Energy/Communication Parallels: Straight to Solar?



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The Economist recently put forth an argument strongly reminiscent of Theodore Levitt's 1983 HBR classic "The globalization of markets" (PDF) where he first framed the concept that global consumer preferences were converging, thus companies could develop, launch and market the same product across the globe - “Different cultural preferences, national tastes and standards, and business institutions are vestiges of the past." We know where that argument went however, so lets take a closer look at the venerable Economist's thesis. A few key snippets:
A few years ago such questions provoked academic controversy. Not everybody agrees with Ms Ito’s argument that techno logy is always socially constructed. James Katz, a professor of communication at Rutgers University in New Jersey, argues that there is an Apparatgeist (German for “spirit of the machine”). For personal communication technologies, he argues, people react in pretty much the same way, a few national variations notwithstanding. “Regardless of culture,” he suggests, “when people interact with personal communication technologies, they tend to standardise infrastructure and gravitate towards consistent tastes and universal features.”
and even more reminiscent of Levitt's words:
In the long run most national differences will disappear, predicts Scott Campbell of the University of Michigan, author of several papers on mobile-phone usage. But he expects some persistence of variations that go back to economics. In poorer countries subscribers will handle their mobile phones differently simply because they lack money. Nearly all airtime in Africa is pre-paid. Practices such as “beeping” are likely to continue for quite a while: when callers lack credit, they hang up after just one ring, a signal that they want to be called back.
Only a few countries, mainly in Africa and Asia, still need special cultural attention when designing a phone (which is why some models in India double as torches).
A new study from the Global Information Industry Center at UC San Diego estimates that the average American consumers takes in roughly 34 GB of information per day, spread over about a 12 hour "feeding period" per day. If one assumes that the US consumer lives at the pinnacle of what we call the DevNet, with for all intents and purposes access to the greatest array of information sources and information delivery devices, this figure roughly measures the information diet at the top of the global info pyramid.
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While I was in Istanbul this past week, the number of ads for 3G USB modems I saw on the street jumped out at me, as did Turkcell's ubiquitous advertising for its 3G services. It turns out that the availability of these 3G modems, along with the netbooks that are showing up in high street shops in the major cities, are gaining significant traction. Together are enabling a new slice of Turkish consumers the ability to get online quickly and conveniently that they lacked before.
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Twenty-four hours in Istanbul has shown me Turkey is edging toward an advanced information economy. The city is being flooded with technology: digital TV in my taxi, competitive mobile services on offer everywhere, a flood of smartphones, dozens of slick satellite TV channels, SMS banking, mobile broadband, 3G netbooks, and electronics stores stacked the ceiling with flat-screens and every conceivable piece of consumer electronics.
This is of course against a background of per capita GDP around $8,000, and 50% of the income held by the top 20% of the population. Just last year, the EIU placed Turkey's e-readiness at 5.64 out of 10 in its index of ICT maturity. Nonetheless, a competitive market with a growing, status-seeking middle class appears to be enough of a lure for the nation's media, telecoms and product marketers to pour investment into Turkey's wires, towers and airwaves.
Like their peers elsewhere, Turkey's youth are glued to their technology , from mobiles to iPods, so much so that its has trickled up to older Turks as well. This bodes well for growing a stable technology culture, and therefore economy, in years to come. In the face of this, it will be interesting to see how top-down control of digital media, including blocking some services, will be maintained.
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This week I'm headed off to Istanbul, at the heart of the 11th largest Internet market in the world. Often overlooked, Turkey is a mini-BRIC in Internet and mobile usage, with almost 26 million of its citizens having access to the Web, over 5 million of which are connected via broadband. With over 66 million mobile subscriptions, the country is on par with some of Europe's largest mobile markets. According to CGAP, Turkey is one of the most progressive mobile money markets at the moment.
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Scanning the news today on mobile + africa over Google is throwing up some interesting dots that I thought might be fun to connect. I'm seeking signs of whether the sub Saharan African mobile phone market is about to take off the way the Indian (or even South Asian?) market did about four years ago when Reliance Comm just dropped their basic sms and phone call pricing. Of course, in the Indian market, that happened almost at the same time that our friend Nokia launched their then lowest priced phone ever, the immortal 1100. To be honest, that phone has been both the saviour and the bane of the Finnish company in global emerging markets. However, I digress.
I've just come across bits on Nokia's emerging market moves (something I'm sad to confess I stopped getting excited about about a year or so ago when I decided we needed to move on to making larger scale things happen in the wireless world, not just what one, albeit fearlessly pioneering, company would do), and I've come across these other bits just now. Snippets first: Essar, an Indian conglomerate's moves in Uganda and Congo's telcom sector. South African pressure continues on cellular operator pricing structure. The indisputable fact that Africans pay higher rates for basic services (with Steve Song's hard work on comparitive pricing across SSA here). And now, some interesting bits, from The East African:Kenyan telecom companies are bracing for an increase in customer migration and the possibility of price wars when the proposed mobile number portability becomes a reality in a few months.
Speaking separately to The EastAfrican, the four operators — Safaricom, Zain, Orange and Yu — have indicated that they will start positioning themselves for the technology in such a way that it makes a positive difference for their subscribers.
“The move by the industry regulator is welcome and we are ready to embrace it,” said Michael Joseph, Safaricom CEO.
Yu, in case you weren't aware is the brand under which Essar operates in Kenya. Taking all of this together, especially this last one, I'm getting a stronger and stronger sense that a major upheaval is imminent over the next few months in the overall mobile pricing landscape in Africa. And if its anything like India's growth rates then the whole market is going to change, dramatically. And not just for actual tangible artifacts either, but also services and programmes and plans. What happens when the combined influence and effect of Nokia Money and FrontlineSMS: Credit start making inroads into the demographic population?
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