Blog dedicated to the passion for creative strategic thinking, consumer insights, collaboration, and product innovation... how great marketing can become a significant contributor to growth
September 22, 2008
Not everyone is going 3G
For the past week I've been having fun with my new BlackBerry phone, which is pretty much an extension of my life. I couldn't live without instant access to corporate e-mail, to my private gmail account, being able to blog on-the-go, taking a picture of a product I just saw on a trip or googling anything that comes to mind while waiting for plane. On the other hand, with the amazing rise of lower-income consumers in emerging markets, like Brazil (which now has over 110 million mobile users), there has to be a great market for a very low-cost handset. I was happy to read that an operator from India called Spice is coming out with a $20 mobile phone, which is... well, just a phone. Although 3G capability is where the market is heading, for thousands of small business owners in Karachi or cab drivers in Manaus, having basic access to a mobile phone service means staying in business. It will be interesting to see how, while technology provides means for various categories to go high-end, there will always be opportunities for simple hassle-free products and services for a fast-growing lower-middle class in emerging markets.
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