Eleven emerging markets — some of which may surprise you — will account for many of the Internet’s next billion users. Companies will need new skills to serve them.
It’s easy to think of the Internet as being nearly ubiquitous, but there are still billions of people who don’t have regular access to it. That’s changing — and it’s changing rapidly — thanks to a once-in-ageneration confluence of trends across emerging markets.
From 2013 to 2017, nearly one billion new Internet users came online. Almost half of these users were in 11 developing countries in Asia, Africa and Latin America, according to Euromonitor.
These 11 markets also will account for a significant share of the next billion users who will come online by 2021, according to an analysis of economic and demographic trends by Google and Bain & Company. For companies looking for new customers, these 11 next-billion-user countries create enormous opportunities — and also present unique challenges.
AN EXPLOSION OF CONNECTIVITY
Internet usage used to correlate closely with affluence. The more disposable income people had, the more likely they were to be online. But thanks to innovations in technology, rising levels of investment in infrastructure, and increased affordability of devices and services, the relationship between per capita GDP and Internet usage is starting to weaken. Even some of the world’s least affluent countries are poised to see explosive growth in connectivity, and much of that growth will take place outside major metropolises, in second- and third-tier cities.
To come up with the list of next billion-user countries, we looked at the 15 countries where Internet use grew the fastest in 2017 and focused on those with per capita gross national income of less than $20,000 per year. Our analysis excludes China, which we believe should be treated separately because it has characteristics that differ from other emerging markets, including high Internet penetration and intense competition.
この記事は CEO India の May 2019 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は CEO India の May 2019 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
Five Ways To Win The Consumer Of 2030, Now
To win the data and technology-enabled “smart consumer” of tomorrow, discover the five things every consumer-facing business must do right now
TWENTY FOR ‘20
WILL THE NEW DECADE BE AS TRANSFORMATIVE AS THE LAST? EY EXAMINES THE QUESTIONS THAT WILL SHAPE THE NEXT DECADE
ROBOTS ON THE MOVE
THE MARKET FOR PROFESSIONAL SERVICE ROBOTS IS POISED TO TAKE OFF WITH A VENGEANCE, FUELED BY NEW DEVELOPMENTS IN 5G TELECOM SERVICES AND AI CHIPS
POST-DIGITAL CULTURE SHOCK
COMPANIES AROUND THE WORLD ARE FOCUSING ON DIGITAL TRANSFORMATION, BUT MANY ARE OVERLOOKING THE CULTURE CHANGE NECESSARY FOR SUCCESS
FROM LOCAL TO GLOBAL
Winning sales organisations excel at these five essential capabilities
Shooting for the Stars
MANFRED BAUMANN SHARES HIS INSIGHTS INTO PROFESSIONAL PORTRAITURE
FLYING WHILE BLIND
I AM NOT ONLY AN EXPERIENCED TRAVELER; I AM AN EXPERIENCED BLIND PERSON…
THE ALCHEMIST OF HOSPITALITY
Puneet Chhatwal, the CEO and MD of Tata Group’s hospitality arm Indian Hotels Company, talks about how his company is reimagining and repositioning some of its most renowned brands, raising the hospitality bar, with an eye on the evolving customer and emerging concepts and trends
Robots Can Go All The Way To Mars, But They Can't Pick Up The Groceries?
In the popular imagination, robots have been portrayed alternatively as friendly companions or existential threat. But while robots are becoming commonplace in many industries, they are neither C-3PO nor the Terminator. Cambridge researchers are studying the interaction between robots and humans – and teaching them how to do the very difficult things that we find easy.
How To Create A Growth Mindset?
A growth-oriented mindset must be cultivated among the employees for business growth and sustenance. It requires a good understanding of people and what drives them