Foreign businesses began their journey in Myanmar in 2011 when the country opened up to the outside world. Since then, the landscape has presented an unpredictable but exciting opportunity for marketers.

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SIM cards used to be a luxury item, costing as much as $2,000
in 2009 and $250 in 2013, but now there are in excess of 25
million cards worth just $1.50, making them readily available for
the mass market.
What’s more, almost half (46%) of those SIM cards are data-
activated, giving many people in Myanmar their own personal
connection to the internet for the first time. Walking through
the tier one cites in Myanmar, you will see people glued to
their screens on public transport and browsing on their phones
throughout the day, a huge shift from just a few years ago.
These rapid developments in connectivity have created a country
of two halves – the older generation who are still very much
invested in the traditional way of life, and the younger adults
under the age of 25 who are striking out to find their own identity.
It’s easy to spot the slow but sure march of change. Fashion
is a key indicator – while the older generation still favour the
customary longyi attire, the younger generation are adopting
western clothes. Hemlines are rising gradually, signifying a more
relaxed and less conservative frame of mind.
The rise of mobile
in Myanmar
Foreign businesses began their journey in
Myanmar in 2011 when the country opened
up to the outside world. Since then, the
landscape has presented an unpredictable
but exciting opportunity for marketers.
As the people of Myanmar begin to have greater interaction
with the rest of the world through increased tourism and access
to media and technology, attitudes and aspirations are starting
to change. However, there are many essential elements that still
make it a very distinct market.
In this very traditional society, the impact of two new telecoms
providers, Telenor and Ooredoo, who joined a largely
disconnected market 12 months ago, has been momentous.
Intelligence Applied
Asia Pacific
2 new telecoms in 2014
25 million SIM cards
worth $1.50
46%
SIM cards
data-activated

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Brands are not ubiquitous in Myanmar – Coca-Cola has only been
manufactured in the country since 2013 – and much advertising
has been focused on attracting those based in cities. However,
this rapid mobile adoption, particularly amongst this cohort
of young adults, gives brands a way to connect directly with
consumers in Myanmar.
As a result, many are now looking beyond the metropolitan
centres of Yangon and Mandalay to more rural areas. Big global
players such as Unilever and Coca-Cola have already been using
mobile marketing and social media channels to target less affluent
consumers and ensure a broader reach across the country.
Yet before brands consider trying to attract the nation’s large
population of young people using tried-and-tested Western
methods there are cultural and social considerations to keep in
mind. Successful brands will need to ingrain their products into
the way of life and tailor their marketing strategies according to
the evolving identity of Myanmar.
Like their parent’s generation, young people in Myanmar still have
a strong moral compass. Despite the desire to create a visually
different identity, they are still very engaged in the deep-rooted
and longstanding traditions. Communities are tightly-knit, and tea
shops and markets are still the heart of the neighbourhood.
Financial stability is front of mind, and now considered more
important than personal health. Finding a prestigious job is a key
motivation for young consumers, who will go out of their way to
connect with brands that help them develop their experience.
As a country with higher literacy levels than some of its
neighbours, education is held in high regard. It is a growing
priority for families with over a tenth of income being spent on
it. This means that brands linking their products to education and
aspiration will be appealing to the fledgling population.
It also provides brands with a wealth of home-grown talent.
Companies can now look to the schoolhouse for budding future
employees, digital natives who are able to not only bring new
expertise to the workforce, but also ensure that the business
strategy is harmoniously aligned with the culture of Myanmar.
Thanks to the rise of mobile, the next few years are set to be an
exhilarating time for brands in Myanmar. But in such a fast-paced
frontier market, brands must not ignore the sensitivities that make
the country unique if their path to market is to be a smooth one.
About the author
Jason Copland is managing director of TNS in Myanmar; he
has over 18 years consumer insight experience - including
10 years in Myanmar. Jason joined TNS in October 2012 and
has established a full service team - client service, fieldwork,
operations and qualitative - based in Yangon and helping
diverse clients to understand people across the country.
About TNS
TNS advises clients on specific growth strategies around new
market entry, innovation, brand switching and stakeholder
management, based on long-established expertise and
market-leading solutions. With a presence in over 80
countries, TNS has more conversations with the world’s
consumers than anyone else and understands individual
human behaviours and attitudes across every cultural,
economic and political region of the world. TNS is part of
Kantar, one of the world’s largest insight, information and
consultancy groups.
Please visit www.tnsglobal.com for more information.
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The rise of mobile
in Myanmar
10%
56% under the age of 29
of income spent on
education