Last week, Nokia announced several new handsets for emerging markets. At first glance, they look like what you’d expect: basic devices without the flashy features of the company’s high-end handsets. However, a couple of the most basic-looking, the 1200 and the 1208, have some cool features of their own that should give them a boost in emerging markets.
First, they support multiple phonebooks — a nod to the fact that in many developing nations, a single handset is shared among several family members or friends. The handsets allow for up to five separate phonebooks that can be managed individually, letting users have their own list of contacts, if not their own phone. Second, they have a call-tracking feature, which lets users set the maximum cost of a call before dialing. This lets users control their spending, but it also helps empower the entrepreneurs in these markets that buy a phone and airtime credit, then resell calls. Two small and superfluous features to those of us in developed markets, but two simple innovations that highlight how creative thinking can triumph even in the most basic of mobile environments.
Neither of these devices are going to have the likes of gadget-site writers writhing in the throes of lust, but these sorts of small innovations will make a big difference in their intended markets, and show the continuous improvement that’s possible on the most basic level of this industry.
Hi,
The call tracking function reminds of a very smart idea Meditel (2nd mobile Carrier in Morocco) had a few years ago. It was simple but really smart : control how much you want to spend on your phonecall !
I don’t remember exactly the procedure, but it was something such as : dial 333, than the phone number then the minutes you want to talk.
REgards
IMHO creativity is often best expressed in constraint medium. In a phone with color screen, camera etc. etc any body can write a great app! But how would you do that on phone like this?
For example if I were to write mash up of Google Map with Flickr photos to provide driving directions from point A to B with pictures of places en-route. I would also provide support for Nokia 1110. 1110 users wont get pictures but would get text or an audio playback, like “Go 2 miles north, on the way you would see starbucks caffe, WalMart and two traffic signals. From third signal take left and join highway-5. Go 10 miles and and exit. Then you would see CircuitCity mall, pass by that… ” This would make my product offering unique and ubiquitous. And over period when 1110 user migrates to highend phone I am pretty sure he would use my product only!