Telefónica is also bullish on developing nations. “The explosion in emerging markets is set to revolutionize the competitive environment of the ICT [information and communication technologies] sector,” said Santiago Fernández Valbuena, chairman and CEO of Telefónica Latin America. To address this opportunity, the CSP’s Telefónica Digital division created Wayra, a technology incubator that’s currently developing 170 start-ups in 11 countries.

Services that support farming and small business are also in high demand; access to real-time pricing, weather and local data is critical in regions where the line between success and total failure is razor-thin. Farmers in Kenya, Ghana, Malawi, Ethiopia, and Uganda have begun to benefit from SMS-based applications that help them optimize their operations, and many of the same tools are needed by small-business owners for whom growth has been elusive; Frogtek offers a toolkit that enables these micro-entrepreneurs to better manage and sustain their businesses. All in all, CSP service packages that include such M4D (mobile-for-development) apps are an effective strategy for spurring uptake in emerging markets.

5. Treat everyone equally

It may sound like a trite dictum, but equal treatment is sorely lacking in emerging markets, and it’s one of the reasons why important contracts are severed. Approach project management in these markets just like you would in Europe or the US and you’ll have a leg up on the competition.

At Mobile World Congress I learned from several insiders working in the Caribbean and Latin America, or the CALA region, that companies enticed by the promise of greenfield markets have a poor track record once they arrive — they promise the moon yet treat their new partners in a manner that would never fly in developed markets. Local operations can be understandably hesitant against this backdrop, so maintaining the same team, or teams, on the ground is very important, as strong relationships are built over time.

Cracking the code

There is no “right” way to evolve communications services in emerging markets, but these five strategies should help lay the foundation of any sound business plan. Networks must be optimized to touch hard-to-reach places in a profitable manner, and the cost of data should be subsidized to keep subscribers online. Services themselves must also be optimized to reflect the user experience and support the new use cases that the digital lifestyle enables. Last but not least, relationships must be managed the same around the world so that the innovation and growth seen in emerging markets will affect change in the global telecommunications market.