Tutorial+Eight

Tutorial Eight

====Jan Chipchase and his colleagues play a critical role in helping Nokia’s phone designers and manufacturers create a phone that suits the lifestyles of individuals in developing countries. By studying and considering their various cultural backgrounds and social livelihood such as how they relate with one another, their living arrangements and their personal belongings, the phone designers are able to get a glimpse into their attitudes, personality and way of life. These ultimately determine the way they perceive and interact with their cell phones and Nokia manufactures its phones according to the information gathered. ====

====It is incredibly beneficial and economically rewarding for phone companies such as Nokia to identify niche markets based on the use of their products in different circumstances to come up with creative solutions to problems of individuals in developing countries. By analyzing the way citizens of developing countries use their cell phones, Nokia can come up with additional features that will optimize the value they get from their phones. This will lead to a rise in demand for Nokia phones since poorer people seek to maximize the utility they get from their lower incomes. By analyzing how the culturally diverse population uses their cell phones, Nokia can get rid of less valuable features and can in turn reduce the complexity of using their phones. ====

==== In other for Nokia to expand to the developing cell phone market it customizes the design of its phones to meet the realities of life in the different environments the phones are used. Several examples were provided in the case such as making cell phone batteries longer in developing countries because of lack of constant supply of power. Human behavior researcher’s such as Jan Chipchase help with this process by relaying the information gathered in the individuals natural environment to the designers and manufacturers of the cell phones. ====