GUEST AUTHOR – MARKETING TECHNOLOGY
a leapfrog effect
isagoodillustration,providinga theirconsumptionprioritiesin 4.Fromprivilegedfew Astechnologyadoption
cheapdeviceforInternet theforeseeablefuture. toenthusiasticmany increases,theBRICmarketswill
connectiondirecttoTVvia3G Whiletraditionalgenderroles becomeincreasinglysegmented.
technologyforInternet 3.Fromstatustoindividuality andmarkedclassdifferences TheBRICconsumerswill
browsingetc.Typically,it InBRICmarkets,hightechnology meanthatrecenttechnologyis leveragetechnologyusageasa
overcomestheinfrastructure isfirstandforemostamarkerof generallytheprivilegeofrich pointofdifferentiationand
barrierandalsosomeofthe status;ameansofdisplaying youngmales,trendsshowthat expertisewillbeasignof
costconstraintsbringing theattributesofbelongingtoa thisischanging. distinction.
Internettothehomewithout separateclassofwealthy, Thesemarketsarebecoming Theemphasiswillmove
theexpenseofaPC. modernandglobalconsumers. moresegmented,aspreviously fromtheproductyouhave,to
However,asmarketsmature, excludedgroups–suchas theusageyoumakeofit.This
2.Expertiseasa
high-techwillbeincreasingly women,theelderlyandlow progressivechangewillopenup
markerofdistinction usedasameansofexpressing earners–havemoreaccess. newopportunitiesinthe
Tobeabletoadoptinnovation one’spersonalidentityand Thesenewsegmentsarewaiting servicesareawithawiderange
inallfields,especially uniquenessthroughinteraction inthewings,eagertohavetheir ofpossibilitiesfromthemore
technology,atafastpaceand withotherindividualsandpeers chancetoaccesstechnology. usualentertainmentbasedto
alwaysbeonthecuttingedge (egblogging,socialnetworks). specificlifeimprovementor
(ortoatleastcreatetheimage Today,technologyis Mobiletechnology enhancementservicesthatcan
thatthisishappening),ishighly adoptedinacontextofstrong Thesefourcharacteristics betailoredtomarketneeds.
soughtafterinBRICcountries. socialnorms–suchasfamily, indicatepathsofdevelopment, Inordertocapitaliseonthe
Consumersstrivetoavoid communityandreligion.As movingfromlowtoahigh emergingopportunitiesinthese
beingleftbehind.Aseconomic thesecountriesmature,greater penetrationofmobile markets,itwillbeimportantto
developmentincreases, circulationofinformationwill communicationtechnologies. keepabreastofrapidchanges
consumersbecomemore giveindividualsmoretoolsfor Duetothelinkbetween occurring,andtohaveaclear
selectiveandexpertintheir self-assertionandmore economicdevelopmentand understandingoftheneedsof
favouritesectorofconsumption: autonomy.Morethan60per mobiletelephony,wecansee differentsegments.
43percentofBRICconsumers centofthepopulationofthese fast-movingchangeand Theyshouldnotbetreated
liketobethefirsttobuynew marketsconsidernew acceleratedadoptionratesonce asasimplehomogenousgroup
technoinnovations.Thefigureis technologiesgivethem aninitialpenetrationratehas butratherascontinually
only36percentintheUS. opportunitiestocreateprivate beenachieved. evolvingandsegmenting
Distinctionforconsumersin andpersonalspace. Theabilityofmobile marketsmovingrapidlytowards
BRICmarketswillbe Movingforward,consumers technologiesinovercoming modernityanddrivingthefuture
increasinglysoughtthrough inthesemarketswillcontinueto infrastructurebarriersmeans oftechnologyusage.
expertiseintechnology, seekwaystousetechnologies thatadoptionleapfrogeffects
thereforeguaranteeingthe andrelatedservicestocarve willcontinuetobecommonplace
SharonGreeneismanaging
importantroleoftechnologyin outthispersonalspace. acrossemergingmarkets. directorofRISCInternational.
www.dmi-news.com June2009 29
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