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Internet browsing
search, share, belong
Using ICT to boost
economic recovery
Mobile messaging,
delivering more ways to connect
10 Surfs up.
The rising wave of mobile browsing
Consumers in emerging markets are finding
their way onto the web in increasing numbers,
and doing it from their mobiles.
editorial
A new decade,
a new beginning
Views expressed in this magazine are those of the authors and interviewees
and they may deviate from the official view of Nokia Corporation, Nokia
Siemens Networks or the companies referred to. Our objective has been to
produce as accurate content as possible, but we cannot assume liability for
any eventual errors or inaccuracies.
Copyright 2010 Nokia Corporation and Nokia Siemens Networks. All rights
reserved. Nokia and Nokia Connecting People are trademarks or registered
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without notice.
ISSN: 1797-2086, code: D501-00535-EH-201001-1-EN
Alex Lambeek
VP, Marketing Mobile Phones,
Nokia Corporation
Frederic Astier
Head of Marketing & Communications
Customer, Markets & Operations,
Nokia Siemens Networks
Emerging markets:
Youve got
mail
E
In developing countries,
where most people do not
have Internet access, but more
and more own mobile phones,
@Ovi.com could become as
widespread an email address
as say, @yahoo.com in the
rich world.
The Economist
Markets, Nokia.
Messaging, Nokia.
younger generation.
Briefly stated:
currently are.
situation.
of nearly 80 emerging
greater adoption of
mobile messaging in
services affordability
dominate in emerging
thanks to favorable
regulatory environments
network, he says.
development such as
models.
Many operators
2000 through
Internet provider
QQ and has
achieved almost
18 percent
penetration of
mobile users.
In South Africa,
mobile IM has
What matters
is that people
can address their
messaging needs
in the most
suitable way.
reached 15 percent
penetration.
affordability barrier.
messaging experience
Discoverability is
says Thomas.
small phone.
Eco-friendly networks
get green light within Vodafone
Environmental leadership can be a
differentiator for operators. Being green makes
good business sense, not just in reducing costs
but also because its an increasingly visible
issue for consumers. Vodafone recognizes the
issue and has pledged to reduce its CO2
emissions by 50 percent by 2020 and its trials
in India are showing the way forward
1.5
Andy MacLeod,
Vodafone
quickly.
to missing diesel.
The trials are helping us to understand
how we can engineer these solutions into
our network and to better understand the
Surfs up.
The rising wave of mobile browsing
day browsing.
The findings back up Nokias own
page in seconds.
Briefly stated:
Mobile Internet browsing is rising
fast in emerging markets
Mobile Internet
browsing services
have significant
growth potential as
another billion
people come online.
A gateway to success
those of six.
countries.
com/insights/search/#). In a majority of
Yearning to belong
The Internet
goes international
I
improving
affordability
and access are
priorities, other
hurdles are
being tackled
by Internet
governance
bodies.
against online
The introduction of
non-Latin characters
represents the biggest
technical change to
the Internet since it
was created four
decades ago.
One barrier
Joined-up governance
collaboration.
Africa 2%
Europe
22%
Asia and the
Pacific 41%
Americas
28%
emerging markets.
CIS 4%
Arab States 3%
macro benefits
be achieved.
Is the world
divided by
broadband?
W
emerging market.
emerging markets.
broadband subscriptions.
Furthermore, 14 of the worlds 20 most
146
136
123
105
116
169
150
135
Lithuania
124
Antigua and
Barbuda*
121
Uruguay
117
Trinidad and
Tobago*
143
Romania
178
Serbia
142
Latvia
120
Penetration 2008
Dominica*
132
Oman
138
Argentina
190
Transition
Saint Kitts
and Nevis*
203
Developed
United
Arab Emirates
140
Developing
Ukraine
235
Bulgaria
160
Russian
Federation
180
Maldives
Qatar
Bahrain
120
100
80
20
Macao, China
40
Montenegro
60
60
71
Developing
Developed
Transition
Penetration 2008
50
29
48
48
27
45
33
Kuwait
78
Czech Republic
60
Bahamas*
63
Bosnia and
Herzegovina*
57
Jamaica
Slovakia
32
Iran, Islamic
Republic of
Hungary
34
Saudi Arabia
52
Bermuda*
45
Macao, China
42
Saint Kitts
and Nevis*
35
Colombia
47
Antigua and
Barbuda
50
Latvia
40
Argentina
30
20
10
Barbados*
broadband penetration.
Republic of
Moldova
The Former
Yugoslav Republic,
Macedonia
Andorra*
Fredriksson.
http://www.unctad.org/en/docs/
ier2009embargo_en.pdf
or both.
means.
Although the Information and
Communication Technology (ICT) sector has
fared better
than most
industries
through the
crisis, it is
clear that
operators are
facing greater
mobile penetration
rates grew faster
than those states
with lower
penetration rates,
enjoying an average
of 1.2 percentage
An estimated 4.6 bn
subscriptions globally
by the end of 2009
Internet users
70
67.0
50
40
30
25.9
20
17.8
9.5
10
7.1
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009*
About 86 percent of an
operators energy is used
by the network
Mast sites
65%
Corporate
sites 12%
Retail 1%
Initiative.
consumers.
A question of priorities
divide.
From inspiration
to prosperity
I
of demand-driven applications by
Emerging markets
are full of extremely
enthusiastic and
capable people with
new ideas
Hinkkanen.
says Samarajiva.
poor people.
markets.
The 21st century is changing the game
Phone
Radio
Computer
68
77
75
64
52
63
39
explains.
He concludes: We see a tremendous
38
28
24
13
0
Bangladesh
50 52
50
41
70
12
3
Pakistan
1
India
4
Sri Lanka
1
Philippines
Thailand