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Please welcome Mike Shula good afternoon everybody I'm going to wander around so hopefully won't get too much feedback I don't usually speak in Sydney most of our audience and is actually not in Australia, and they're from I said the emerging markets all the growth markets as I also like to call them it's kind of says you know a developed world which I think is a very condescending word you know may give us the no growth markets but anyway so I need the theme here, so I'm going to spend some time and talk a bit about the mobile but also talk about research with mobile Emerson's emerging market, so today we've got four billion users connected to the Internet I think the Internet is the thing that fundamentally changes research on mobile 1.3 billion of those are in emerging markets in Africa there's approaching a million people by nature the next two years they're predicting that eighty percent of those people will have a mobile phone represents a massive opportunity so how do you reach them what in for me, it's easy you use a phone but not all the phones are created equal now we're all familiar with our fancy smartphones well mines and s3 it's pretty old now and not quite so nice, but the majority of the world have a feature phone small screen 320 pixels by 240 pixels wide and this is their primary device to the internet, but I have a computer this is the device that people will browse the internet use applications and hopefully answer surveys but of course you know it is all about the smartphone smartphones we'll be in the next four years be big letters, and it won't be I phone at my prediction it will be Android is everywhere if you go down in Delhi or in Indonesia or in a cake town it's all about Android, but the biggest problem for smartphone penetration isn't the cost of the device as a factor, but the biggest factor is the network itself, and we've we've got a real first world problem here in Sydney network dropout imagining what it's like in Pakistan imagine what it's like in rural India these fats are real that's the 3g penetration India eleven percent that's increased significantly by twenty percent in the last two years they've hope to be give it a lot bigger, but it's not it's going a bit slower than they expected but so network is a big problem so okay it's all about android, but it's not as we note nice big screen massive density pixel density and see lots of information now that is the android of Africa twenty-six percent quite significant those stats there before they get into the big phone added up to just over seventy percent of the androids devices are less than 1000 pixels, so you've got screen size and scream form factor as a significant thing when you're thinking about doing anything on the internet, so I've got too many devices so feature phones are currently here, and they're being used today Android will take over the world, but they're not going to be the most effective Isis these devices are made by Chinese manufacturing...
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