1 75% OF MOBILE SUBSCRIBERS ARE IN EMERGING MARKETS 75% Emerging Markets
REALITY CHECK #1REALITY CHECK # 1 Are you targeting emerging markets with your mobile offering? Will you leave out 75% of the global market?
2 FEATURE PHONE DOMINATE GLOBALLY even in Developed Markets 98% 96% 90%2% 4% 10% South America Africa E. Europe & Asia Pacific 68% 63% Smart Phones Feature Phones32% 37% W. Europe North America
… WILL CONTINUE DOMINATING IN EMERGING MARKETS PREPAID SUBSCRIBER BASE 92% 86% 90% 90% EGYPT SOUTH AFRICA VIETNAM NIGERIA 85% 82% 82% 90%COLOMBIA BRAZIL INDIA INDONESIA USERS PAY FULL PRICE NO “CONTRACT” CAN’T AFFORD $ 400 SMARTPHONES WANT BEST FEATURES NO HANDSET SUBSIDY AT LOWEST PRICES
… WHILE BECOMING “SMARTER”! SURFS THE MUSIC ON PLAY GAMES SOCIAL MEDIA INTERNET LOUDSPEAKERS ACCESS All Phones are SMART! PLAYS RUN APPS All this in VIDEOS a phone costing less than $30
REALITY CHECK #2REALITY CHECK # 2Are you building Apps for Feature phones? Or will you leave out 70-90% of the global market?
3 MOBILE INTERNET IS THE INTERNET IN EMERGING MARKETSDEVELOPED MARKETS EMERGING MARKETSUSA: 25% EGYPT: 70%UK: 22% INDIA: 59%RUSSIA: 19% NIGERIA: 50%
… AND MOST HAVE NEVER EXPERIENCED THE PC INTERNET!
FEATURE PHONE USERS LEAD MOBILE ONLY INTERNET USAGE 91% NIGERIA 77% KENYA 94% INDONESIA Mobile Only Internet Generation Device Ownership Feature Phones 75% CHINA 76% BRAZIL Smart Phones
REALITY CHECK #3You have an opportunity to rethink paradigms Are you leveraging it to build 100% mobile experiences? v/s Earlier, Now, Just Another Screen The Primary Screen
$0.99 PAID APP MODEL WILL NOT WORK4 IN EMERGING MARKETS 72.7% ~ 1% MOBILE PHONE CREDIT CARD PENETRATION PENETRATION
Focus efforts on 2 platforms that#1 will give widest reach J2ME Feature phones Smart phones NoBrand
Localization is ideal, but even just#2 “English” can get you quite far Significant English speaking audience
Don’t be scared of trying#3 Hybrid Monetization Models Hybrid Monetization Models FREE: PAID: In-App Ads payment via based Telcom billing
Maximize distribution:#4 look beyond platform App Store
Focus on your strengths ;#5 find the right partners for the rest AD BASED MONETIZATION Ad Networks DISTRIBUTION Independent app stores / sites BILLING Telco billing payment aggregators PAID PROMOTION Mobile focused Ad agency
SUMMARY Focus efforts on platforms that will 1 give widest reach Localization is ideal, but even just 2 “English” can get you quite far Don’t be scared of trying 3 Hybrid Monetization Models Maximize distribution 4 look beyond platform App Store Focus on your strengths - 5 find the right partners for the rest