A few reasons why these products are of interest to consumers inmore prosperous economies, too:
‘Cheap’ is king, both because of the recession(reduced spending power), and because of the shiftaway from ‘bling’ towards frugality and practicality asnew status symbols.
•Simplicity and convenience |
Small/simple (and cheap!)also rules because of transient lifestyles (more experi-ences in smaller, affordable doses), and the continualneed for more convenience and simplicity. Look for nu-merous FUNCTIONALL innovations to especially do wellin prosperous metropolitan areas (
), wherebusy, transient lifestyles are the norm.
| Aforementioned 'democratization of design'means even demanding, experienced consumers will bepleased with products from countries and brands previ-ously not known for high quality and design standards.
Anything using less or no traditional en-ergy, or causing less waste, or boasting longer life ex-pectancy, will go down well with eco-(status) consciousconsumers.
FUNCTIONALL is not only about all consumers, it’s also about all
. Count on brands from established consumer societies
brands from emerging nations to come up with numerousFUNCTIONALL innovations. From Tata to Nokia.Here's aselection of themany FUNCTIONALL spottings currentlycoming our way: some of them already popular around the world,others just waiting to make the cross-over from 'emerging' to 'all'.
Computing•The Classmate PC
, is a low-cost netbook that is sold throughout theworld, often rebranded and sold through local vendors.The third generation of the device was unveiled in June2009, with the aim of meeting ongoing educationalneeds around the world.•The
Africa is a 7-inch mini laptop, designedfor developing countries, that sells for USD 99. Thecompany buys excess inventory and discounted com-ponents to keep the price down, which means that onlyminimum speciﬁcations are promised on the site.•In December 2009,
unveiled de-signs for the XO 3. The computer, which is basically asingle sheet of ﬂexible plastic, featuring touch screentechnology, is due to be released in 2012. Costs shouldremain under USD 100, making it affordable for poor andrich consumers alike.
Food & Beverage•Nestlé's Maggi
brand of instant noodles was ﬁrst intro-duced in emerging markets such as India and Pakistan.The brand has since expanded to mature consumer so-cieties, starting with Australia and New Zealand in 2008,where it is marketed as cheap health food.
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