Real voices in the technological wilderness: Using ethnographic methods to challenge global wireless paradigms

This paper explores the use of ethnographic research to help companies design, build, and implement products and services that meet the stated and unstated needs of consumers. Although many products enjoy an international presence in the global economy, the market is far from homogeneous. Cultural practices and beliefs strongly influence the meaning and, consequently, the usage of products. If a product is not culturally resonant, the product may not be adopted by consumers - no matter how technologically advanced or innovative the product may be. Specifically, this paper explores mobile phone, and advanced network I-mode adoption in Japan. Research methodologies used in the case study are described, including how these techniques elucidate the various social and cultural processes that influence adoption. In order to develop wireless and other mobile communication solutions that are culturally, emotionally, and technically satisfying for users, the current "global paradigm" must be reconsidered. Incorporating anthropology into the design process is a crucial first step in helping telecommunication companies define their next generation of products and services in the mobile communications arena.