With perspectives from both advertising and smart device leadership, the discussion looks closely at the opportunities and challenges of entering fast‑growing economies. As Western markets become saturated, emerging regions are driving growth, but the key to success lies in more than simple market entry — it’s about achieving lasting market belonging.
The episode unpacks what sets emerging markets apart. Rapid GDP growth, a rising middle class, and first‑time access to new technologies create both excitement and complexity for marketers. The speakers emphasize that translation alone won’t work. Instead, businesses must adapt to cultural context, local payment systems, delivery expectations, and even platform preferences.
Real‑world stories bring these lessons to life. Yango’s launch of its Arabic‑language smart speaker Yasmina shows the impact of deep localization, from voice auditions to cultural references like Ramadan. By contrast, Uber’s struggles in the Middle East highlight what happens when companies overlook local habits, losing ground to competitors like Kareem. From M‑Pesa’s leap in fintech adoption in Kenya to WhatsApp’s role as a business hub in Brazil, the episode demonstrates how innovation often emerges outside of the West, offering valuable lessons for global brands.
At its core, this conversation is a guide to building relevance that lasts. It stresses the importance of hiring strong local teams, co‑creating with regional partners, and listening before launching.
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Our speakers:
Neha Dawar — Business Development Manager at Yango Ads and host of the podcast
Manfred Schlosser — Director of Advertising Sales for Europe & North America, Yango
Swithin D'Silva — General Manager, Smart Device Business MENA, Yango
Produced by: Aleksandra Grishina, Castpodcast Studio
Co-producers: Ivan Venberg, Andrey Belousov