Researching the "next billion consumers" in emerging markets through mobile technology
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Transcript of Researching the "next billion consumers" in emerging markets through mobile technology
Reaching the “Next Billion”
through Mobile
MRMW 2011
PROPRIETARY & CONFIDENTIAL
Who is txteagle? We’re an 18-person startup whose airtime incentive platform has been integrated into the back-end prepaid billing systems of hundreds of mobile operators
7/29/2011 2 PROPRIETARY & CONFIDENTIAL
We can credit prepaid mobile accounts for:
• 70+ countries
• 200+ mobile operators
• 2+ billion consumers
… all in emerging markets.
Overview
• Why be interested in emerging markets?
• Why is mobile the “right approach” to reaching the next
billion consumers?
• What are the opportunities & challenges facing mobile
data collection in emerging markets?
• What information do brands want in emerging markets?
7/29/2011 3 PROPRIETARY & CONFIDENTIAL
Researching the “Next Billion”
7/29/2011 4 PROPRIETARY & CONFIDENTIAL
World Population & Per Capita Income
Source: Nat Geo
5 Years Per Capita GDP
$-
$5
$10
$15
$20
$25
$30
$35
$40
$45
$50
US
India
Indon.
Brazil
Growth Rates
0%
5%
10%
15%
20%
25%
30%
2010 Growth
US
India
Indon.
Brazil
7/29/2011 PROPRIETARY & CONFIDENTIAL 5
Per Capita GDP Figures
Rising wealth in emerging markets are enabling consumers to purchase new products; growth rates of economies extremely attractive
7/29/2011 6 PROPRIETARY & CONFIDENTIAL
Rise of Emerging Market Importance
Source: EU EEA
7/29/2011 7 PROPRIETARY & CONFIDENTIAL
So… Why Mobile?
It’s Where
the People
Are!!!
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2006 2007 2008 2009
US
India
Indon.
Brazil
Colombia
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Mobile Phone Ownership
00.10.20.30.40.50.60.70.80.9
1
Mobile
Internet
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What About the Internet?
Case Study: United Nations
7/29/2011 10 PROPRIETARY & CONFIDENTIAL
7,000 respondents
33 countries
6 months
$5
million total budget
40,000 respondents
49 countries
2 months
<$1
million total budget
Delivered better data at lower cost.
Saved the UN $4M over 12 months.
Without txteagle With txteagle
• In emerging markets,
phone subscriptions are
pre-paid
• No contract
• Free to receive incoming
calls, texts, etc.
• Constantly adding small
amounts of airtime from
kiosks
Small amounts of airtime =
electronic cash
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Post-paid
Pre-paid
7/29/2011 PROPRIETARY & CONFIDENTIAL 11
What Does a Mobile Strategy Look Like?
Local phone plans are not like US
• Phones more common
than banking
• Credit cards growing, but
nothing like phone adoption
levels
• No Experian database to
look people up in
• Even bank accounts are
becoming mobile-centric in
effort to grow customer
base
7/29/2011 PROPRIETARY & CONFIDENTIAL 12
What Does a Mobile Strategy Look Like?
Anonymity makes pre-screening more involved
“The Banker in
Your Mobile”
Barclay’s India advertising campaign for mobile-centric banking
7/29/2011 PROPRIETARY & CONFIDENTIAL 13
What Does a Mobile Strategy Look Like?
UI Challenges: Handsets Vary in Emerging Markets
Smart Phones (Rare) Feature Phones (Common) Low End Handset (Base)
Restricts question types as well as survey length…
• Great source of people
• Great cross-population incentive for people
• Solid pre-qualification platform
• Basic data collection platform
• Need to limit to 5-10 questions
• Questions ideally “multiple choice” style
• Cannot think in terms of smart-phones / large screens / touch
screens
• Possibly a way to drive people to better interface?
• Full browser Internet, focus groups, phone interview, face-to-
face, etc.
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Mobile in Emerging Markets
• Basic attitudes and opinions
• How do people make purchasing decisions / what are their
perceptions of various brands
• Metrics, metrics, metrics
• Distribution channels are much looser outside US, Europe,
Japan
• Advertising more difficult to measure
• Looking for trends over time: are we improving? Why?
• Customer access
• How can we find & talk to our current customer base? Who is
buying our product today?
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What are Brands Asking For?
Questions / Discussion
PROPRIETARY & CONFIDENTIAL
Presented at:
Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
Upcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.org Market Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.org
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