Hispamar adopts new strategy for segmentation of the market

After occupying more than 60% of the capacity of the Amazonas satellite in just one year of operation - a record for a new orbital position - Hispamar Satélites is getting ready to initiate a new phase. The company already serves the markets for fixed, mobile and long distance telephone services, video signal transmission and corporate networks in Brazil , Latin America and the United States . Now it is creating a new business model, based on the segmentation of markets.

The new model was tested in the area of long distance education. Hispamar analyzed the sector, identified the principal requirements and began to offer specific services for this market. The result of the strategy was the allocation on Amazonas of more than 90% of the providers of content for long distance education of the country, such as FGV on line, Cesup and DTCom.

The director-president of Hispamar, Eduardo Aspesi , feels that the strategy adopted by the company alters the configuration of the telecommunications market via satellite for small- and medium-sized companies. Previously, the companies had to beg for space on the satellites in operation, no capacity was available, the prices were high and fines very heavy.

"Clients such as long distance education companies were not interesting to the players in the market, so that they did not worry about developing compatible solutions. Amazonas was designed to amplify competition and made possible the use of the satellite in new markets," summarized the director-president of Hispamar, Eduardo Aspesi .

According to Aspesi, Hispamar took advantages of the characteristics of the Amazonas satellite to offer a service that was adequate to the requirements of the companies of the sector. He noted that Amazonas has coverage for the entire continent, better performance and capacity on the Ku band and service in Portuguese. Besides this, the company has a DVB-RCS multi-media platform that allows the conciliation of the video signal transmission with multi-directional traffic, making interactive applications viable. The students can assist classes and exchange text and voice messages on the same channel.

"For us, it is important to be connected to a partner dedicated to the development of the market for long distance education," confirms Leonardo Petrelli, president of DTCom, a company specialized in corporate education channels who migrated more than 3,000 antennas to the Amazonas.

The director-president of Hispamar said that the company is analyzing new market segments to be approached in a directed manner in 2006. One of the target areas already defined by the company, however, is the transmission of high-definition video signals (HDTV) via satellite, principally for subscription TV (DTH - Direct To Home)." High definition TV is already a reality in the satellite market," he says.