Emerging Markets Or The Available Markets

Narayan Murthy Ivaturi

GM –Global Sales & Strategy

VServ.mobi

Emerging Markets are Driving the Mobile Ecosystem

Emerging markets like Asia Pacific will add nearly half of all new connections between now and 2017

(1.4 billion)

Mobile powerhouses - China and India will contribute over 1 billion Mobile Internet Users by 2015

# Mobile Internet Users in Emerging Markets

> All of these markets together (US, UK, Japan, Germany, France, Australia & Canada)

How To Win Emerging Markets

elements of a winning strategy

5

Strategize for the Mobile First User

1

Their First Experience of

Internet is on Mobile

In Emerging Markets, Mobile is not just another screen

it’s THE Primary Screen

Mobile is the first choice for all media consumption needs – voice, messaging,

video, music, content, news…

Reason, Relevance & Richness are key to engage with them.

Need of a Wholesome Experience!

HALLS IVR• Aim: To engage the Youth by leveraging the

Power of Mobile

• Solution: The users would come across a premium full screen ad which asked them to ‘Light Up A Village With Their Breath’.

• Results: Delivered  a total of 1.35 mn clicks with 10.1% of clicks leading to a 135,701 calls to the IVR

Cross the Language &

Culture Barrier

2

Consumers don’t think only in ENGLISH

Culture plays a critical role decision making & buying

behaviour

Regional content in all form occupies a large section of their

content consumption needs

How Brands Have Done It!

Singularity in communication across fragmented ecosystem3

Over 2000 varied models sold in Emerging Markets

Android Smartphones available for < $100

Communication strategies based on capabilities of different OS / Devices

• Brief: Dove wanted to acquire new users for their Dove skin-care products range with trials.

• Solution: Leveraged Smartphone + Feature Phone Users hence delivered a unified message adapting to different devices

• Results: Delivered a CTR of 11.36% on App. Dove got more than 10,000 registrations

Dove Indonesia

Leverage Mobile Audience Data4

Mobile has more than just media data

Move from Inventory to Audience

How Brands can benefit from the combination of Telco + Network data

Utilize Mobile Currency via Telco Partnership 5

It’s a cash-led ecosystem

Talktime is the currency of Mobile

• Brief: By partnering with DiGi Telecom, MyEG wanted to increase their renewals for road / motor tax insurance on both smartphones & feature phones.

• Solution: Leveraging the talk-time benefits via Telco Partnership

• Results: Within 20 days, campaign led to an increase of 50% in DAR (Daily Average Registrations)

MyEG

Advertisers Should Recognize…

• USER is the King, understand them better

• Reason, Relevance and Richness are key to engagement

• Emerging markets are high on potential but require constant

Innovation and Disruptive Thinking

• Collaboration with key stake holders to deliver a powerful impact

How To Win Emerging Markets

Strategize for the Mobile First User

Cross the Language & Culture Barriers

Singularity of Communication Across Fragmented

Ecosystem

Leverage Mobile Audience Data

Utilize Mobile Currency via Telco partnerships

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3

2

1