The economic boom in emerging markets has bypassed a distinct group-the next billion consumers-whose potential to become viable customers has been greatly underestimated. Sitting on the brink of commercial viability, these consumers are stranded between the formal and informal sectors. Companies that embrace them can grab a disproportionate share of a massive revenue and profit pool. In fact, the next billion could determine the winners and losers in many industries and herald the rise of new commercial giants.

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