How To Enter Emerging Markets:
Mobile

whoami

Ask yourself the following question...

Where will the next 10 million apps come from?

Of all app downloads worldwide...

USA gets 41%
EU gets 31%
ASIA gets 25%
OTHER gets 3%

Vision Mobile

App demand in each country grows with three factors:

Increased Smartphone Adoption
Increased User Engagement
Total Addressable Market (TAM)
of Smartphone Users in that Country

So...

While many Western markets drive app demand due to these factors, BRIC markets will be driving demand an order of magnitude larger as their smartphone penetration increases.

Vision Mobile

What is BRIC?!

Back in 2001, Goldman Sachs employee,
Jim O'Neill, coined the phrase "BRIC" by
referring to the four emerging markets...

Brazil

Russia

India

China

So what does the opportunity look like?

40 million Brazilians have moved
into the middle class in just the past

9 years.

Getulio Vargas Foundation (FGV)

More than

70%

of all Brazilians make up the middle class or better.

With the proliferation of incredibly cheap smartphones, for some Brazilians, their first computer was actually a smartphone.

"Urban" middle class now constitutes

40%

of city dwellers.

Financial Times

In past 12 years, "luxury" goods spending has grown

1100%

The Economist

Index Mundi _{Index comprised of the simple average of Dated Brent, West Texas Intermediate, and the Dubai Fateh spot crude oil prices.}

Middle class expected to grow 10x to

500 million

by 2025

U.S Department of State

The purchasing power of people in the middle class is increasing rapidly, with huge potential to grow further. The highest percentage of mobile ownership is among the Indian middle class.

TGI India

Over the past 10 years, incomes in China have

quadrupled

CMR Group

The Chinese middle class is already larger than the

entire population

of the United States.

Helen Wang - Forbes

In fifteen years, the Chinese middle class will reach

800 million

Helen Wang - Forbes

Cool Story Breaux, but How?

Mobile + Cloud
=
Emerging Markets Wedge

This is happening today.

But Joe,
this is a Phonegap Conference

Phonegap Year over Year Downloads Growth from 2011 - Present Day

Brazil: 743% (#10 overall)
Russia: 645% (#18 overall)
India: 855% (#2 overall)
China: 922% (#3 overall)

So, where will the next 10 million apps come from?

Final Thought

A little over a decade ago, the BRIC nations were where billions of dollars of capital was deployed and today, we can see the returns on those investments.

Today, there is a new BRIC.

MIST

Mexico

Indonesia

South Korea

Turkey

How To Enter Emerging Markets: Mobile