There are expected to be 2 billion smartphones in use in emerging markets by 2017, nearly half of all mobile phones in these countries, compared to just over 20 percent at the end of 2012, according to Ovum. Smartphones will be a critical means of bringing the internet to the next 5 billion users, a target set by
According to Ovum's Shiva Putcha "The next billion consumers are typically highly value conscious; tariff complexity combined with potential bill shock will deter prospective mobile Internet users. These consumers will expect variety and simplicity in access packages and look for unlimited, time-based, and content-based packages' .
Ovum's research recommends that mobile operators embrace the prepaid user base for mobile broadband and also highlight the importance of simplified data access pricing. For content providers, localisation of mobile content services is essential in emerging markets' of strong cultural identities and preference for local languages.
Ovum also recommends that content providers partner with operators for billing support to enable users to spend smaller amounts over a larger period of time, particularly considering the limitations of current payment methods.
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