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

Aryana, Bijan and Boks, Casper (2012) Country specific customisation of smart phones for emerging markets : insights from case studies in Iran and Turkey. International Journal of Logistics Economics and Globalisation, 4 (3). pp. 179-196. ISSN 1741-5373

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Abstract

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.

Item Type: Article
Journal or Publication Title: International Journal of Logistics Economics and Globalisation
Subjects:
Departments: Faculty of Arts & Social Sciences > Lancaster Institute for the Contemporary Arts
ID Code: 84290
Deposited By: ep_importer_pure
Deposited On: 25 Jan 2017 09:36
Refereed?: Yes
Published?: Published
Last Modified: 08 Sep 2017 00:34
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/84290

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