In depth interviews with low-income first-time mobile phone owners in Manila show that basic no-frills phones will meet the needs of some emerging market consumers, but others want more features -- and will pay for them, according to the Strategy Analytics (http://www.strategyanalytics.com) research firm
“Voices of the Next Billion: Mobile Adoption at the Bottom of the Pyramid,” a new report from the Strategy Analytics Emerging Markets Communications Strategies service (EMCS), introduces a set of consumers for whom the ultra low cost handset (ULCH) is not necessarily the only viable offering, despite limited spending power. With household incomes of $ 200 a month or less, these consumers fall well below the median for metropolitan Manila.
“They obviously do not have a lot of money to spare,” notes Tom Elliott, dDirector of EMCS and author of the study. “But if they want an...| Read more »