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Emerging Markets Want Mobile Data

According to a recent study of wireless subscribers across the BRIC countries (Brazil, Russia, India, China), Brazilians showed the most interest in using wireless data services. The study asked 2500 mobile phone users under which of the following circumstances they would use data services like wireless internet and mobile TV � if it were free, if the price were right or not interested at all. More Brazilians indicated that they would consume mobile data than respondents from any other country.

While Brazilians demonstrated the greatest enthusiasm for mobile data, they also led the study in only wanting these services if they were free. The price that respondents would be ready to pay for mobile data services differed greatly depending on the application and country. Russians are prepared to spend the most at an average of $4.23 per month, while subscribers in Brazil and China would pay around $4 per month, and Indian subscribers are only willing to pay $1.50.

In India, 20 percent of respondents expressed an interest for mobile data applications. While the lowest proportion of all the markets surveyed, this would still represent an opportunity of about 27 million users. If these subscribers opt to spend the $1.44/month mentioned as the preferred spending level, mobile data has the potential of generating annual revenues of $466.5 Million. Given that BRIC countries are forecasted to add an estimated 645 million new subscribers over the next five years, the mobile data opportunity is substantial.

Nick Holland, Senior Analyst with Pyramid Research recommends a measured approach to this opportunity �With the unique characteristics of each BRIC country, it is imperative that stakeholders equip themselves with accurate information on the content and service expectations of end users. The propensity for data adoption varies greatly from country to country and a one-size-fits-all strategy is destined for failure.�

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