This document discusses the opportunities for startups and mobile commerce in emerging markets, highlighting differences from developed markets that may present challenges but also opportunities for growth. It notes how embracing emerging markets like Russia could help drive global saturation of an app or business, and gives the example of how increased luxury goods consumption by wealthy Russians could impact local institutions and the startup ecosystem. The document encourages exploring these emerging markets to take advantage of opportunities disguised as challenges that could benefit both businesses and their peers.