Over the last decade the global mobile market has grown at a phenomenal rate, hitting the one billion subscriber mark in March 2003. Now the mobile industry is looking towards reaching the second billion, a target which we expect to achieve in 2007. The majority of the new customers will come from fast-growing markets with penetrations of approximately 30 per cent called New Growth Markets (NGMs). Within NGMs, two distinct market segments can be identified calling for different business models and market strategies. One market segment is composed of higher spending customers who are frequent users of various mobile services including data. The other customer segment has strict limitations on its mobile spend and is mainly interested in voice and SMS.
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