As the global financial crisis continues to rumble on and even China’s growth starts to slow, we all need to identify new opportunities to build our businesses. For many clients, this means tackling previously unchartered territory - whether this is entering new markets, targeting new customers, or developing products that address an unmet need.
With a presence in over 80 countries, TNS has a well-established footprint. However, we continue to extend this as we help our clients to uncover opportunities in new markets. In 2012 this has meant opening an office in Cambodia, as well as starting to work in Myanmar – we’ll be sharing our insights about this newest of consumer markets in a forthcoming edition.
There are two clear themes in this edition of GEMs, both of which explore new territory for many of our clients. Firstly we have a look at the impact of digital and mobile technology in sub-Saharan Africa and LatAm. Whilst lower GDP per capita does tend to mean lower levels of technology ownership, mobile is the one must-have device, enabling and empowering new generations of consumers and increasing social mobility. As the cost of smartphone ownership continues to decrease, mobile becomes an even more significant opportunity for brands in emerging markets.
Secondly, we continue to reflect on the lives of those at the base of the pyramid (BoP), whose population numbers 4 billion, with a combined purchasing power of $5 trillion. We’ve been partnering with clients for many years, to help them understand the aspirations of this new consumer class – building a sense of their priorities and what they need from brands. http://www.tnsglobal.com