2010-02-25-奥纬咨询-Busting_the_Myths_About_Emerging_Markets_10页_268kb

Summary of Emerging Markets in Communications, Media, and Technology

This white paper examines common myths holding back Western CMT companies from successfully capturing emerging market opportunities.

Key Findings

1. High Technology Adoption: Emerging markets are not technology backwaters. There is rapid adoption, including technology leapfrogging, with mobile phones and Internet penetration growing explosively. Demand for technology is strong across consumer and enterprise segments.

2. Purchasing Power: Consumers and businesses in emerging markets have sufficient disposable income not only to purchase technology but also higher than previously assumed. There is a growing middle-income segment, and even lower-income consumers are willing to pay for functionality.

3. Brand Importance: Contrary to assumptions, international brands enjoy significant appeal in emerging markets, often ranking higher than local competitors. Consumers and businesses value higher-status mobile numbers and perceive strong global brands as a safer bet.

4. Need for Adaptation: Generic mature-market products and strategies do not succeed. CMT companies must create offerings tailored to local requirements and develop unique features or business models relevant to emerging market contexts.

5. Value of Services: There is a strong preference for support and maintenance services, including on-site assistance in emerging markets, which is crucial for successful product sales.

6. Online Potential: While influenced by context, online models and advertising markets in emerging markets are significant and growing, sometimes faster than in mature markets, presenting opportunities for development and adaptation.

Implications for CMT Companies

• Approach emerging markets with tailored products, features, and pricing.
• Develop customized marketing and service strategies relevant to local priorities.
• Understand and meet the diverse needs (consumption, survival, status) of different consumer segments.
• Focus on localizing offerings and exploring tailored service and business models, including low-cost models and mobile-first approaches.

The report emphasizes that success requires moving beyond outdated assumptions and developing strategic offerings informed by local insights.