Good morning everyone. I was asked to share some thoughts on the power of Mobile for the global entrepreneur and some of the things that we’re seeing happening in the mobile space that may be of interest (benefit to you).
First off, just a quick show of hands, how many folks in the audience already have mobile as a core part of their strategy?OK, for those folks who didn’t raise their hands, these first few slides are for you.
Majority of this new subscriber growth is coming from emerging markets. And emerging market size cannot be overestimated: by 2015 83% of the global population will live in emerging markets and 45% of these people will be under 25 years old. As an example: India adds around 14 million mobile users every month.With all this growth and millions of people joining the mobile community the old assumption that low-income people do not invest to buy dataservices has now been disproved. The next step of mobility will be marked with information, content, data and internet. Already now emerging market consumers are adopting services that are relevant and bring immediate value to them; just like mobile banking, agricultural information and education services.Going forward many people in emerging markets will take their first internet steps on mobile handset and as the World Bank economist Christine Zhen-Wei has concluded. “The mobile platform is emerging as the single most powerful way to extend economic opportunities and key services to millions of people.”
Latin America,China,India,AfricaSome drivers vary by market . . .Some are out of necessity. I want to be better informed on issues that impact me (for farmers in India – what’s the weather going to be and what are the prices at market)Some it’s more aspirational – influenced by friends / family. In many cases, having your own mobile subscriptionGrowing economies (certainly in the case of Latin America).But there are some common onesOperators are creating voice and data plans that make it more affordable in these markets. Data being offered as part of pre-paid subscriptionsData services also being delivered that look and act like web services, but are billed via SMS OEMs are hitting lower price points and making these devices more affordable.
With this growth, comes tremendous opportunity. But you’ll notice the hottest pockets lay outside of NAM.How can today’s entrepreneurs take advantage of this market dynamic?To take advantage, you must look globally.Let’s take a look at a few examples of companies that we’ve been working with and how they’re approaching this opportunity.
The first is Foursquare. A company that some of you have heard of. ;-)They currently have ~ 10M subscribers and growing well.“there’s a lot of new growth in Asia and South America – particularly in Brazil, Indonesia and India.“Nokia has been even more helpful in these areas because of the reach of Nokia’s platforms on Series 40 to these lower end users.” Very prolific in all these areas. Be able to tap into the HUGE Series 40 audience is very valuable and powerful. Able to bring a very powerful experience and idea to people who are getting on the internet for the first time.But, w/ today’s mobile ecosystem, size, while still important, becomes less so. App stores have helped level the playing field to a certain extent. There are still barriers to entry, but distribution is not your greatest concern at this point. Now, as you go global, having a strong, globally recognized brand certainly helps. It certainly helped with Twitter and FB. I encourage you all to talk with Mike Ghaffary from Yelp, who was up here earlier. Yelp is pushing into global markets and I’m sure he’d be willing to share his knowledge as well.But, smaller companies with global aspirations can also succeed in going global and do it very cost effectively
Inode Entertainment:CEO Jaime Enriquez.Former games developer at Gameloft.Based in Mexico w/ a small office in US~26 employeesBackground:Started Inode in 2006?First started publishing content in OVI Store by July 2009.Main offering is themes & personalization content.Created a brand name distributing free contentQuickly became Top 100 publisher in OVI Store in the space of 2 quartersDoing business in more than 215 countriesLessons:Internationalization is a mustCommitment to quick product & analysis cyclesBe an expert at analysisNext Steps:Diversify & grow portfolioExpand revenue sourcesOpen offices in Jordan and CanadaAmnesia Games:CEO Alejandro WoywoodBased in Santiago, ChileSmall team of 6 people at the time of the launch. But growing rapidly.Downloaded in 178 countriesPurchased in 43 countriesBased in Chile, proves global success is possible with good marketing and great contentLauched their mobile app, Ninja Joe, on OVI Store and within the first week, it was being being downloaded in 90 countries. After only several weeks, they had customers in 178 countries around the globe with paid purchases in 43 to dateAlejandro is regularly featured in Chile and throughout Latin America as a success case for global entrepreneurship.This clearly demonstrates that local entrepreneurs and companies can reach out and have global opportunities for success and distribution if you create great and compelling products and stay focused on some fundamentals.
These are basics, you’d be surprised by how many times people miss these because of false assumptions.1) Know your audience & .Foursquare is certainly leveraging it’s strong smartphone presence to take advantage of smartphone sales in the more mature markets. But what will really fuel their growth is creating solutions for the installed based of feature phones and the devices that are being sold in market – feature phones. Stay focused on what the key product offering should be on these products.Know your audience, but also how to reach themThe large growth rates of mobile devices I showed earlier? Most are feature phones. iOS, Android and even Symbian will get you only so far. Series 40 stll makes up the vast majority of devices that Nokia ships. Doing business in Brazil is very different than Indonesia or China.3. Localization: Google translate will only get your so far ;-)We had a partner who was rushing to meet a deadline. They simply took their copy, plugged it into an online translation tool. Took that copy, did some spot checking and said “ship it”. They quickly found out that one of the words that appeared in their copy was slang for a certain part of the male anatomy. They found this out in some of their products ratings online. I think the reaction of the audience was evenly split between outrage and giddy amusement.Make sure you invest here in a good localization shop. We’ve done a lot of work with Lionbridge and others over the years. It’s worth the investment.
Lastly, I did a quick survey of fellow Nokians around the world who engage with global entrepreneurs on a daily basis. I asked them for some common characteristics they see in successful entreprenuers they work with.As you might expect, there were a wide variety of inputs. But there were a few that were consistently mentionedKeep these in mind.Do you embody these on a daily basis?If not, what are you going to do today to start?They are plenty of people here at GROW, in this room who are here to help you start.Thank you.
Mobile and the Global EntrepreneurRick WithamHead of Developer Management & Evangelism, NAM (How to be stressed out in multiple languages and time zones)
Based in New York, USA Co-Founder: Naveen Selvadurai Seeing tremendous growth globally
Brazil, India, Indonesia
“Amazing to see that we have coverage in these areas and are able to now reach these users.” “We’re able to bring a very powerful service and a very interesting idea to people who are getting on the internet for the very first time.” 7
Based in Chile CEO: Alejandro Woywood Based in Mexico CEO: Jaime Enriquez 8
Things to keep in mind… Local Audience 9 LocalDynamics Local Language
Characteristics of successful entrepreneurs Passionate Tenaciously driven, endlessly optimistic Strong leaders Can handle rejection, without losing confidence Not afraid of failure Take advantage of local expertise and thought leaders 10