Pedro Ripper is the CEO of Rio de Janeiro-based Bemobi, which is focused on mobile-apps distribution. He is also a board member of Positivo Informatica, a PC, notebook and smartphone manufacturer in Brazil. Previously he held leadership positions at Oi, an integrated mobile telecom carrier in Brazil, and served as president of Cisco Systems' operations in that country.
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Marketers wishing to profit from the gigantic new customer base of the developing world need to understand how these consumers use smartphones and apps.