Trends Report

Cracking China's Rural Mobile Market

Handset Makers Must Master Community Engagement Skills To Win In China

September 7th, 2007
NR
Navi Radjou
With contributors:
Heidi Shey , Chris Townsend , Bradford J. Holmes , Dia Ganguly , Chenxi Wang , Charles S. Golvin

Summary

The rise of China's rural consumer base is a significant market force that is gaining the attention of corporate strategists at mobile phone makers: Companies like Motorola, Nokia, and Samsung have just begun to adapt their product design and marketing approaches to meet rural China's needs. As China's rural consumer base swells, multinational mobile phone vendors' strategists will need to get bolder and rearchitect their firms as culturally savvy, grassroots organizations able to engage rural communities as partners in the co-design, co-development, and co-marketing of their solutions in rural China. If these execs fail to lead this fundamental organizational transformation, their firms' ability to properly serve Chinese consumers will erode — along with their market share.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.