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

7/29/2011 8 PROPRIETARY & CONFIDENTIAL

Mobile Phone Ownership

00.10.20.30.40.50.60.70.80.9

1

Mobile

Internet

7/29/2011 9 PROPRIETARY & CONFIDENTIAL

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.

7/29/2011 14 PROPRIETARY & CONFIDENTIAL

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?

7/29/2011 15 PROPRIETARY & CONFIDENTIAL

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

Get Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter