50% of Technology, Media, and Telco Companies Face Information Gaps in Emerging Markets

GIA research shows that telecommunication, technology and media (TMT) companies expect an average of 48% of their global revenues to come from emerging markets by 2017.

Helsinki (I-Newswire) September 20, 2012 - Research by Global Intelligence Alliance (GIA) shows that telecommunication, technology and media (TMT) companies expect an average of 48% of their global revenues to come from emerging markets by 2017.

In April-May 2012, GIA conducted an online survey amongst business managers at 58 global telecommunication, technology and media (TMT) companies. The results have been published in the Business Perspectives on Emerging Markets 2012-2017 (Telecommunication, Technology and Media) Report.

The research confirms that Brazil, Russia, India and China are still the top four most important emerging markets for TMT companies for 2012-2017. Russia is less favored (31% of respondents) amongst the BRIC countries, with the majority focusing more on India, Brazil and China with stronger levels of interest (53%-67%). Larger TMT companies with over US$ 1.3 billion in revenues per year eye Brazil as their top emerging market and favor Vietnam to Russia as their fourth most preferred emerging market.

Indonesia, Mexico, South Africa and Vietnam top the list for non-BRIC emerging markets selected by TMT companies, followed by Philippines, Argentina, Thailand, Turkey, Malaysia, Singapore and the United Arab Emirates.

The majority (92%) of the TMT companies surveyed however, say they would like to have done something differently in how they planned and executed their emerging markets strategy. Some would like to have made greater efforts to adapt to local conditions. Others would have entered emerging markets earlier or ensured they had better local market intelligence and due diligence.

Unfortunately, 50% of TMT respondents say that information on emerging markets is not readily available in their organizations, while 74% doubt the accuracy and completeness of the information they have.

To capture the higher growth in emerging markets, the respondents say that many factors will need to be managed well in order to win over new consumers. Unlike other industries which selected two to three top success factors, technology companies find that they need to simultaneously juggle quite a number as top priority. These range from distribution and access to customers, pricing, flexibility to market changes and building strong brands, to adapting to local culture, localized product and services or competitive positioning.

"Global telecommunications, technology and media (TMT) companies are at a critical point of transition where their largest customer bases are increasingly in emerging markets. The good news is that most of these economies are at the stage where bandwidth investments are being recouped and value added services are being introduced. This opens up new opportunities. TMT industry players however, will often run into a range of hurdles before they can become profitable in emerging markets. These include high phone taxes in Brazil, labor law reforms in India, and piracy in China. Plus, emerging markets companies can be formidable and innovative. Telecommunications, technology and media companies must close their information gaps in emerging markets, so they are able to stay competitive," says Lie Luo, Senior Consulting Manager at Global Intelligence Alliance.

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About the Business Perspectives for Emerging Markets 2012-2017 Report
www.globalintelligence.com/insights-analysis/emerging-markets

In April-May 2012, Global Intelligence Alliance (GIA) conducted an online survey amongst business managers at 431 large and mid-sized companies and organizations worldwide, with questions such as:

• How do you define Emerging Markets in your company?

• Which are the top Emerging Markets for your industry over the next five years?

• What key factors will determine whether foreign companies succeed in Emerging Markets?

• What are the biggest threats to succeeding in Emerging Markets?

• What are your company’s main reasons for investing in Emerging Markets?

• What share of your company’s global revenue do you expect to come from Emerging Markets?

• Which one aspect of your Emerging Markets strategy would you go back and change if you could?


Industries covered include: Manufacturing & Industrial; Telecommunication, Technology & Media; Professional & Business Services; Financial Services; Consumer & Retail; Pharmaceuticals & Healthcare; Energy, Resources & Environment; Automotive; Chemicals; Logistics & Transportation.

Respondents: Nearly half (42%) of the companies in the survey earned more than $1.3 billion (1 billion Euro) in annual revenue and more than 50% (58%) have more than 1,000 employees. The respondents’ job functions included strategic planning/business development (26%), market/competitive intelligence (23%), senior management (19%), sales and marketing (13%), research and development/product management (9%), among others.