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Cracking China's Rural Mobile Market

Handset Makers Must Master Community Engagement Skills To Win In China

September 7, 2007

Authors

  • By Navi Radjou
  • with Chris Townsend,
  • Chenxi Wang,
  • Heidi Shey,
  • Bradford J. Holmes,
  • Dia Ganguly,
  • Charles S. Golvin

Why Read This Report

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.

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Table of Contents

  • China's Rural Development Offers Significant Opportunity To Handset Makers
  • The Chinese Rural Market: A Yin And Yang Of Community Consumerism
  • Mobile Phone Makers Must Engage Rural Communities For Success In China
  • RECOMMENDATIONS

  • Tech Strategists: Rearchitect Your Organization As A GAO To Win In China
  • WHAT IT MEANS

  • The Easy Money In China Is History
  • Related Research Documents