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Human Factors in Emerging Markets. First World Solutions Addressing Third World Needs. Per Helmersen Telenor R&D / Ghana Telecom. per.helmersen@telenor.com +47 90049787.
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Human Factors in Emerging Markets First World Solutions Addressing Third World Needs Per HelmersenTelenor R&D / Ghana Telecom per.helmersen@telenor.com +47 90049787
The UN Millennium Development Goals emphasize the need to make available “the benefits of new technologies - especially information and communication technologies - to developing nations.”
Community information centersin rural areas Mpeseduadze, Ghana (Nov. 2005)
Trends in developing markets • Continued growth of Internet Café culture in most urban areas (driven primarily by need for communication services, e.g. e-mail, chat). Literate and semi-literate users. • Rural access is a high priority. Rapid expansion of mobile services to rural regions. Regional ICT entrepreneurship is accelerating. • Access to and ownership of mobile handsets is skyrocketing. Could this an alternative platform for “Internet” services for low income communities? • Government agencies, NGO’s and regional development banks are increasingly targeting poverty, gender inequality, disease and illiteracy by means of, telemedicine, e-commerce, e-governance and e-learning services (e.g. “One Laptop per Child”)
One Laptop per Child (The $100 Laptop) • MIT Media Lab initiative. • To “provide children around the world with new opportunities to explore, experiment, and express themselves.” • Production starts when 5 – 10 million units have been ordered (Quanta Computer Inc., Taiwan).
HF challenges in developing markets • As a result of the extension of service into rural areas, an increasing number of illiterate customers is to be expected. • Operators & service providers increasingly need to address the needs of numerous linguistic communities and subcultures within a single market. • Development of financing and payment options that are sensitive to the social & financial circumstances of end user communities (e.g. Grameen Phone’s micro-entrepreneurship initiative and pre-payment options). • Develop products & services that reflect the needs of intended users rather than uncritically and mechanically “porting” them from more developed markets. • Acquiring and using knowledge about local culture and social context to leverage successful product development and deployment.
Individualas a biologicalentity Individual as aninformation processingentity Social setting Cultural context HF challenges in developing markets • As a result of the extension of service into rural areas, an increasing number of illiterate users is unavoidable. • Operators & service providers increasingly need to address the needs of numerous linguistic communities and subcultures within a single market. • Development of business models and payment options that are sensitive to the social & financial circumstances of end user communities (e.g. Grameen Phone’s micro-entrepreneurship initiative and pre-payment options). • Develop products & services that reflect the needs of intended users rather than uncritically “porting” them from developed nations. • Acquiring and using knowledge of local culture and social context to leverage successful product development and deployment.
The HF track record in emerging markets is disappointing (so far) due to: • Primary focus on individual user attributes rather than social setting and cultural context. • Attraction to cutting-edge and “next generation” technologies & application areas. • Hassles & hazards associated with research and collaborative design in remote and “uncivilized” areas. • Attraction of jobs and money (research funding). • Myths & orthodoxies surrounding the adoption and relevance of ICT in the Third World.
Myths (Prahalad & Hart) • Current cost structures make it difficult to compete profitably. • The poor cannot afford and have no use for “Western” products and services. • Only developed markets can appreciate & benefit from new technology. • Aspiring poor are not important to the long-term viability of our business. • Too “humanitarian” and CSR oriented. Doing “good” and doing “well” are not compatible. • The Myth of Overriding Physiological Needs (Rangaswamy & Toyama)
Individualas a biologicalentity Individual as aninformation processingentity Social setting Cultural context Scope of HF in emerging telecom markets