For most of us in the developed world, mobile phones have become a part of everyday life. The developing markets of Africa, South East Asia and Latin America are no different. These markets are huge and offer sizable opportunities for those global brands who are capable of successfully penetrating them. Increasingly, these global manufacturers and large corporate entities are trying to figure out how they can possibly gain access to what they see as their next billion potential customers.
The challenge is that they do not, as yet, have a physical presence in these emerging markets - in terms of traditional retail and distribution channels. For that reason they have begun to look to mobile phone technology as a way of targeting individual consumers directly and thereby building market share.