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Unformatted text preview: 10 Facts about Mobile Markets in Developing Countries 1 Copyright 2008 0% 800% 1600% 2400% 3200% 4000% 4800% 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 Mobile and Fixed Line Penetration Growth (1997-2006) Emerging Markets - mobile Developed Countries - mobile Emerging Markets - fixed Developed Countries - fixed 10 10 Facts about Mobile Markets in Developing Countries Today’s mobile industry business managers are increasingly turning to developing countries for new business growth opportunities. But what makes these markets different? And what are the new opportunities these differences present? To help answer these questions, Vital Wave Consulting provides ten facts about mobile markets in developing countries, and their implications for business growth. 1. Emerging markets are the growth opportunity: Since 2002, mobile penetration in emerging markets has grown 321% compared to 46% in developed countries. Additionally, out of the top 10 countries for subscriber net additions in the fourth quarter of 2007, nine are emerging markets. Implications : In the past, industry watchers believed there was little opportunity for mobile technology in markets where the majority of people live at or below subsistence-level income. It is clear now that emerging markets are the primary growth opportunity for the mobile industry and, with the right business models, mobile phones are accessible to some of the world’s poorest. 2. The greatest opportunity for mobile business is concentrated in a few places: 73% of the near-term market for mobile growth (i.e., potential first-time mobile phone buyers) is represented by 10 emerging-market countries: China, India, Indonesia, Bangladesh, Iran, Egypt, Vietnam, Brazil, Pakistan, and Mexico. The largest opportunities are in China and India, which together account for 747 million near-term market candidates, or 58% of the total near-term market. Implications : By concentrating on a few key emerging-market countries, handset manufactures have the opportunity to capture a large share of the global near-term growth market. With targeted campaigns in India and China and other carefully selected target markets, companies can gain market share with minimal investment. In an effort to regain their number two position, Motorola is focusing on low-cost handsets for the Indian market by addressing a high perceived demand for...
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- Spring '11
- mobile phones, mobile markets, Vital Wave Consulting