BRIC set for a mobile boom: eMarketer

Brazil, Russia, India and China, collectively known as BRIC, represent the next great growth curve for both the mobile and interactive marketing industries, according to eMarketer. It projects that the BRIC countries will account for over 1.7bn mobile phone subscribers by 2012 and expects over 680mn subscribers to access the mobile Internet.

Home to over 40% of the world's population, the BRIC countries form the core of an emergent global middle class that will number over 1bn people by 2015, says eMarketer. Mobile will be the primary interactive screen for this new generation of consumers, and no major advertising agency can pitch a global brand without referencing its BRIC assets and capabilities, especially those in China and India, it adds. Likewise, the largest global telecom companies have bet a large amount of their future growth on sales to BRIC-based mobile operators.

"Mobile is the Internet for an increasingly large and attractive consumer segment an important distinction for marketers to keep in mind," says John du Pre Gauntt, senior analyst and author of the new report, "Mobile BRIC: Extreme Growth Ahead."

"As these huge populations within BRIC accumulate disposable income, they are poised to form interactive relationships with local and global brands primarily through the mobile phone," he adds. "With PC and broadband penetration far below that of mobile, marketers and mobile operators find themselves in uncharted territory."

Five of the world's 10 largest cities are located in BRIC, along with four of the five top markets for new mobile subscribers, says eMarketer. Rapid growth in entertainment and media consumption in the BRIC countries is important for marketers looking to interact with mobile consumers.