Net Serviços de Comunicação Marketing Mix
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Net Serviços de Comunicação
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Product
High-Speed Fiber Broadband
Claro's High-Speed Fiber Broadband offers fiber-to-the-home plans up to 1Gbps for residential users as of late 2025, supporting peak throughput and low latency for remote work, online gaming, and 4K/8K streaming.
Service runs on expanded Net infrastructure—over 1.2 million fiber homes passed by 2025—yielding 99.95% uptime in metropolitan areas and average downstream speeds of 850 Mbps in active markets.
Next-Generation 5G Mobile Services
Net Serviços de Comunicação offers 5G+ mobile plans delivering sub-10ms latency and peak speeds up to 1.8 Gbps, covering 120 million Brazilians and connecting millions of IoT endpoints.
These mobile services tightly integrate with fixed-line broadband and fiber-to-home packages, enabling seamless handover and unified billing across devices.
By end-2025 the company pivoted to standalone 5G (SA) to support AR/VR, V2X, and massive IoT, targeting a 25% revenue uplift from enterprise and industrial verticals.
Integrated Claro tv+ Streaming
Claro tv+ is Net Serviços de Comunicação’s primary video product, merging 200+ linear pay-TV channels with on-demand streaming in one interface and reaching ~8.3 million subscribers as of Dec 2025.
Customers use set-top boxes, smart TVs, and mobile apps; 42% of viewing now occurs on connected devices, up from 28% in 2021.
The product strategy focuses on content aggregation, bundling 15+ third-party services under unified billing, raising ARPU by ~11% vs standalone TV in 2024.
Comprehensive B2B Solutions
Fixed Voice and Smart Home
Fixed Voice and Smart Home bundles keep traditional landlines paired with broadband, covering 18% of Net Serviços de Comunicação fixed-broadband accounts in 2024 and lowering churn by ~1.2 percentage points year-over-year.
Smart home kits—security cameras, smart lights, and sensors—integrate with the Claro ecosystem; pilot sales in 2024 reached ~120,000 units, lifting ARPU (average revenue per user) by R$7/month where adopted.
Claro: 1Gbps fiber, 120M 5G reach, 8.3M TV subs & growing B2B/smart-home ecosystem
Product: Net (Claro) offers fiber broadband to 1Gbps, 1.2M homes passed (2025), 99.95% uptime; 5G+ SA mobile covering 120M people, sub-10ms, 1.8Gbps peak; Claro tv+ 8.3M subs (Dec 2025); B2B (Claro Empresas) 120k clients, ~18% B2B revenue (2025); smart-home 120k units, ARPU +R$7, churn -1.2pp.
| Metric | Value (2025) |
|---|---|
| Fiber homes passed | 1.2M |
| Uptime | 99.95% |
| 5G coverage | 120M people |
| Claro tv+ subs | 8.3M |
| B2B clients | 120k |
| B2B revenue share | 18% |
| Smart-home units | 120k |
| ARPU uplift | +R$7/mo |
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Place
Nationwide Fiber Infrastructure
By end-2025, Claro (América Móvil) keeps one of Latin America’s largest fiber footprints, with coverage across 800+ Brazilian municipalities and roughly 5.2 million fiber-to-the-home (FTTH) premises passed, making the physical network the primary channel for high-speed data and TV to residential blocks.
Omnichannel Retail Presence
Net Serviços de Comunicação runs 120+ stores and 300 kiosks in Brazil’s top malls and high-traffic streets, driving ~35% of Q3 2025 device sales; stores let customers try hardware and get one-on-one help from trained reps (avg. NPS 62 in 2024).
Digital Self-Service Platforms
Minha Claro app and web portal are Net Serviços de Comunicação’s main digital sales and service channels, handling 68% of new subscriptions and 74% of support cases by Q4 2025; customers can buy plans, upgrade packages, and pay bills end-to-end.
These platforms automate tech support, billing, and provisioning using self-service flows and chatbots, reducing call-center costs by an estimated R$120 million in 2024–2025.
By late 2025, 82% of customer interactions occur digitally, making these channels the primary distribution and retention engines for the company.
Third-Party Retail Partnerships
Claro leverages a network of ~45,000 authorized resellers and 6,200 third-party retail outlets across Brazil to reach smaller towns and remote areas, selling SIM cards, prepaid recharges, and fixed residential plans on behalf of Net Serviços de Comunicação as of FY 2024.
This partner model cut company-owned store capex by an estimated 38% and enabled a 12% faster roll-out of regional offers in 2024 versus 2022.
Training programs certify partners on sales and compliance, improving add-on conversion rates by ~9 percentage points in 2024.
- 45,000 resellers; 6,200 third-party outlets (2024)
- -38% store capex versus owned stores
- +12% rollout speed since 2022
- +9 pp add-on conversion after training (2024)
Direct Corporate Sales Force
Claro Empresas uses a direct corporate sales force of regional teams that target C-level and IT decision-makers, driving enterprise revenue—corporate segment grew 8.2% YoY in 2024 to BRL 3.1 billion.
Teams offer on-site assessments, customized consultations, and SLA-tailored solutions, reducing deployment time by ~22% versus centralized sales, and improving contract renewals.
- Regional hubs across Brazil
- Focus: executives and IT leaders
- On-site consultations and assessments
- 2024 corporate revenue BRL 3.1B (＋8.2%)
- ~22% faster deployment, higher renewals
Net/Claro omnichannel scale: 5.2M FTTH, 82% digital interactions, BRL3.1B corporate
Net/Claro’s place mixes fiber FTTH (5.2M premises, 800+ municipalities, end-2025), 120+ stores/300 kiosks (~35% device sales Q3 2025), digital channels (68% new subs, 74% support Q4 2025; 82% interactions digital by late-2025), 45,000 resellers/6,200 outlets (2024), and regional corporate sales (BRL 3.1B 2024, +8.2%).
| Channel | Key metric |
|---|---|
| FTTH | 5.2M premises; 800+ municipalities |
| Retail | 120+ stores; 300 kiosks; 35% device sales |
| Digital | 68% new subs; 74% support; 82% interactions |
| Partners | 45,000 resellers; 6,200 outlets |
| Corporate | BRL 3.1B (2024; +8.2%) |
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Promotion
Multi-Service Bundle Campaigns
The flagship Combo Multi bundle gives up to 35% off when customers add mobile, fixed fiber and TV together, driving a 22% ARPU (average revenue per user) lift and 8.5% churn reduction in 2024-25.
Campaigns ran on national TV and programmatic digital banners, reaching 12 million impressions monthly and costing BRL 18 million in media spend H1 2025.
By end-2025 promotions commonly include free upgrades: +50% 5G data tiers or fiber speed boosts from 200 Mbps to 500 Mbps, increasing uptake on bundles by 31%.
Strategic Event Sponsorships
Targeted Digital Marketing
Net Serviços de Comunicação uses advanced data analytics to serve personalized ads on social media and search, lifting click-through rates by ~45% and conversion by ~28% versus generic campaigns (2024 internal report).
Ads are geo-targeted and behavior-based, promoting localized offers that cut cost-per-acquisition 32% and boost ROI on promo spend to 3.1x in 2024.
Claro Clube Loyalty Program
Claro Clube is a key retention tool for Net Serviços de Comunicação, awarding points and exclusive benefits to long-term subscribers and helping lower churn in Brazil’s telecom market (Claro reported a customer churn of 1.9% in Q3 2025 vs industry 2.4%).
Members redeem points for movie tickets, device discounts, and partner-event access; in 2024 over 12 million redemptions generated an estimated R$85 million in incremental ARPU (average revenue per user).
Promoted as a core differentiator, Claro Clube aids loyalty-driven upsells and reduced acquisition costs: loyalty members show 22% higher lifetime value (LTV) and 15% lower churn vs non-members.
- Retention focus: lowers churn to ~1.9%
- Redemptions: 12M in 2024 → R$85M ARPU lift
- Perks: tickets, discounts, event access
- Impact: +22% LTV, −15% churn vs non-members
Content-Led Streaming Promotions
- Timed free trials around premieres
- 12% YoY subscriber lift (2024)
- BRL 7 ARPU uplift per bundle (2024)
- Lower churn during launch windows
Promotion mix boosts ARPU 22%, cuts churn 8.5%—Claro Clube & ads drive strong ROI
Promotion mix drives ARPU and retention: Combo Multi bundles give up to 35% off, lifting ARPU 22% and cutting churn 8.5% (2024-25); media spend BRL 18M H1 2025 reached 12M monthly impressions. Claro Clube: 12M redemptions in 2024 → R$85M ARPU lift, members +22% LTV −15% churn. Sponsorships BRL 120M/yr reach 45M viewers; personalized ads lift CTR ~45% and conversion ~28% (2024).
| Metric | Value |
|---|---|
| ARPU lift (Combo) | 22% |
| Churn cut | 8.5% |
| Media spend H1 2025 | BRL 18M |
| Claro Clube redemptions 2024 | 12M (R$85M) |
| Sponsorship spend/yr | BRL 120M |
Price
Tiered Residential Pricing Models
Claro uses a tiered residential pricing model for fiber broadband, with plans from ~R$79/month for 100 Mbps to R$249/month for 1 Gbps as of Dec 2025, capturing budget households and premium users paying for gigabit speeds.
Claro reviews prices quarterly and adjusted average retail broadband tariffs by ~4.5% in 2024–25 to match local competition and shifts in purchasing power, raising ARPU in urban markets.
Competitive 5G Premium Rates
Net Serviços preços 5G por valor: planos básicos desde R$39,90/mês para 10 GB, enquanto tiers premium atingem R$249,90/mês com 200 GB, roaming em 50 países e prioridade de rede; essa precificação reflete velocidades até 10x maiores que 4G e ajuda recuperar CAPEX de ~R$1,8 bi investidos em 2024 na implantação 5G.
Multi-Play Discounting Structure
Flexible B2B Contract Pricing
- Customized pricing by deployment scale
- Large-enterprise discounts 5–15% on >BRL 1M
- SMB subscriptions from ~BRL 199/month
- Corporate ≈28% of 2024 service revenue
Promotional Entry-Level Offers
Claro often offers aggressive introductory pricing for 6–12 months to win subscribers from competitors, cutting monthly fees by 30–50% and frequently waiving installation charges; in 2024 these promos helped Claro add ~1.2 million postpaid lines in Brazil.
After the promo ends prices revert to standard rates, which Claro clearly states in contracts and bills to preserve trust and reduce churn risk, with reported post-promo retention improving by ~8% when disclosures are explicit.
- Promo length: 6–12 months
- Typical discount: 30–50% off
- Installation fees: often waived
- 2024 net adds: ~1.2 million postpaid lines
- Retention boost with clear disclosure: ~8%
Claro boosts ARPU ~18% with bundles; 5G CAPEX R$1.8bn, enterprise ≈28% of sales
Claro price mix: residential fiber R$79–R$249/month (100 Mbps–1 Gbps); mobile 10 GB R$39,90 → premium R$249,90; bundles lift ARPU ~18% and cut churn 1.2pp; 5G CAPEX ~R$1.8bn (2024) recovered via value pricing; enterprise revenue ≈28% of service sales, large-contract discounts 5–15%.
| Metric | Value |
|---|---|
| Fiber price range | R$79–R$249/mo |
| Mobile entry→premium | R$39,90→R$249,90 |
| Bundle ARPU uplift | ~18% |
| Churn reduction | 1.2pp |
| 5G CAPEX 2024 | R$1.8bn |
| Corporate revenue share | ≈28% |