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Emerging Market Overview - Latin America
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Emerging Market Overview - Latin America

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Herat Maniar 'Emerging Market Overview - Latin America' Vserv

Herat Maniar 'Emerging Market Overview - Latin America' Vserv

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  • We live in a crowded app world.. Or so we think. Discoverability is a problem..
  • But in the developed world., with a billion or so people.. You’re also up against all this!
  • You and every other App De-veloper . Competing for the same mindspace. Tiny bits of it really. You’re app, which lives in the mobile eco-system, is simply one of many options, especially when it comes to information and entertainment. In the Developed world, people own multiple devices.. They always have.. They have access to every existing medium.

    It’s crowded.
  • It’s time to focus on New Markets
    New markets = New Strategy
  • Emerging Marketing! :
    These are beautiful numbers if you think about it. 5.8 Billion people.. And only 18% own televisions. 25% radios.. And radios are cheap.
  • 4 Billion mobile subscriptions..in emerging markets alone.
  • And they’re mostly Mobile Natives. All these people coming online today.. The Rapidly growing Smart phone base.,.. They’re Natives

    What do I mean by that?
  • Let me explain the concept.
    You and I, we’re mobile immigrants. Oh, of course, we understand the space well enough.. We use our mobile devices really well. We know our OS mods and our little mobile tricks. We can debate Android vs iOS for hours.. days even!

    But we weren’t born here. We’ve simply been awarded citizenship.
  • This isn’t an age or generation things. This is about accessibility. The internet never came to them on a Pentium with a 15” screen..
    It started with mobile!
  • All our basic assumptions of how information is consumed, why it’s consumed change for these natives.
    Apps are how they access the internet.. How they see the world..

  • You have to think of them fundamentally differently.
    Certain assumptions made do not hold.
    Internet/Games/Information = Mobile Phone .. Exculsively. They still don’t have PC/Laptops!
    For this massive population, the input space is also the reading space. There’s no “Keyboard” or “Mouse”
    It’s normal.. It makes sense to them.

Transcript

  • 1. Total Work Experience: 12 years • Vserv.mobi: Core team member focussed on supply, enabling superior App media monetization in EM • Mauj Mobile & i2i TeleSource: Dealing with telcos, Publishers in the paid eco system • JSW Steel & KEC International: Corporate Strategy for M&A in Metals as well as planning capacity expansions • From Revenue Assurance to Revenue Delivery Herat Maniar Mumbai, India
  • 2. 1. WHY WHERE & HOW • Where are the users? • How do you make money? 2. LATAM MARKET DATA 3. BRAZIL & MOBILE ADS INTERACTION 4. YOUR QUESTIONS
  • 3. Developed Markets are a crowded space for App developers
  • 4. You’re up against
  • 5. 650 Million TV sets650 Million Computers 2.5 Billion Radio sets and…
  • 6. DEVELOPED MARKETS: You’re competing with every other device for tiny bits Mindspace
  • 7. New Strategy New Markets
  • 8. 25% - Radio 18% - TV
  • 9. 84% 81% 89% People above 16 with Mobile Phones 4 Billion Mobile Subscriptions in emerging markets
  • 10. Native 1st 2nd
  • 11. We are MOBILE IMMIGRANTS
  • 12. MOBILE NATIVES!
  • 13. Mobile Natives FIRST INTERNET EXPERIENCE IS ON THE MOBILE SCREEN
  • 14. APP MOBILE NATIVES MOBILE IMMIGRANTS Mobile Apps Browser INTERFACE INTERFACE
  • 15. MOBILE NATIVES MOBILE IMMIGRANTS Mobile Phone PC/Laptop DEVICE DEVICE
  • 16. Gross National Income Map
  • 17. Emerging Markets Can’t/won’t pay First time Internet users Developed Markets Able to pay on preferential basis Multiple screens markets
  • 18. BROAD STATISTICS LATAM • Population • Major Markets • Mobile penetration • Prepaid Usage • Data Penetration • Smart phone penetration • Credit Card penetration • Per capita disp income 550 mn BR, AR, MX, CO 100%, Unique Subs 70% 80% 32%, Growing by 67% 20% 15% $5700 (2.8 trillion US $) 61% of the population in LATAM does not have access to organized banking Source World Bank Global Financial Inclusion Data
  • 19. LATAM
  • 20. Brazilians are more engaged in mobile advertising. Consumers are more willing to interact with ads than they are to ignore them or click on them accidentally. Source: PWC – Consumer Intelligence Series
  • 21. Thank You! herat@vserv.mobi