For over two decades, DirecTV has anchored itself as a trusted leader in television and digital content delivery across Latin America. The brand has built a strong reputation for offering premium satellite TV and on-demand entertainment, serving millions of households from Mexico to Argentina. Now, DirecTV Colombia is taking a bold step beyond the living room screen.
This week, the company officially launched its Mobile Virtual Network Operator (MVNO) service in Colombia, entering the country’s dynamic mobile market. By doing so, DirecTV moves to unify content and connectivity, tapping into consumer demand for flexible, bundled solutions that integrate mobile data, voice services, and streaming entertainment under one roof.
How does this new offering reshape the telecom landscape in Colombia—and what can users expect from a DirecTV mobile experience? Let’s break it down.
A Mobile Virtual Network Operator (MVNO) is a telecommunications provider that delivers mobile services without owning the core wireless network infrastructure. Instead of building physical towers or maintaining a complex backbone, an MVNO leases capacity from established mobile network operators (MNOs), such as Claro or Movistar, and resells those services under its own brand.
This model allows for rapid market entry and lower operational costs. Without the burden of huge infrastructure investment, MVNOs can focus on value-added services, customer experience, pricing innovation, and niche market targeting.
The rise of MVNOs in Latin America, especially in markets like Colombia, introduces new dynamics into the telecom space. For consumers, the effects are tangible and immediate.
DirecTV’s decision to launch an MVNO in Colombia aligns with a broader convergence trend in Latin American telecom. The company is positioning mobile connectivity as a strategic pillar in its portfolio, complementing its legacy television and broadband services. Through this move, DirecTV gains a direct channel to diversify its revenue streams while deepening user engagement.
By using the MVNO model, DirecTV avoids the capital expenditure tied to network construction and accelerates time-to-market. Instead of competing on infrastructure, the brand competes on experience—bundling mobile with on-demand streaming, data plans integrated with TV packages, or loyalty pricing for existing customers. In a saturated media landscape, this hybrid approach creates differentiated value.
DirecTV Latin America operates under the umbrella of Vrio Corp., a subsidiary of AT&T Inc. Although AT&T sold off DirecTV operations in the United States, it retained a strategic interest in the region through Vrio. As of 2024, Vrio serves over 10 million users across 11 countries, including Argentina, Brazil, and now Colombia. This structure gives AT&T a gateway into multiple Latin American telecommunications markets without bearing the full regulatory weight of direct operations.
DirecTV’s core business in Latin America began with satellite TV distribution, a model that dominated the 2000s. However, declining pay-TV penetration rates and the rise of digital alternatives pushed DirecTV into a broader service model. Between 2020 and 2023, the company incrementally introduced mobile internet services, streaming platforms like DirecTV Go, and fiber broadband in select markets.
In this context, the MVNO launch in Colombia aligns with an ongoing pivot. Instead of relying solely on third-party cable or satellite infrastructure, DirecTV is aggregating services that span television, internet, and now mobile—creating a vertically integrated model that favors customer stickiness and higher ARPU (Average Revenue Per User).
Launching as an MVNO enables DirecTV to bypass the cost-intensive setup of owning mobile towers. By leasing infrastructure from operators like Avantel as part of shared access agreements, DirecTV can quickly scale mobile services without delay. This approach dramatically increases speed to market and keeps capital expenditures low.
For Colombia, DirecTV’s goal is to enter the fast-growing mobile segment and position itself as a triple-play provider—offering TV, broadband, and mobile in one consolidated bundle. This mirrors strategies employed in Argentina and Chile, where DirecTV leverages content-driven billing advantages and unified customer service systems.
DirecTV’s long-term blueprint in Colombia includes not just mobile offerings but a fully integrated service ecosystem. The MVNO acts as a catalyst, accelerating transformation from a legacy broadcaster into a unified digital provider across Latin America.
Colombia’s telecommunications sector ranks as one of the largest in Latin America, valued at approximately COP 22.1 trillion (USD 5.6 billion) in 2022, according to the Ministry of Information and Communication Technologies (MinTIC). The mobile segment accounts for over 60% of total industry revenue, driven by broad smartphone usage and widespread 4G networks. Standing at the forefront are major service providers such as Claro (America Móvil), Movistar (Telefónica), and Tigo (Millicom).
As of Q3 2023, Claro controlled roughly 50% of the mobile market share, followed by Movistar at 24% and Tigo at 22%, with the remaining 4% held by smaller MVNOs such as Virgin Mobile and Flash Mobile. While these dominant players maintain strong infrastructure, MVNOs have carved out space by targeting price-sensitive consumers and niche segments.
Colombia reached 73.2 million total mobile lines by December 2023, surpassing the national population of 52 million — this gives a mobile penetration rate of nearly 141%, as reported by the CRC (Communications Regulation Commission). However, only 39.5 million of these lines were classified as active internet-connected devices, signaling a gap between device ownership and digital engagement.
On the broadband front, fixed internet penetration remains moderate. Just over 8.4 million households had fixed broadband access at the end of 2023, representing around 57% of total households. Urban areas such as Bogotá, Medellín, and Cali enjoy robust connections, while rural zones still grapple with infrastructural limitations.
Into this landscape steps DirecTV, identifying scalable opportunities outside the strongholds of traditional players. By launching its MVNO, the company positions itself to capture untapped market pockets — particularly low-income users seeking affordable data plans and those in underserved rural regions demanding better access. Offering coverage through established wholesale partners allows DirecTV to circumvent the barriers of physical infrastructure investments.
Colombia’s digital inclusion policies, including the “Vive Digital” and “Última Milla” projects, have also laid foundational support for new entrants. With existing brand recognition through its satellite television services, DirecTV leverages cross-platform familiarity to build trust and incentive for mobile conversions, especially when paired with content-driven bundling strategies.
Colombia has taken tangible steps to foster a dynamic MVNO market. Since 2014, the country’s communications regulator, the Comisión de Regulación de Comunicaciones (CRC), has implemented laws aimed at lowering market entry barriers. Resolution 5108 of 2017 mandated wholesale capacity access from mobile network operators (MNOs), creating a more level playing field for MVNOs. Additionally, fee-free spectrum usage for MVNOs shifted cost structures, enabling more competitive service offerings.
The Mobile Services Market Determination issued in 2020 further consolidated these measures. It guaranteed that MVNOs could negotiate access to essential network infrastructure and base pricing. This structural backing has increased Colombia’s MVNO market share: by mid-2023, MVNOs represented 6.9% of active mobile lines, according to CRC data.
DirecTV entered the mobile space by pursuing a full MVNO license, which allows control over its own core network, billing systems, and client management, while leasing radio access infrastructure. This strategic choice matched the CRC's support for full MVNO models, which are seen as drivers of quality and differentiation in service delivery.
By aligning with the regulatory preference for market diversification and digital convergence, DirecTV accelerated the approval process. The company also capitalized on streamlined procedures under the 2019 ICT Modernization Law (Law 1978), which consolidated regulatory responsibilities and facilitated network access agreements.
The Ministry of Information Technologies and Communications (MinTIC) serves as both policy architect and facilitator. Through initiatives like the National Development Plan 2022–2026 and the 5G Connectivity Ecosystem framework, MinTIC actively promotes technological neutrality and service diversity. The ministry also ensures that existing players adjust to coexist with newcomers.
In DirecTV's case, MinTIC supported the licensing process by verifying lawful compliance on data protection, consumer guarantees, and interconnection obligations. The ministry’s active encouragement of quadruple-play offerings—TV, internet, phone, and mobile—aligned directly with DirecTV’s product roadmap. This convergence-friendly policy environment made Colombia an appealing launchpad for the MVNO model.
DirecTV is not building a wireless network from the ground up. Instead, it operates as a Mobile Virtual Network Operator (MVNO), which means leveraging the infrastructure of an existing mobile carrier. In Colombia, DirecTV has signed a wholesale network agreement with Movistar Colombia, the local division of Telefónica. This partnership gives DirecTV access to Movistar’s extensive 4G LTE coverage, reaching over 90% of the urban population.
By piggybacking on Movistar’s infrastructure, DirecTV bypasses the need for spectrum licenses and expensive tower deployment, redirecting investment into product innovation and subscriber growth strategies.
Movistar’s network includes nationwide 4G LTE, as well as active development of 5G through pilot zones in Bogotá and Medellín. As of Q4 2023, Movistar was using the 3.5 GHz band to power its 5G trials, which will provide DirecTV with a pathway to support upgraded service tiers once coverage expands.
While the initial offering focuses on 4G, DirecTV’s MVNO architecture is built with 5G-readiness. That includes compatibility with 5G-capable SIMs and core systems built to scale with higher-throughput services. The modular design enables faster switch-over to 5G service tiers once nationwide deployment proceeds.
To maintain operational consistency, DirecTV integrates its mobile service layer into its existing digital ecosystem. The core billing engine is interoperable across TV, streaming, and mobile, enabling unified account management. This back-end convergence supports features like:
Content delivery also benefits from the integration. Mobile customers can access DirecTV Go, the streaming video platform already popular in Colombia, without incurring data charges when connected through DirecTV mobile plans. This is managed through traffic prioritization and zero-rating agreements handled via their partnership with Movistar.
How does customer experience change when a subscriber’s mobile usage influences their content recommendations, billing cycle, and support journey in real time? DirecTV is now in position to answer that decisively.
DirecTV Colombia’s MVNO initiative debuts with a catalog of prepaid mobile plans designed to align with evolving usage habits. The base offering starts with a 1.5 GB data package, 100 voice minutes, and unlimited on-net messaging priced at COP 15,000. Mid-tier plans scale up to 7 GB with app-specific data allocations—for example, dedicated gigabytes for WhatsApp, YouTube, and Spotify—available at COP 35,000. For heavier users, a top-of-the-line plan delivers 15 GB of full-speed data, unlimited calls, and unlimited OTT app access for COP 55,000.
All services operate on a digital-first model. Customers can activate and manage their lines directly through the DirecTV GO app or a dedicated mobile portal. From SIM card delivery scheduling to plan changes, the entire experience removes the need for physical stores. This model aligns with behavioral trends observed by Colombia’s Ministry of Information Technologies and Communications (MinTIC), showing that over 86% of urban users access the internet only via mobile devices in 2023.
This mobile strategy doesn’t just enter the market—it reshapes expectations. With highly customizable plans, seamless digital experiences, and app-first connectivity, DirecTV prepares to speak directly to a generation that demands more than just coverage.
DirecTV Colombia’s MVNO launch brings more than just mobile connectivity—it unlocks a unified digital experience. By aligning its mobile service with existing offerings like satellite television, DirecTV GO streaming, and fixed internet, the company introduces a simplified all-in-one subscription strategy. Consumers now gain access to an ecosystem where content, communication, and browsing come from one provider, under a single bill, with integrated customer support.
Bundling services serves multiple functions. It reduces churn by increasing customer dependence on the platform. It drives down acquisition costs by cross-selling mobile to existing television users. And it provides pricing leverage—a bundled package will typically cost less than the sum of its separate parts. In a market where price sensitivity remains high, this becomes an immediate tactical benefit.
DirecTV has already field-tested bundled services in other Latin American territories with measurable success. In Argentina, for instance, its converged offer under the brand “DGO Plus” led to a 38% increase in multi-service subscriptions in the first six months post-launch, according to AT&T Latin America internal data released in Q3 2023. In Chile, bundling mobile broadband with television led to a 22% drop in average churn rate within the same period. Subscriber loyalty increases when users receive real value from interconnected services.
Colombia’s consumer behavior mirrors patterns observed in these markets. Cross-service demand exists, especially in urban centers where mobile data usage and content streaming are intertwined. With DirecTV Colombia now entering the MVNO space, the company holds the infrastructure, partnerships, and market insight to replicate—and optimize—this bundled service model.
Colombia's mobile landscape has long been defined by four players: Claro, Movistar, Tigo, and WOM. Claro, the dominant force, continues to hold the highest market share, reporting 32.2 million mobile lines as of Q3 2023, according to CRC (Comisión de Regulación de Comunicaciones). Movistar and Tigo follow, with 18.6 million and 11.7 million lines respectively. WOM trails with around 3.8 million but has capitalized on disruptive pricing to grow its base rapidly since its 2021 launch.
DirecTV’s entry adds a fifth contender, but not merely as a number. It arrives with a hybrid model that leverages both traditional MVNO advantages—lower operating costs, lean structures—and unique assets unavailable to incumbents: nationwide satellite TV coverage, strategic brand equity, and exclusive content licensing.
DirecTV intends to fold mobile connectivity into its existing pay-TV and internet ecosystem. This convergence, when priced aggressively, weakens the conventional single-service value chain that Claro, Tigo, and Movistar still largely promote. For example, bundling mobile plans with the DirecTV GO streaming platform under one invoice alters user expectations about whom they pay for entertainment and connectivity—shifting attention from telecom to media.
Price positioning will serve as the initial point of disruption. Market insiders project DirecTV to follow WOM’s low-cost playbook while embedding value through content. Instead of merely offering nationwide voice and data, the bundle might include exclusive live sports or premium on-demand shows—advantages Movistar and Tigo can't replicate without external licensing deals.
Claro has responded to past threats with aggressive counter-offers. It's likely they will deploy zero-rated video data promotions or family bundles that undercut DirecTV’s early pricing tiers. Movistar, with its Telefonica heritage, could lean on its existing content deals in Latin America to hold onto its premium-tier users. Tigo may emphasize its strong fiber footprint and cross-device flexibility. WOM, the most similar in pricing strategy, may find itself squeezed between an established low-price persona and a newcomer offering deeper entertainment tie-ins.
Disruption will unfold not just through subscriber migration, but through value perception shifts. DirecTV introduces a new competitive variable: content-led differentiation. This alters how telecom brands must communicate their relevance, not solely through signal strength or data packages, but through deeper engagement models.
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