Diversity of markets

There is a phenomenon that is common for a sub-species of humans called Engineers, especially the male of this species. They buy the latest and greatest gadgetry and feel a sense of superiority complex over other members of the species. My camera has 12 Megapixels, whereas yours has only 10. My mobile has wifi and 3G, yours doesn't. My computer (on which I only suft the web,) has quad-core CPU. My toaster can do my tax calculations.. and so on. A lot of us are affected by this feeling to some extent. When some of us are face-to-face with people who choose their gadgets based on a completely different set of criteria, according to which our gadgets are inferior to theirs, we are often dumbfounded. I was in one such situation recently.

I was showing off my new Samsung Star to some of my relatives who live in a rural area. I was expecting them to be impressed with the features of my phone on which I had spent close to 10K. However, that was not to be. I was not prepared for the features they desired in a mobile phone and I was surprised about how different our choice making was. The first question they asked me was whether the phone supported dual sim cards. This is a much needed feature in remote rural areas where cell phone coverage is not very good and they would have to use whichever network was available. They cared about playing radio (AM and FM) without having to connect the headphone. About the quality of the built-in speaker. About the ability to work on least signal strength. About the robustness of the phone. About battery life. About having a built-in flash light. About being able to get repairs done in the nearby town. They didn't understand why I cared so much about the touch screen or full qwerty keyboard or ability to charge from a computer's USB port. Many of the phones around them, from brands like Karbonn and Micromax were beating my phone hands down, while costing much less. I learnt some valuable lessons about the diversity of the markets and am now able to better appreciate the jobs of marketing managers, who have to make critical decisions about the features to support and the markets to target.