GLOBAL 2016: Brand opportunity shifts to consumption from penetration
The days are over when brands just entered the market and found consumers waiting to pick them up. The penetration story now will depend on the next burst of consumers getting a lot more money, and it will depend on the government creating more jobs to create more wealth to put more money into the economy. Telecom penetration, for example, has reached its optimum level. The battle now will be more about value extraction and consumption.