Nokia’s design director, Antti Kujala, talks about design and emerging markets.
“In India, there’s a lot of aspiration in a purchase. It’s about looks, style, and projecting the right image. [A phone is] not just a status symbol but about people trying to acquire things to move to the next level…It has to be the right bargain in China. So you have to hit certain price points. Africa is a lot like that, too. The next big thing is going to be how to understand these global traits and translate them into functionality and usefulness while designing a product.”