Gartner Research

Emerging Market Analysis: Realign Your Sales Models for New IT Consumers and Grow

Published: 31 July 2013

ID: G00251817

Analyst(s): Aman Munglani, Luis Anavitarte


The evolution of new IT consumers in developing economies has gone faster than providers' capacity to fully realign their sales models and channel strategies. Providers must enhance their go-to-market and sales strategies to meet these new IT consumers where they want to buy.

Table Of Contents


  • Introduction
  • The Market
  • Traditional Sales Channels
  • New Channels: Mobile, Roller-Up Stores, E-Tailing, Social Networks
    • Hyperlocalization: Mobile Channels and Apps Are Strong Vehicles to Reach the Emerging Middle Class
    • Roller-Up Stores: Convert Unstructured Microchannel Device Facilities Into Certified Micro-resellers
    • E-Tailing
    • Social Media
  • The Role of Cloud
    • Personal Cloud to Reach the Emerging Middle Class
    • Servicing Through Cloud for Small/Entry-Level Midsize Business Owned by the Emerging Middle Class
  • Financing
  • A Snapshot: Channels in Rural Markets of India
  • Appendix: Emerging-Middle-Class Customers (Class C)

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