Researching the "next billion consumers" in emerging markets through mobile technology
17
Reaching the “Next Billion” through Mobile MRMW 2011 PROPRIETARY & CONFIDENTIAL
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Researching the "next billion consumers" in emerging markets through mobile technologyBen Olding - Co-founder and Chief Technology Officer – TxteagleDiscussing the rise of income in the emerging markets and the implications for consumer insights. Capitalizing the massive opportunities from the demand of insights from big brands. Leveraging mobile as both a sample source and research platform. Outlining how major brands and research firms are succeeding with mobile in emerging markets.
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
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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?
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Researching the “Next Billion”
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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
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Rise of Emerging Market Importance
Source: EU EEA
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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
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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
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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
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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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