the total population in emerging economies—and over 90 percent of the adult population— is expected to have mobile phone subscriptions by 2020. 78 Exhibit 21 Mobile phone subscriptions in emerging economies lag behind network coverage Mobile technology penetration— Mobile technology penetration—by country, 2014 emerging economies total, 2014 % total population % smartphone % feature phone % network subscription rate subscription rate coverage Ukraine >99 Romania >99 Turkey >99 Chile 99 Philippines 99 China 98 Thailand 97 Russia 96 Slovakia 96 Malaysia 95 Croatia 95 Smartphone subscriptions Mexico 95 1.2 billion (19%) Indonesia 95 1 Mobile phone subscriptions Brazil 95 3.5 billion (57%) Peru 92 With mobile network coverage Kenya 91 5.5 billion (88%) Nigeria 87 Total population of emerging economies Ghana 82 ~6.2 billion Uganda 79 India 77 Pakistan 50 Ethiopia ~50 1 Subscribe via any type of mobile phone. SOURCE: GSMA; World Bank; Pew Research Center; McKinsey Global Institute analysis Certain groups continue to have limited or no access to mobile phones. Network operators continue to compete for younger, higher-income, urban customers who provide the greatest potential for lifetime value. In comparison, those who are older, on low incomes, or in rural areas may remain underserved (Exhibit 22). Many have access to phones only through family members or friends. For instance, 30 percent of Indians report having access to a mobile phone only through a family member or friend, and 19 percent of Tanzanians report 78 Ibid. 58 McKinsey Global Institute 4. Capturing the opportunity