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Are big companies in big cities different in emerging markets?

Posted by Jennifer Belissent, Ph.D. on October 20, 2009

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Jennifer Bélissent [Posted by Jennifer Bélissent]

In a recent discussion with execs at Intel about how to position netbooks into emerging market, someone raised the question about how different technology buyers in metro areas in emerging markets are from those in mature markets.  Are tech buyers in the Tier 1 cities in China — Shanghai, for example — any different from those in New York, London, or Paris?  I was reminded of this discussion when reading one of Mark Beckford’s Disruptive Leadership blog entries, “10 Things You Must Do To Win in Emerging Markets”.

Mark looks at Shanghai and says that it is more like New York and Paris than like rural parts of China.  In my new blog entry at B2B Beyond Borders, I examine this claim and the how different economic drivers influence purchases in different markets and regions.  I encourage you to give it a read.

Reaching real tech buyers in emerging markets virtually. Really!

Posted by Jennifer Belissent, Ph.D. on October 16, 2009

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Jennifer Bélissent [Posted by Jennifer Bélissent]

Not all technology buyers in emerging markets are accessing the internet from mobile phones or dial-up connections.  In fact, many places in countries considered "emerging markets" are rapidly resembling more mature markets, in income levels and especially in mobility, internet access, and now broadband penetration.  Shanghai, for one, is probably better connected than some cities in the middle of the US.  What does that mean for technology marketers?  It means that they can leverage their complete toolbox of marketing tools to reach those audiences -- and increasingly they are doing just that.

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What keeps your customers up at night?

Posted by Jennifer Belissent, Ph.D. on October 15, 2009

Jennifer Bélissent [Posted by Jennifer Bélissent]

Adapting marketing messages to specific audiences is a topic I’ve written on here and in a few of my Forrester reports.  Getting the messages right requires an understanding of the drivers and motivations of buyers.  And, going into new geographical markets means that you’ll need local knowledge; you can’t assume that you know what will resonate in a particular market.  Recently I came across an example that illustrates the point in The Blue Sweater: Bridging the Gap Between Rich and Poor in an Interconnected World, by Jacqueline Novogratz, Founder and CEO of Acumen Fund.

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Bridge the Financial Divide with Netbooks

Posted by Jennifer Belissent, Ph.D. on October 1, 2009

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Jennifer Bélissent [Posted by Jennifer Bélissent]

There was a great mobile banking article in the Economist last week.   It reminded me of a report written by GSMA on its Mobile Money for the Unbanked initiative that came out a few months back.  The GSMA report points out that mobility penetrMobile penetration and financial accessation is much higher in emerging markets than is access to financial services — an opportunity for mobile operators and banks to work together to bridge the financial divide.  So, I began mulling the opportunity that these trends provide for netbook adoption:  why don’t netbook vendors partner with local banks to deliver financial services via 3G-enabled netbooks.

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