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

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.