in the world) it becomes clear that this already a very lucrative market with huge potential for growth.

Further Reading: Mexico: An Economy of Scale Beyond the BRICS.

Local Expertise in a Global Market

As a global business, Digital Turbine has always valued the importance of good local knowledge because we believe that having feet on the ground is the only way we can ever understand what makes a market tick. So when we asked our local team to highlight some of the apps that are currently shaking-up the Mexican market, we weren’t surprised that many of the apps were unfamiliar to us in the US office. This is why we like to rely on local experts and would never second guess a market based on our own experiences.

Five Hot Apps in Mexico

Liverpool: OK, this name initially confused us. Was this app celebrating the northern English city of Liverpool, famous for the music of The Beatles and the sporting prowess of Liverpool Football Club? Well, there is a connection – but it’s incredibly tenuous (read on for more details). Liverpool is the largest chain of department stores in Mexico selling cosmetics, electronics, furniture, white line products, shoes, jewelry, perfumery, and sports equipment. The Liverpool app allows shoppers to shop from the convenience of their smartphone and provides all the benefits you would expect from a modern eCommerce store, including online payments, free shipping, free returns, etc. So, what’s with the name? Well apparently, when the company was founded in 1872 (demonstrating the app eco-system doesn’t belong exclusively to Johnny come lately, disruptive brands), the vast majority of their textiles were shipped to Mexico from the port of Liverpool.

TV Azteca: The shape of television in Mexico is increasingly becoming smartphone shaped. TV Azteca is Mexico’s second-largest mass media company, owning two national television networks and a large portfolio of services distributed across the country and wider region. As the lines between traditional television and digital broadcasting have blurred, TV Azteca has invested in a range of apps to deliver their broad range of content via smartphones and other mobile devices. Azteca Noticias offers the latest real-time news from Mexico and around the world, including finance, technology, health, and Entertainment. Azteca Deportes offers the latest sports news and information covering soccer, boxing, NBA, NFL, and a full range of other sports. Meanwhile, Azteca America is big on gossip from the world of entertainment and sport.   

Medicato: Medicine might not be one of the most obvious businesses to face disruption from an on-demand app but if you can hail a cab or order a pizza from your smartphone — why wouldn’t you expect to use the same device to make a consultation with a doctor. Because you never know when you might need the services of a doctor, Medicato promises to connect patients with a medical professional 24 hours a day, 7 days a week. Medicato doesn’t just deliver greater convenience when connecting with their users with healthcare providers, it also helps eradicate the dangerous practice of self-medicating when people cannot access doctors locally.

Linio: Global eCommerce brands like eBay and Amazon don’t have a free reign in Mexico. Linio is a Mexican online marketplace selling a vast range of products that describes itself as the largest and most reliable store in Latin America. Do you remember when shopping was fun? Well, according to Linio, buying online has never been as easy or as fun than by its app.

DESTAPP: OK, not all apps in this list are exclusively local brands. DESTAPP is a rewards platform operated by Coca Cola. Users can play games, earn points and win prizes simply by scanning in the barcode from the label on their drinks container. The app keeps users coming back and buying Coke-branded drinks by refreshing their deals and promotions every day. This is a great example of how a Fast Moving Consumer Goods (FMCG) company can keep its customers engaged with their brand long after they have consumed their product. When customers have a choice, why would they buy any other brand of soda when they can potentially receive an instant reward for selecting a specific brand?

To learn how pre-loading your app on specific devices and networks can help you reach a bigger audience in Mexico and across Latin America, contact us today and well connect you with one of our local app marketing experts.