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Principal Analyst
UK
+16 years experience
Guillermo brings 14 years’ experience to his work in analyzing the global mobile media sector.
He joined Ovum in 2014, and has provided expertise to our clients in the areas of mobile payments, advertising, and network APIs.
Prior to becoming an analyst, Guillermo had a successful career in business and current-affairs journalism, working as a newspaper reporter in Central America and a foreign correspondent in Mexico City.
Consumer and Entertainment Services
By Guillermo Escofet 16 May 2018
Mobile apps have become the new internet, absorbing most of consumers' digital time. With smartphone addiction now a hot topic of discussion, Google, and others like it, must fear a consumer and regulatory backlash if things are left unchecked.
Consumer and Entertainment Services
By Guillermo Escofet 13 Mar 2018
Augmented reality that requires smart glasses or specialized headsets is still far from becoming a mass-market reality. On smartphones, however, it has already reached the masses via the likes of Snapchat’s face filters and monster-hunting game Pokemon Go.
Consumer and Entertainment Services, Service Provider Market...
By Guillermo Escofet 04 Oct 2017
Despite persistent barriers stemming from regulation and business models, the carrier billing market has gone from stagnation five years ago to renewed growth.
Consumer and Entertainment Services
By Guillermo Escofet 03 May 2017
Many commentators have been sounding the death knells recently for native apps. But such talk is premature. Here's why.
Consumer and Entertainment Services
By Guillermo Escofet 01 Mar 2017
App forecasts recently published by Ovum predict that in-app ad revenue will next year overtake end-user spending on in-app purchases and paid downloads. But end-user spend will continue dominating revenue for mobile games and the Apple App Store.
Consumer and Entertainment Services
By Guillermo Escofet 16 Sep 2016
Ovum’s recently published mobile games forecast predicts that annual mobile games revenue will nearly double over the next five years, reaching $71.5bn in 2021 globally. At the same time, Android will overtake iOS next year as the highest-grossing mobile games ecosystem.
Consumer and Entertainment Services
By Guillermo Escofet 03 Mar 2016
Global mobile app revenue will grow more steeply than the number of app downloads over the next five years, according to forecasts just published by Ovum. Downloads will slow down as markets reach saturation, while in-app spending will intensify.
Consumer and Entertainment Services
By Guillermo Escofet 27 Oct 2015
Apple has rolled carrier billing in Germany. This should boost the profile of carrier billing – which has long been a poorly promoted opportunity by carriers to secure a stake in the mobile apps market.
Consumer and Entertainment Services
By Guillermo Escofet 22 Apr 2015
Bundling is all the rage, but poor provisioning means that subscribers sometimes struggle to activate OTT services included in their tariff. Yet "breakage" fees for inactivated music subs are what most threaten the bundling business model.
Consumer and Entertainment Services
By Guillermo Escofet 21 Apr 2015
Google’s algorithm change, which prioritizes mobile-friendly sites in its search rankings, is good for consumers and for Google's advertising business as it will help push up the yield from mobile search ads.
Consumer and Entertainment Services
By Guillermo Escofet 09 Mar 2015
There were no big digital media announcements at MWC15, but there was talk about how wearables and beacons could be used to enrich impressions in the context of mobile advertising – and deliver a higher premium to in-app ad publishers.
Ovum
22 May 2018
Ovum
15 May 2018
Ovum
05 Apr 2018
Ovum
22 Dec 2017
Ovum
21 Dec 2017
Ovum
04 Dec 2017
Ovum
04 Dec 2017
Ovum
26 Oct 2017
Ovum
25 Oct 2017
Ovum
19 Sep 2017
Ovum
13 Sep 2017
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18 Aug 2017
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11 Jul 2017
Ovum
08 May 2017
Ovum
04 Apr 2017
