Yesterday Apple debuted another revolutionary product, the iPhone. It has everything anyone would need in a phone. That is unless you’re one of Kenya’s Masai herdsmen. Psfk pointed me to a great article and short film by Paul Mason on how the mobile phone industry is having an enormous economic and social impact in Africa. Watching Paul Mason’s short film, I can’t help but draw a comparison between the US mobile phone market and the African one. One of the main issues that has come up in the analysis of the iPhone’s debut is that it’s exclusive to Cingular wireless – for now. Nussbaum at Business Week mentions that if Apple was really trying to revolutionize the US cellular market they would create an ecosystem by partnering with other carriers. The thing is though Apple has taken a stance by focusing on what mobile consumers have said they need, not what mobile carriers think users want. The mobile industry in the US is plagued by warring providers who each , in the name of differentiation, coninue to develop products that only satisfy the users’ wnats, not their needs. Apple “listens” to the people it develops products for and in doing so it has a track record of developing products that address the the users’ needs. If more African help efforts used Apple’s strategy, maybe their successes can mirror Apples.
The US consumer is spoiled by having access to too many options. Though there is are definite pluses to that (competition, innovation, entrepreneurship, choice), the down side is that we send mixed messages about what we want and we really need. Combine that with our self-serving opinion that the whole world shares our values, needs, and wants and you get a misplaced sense of priorities. Oprah said it best in her Newsweek interview, “If you ask the (American) kids what they want or need, they will say an iPod or some sneakers. In South Africa, they don’t ask for money or toys. They ask for uniforms so they can go to school.” This statement shines some light on the problem many US-based efforts to help Africa usually run into. Many individuals and organizations put a lot of effort in what they determine Africa needs which only reflects what they want themselves would want for those Africans. The BBC report shows how the mobile industry in Africa has grown because it focuses on what the people need. A Masai woman uses a mobile phone to check on her cattle and because there is little power in her village she uses solar-powered charger to recharge the phone. Both the phone and the solar recharger are beneficial because they start with the need of the user and work from there. The development of the “send money” function in the Kenyan mobile industry is another illustration of innovation according to the person’s needs. Maybe if more African assistance efforts focused on the needs of African people and worked in partnership with them, Africa could one day get to the point where there are opportunities to cater to the wants. The iPhone is revolutionary because it focuses on what people need at the moment; that is different from what the US mobile market has come to build it’s industry on. Nothing but fleeting wants.