Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Country specific customisation of smart phones for emerging markets
T2 - insights from case studies in Iran and Turkey
AU - Aryana, Bijan
AU - Boks, Casper
PY - 2012/1/1
Y1 - 2012/1/1
N2 - 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.
AB - 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.
U2 - 10.1504/IJLEG.2012.050206
DO - 10.1504/IJLEG.2012.050206
M3 - Journal article
VL - 4
SP - 179
EP - 196
JO - International Journal of Logistics Economics and Globalisation
JF - International Journal of Logistics Economics and Globalisation
SN - 1741-5373
IS - 3
ER -