Asia has fast become the growth hotspot for the mobile industry, with 42 percent of the total global user base coming from our region. However there's still so much to be done in bringing mobile, and the benefits of the internet, to the majority.
Amongst all the hype around how the internet has changed the face of business and the way we communicate with each other, there has been a major oversight -- emerging markets. So a fair proportion of the growing middle classes in tiger economies may have a PC and be online, but this ignores the majority of consumers in cities and rural areas who cannot afford to spend $400 on a PC.
To add to this, in India alone there are 650,000 villages, and today 70 percent of the Indian population lives in these areas which are generally poorly served by fixed line telephony and the internet.
The non-affordability of laptops and the lack of infrastructure have combined to prevent the internet from touching everyone. Until now.
Mobile devices and solutions are starting to bridge this digital divide and become the 'first screen'. As devices start to ship for well under $50 a unit with an internet browser as standard, and the range of applications that are bundled on these devices diversify, the internet and advanced mobile services are being made available to the majority.
As these communities join the digital age it's fascinating to see how they will use their devices and which services will become popular. Although there will be a lot of crossover with more advanced economies in the benefits derived, they will not be the same as lifestyles and interests may dictate that new, and potentially more innovative uses of the medium will emerge in Asia's cities and rural areas.
In the countryside, the mobile device is becoming the first tool that is used to keep consumers up to date on key information that helps them run their working lives. Across Asia the mobile has become the first place to get the latest entertainment, music downloads and film content. Furthermore, cricket scores, news and mobile games are hugely popular services that are engendering far more sophisticated usage of the device.
As new consumers come online, their outlook on the world will expand, their thirst for information on new activities and services will grow, and their contact with new products and brands is inevitable. In fact a recent Nokia survey showed that consumers use their mobile more than their PC to find out new product information. Unsurprisingly the brands of the world see mobile in emerging markets as a huge opportunity.
Striking the balance
The challenge is on to provide the new digerati with mobile tools at affordable prices, to offer exclusive content unavailable elsewhere, and to empower people, connecting them to the things that matter most to them.
There's a delicate balance to strike, but brands can play a key role in this evolution. When there are clear synergies between a mobile service and a brand, and real relevance is delivered, consumers are very accepting of sponsorship and advertising.
Just like in real events, sponsorship has a part to play in the mobile entertainment and information environment. It has proven to be effective, with our initial trials showing unaided brand response rates well above 50 percent.
The next few years will see a revolution in user sophistication, and the mobile device will become the 'universal remote' for life. No matter if you're a farmer, a media exec, on holiday or on business, the services available to help you run your life better are emerging.
With 85 percent of the next billion mobile subscriptions coming from emerging markets, reach will be unparallaled. And with more than half of new subscriptions in these markets coming from rural areas, there's a chance to reach out and create new relationships.
Sandy Agarwal is director, Southeast Asia & Pacific, for Nokia Interactive Advertising.
