Design Director Antti Kujala talks about how Nokia’s localized studios can create products that reflect the needs and aspirations of emerging markets.Nokia is looking to add 2 billion new users by the end of the decade by reaching out to emerging markets, including China, Brazil, Indonesia, Africa, and India
“In India, there’s a lot of aspiration in a purchase. It’s about looks, style, and projecting the right image. [A phone is] not just a status symbol but about people trying to acquire things to move to the next level…It has to be the right bargain in China. So you have to hit certain price points. Africa is a lot like that, too. The next big thing is going to be how to understand these global traits and translate them into functionality and usefulness while designing a product.”
Link: Nokia’s Global Design Sense (businessweek.com)
Source: Smallsurfaces
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