The new asset in the Colombian retail sector: Why supermarkets and hypermarkets are integrating mobile technology
The retail sector in Colombia is undergoing a period of reinvention. In an increasingly complex macroeconomic environment where capturing household spending is difficult and traditional profit margins are shrinking; hypermarkets and mass-market brands are competing on more than just physical proximity and shelf discounts. The battle is now being fought on the grounds of customer retention and ecosystem services.
One business model that has moved beyond being a disruptive trend to become a highly profitable source of revenue is becoming a mobile virtual network operator (MVNO). The success of local pioneers shows that retail and telecommunications have an undeniable natural synergy.
Why is now the ideal time for the Colombian retail sector to launch its own mobile services, and how is JSC Ingenium’s infrastructure key to executing this successfully?
The three main reasons mobile telephony is valuable for the retail sector
- Monetization of recurring traffic and points conversion: For supermarket chains, convenience stores, and large retail outlets, mobile telephony should not be viewed as an unrelated product, but rather as the connective tissue of their customer loyalty strategy. Traditional loyalty programs have taken on a new dimension. Now, customers can redeem their everyday purchases for data or call minutes. This creates a virtuous cycle of cross-consumption, turning mobile credit into an internal currency within the retail ecosystem.
- Real-Time Behavioural Data (Smart Data): An in-house mobile virtual network operator (MVNO) allows retailers to track consumer behavior outside of physical stores. By integrating telecommunications systems with retailers' own applications, it becomes possible to design personalized offers based on data usage, location, or users' digital habits. This shift represents a move from mass, reactive marketing to contextual, hyper-segmented marketing.
- Proprietary Digital Channels with Zero-Rating: Retailers who control the network platform can offer free, sponsored data usage within their e-commerce apps or digital wallets. Customers with no credit on their traditional mobile plan can still access the store’s app, shop, and pay digitally. This completely eliminates connectivity barriers to purchase
The ideal technology enabler for the retail sector
When launching an MVNO in the retail sector, it is essential that technology does not present any operational or financial challenges. Brands are often discouraged by the technical complexity of integrating with a Mobile Network Operator (MNO) and managing billing platforms. This is precisely the area in which JSC Ingenium positions itself as the definitive strategic partner.
As a global provider of core network technology and Business Support Systems (BSS) with extensive deployment across Latin America, JSC Ingenium offers a solution specifically designed to meet the needs of the consumer goods sector.
- Full MVNO model for absolute independence: JSC Ingenium’s technology allows retailers to run their own core network and pricing system independently. This gives retailers full ownership of their plans, promotions, and the customer lifecycle, freeing them from the development times and technical limitations of the network operator from whom they lease the transport infrastructure.
- A scalable BSS platform integrated with the point of sale (POS): JSC Ingenium’s product catalogue and payment system are native and highly flexible. This makes it easy to top up, purchase bundles or activate lines directly at supermarket checkouts, via e-commerce or through the retailer’s own payment gateway.
- Digital experience and eSIM management: The customer journey in retail demands immediacy. JSC Ingenium’s digital identity gateway and eSIM provisioning solution eliminates the need for physical SIM cards. Users can activate their mobile service by scanning a QR code on a shelf or after completing a digital purchase, achieving zero-touch activation in a matter of minutes.
- Cloud-Native Architecture: Scalability with low risk (efficient OPEX): As a modular, cloud-native platform, JSC Ingenium enables organisations to make an optimised initial investment and scale the infrastructure as required
The time is now
Today's Colombian telecoms market favours surgical segmentation over mass-market approaches. Retail brands already possess the most valuable assets for any traditional operator: brand trust, regular customer visits and a loyal customer base.
Backed by JSC Ingenium's technology, Colombian retailers have the opportunity to evolve from mere technology distributors to connectivity providers for their customers. This will secure their market share and open up a high-margin revenue stream for the coming years.
Juan Carlos Buitrago
Chief Sales Officer
Electronics engineer who studied finance and marketing at the Pontificia Universidad Javierana, where he was recognised as the top student in his year, Juan Carlos has nearly 20 years’ experience in the industry at companies such as Huawei, Claro and Jiangsu GTIG Huatai. He recently rounded off his academic qualifications with an MBA from EAE Business School.
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For more information: JSC Ingenium - MVNOs