Iceman is reaching a younger consumer and an emerging consumer.
What are the emerging consumer markets?
Like Kodak, LG.Philips is attacking both ends of China's emerging consumer class.
"We are continually opening new routes to market to reach emerging consumers," said Mr Bulcke.
We don't hear new ideas about creating greater access to Australian exports for the European consumer base, or emerging markets in the rest of the Brics (Brazil, Russia, India, China, South Africa) or Mint (Mexico, Indonesia, Nigeria, Turkey) countries.
"An overarching theme that's occurring across the emerging markets is that the consumer base is blossoming into an income level that allows them to spend money on things beyond the necessities," said Mark D. Luschini, chief investment strategist at Janney Montgomery Scott.
This is something they can't do on Whatsapp, which has a largely consumer base in emerging markets.
Krishna Palepu, Harvard Business School professor, uses Bharti Airtel to explain how companies from emerging markets can reach a global consumer base.
"That has helped them tap into a vast consumer base, especially in emerging markets".
But this mind-set limited their success: What is truly big and emerging in countries like China and India is a new consumer base comprising hundreds of millions of people.
"The emerging markets of the world have historically presented a very interesting dichotomy between a huge untapped consumer base and a very real piracy issue," said Doug Clemmer, president of THQ Wireless.
