Fundamentally, the emerging market customer is expecting the same services and quality as the developed market customer. In B2C: instant connection with Facebook, photo sharing, and chat or voice on WhatsApp; in B2B: reliable broadband with proper security and possibly a LAN management.
However, the major caveat is that the emerging market ARPU can be as low as one twentieth of the developed market. Incidentally, the shareholder in the emerging market is expecting a higher return than in developed market because of the risk premium.
Emerton helps the operator resolve this double equation. At the core, the issue is how to effectively capture growth cost, how to upgrade the brand and the customer base from voice to data, with devices, efficient sales distribution, lower churn, and cheap but reliable network and IT.