EMQQ aims to provide exposure to the intersection of three macro trends in emerging markets: the rising middle class, increasingly affordable smartphones, and consumption patterns going online for the first time via smartphones promoting rapid ecommerce growth. With the internet becoming increasingly affordable and accessible, billions of people in the developing world are now leapfrogging traditional consumption patterns and starting to consume online for the first time. The result of this rising middle-class consumer wave has transformed economies and created a digital revolution in emerging markets.