The news this week that Facebook has now extended its Internet.org service to India has generated some negative press. Marco Veremis, CEO of Upstream, looks at the business case for why it is not necessarily the best solution to improving internet access in emerging markets.
Facebook’s efforts to make the Internet more accessible in new markets like India is a worthy cause. However, its Internet.org, or as it is now called ‘Free Basics’, initiative is not the only way to get these emerging market consumers online.
For example, the ‘poor connections’ Facebook refers to is only part of the problem, as India also has just 9.4% smartphone penetration, which means improved mobile Internet access is not going to aid brands looking to reach the next 3 billion consumers in developing markets.
To expand into high growth territories brands need to address two key issues: content and technology. The former refers to the need for local content that’s relevant to the market you’re targeting, while the latter is about adapting to the technology those consumers are using and how they are using it.
Essentially, brands wanting to target high growth markets like India must ensure they are targeting their relevant local content to the end user in the right way, whether that’s via mobile web, apps or even specifically tailored to feature phones.
It’s important to understand that there is not a one-size-fits-all solution to entering new markets, so brands must adapt to consumers rather than expecting them to change behaviour to suit the brand.
By Marco Veremis
CEO
Upstream
www.upstreamsystems.com