Cross cultural vs culturally specific

I saw this headline this morning and first scratched my head.

Spice Phone

MWC 2008: Spice Movie Phone has a built-in optical disc drive

The question that everyone seemed to ask was why UMD? My guess, probably cause it was cheaper and easier than to license Sony’s proprietary UMD format, not to mention that UMD’s (and therefore this phone’s) future would be held hostage to Sony’s whim. What was more interesting than the question of why UMD was the question that none of the commentary picked up on.

It’s really unlikely that this Movie Phone from the Indian cellphone maker Spice would make it anywhere besides India, but it’s an amazing phone because of what it’s got on the back: an optical drive

I’m currently in the cultural human factors class taught by Judith Gregory at the Institute of design. This class provides tools and frameworks to allow designers to develop culturally aware products. A comment like the one above shrieks of cultural bias and technological adoration, assuming that since the west has moved on to SD, microSD and nanoSD (just kidding), that somehow a phone such as this would never work.

Rather than worry about the UMD aspect of this phone, my question would be how well this phone would sell in markets that might share similar characteristics to India (a large domestic film industry, manufacturing infrastructure. a large upcoming middle class and deep mobile penetration).

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