Ten: Mobile devices are more widely used than computers to access Internet applications among emerging country consumers.
Emerging-country consumers use mobile devices more than they do computers to access Internet-enabled applications and services, and consumers in mature countries are also headed in that direction.
To achieve high performance in the mobile handset market, it's crucial to focus on the emerging countries. A disproportionately high percentage of usage and spending will take place in these countries during the next several years. Another key focus area is social networking applications, which are driving the growth in mobile handset use, applications, and spending. The two are propelling each other. And, finally, innovation is a big industry driver. The mobile handset market is in many ways an innovation haven. The more innovative companies are in this market, the more they invest in research and development to build more feature rich handsets to improve the customer experience, the more differentiated they are going to be. This is not a market that's all about reducing costs. Investments are also key.
Jean-Laurent Poitou is the Global Managing Director of Accenture's Electronics and High-Tech group. He can be reached at firstname.lastname@example.org.
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