Innovating with Cultural Differences in Mind

The potential for introducing new technologies to new markets is enormous, and so are the risks. Your plan must account for both the culture and the commercial infrastructure.

The Opportunity

Around the globe, prepaid Internet services (offering minutes of dial-up access per unit) are just beginning to take off. Sprint saw this opportunity, but needed to get a realistic perspective on cultural markets and available technologies in order to find the locations with the best potential, and develop relevant products for them.

Our Contribution

Using the combined efforts of our in-house cultural experts and our network of in-country contacts, we were able to combine statistical data on populations and communication behaviors with real-time observations of current conditions. The result was a thorough preliminary assessment of each market. We went on to define factors that could put future product launches at risk.

The Results

Based on the results of this study, Sprint has the information it needs to set clear priorities in the development of prepaid Internet programs. The cultural insights and guidance will help them design each product to answer culture-specific needs and behaviors, and craft resonant, effective marketing for every area.