Episode #436: How culture impacts success in mobile – with Ericsson ConsumerLab’s Jasmeet Sethi

Episode #436

If there is one thing that we know it’s that the mobile affliction is not localized – this is a worldwide phenomenon. It should not come as any surprise that mobile means different things to the people around the planet and to the diverse cultures that inhabit earth. We use smartphones differently even if we are all now closer digitally to each other than we were before. It is in these cultural differences that could spell success or failure for many companies interested in building a business within the emerging markets.

According to Jasmeet Sethi, Regional Head of Consumer Insights for Ericsson ConsumerLab in India, the greatest challenge is really understanding the user experience for emerging markets. Forget your perceptions of UI/UX if you are thinking of swipes or “pull to refresh” or tap and hold, user experience to Jasmeet means something altogether more fundamental. We take for granted the almost pervasive access to high speed wireless data we have have at our fingertips but, as you know, in certain parts of emerging countries that doesn’t exist. This is a critical first step in understanding how to build for these markets – if your app or mobile service requires an always-on connection to the stream, it will not work in much of India. This, and many other basic usability requirements, could do irreparable damage to great brands and limit success in these huge markets.

This episode of full of insights into this market including how Sethi and his team have changed their approach to data collection because of mobile, their two key learnings as a result of this transition to mobile research, how to decide what data to collect and what to leave and where his industry must evolve to in order to continue adding value.



Here is a quick reference of what we covered in the show. Click on the link and the video will take you to that clip

1. Mobile is global and the differences between countries and cultures are obvious 2:05
2. What is Ericsson ConsumerLab 4:13
3. Is the adoption of devices shifting from Asian to North American influence? 6:05
4. How has mobile effected society in India and other emerging markets 9:00
5. How does Ericsson ConsumerLab collect research via mobile 11:40
6. Is North America becoming complacent around mobile research innovation? 13:50
7. What are your big learnings during this transition to mobile research 15:40
8. The importance of understanding user experience in developing economies 21:00
9. What does mobile research have to evolve into 24:00
10. What is the next great challenge for mobile research 26:00
11. How do you decide what data to collect and what not to collect 28:00
12. Where do companies start? 31:40

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About Jasmeet Sethi
jasmeet sethi EricssonJasmeet Sethi is a Regional Head for Consumer Insights at Ericsson ConsumerLab. He is responsible for driving and managing consumer insights function in India and has been instrumental in building and managing regional intelligence on emerging market consumers which includes identification and translation of consumer needs, insights and behaviors to guide strategy, communication, innovation and marketing initiatives across Ericsson’s various business units.

He has also been responsible for driving the Consumer Experience Measurement program at Ericsson and introducing and integrating new methodologies like social media listening and on-device metering to understand true consumer experience in the wireless industry. Jasmeet has over 10 years of experience across wide variety of industries including telecom, technology, media and financial services where has worked on a very wide range of insight, strategy and brand development projects.

About the author

Rob Woodbridge

I'm Rob, the founder of UNTETHER.tv and I've spent 14 years immersed in the mobile and pervasive computing world. During this great time I've helped some of the most innovative companies grow their business through mobile. If you are in need of a mobile business advisor or coach, connect with me here to get things rolling.

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