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Two global technology companies made announcements last week that revealed the importance of emerging markets to their growth strategies. First, Google launched a new Android app called Datally that is designed to help users to make more efficient use of their data. This is an issue of particular relevance to people in developing countries where users need to stay within the limits of expensive data packages. Twitter then announced the launch of its Twitter Lite service in 24 new countries, all of them emerging markets, reducing the mobile data required to run its app.
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While companies like Google and Facebook dominate the global digital advertising market they will be acutely aware that revenue is highly skewed towards countries like the US and UK where conditions for advertising consumption are favourable. In emerging markets, the restrictions on data usage and low disposable income present problems. A recent Quartz report suggested that Facebook receives nearly half of its revenue from just 12% of its customers, mostly in North America. Hence the new push to offer emerging market users the ability to search, stream and tweet to their heart’s content without the fear of overpaying. This should help to cement these platforms in the daily lives of emerging market users - the next billion users as identified by Google.
China, of course, remains the tantalising prize for these otherwise all-conquering tech giants. But Google is already making a play to re-enter China through the AI space while Facebook continues to makes a substantial amount of money from outward-facing Chinese advertisers and is looking to re-establish its presence in the country.
Fake news and presidential tweeting aside, broad and affordable access to global technology platforms will undoubtedly benefit emerging market populations. Google’s next billion users are likely to be very different from the first.
Guy Dunn
P.S. Here are some articles I found on EMIS last week on evolving technology
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BRAZIL PHARMA & HEALTHCARE 2017-2021
In 2016, the retail drug market, based on ex-factory prices, rose by 15.5% y/y to BRL 87.2bn, supported by upward price dynamics and steady demand for innovative patented drugs.
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CEIC DATA POINT OF THE WEEK
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CEIC Data is a sister company of EMIS and part of the Euromoney Data Division
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Below are the most read articles in the past week on EMIS Perspectives, our daily blog of emerging market news and insights.
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BRAZILIANS HAVE BRL 41BN INVESTED ABROAD Private banks are seeing greater demand by Brazilians in investments abroad. The political turbulence, the reduction of the Selic base interest rate and the new taxation in investor funds are appointed as the main causes.
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KUWAIT AIMS TO ATTRACT USD 50BN OF FDI BY 2030 Kuwait aims to attract foreign direct investment (FDI) of USD 50 billion by 2030 as the government is seeking to develop the country’s private sector and diversify the economy away from oil, CEEMarketWatch reported.
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ABOUT EMIS EMIS operates in and reports on countries where high reward goes hand-in-hand with high risk. We bring you time-sensitive, hard-to-get, relevant news, research and analytical data, peer comparisons and more for over 120 emerging markets.
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EMIS CHARTING TOOL EMIS CHARTS uses selected data points from the subscription-based EMIS service, to provide you with an interactive overview of sectors, key players and macroeconomic trends across 120+ emerging markets and allows you to create your own charts.
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