Country specific customisation of smart phones for emerging markets: insights from case studies in Iran and Turkey

• Customisation can be placed in different phases of a product lifecycle and even during the use of a product. Effects of cultural differences and country specific characteristics on use of products and consequently country specific customisation are interesting from different perspectives such as business advantage and usability. In this study we did two case studies on first time users of smart phones in emerging markets of Iran and Turkey. We found out that there are some country specific needs and usability problems which may need country specific customisation. Fortunately customisation of smart phones after the standard production in regional markets is feasible because of the flexibility of standard software applications which can be installed on smart phones. In addition existing marketing infrastructures can be used for user research activities which are aimed for customisation. Innovative users also can participate in design for customisation.

Ämnesord

TEKNIK OCH TEKNOLOGIER  -- Maskinteknik -- Produktionsteknik, arbetsvetenskap och ergonomi (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Mechanical Engineering -- Production Engineering, Human Work Science and Ergonomics (hsv//eng)

TEKNIK OCH TEKNOLOGIER  -- Samhällsbyggnadsteknik -- Byggproduktion (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Civil Engineering -- Construction Management (hsv//eng)

TEKNIK OCH TEKNOLOGIER  -- Annan teknik -- Övrig annan teknik (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Other Engineering and Technologies -- Other Engineering and Technologies not elsewhere specified (hsv//eng)

Nyckelord

Turkey

product lifecycle

customisation

Iran

emerging markets

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