Mobile technology is opening up new markets in a way not possible before due to a lack of traditional infrastructures. Businesses must effectively market to consumers who are using the technology to build successful local communities.

- By Wilfred Smith

Businesses can put smartphones and laptops in consumer hands around the world, but that does not mean they will use them as intended. A difficult concept for many Western firms to grasp is that people in Indonesia, Africa, South America and other countries will respond in unique ways to technology and marketing because their stages of development and their needs are different.