Brazil, Russia, India and China, collectively known as BRIC, will account for about 1.2 billion mobile phone subscribers this year, and profoundly change the operation of both mobile telecommunication and marketing industries, according to the new report “Mobile BRIC: Extreme Growth Ahead” published by eMarketer.

"Mobile is not simply viewed as an extension of the Web in BRIC, as it is in the US, Western Europe and parts of Asia-Pacific. Mobile is the Internet for an increasingly large and attractive consumer segment—an important distinction for marketers to keep in mind." according to John du Pre Gauntt, senior analyst and author of the new report.

Mobile phone subscribers in BRIC countries will exceed 1.7 billion by 2012, over 680 million of who will access the mobile Internet, eMarketer estimated.

"As these huge populations within BRIC accumulate disposable income, they are poised to form interactive relationships with local and global brands primarily through the mobile phone," Gauntt added.

While PC and broadband penetration lag way behind mobile, how to serve new populations unrestraint by the fixed-line Internet will be an important topic for BRIC marketers and mobile operators.

"The scale facing marketers cannot be understated," said Gauntt.

Five of the world's 10 largest cities, or four of the five top markets for new mobile subscribers are located in BRIC, according to eMarketer.

"These markets already account for the majority of new growth for the mobile telecommunications industry, which is only one of the value-added service and marketing sectors affected by the growth of BRIC,” said Mr. Gauntt.