1. The document discusses opportunities for app developers in emerging global markets. It notes that 75% of mobile subscribers are in emerging markets and feature phones still dominate globally, including in developed markets.
2. It provides a reality check for developers, emphasizing that they should target emerging markets and feature phones if they do not want to leave out the majority of the global market.
3. It also notes mobile internet is the primary internet access in emerging markets and most users have never used PC internet before. Therefore, developers should design fully mobile experiences rather than just mobile versions of websites.
7. 1 75% OF MOBILE SUBSCRIBERS ARE
IN EMERGING MARKETS
75%
Emerging
Markets
8. REALITY CHECK #1
REALITY CHECK # 1
Are you targeting emerging markets with
your mobile offering?
Will you leave out
75% of the
global market?
9. 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 Phones
32% 37%
W. Europe North America
10. … 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
11. … 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
12. REALITY CHECK #2
REALITY CHECK # 2
Are you building Apps for Feature phones?
Or will you leave
out 70-90% of the
global market?
13. 3 MOBILE INTERNET IS THE INTERNET
IN EMERGING MARKETS
DEVELOPED MARKETS EMERGING MARKETS
USA: 25% EGYPT: 70%
UK: 22% INDIA: 59%
RUSSIA: 19% NIGERIA: 50%
14. … AND MOST HAVE NEVER EXPERIENCED THE PC INTERNET!
15. 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
16. REALITY CHECK #3
You 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
17. $0.99 PAID APP MODEL WILL NOT WORK
4 IN EMERGING MARKETS
72.7%
~ 1% MOBILE PHONE
CREDIT CARD PENETRATION
PENETRATION
30. 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
31. 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
