Marco Veremis, Upstream CEO, talks at Gomo News and indicates that the latest Asha 501 handset could significantly strengthen Nokia's presence in emerging markets.

The Drum features Upstream's "Emerging Markets Mobile Attitudes" report and infographic.

Marco Veremis, Upstream CEO, comments on the latest Nokia Asha handset and its great potential in emerging markets.

BBC News cites Upstream’s latest "Emerging Markets Mobile Attitudes" report in its latest article about the feature phone market.

The report highlights that an appetite for smartphones is evident in emerging markets, with almost half of respondents to the research revealing that they would be happy to pay between $100 and $300 for their desired handset.

However, while the biggest players in the West are also some of the most coveted brands in developing regions, the order of the front-runners is notably different in the emerging markets. The results find that the popularity of Apple in the West is lost in emerging markets. In fact, on the wish list of handsets consumers would like to own in emerging markets, those developed by Apple (21 per cent) are typically the third most sought after. The research uncovers Samsung as victorious in these regions, a brand favoured by almost a third of consumers (32 per cent). Nokia secures second place (22 per cent), which in part can be attributed to the investment it has made in emerging markets and its lower cost handsets.

The findings also reveal that where consumers in these markets are prepared to purchase valuable phones, if the device is priced too high or deemed beyond their reach, almost a third of consumers (27 per cent) will ultimately bypass their favourite brands and buy devices which feature similar functionality, offered at a cheaper price.

Findings featured in the report also reveal that consumers are prepared to spend money on all manner of products and services such as mobile banking, educational materials and health and agricultural information services that they can use in their daily lives. Apps related to education are of interest to over half of respondents (52 per cent), followed by business (47 per cent), then health (41 per cent), and almost one in five who would use their mobile to access political services (19 per cent).

While the demand for data usage is present, the report identifies that the mechanics behind the payment for this content by consumers are limited. This means that emerging markets need a different approach in terms of the way apps and data can be purchased which is in line with consumer means, affordability and preferences. The report identifies a huge opportunity available to Mobile Network Operators (MNOs) to build a more appropriate and effective model and deliver the data content and applications that consumers desire given the established billing relationship they have in place with consumers. In fact, when questioned about how they would like to pay for content such as mobile apps or alerts, nearly half of all emerging market consumers (42 per cent) favoured payment through their MNO.

Download the full report

Chapter 3: Attitudes to mobile advertising

The report also explores the role of mobile advertising in emerging markets. The findings reveal that emerging market consumers are very open to mobile advertising, with over two thirds (68 per cent) saying that they are happy to receive promotions from brands on a weekly basis. Furthermore, one in five are happy to receive advertising daily and up to 7 per cent of consumers would be open to receiving promotional material more than once a day.

When identifying the most effective forms of mobile advertising, SMS marketing is identified as the most welcomed format across emerging markets, with 51 per cent wanting to receive promotional messages in this way.

Marco Veremis, CEO, Upstream comments, “This report goes a long way to predicting which areas of the mobile industry will emerge as triumphant in these new rapidly emerging markets. With consumers in emerging markets increasingly adopting over-the-top (OTT) services, accessing content and apps, we can expect MNOs to invest both time and resource to grow in these regions”.

Veremis continued, “In the emerging markets, MNOs have both the ability to create data plans that are suitable and affordable, and also provide services that do not require credit/debit cards – something that many consumers have limited access to. As a result, there is a massive opportunity for mobile operators to lead the market by developing their own Rich Communication Services and data services, which are easily adopted and paid for by consumers in emerging markets. Couple this with the fact that MNOs are the most trusted senders of marketing messages and promotions, their pedestal position means that brands and mobile service providers need to reassess their relationship with MNOs and work closely with them when devising an emerging market strategy.”

For more information, please contact:
Giles Barron/Pamela Chowdhury/Louise Gonzalez
Diffusion PR
+44 207 291 0230 / +1 (646) 673 8685
upstream@diffusionpr.com

Jamie Carter from TechRadar writes about the rise of mobile in emerging markets featuring Upstream's "2013 Emerging Markets Mobile Attitudes" report.

Vasileios Tziokas, Upstream Marketing Manager, comments on Facebook Home plans to introduce mobile ads with tap-to-call feature.

Marco Veremis, Upstream CEO, shares his insights with Mobile Marketing Magazine on Facebook Home.

The Daily Telegraph cites Upstream's latest "Emerging Markets Mobile Attitudes" report in its Facebook Home announcement coverage.

Upstream founder and CEO Marco Veremis comments on Facebook's latest mobile move.

Upstream founder and CEO Marco Veremis reviews the results of “Emerging Markets Mobile Attitudes” report.

Marco Veremis, Upstream CEO, interviewed by bnetTV.

Marco Veremis, Upstream CEO, shares insights with Forbes on the "Emerging Markets Mobile Attitudes" report.

Grigoris Kouteris, Upstream General Manager, talks at CNBC about Blackberry's Q4 earnings and how Blackberry Z10 could act as a catalyst.

EConsultancy, the famous digital marketing portal, ranks the top 6 infographics of the week and Upstream's "Emerging Markets Mobile Attitudes" report comes first.

ITPro Portal takes a deeper look at our "Emerging Markets Mobile Attitudes" Report and explains why Samsung picked New York to unveil its Galaxy S4.

Mobile Entertainment covers Upstream's latest "Emerging Markets Mobile Attitudes" report.

If you are interested in finding out how Upstream drastically improves engagement and response rates to mobile marketing, then please come and meet us at the specially designed Networking Lounge Area located next to the Conference & Meeting Area.

Kelly Evans discusses with Grigoris Kouteris the launch of Samsung's Galaxy S IV, which handsets consumers in emerging markets prefer and why operators have an advantage.

Kelly Evans discusses with Grigoris Kouteris the launch of Samsung's Galaxy S IV, which handsets consumers in emerging markets prefer and why operators have an advantage.

Grigoris Kouteris reveals some of the key findings from Upstream's "Emerging Markets Mobile Attitudes" report to Sky News.

Grigoris Kouteris reveals some of the key findings from Upstream's "Emerging Markets Mobile Attitudes" report to Sky News.

Few hours before the launch of Galaxy S IV, The Daily Telegraph highlights Upstream's finding on Samsung having the lead in emerging markets.

The 2013 Emerging Markets Mobile Attitudes Report from marketing technology company Upstream, which commissioned YouGov and Vanson Bourne to poll the views of a representative sample of 3,670 adults in Brazil, India, Nigeria and Saudi Arabia, revealed that while Apple’s success in the West has been predominately shaped by its premium brand status, the door is open for others such as Nokia to stake its claim on the emerging market audience.

The report reveals that Apple (21 per cent) only secures third place on emerging market consumers’ wish lists – after Samsung (32 per cent) and Nokia (22 per cent). Despite its recent decline in Western markets, Nokia has been named the brand most Nigerians would like to own (37 per cent), and second favourite in Brazil after Samsung. While an appetite for high-end smartphone devices exists throughout emerging markets – 16 per cent willing to spend more than $450 on a device – the report finds that brand desirability cannot guarantee success in these new markets. The report reveals that almost a third of consumers (27 per cent) with less purchasing power will ultimately bypass their favourite brands and buy devices with similar functionality, but at a cheaper price.

A data boom of a different kind

The report also points to the huge significance of mobile phones to consumers in emerging markets, where it is the most used device for one in two (47 per cent) over laptops, tablets or desktop PCs. The report shows that 60 per cent of consumers are prepared to spend up to $5 every month on mobile applications, and in Brazil, one of the fastest growing mobile markets, 14 per cent of consumers would pay $10 or above every month.

The report also points to the wide range of services consumers in emerging markets are using their handsets for. Over half of all Nigerians (56 per cent), 40 per cent of Indians and over a third of Brazilians (37 per cent) would like to access content or applications relating to health services. Additionally, access to educational content is highly demanded in Nigeria (74 per cent), India (50 per cent) and Saudi Arabia (40 per cent). One similarity to the West is consumer interest in social media: 70 per cent of Indians, 69 per cent of Brazilians, 61 per cent of Saudi Arabians and 78 per cent of Nigerians keen to access to social networks such as Facebook or Twitter from their mobile phone.

Operating with an advantage

Where others will fall at the various hurdles in the race to new the markets, mobile network operators are a step ahead with a unique advantage. The lack of access to credit cards and banking facilities in these regions has meant that the majority of consumers polled (42 per cent) expressed an interest in being billed for content and apps by their MNO.

Click to see InfographicDownload the full report

Marco Veremis, CEO, Upstream comments: “The current App store model present in the West, which requires consumer credit or debit card details, is not one that can be easily transferred across into emerging markets. Thanks to the established billing relationship in place with consumers, the report identifies the huge opportunity for MNOs to build a more appropriate and effective model and deliver the data content and applications that consumer’s desire. In addition MNOs actually own the most pervasive marketing channel in those markets to drive adoption for apps, the mobile phone itself. In many of those markets people do not have access to other channels available in the west.”

Veremis adds, “We will see some unsuspecting winners in the open battle for emerging market consumers. Given the unique billing and marketing relationship mobile network operators have with consumers in emerging markets, they have the opportunity to be crowned Kings. Mobile operators not only have the power to create data plans that are suitable and affordable, but also to provide services which do not require credit/debit card services – something that large numbers of people in emerging markets have no access to.”

For more information, please contact:
Giles Barron/Pamela Chowdhury/Louise Gonzalez
Diffusion PR
+44 207 291 0230 / +1 (646) 673 8685
upstream@diffusionpr.com

Research Methodology

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 3500+ adults. Fieldwork was undertaken between 6th-20th February 2013. The survey was carried out online. The figures have been weighted and are representative of all Brazil, India, KSA, UK, US adults (aged 18+).

Nigerian fieldwork research was conducted online by Vanson Bourne, a research based technology marketing consultancy.

Marco Veremis, Upstream's CEO, reveals the advantages of looking to new markets for app developers and mobile services providers.

Fab, always on a mission to help people better their lives with design, gave Upstreamers the unique chance to pick gifts from a huge variety of design items. The Fab client team was always there to answer any types of questions from delivery options, different currencies issues and enquiries about sizes of pants.

Upstream offices around the world were filled with Fab boxes. Upstreamers could not wait to unpack their gifts ranging from smartphone cases to designer t-shirts and from delicate necklaces to funky lunchboxes.

Media Contacts:
Pamela Chowdhury
Diffusion
pamela.chowdhury@diffusionpr.com
+44 (0)207 291 0254

Upstream is proud to sponsor the GSMA MWC Ministerial Programme along with STC and ZTE.

Part of the Mobile World Congress, the GSMA Ministerial Programme is a dynamic three-day event focused on debate, discussion and knowledge-sharing on the revolutionary power of mobile.

In 2013 the Ministerial Programme offers extensive networking opportunities and prestigious events like the:

• Leadership Summit, attended by 250 CEOs and 250 senior government and regulatory officials
• Government Mobile Forum, investigating the specific regulatory issues shaping the New Mobile Horizon
• Five in-depth thematic sessions for governments looking at leveraging mobile for development and economic growth
• Extended Government Mobile Excellence Awards Programme

The Mobile World Congress is the mobile industry’s most prestigious annual event and this year attracted 67,000 telecommunications executives from 205 countries. The GSMA provides a tailored government programme within this unique environment to facilitate government, regulatory and industry debate.

See you in Barcelona!
To book a meeting with an Upstream representative, please contact: Kate Tse (tse@upstreamsystems.com)

TechCrunch in collaboration with OpenCoffee, is on a mission to create awareness about the Greek entrepreneurial ecosystem, help connect everybody involved in it and surface role models for the Hellenic startup community.

Marco Veremis shares his insights about technology entrepreneurship during the Global Entrepreneurship Week. A really game-changing talk.

London, 13th November 2012 – In a year that has seen the UK take centre-stage in the global theatre there have been many examples of excellence in the PR industry. Upstream’s partnership with Diffusion led to the nomination of “Changing Digital Advertising Attitudes” campaign at the prestigious PRCA Awards.

The campaign delivered 125+ pieces of original coverage, reaching over 25 million people including a live four-minute interview on CNN’s World Business Today and additional coverage including Tech Crunch, The FT, Reuters, The Daily Telegraph, Marketing, The Guardian, BBC News.

The full shortlist for the B2B Award includes campaigns from 3 Monkeys Communications, Brands2Life, Saatchi PR, Ogilvy PR, Pelican PR, Salt and Weber Shandwick.

Founded in 1969, the PRCA is the professional body that represents UK PR consultancies, in-house communications teams, PR freelancers and individuals. The PRCA promotes all aspects of public relations and internal communications work, helping teams and individuals maximise the value they deliver to clients and organisations.

London, 1st November 2012 – During November each year, Movember is responsible for the sprouting of moustaches on thousands of men’s faces in the UK and around the world. The aim of which is to raise vital funds and awareness for men’s health, specifically prostate cancer and testicular cancer.

Upstream, continuing its long history of supporting charity initiatives, are happy to report that many of its employees are members of the MO Community.

George Kalyvas, Upstream’s Director of Promotions Strategy, explains in IAB why mobile is “special” and outlines how marketers should adapt to it.

Upstream's latest YouGov research presents that consumers feel bombarded with digital marketing messages and marketers need to take caution.

Athens, 21st June 2012 – Marco Veremis was invited to TEDXAthens Salon and gave an inspiring talk about technology entrepreneurship. He shared his insights on how to develop from start-up to an established company.

TEDx events are fully planned and coordinated independently, on a community-by-community basis. As of November 2011, more than 2.000 TEDx events have took place worldwide.

TEDxAthens is a world-class conference about Innovation, Creativity and Ideas based in Athens, Greece. TEDxAthens is one of the first TEDx events worldwide and the first ever TEDx event in Greece – started in May 2009. Its main goal is to develop and leverage the TED experience at a regional level, uniting innovators, thinkers, inspirational speakers, shakers, makers and breakers. TEDxAthens is curated by Dimitris Kalavros-Gousiou and organized by a team of 40 volunteers.

Upstream and Vinaphone Vietnam partnered to deliver “SMS Millionaire Program”, a really exciting mobile promotion. Both post paid and pre-paid Vinaphone customers had the chance to play one of the most fun quiz games, gather points and compete for 30 million dong every day. A powerful TV campaign and well defined CRM tactics allowed both Upstream and Vinaphone full control over the customers user experience and created the right incentives for participant to play the mobile quiz game.

Subscriber Base:

15,000,000

1. Contact

Recruitment channels used:

2. Engage

User typologies targeted:

5

Profiling level:

Mid

Game format:

Draw

3. Convert

Participants recruited from mobile:

90%

Participant ARPU boost:

25%

“SMS do Milion” was Upstream’s first and T-Mobile’s biggest Super Promo ever to run in Macedonia. Lasting for 12 weeks, “SMS do Milion” was an exciting quiz game that rewarded skillful players with 100,000 dinars every day, a VW Polo every month, and a grand prize of 1,000,000 dinars!

Subscriber Base:

1,200,000

1. Contact

Recruitment channels used:

2. Engage

User typologies targeted:

12

Profiling level:

Custom

Game format:

Trivia

3. Convert

Participants recruited from mobile:

92%

Participant ARPU boost:

26.2%

CBR writes about the importance of Facebook embracing mobile in order to successfully justify its $104.2bn valuation.

Andrew Berg of Wireless Week writes about Facebook’ IPO and Marco Veremis highlights the special nature of the mobile device.