Facing saturation in the markets of developed countries, companies are now looking to expand into developing countries in Asia and Africa. Many of these countries are in a unique situation — high mobile penetration but low internet and smartphone penetration.
Smartphone penetration, although increasing, is still low. In 2015, the countries with the lowest smartphone penetration included Pakistan (11%), India (17%) and Indonesia (21%). The same countries, surprisingly, have high ranks in terms of mobile penetration. Pakistan sits at 77%, India at 81%, and Indonesia at 99%. This shows the high number of feature phones still in use in these countries.
Digital marketing in developing countries should focus on the feature phone — where one can make calls and send short messages. As of 2013, 45% of mobile phone activities in India could be attributed to SMS messages.
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Article source: https://www.sitepoint.com/3-ways-to-use-mobile-marketing-in-developing-countries/
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