Mobile Phones > Water

New studies are showing that consumers at the bottom of the pyramid are purchasing cell phones before basic necessities. In some countries, such as Pakistan, penetration of mobiles in certain rural BoP market segments is virtually 100%. Nokia's Jan Chipchase argues that they provide an identity for those on the move, an income-generating investment, and a way to communicate with distant or relocated family. Indeed Jan's insights have helped Nokia gain the highest penetration of all cell phone manufacturers.

The immense desire for cell phones presents new opportunities for design of simple, durable products. The already high penetration makes it the ideal platform for things like banking, messaging, and other applications that might traditionally be served by PCs or brick-and-mortar.