SHARONGREENEexamineshowBrazil,
Russia,IndiaandChinaareleadingthe
fieldintermsoftechnologicaltake-up. BRIC countries:
Theemerging
Asconsumersinmature consumptioninmany hasaincreasingimpact
marketstightentheirbeltson differentways. throughouttheircountries.
market
mobiletechnology NewInnovatorsrepresent Intheprocessof
consumption,companiesare 38millionconsumersinthe developmentmovingfromlow
consumeris
beingforcedtorethinktheir BRICmarketsandtheDiffusers tohighpenetrationofmobile
businessmodelsandtolookto represent99million.Thesizeof communicationtechnologies,we
creativeinhis previouslyunexplored thesesegmentsholdsasurprise canidentifyfourcharacteristics.
useofavailable
opportunities.Duetohigher astheyareinfactlargerthanin
penetrationrates,companies maturemarkets,indicatingan
1.Fast-moving
technologies
toooftenlooktoadvanced appetiteforcommunicationand changeandleapfrog
marketsforadvancedusers. contentusagethatoffers Inthesecountries,morerecent
andistalented
Anopportuneplacefor interestingopportunities. technologiessuchasthe
inhisuseof
mobilemanufacturerstobe TheNewInnovatorsarethe Internetandmobilephonesare
concentratingtheirmarketing firsttopickupontrendsand beingdiffusedmuchmore
substitution.
effortsrightnowliesintheBRIC areconsideredbyothersas rapidlythanoldertechnologies
markets(Brazil,Russia,India advancedusersoftechnology. liketelevisionandradio.
andChina). TheDiffusersareparticularly Thisiswhatisoftenreferred
Overthepastfiveyears importantastheyarepresent toastheleapfrogeffect.
therehasbeenamarked acrossmostdemographic Theuseoftechnologydoes
accelerationintheconsumption categoriesandthereforehavea notfollowthesamelinear
maturityofthesecountries,due greatinfluenceonhowthe patternsasinmaturemarkets
inparttofallingpricesand trendsoftheinnovatorcatchon duetosuchlimitationsata
accessibility,butalsoto amongtherestofthe nationallevelasinfrastructure
changingsocialstructures. population.Theseconsumers and,atanindividuallevel,
Technologyandmobile aresociable,fansofblogging, hardwareavailabilityand
communicationhavea socialnetworkingandarevery affordability.Anexampleofthis
particularroletoplayin muchinfluencedbythetrends willbethefasteradoptionof
economicdevelopmentandare oftheinnovator. mobileInternetinemerging
acatalyst,becomingbotha Thephenomenalpopularity marketsduetoalackof
factorofleverageinthe ofthesocialnetworkingsite installedPCbaseandfixed
developmentprocessanda ORKUT,inBrazil,isanexcellent landlineconnections;
productcategorywhichisitself exampleoftheeffectof consumerswhocanaffordthe
leveragedbythedevelopment Diffusersintheadoptiondynamic. connectionswillbepreparedto
process.Recently,stronglinks
havebeenmadebetween
Brazil Russia India China
mobilephonepenetrationrates Innovators 10% 4% 6% 2%
andGDPincreaseinsomeof
Diffusers 15% 13% 7% 8%
thesemarkets.
IntheBRICmarketsthere Theremainingthree acceptlowerspeedsthan
arefivekeysegmentsfor segmentsareheavilyinfluenced maturemarketconsumersas
mobiletelephony,whichmake bytheviewsandopinionsofthe theydon’thavetheexisting
up74percentofthepopulation NewInnovatorandDiffuser.The experiencebasedonfixed
ofthesecountries:New tableabovegivesthe lineservices.
Innovators,Diffusers,Followers, percentageofinnovatorsand Theemergingmarket
UnhurriedSelectorsand diffusersintheBRICmarkets. consumeriscreativeinhisuse
Beginners.Thefirsttwo ThehighnumberofNew ofavailabletechnologiesandis
segmentsareperhapsthemost InnovatorsandDiffusersinthe talentedinhisuseof
interestingtoobserve. BRICmarketsisleadinganew substitution;somecompanies
Theseadvancedusersare communicationsrevolutionand, arebecomingmoreaware
appearinginlargenumbersin duetoincreasingaccesstothe ofthisandnewsolutions
marketssuchasIndiaandBrazil Internet(penetrationisnow areemerging.
wheremobiletechnologyis estimatedtobeat17percentin TheQualcommKayakPC
helpingtoacceleratechange Asiaandnearly30percentin alternative–designed
andimpactsocietyand LatinAmerica),theirinfluence specificallyforthesemarkets–
28 June2009 www.dmi-news.com
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