GEMs: Insights from Emerging Markets
Welcome to TNS’ second issue of GEMs – our Rapid Growth & Emerging Markets newsletter.
According to the HSBC report on the state of
the global economy, rapid growth and emerging
markets are the only cause for cheer amid a
generally gloomy outlook.
While the rest of the world tries to ascertain which
letter of the English alphabet best fits the shape of
the economy, wondering whether it will be a V or a
W shaped recovery, the Chinese are very clear
about the inexorably cyclical nature of everything
and swear by the letter “O” as their model of
human existence. Currently they, along with India
and several other emerging markets, are on the
ascending arc of the letter “O”; so while they are
achieving sterling growth and an increasing
standard of living for their citizens, the rest of the
world is struggling to maintain a balance between
creating jobs and controlling budget deficits.
The world is indeed changing – emerging markets
are not just the quantitative leaders; they are also
creating trends in areas where historically one
would expect the developed world to lead.
We all recognize that the Internet is changing our
lives and our businesses in an unprecedented way.
But when we say this, we normally have the
developed world in mind. However, more and more
it is emerging markets which are leading the digital
One such area is the usage of convergence devices
and mobile Internet usage. As two articles in this
issue demonstrate, it is consumers in emerging
markets, who are innovating in the face of scarcity
and adversity and adopting the mobile Internet to
improve their lives. These articles provide insights
and implications into rapidly growing Internet usage
in South East Asia and Africa.
In our regular “Letter From China” we look at the
uniqueness of China’s Internet usage and the
importance of leveraging Clickstream data to
provide a holistic consumer understanding in the
world’s biggest online market.
This issue of GEMs also has a fascinating article
that looks at the keys to winning in the Traditional
Trade which drives the vast majority of goods
moved within rapid growth and emerging markets
– a must read for anyone marketing products and
services in rapid growth and emerging markets.
Finally, we also introduce the first article in a new
series entitled “View from the Trenches: 10 things
you won’t learn on Google”. The focus of this first
article is on India.
We hope you enjoy the assortment of snippets and
insights from rapid growth and emerging markets
in this issue.
Download GEMs: Insights from Emerging Markets
(pdf, 2.5 Mb)