Please see blog http://blog.eComm.ec

2. An Anthropologist’s Eye for the Tech Guy: Emerging Market Opportunities in a Post-BRIC World Dawn Nafus

3. Problem The world changes Dividing it between mature and emerging markets is no longer helpful Tradition radars for where to look for partners and markets lead to missed opportunities

4. Emerging? Really?

5. Maslow who? http://www.flickr.com/photos/kitseeborg/232220319/ We need an paradigm shift in how we think about technology adoption

6. 5/16/10 Intel Confidential 6

7. Technology Metabolism Index (TMI) An ethnographic and statistical model that tells us which countries have out performed the average rate of global technology diffusion, given each country’s economic productivity. Where is adoption higher than we could expect based on income levels alone? What contributes to it?

8. What TMI measures Insert any technology you like! Dataset and codebook available at http://www.wiaproject.org/

9. Not your usual suspects….

10. Emerging Markets Emerging Not Just Because They Have Money TMI for Mobile Phones, High Income Countries TMI for Mobile Phones, 28 Largest Middle/Low Income Countries 5/16/10 Intel Confidential 10

12. Strong sense of ‘we’ as the agent of change

15. Both nonlinearly harder to build in larger places

16. Active and agile states

17. Not necessarily democratic or transparent

19. High scorers show how culture shapes ecosystems and public policy environments, not just individual buying decisions

20. World TMI (Aggregated PCs + Mobile Phones + Population of Internet Users) Top 10% “Meets Expectations” Bottom 10%

21. backup 5/16/10 Intel Confidential 13

22. TMI identifies diversity in adoption paths