The pace of digital growth in the BRICI markets is unforgiving of strategic mistakes—today’s Internet user base of 610 million will swell to 1.2 billion by 2015. Companies need to connect with these new digital consumers now in order to grow with them in the future. This report draws from 2,000 interviews and numerous focus groups in ten cities to detail Internet and mobile-phone usage in the BRICI markets, where online behavior patterns differ markedly from those in developed countries.
A growing number of adaptive competitors are using an array of new approaches and technologies to expand the scope and impact of experimentation in their business. In doing so, they create a simulation advantage by achieving superior “economics of experimentation.” They generate, test, and replicate a greater number of innovative ideas quicker, at lower cost, and risk than their rivals. The Perspective examines six levers that companies can use to transform their approach to experimentation.