Google Strategy: Connecting Consumers in Emerging Markets

Emerging markets will be a catalyst for online commerce growth in the coming years. You have probably heard that fact stated before. However, a recent WSJ article discussed a novel, first-mover strategy by Google to bring a billion new people online in Africa and Southeast Asia to lay the groundwork for long term growth, “Google to Fund, Develop Wireless Networks in Emerging Markets.”

Google will go as far as facilitating the infrastructure build out typically erected by telecom firms (high altitude blimp platforms). By doing so Google positions itself for better, more direct access to a gigantic swath of consumers who, as the plan goes, will eventually propel its search-engine driven online advertising business.

Over half the world’s population does not have internet access. To reach developing nations businesses may not have to lay cable like Google is doing, but there is room to leverage identity and address verification services to reduce risk from the unknown in Undiscovered Countries.

P.S. – The IMF released this map in 2009 that puts a data-backed visual with the term “developing world.” The blue countries, such as the U.S., are developed.

*”Countries designated by the International Monetary Fund in the April 2009 World Economic Outlook [1] as advanced economies are in blue, while countries designated as emerging and developing economies are in orange and red; of these, those designated by the United Nations [2] as least developed countries are in red, while others are in orange. Countries shown in gray were not classed by the IMF.” From Wikimedia Commons