Market consolidation Potential sales opportunity from the June 2026 merger between Movistar and Personal presents a shifting competitive landscape in Argentina. This creates a need for unified BSS/OSS, roaming, and wholesale solutions, as well as enhanced customer experience platforms to retain and attract subscribers.

Energy efficiency Personal’s Pacheco data center earned the CEEDA certification, signaling a focus on energy efficiency. This opens doors for selling sustainable infrastructure, cooling optimization, and energy management services to support green telecom initiatives and potentially reduce operating costs.

Scale & coverage With over 19 million mobile customers and 9.7 million 4G users across more than 1100 localities, there is strong demand for network optimization, RF optimization, and regional data services. Opportunities exist for network analytics, capacity planning, and localized marketing tech deployments.

Digital marketing The tech stack includes Oracle Eloqua, Google Tag Manager, and marketing analytics tools, indicating ongoing investments in digital campaigns. This suggests a need for marketing automation enhancements, customer journey analytics, and personalized engagement solutions to boost ARPU and retention.

Competitive positioning As the largest mobile operator in Argentina with a major competitor landscape, there is potential to offer strategic partnerships, wholesale, and value-added services, including advanced LTE/5G monetization, enterprise services, and managed services to defend market share and accelerate growth.