The telecom market in emerging markets is maturing hence the need for market segmentation. In a report by Pyramid Research, it has been revealed that mobile growth rates are slowing as markets mature, and this may mean that the previously successful business model that was structured around low-cost prepaid mobile strategies may be coming to an end.
Telecom enterprises that need to remain profitable in light of the new developments are therefore advised to adopt new strategies if they are to survive in the emerging markets. One such strategy is market segmentation, which serves to make a distinction in the customer types available in a specific market.
To help enterprises understand the opportunities that exist in the emerging market, and hence avail the knowledge needed to make effective market segmentation decisions, Pyramid Research has released a report dubbed ‘ICT needs of enterprise in emerging markets’. The report is available for $3,495 although interested parties can access an excerpt of the same before purchase.
Despite the cost, the report contains key findings that reveal that there are similarities in emerging and developed markets, especially in the communications markets’ enterprise segment. Additionally, the report reveals that in order to allocate resources effectively, telecom operators need to understand the business demographics in emerging markets. Notably, the structure of employment and business demographics in emerging markets differ between countries and this means that successful strategies in one country could fail if replicated in another country.
The report further indicates that emerging markets have lower business density. As such, formalizing businesses is usually a burden that small businesses bear more heavily than their larger counterparts especially in lower-income economies. Notably, such economic burdens usually translate into few small businesses in the emerging markets, hence giving room for big multinational companies to take root.
The Pyramid Research report targets mobile network operators, non-Governmental Organizations, leaders at the local and national government levels, managers working in information technology departments in emerging markets, and service providers. Overall, the resource is invaluable for stakeholders in the telecom industry, who want to understand the emerging markets and the marketing opportunities therein.
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Edited by Rich Steeves