Defying the conventional wisdom that
consumers in emerging markets simply want "no-frills" devices and
services, Strategy Analytics has identified sizable numbers of users
who want advanced products - and are willing to pay for them.
A new
report from the Emerging Markets Communications Strategies (EMCS)
program, "Emerging Markets Consumer Segmentation," is based on
groundbreaking analysis of mobile phone users in eight Asian and
African countries.
The "Selective Connectors," segment for
example, makes up 19% of the population and spent an average of $191
for their mobile phones, which they want to use to access the Internet,
watch TV and videos and check their email.
"Samsung, Motorola,
and Sony Ericsson could realistically challenge Nokia in this segment,"
notes David Kerr, Vice President of the Strategy Analytics Global
Wireless Practice. "Well-designed, mid- to high-end smartphones could
be very well received."
Tom Elliott, Director of EMCS and the
report's author cautions, "They're not afraid to spend money. However,
the `Selective Connectors' purchase items because they need them, and
are not buying the next glittering new thing because it's new."
The
four other segments identified in this research have their own unique
communications needs and usage profiles, and represent real
opportunities for carefully targeted offerings from operators, MVNOs,
and device OEMs.