How culture impacts success in mobile – with Ericsson ConsumerLab’s Jasmeet Sethi

Jasmeet Sethi

Jasmeet Sethi

According to Jasmeet Sethi, Regional Head of Consumer Insights for Ericsson ConsumerLab in India, the greatest challenge is really understanding the user experience for emerging markets. Forget your perceptions of UI/UX if you are thinking of swipes or “pull to refresh” or tap and hold, user experience to Jasmeet means something altogether more fundamental.

We take for granted the almost pervasive access to high speed wireless data we have have at our fingertips but, as you know, in certain parts of emerging countries that doesn’t exist. This is a critical first step in understanding how to build for these markets – if your app or mobile service requires an always-on connection to the stream, it will not work in much of India.

This, and many other basic usability requirements, could do irreparable damage to great brands and limit success in these huge markets.

Jasmeet Sethi has over 10 years experience in consumer research and is responsible for building regional intelligence on emerging market consumers within Ericsson by providing actionable consumer insights to support marketing, product management, strategy and innovation functions.

He was the first to introduce mobile research within Ericsson globally by launching the first consumer experience study starting with emerging market.

His experience spans a wide variety of industries including telecom, management consulting, and financial services. Prior to Ericsson, Jasmeet worked with Analysys Mason, a telecom consulting firm as a Research Manager and prior to that as an Investment Research Manager – Technology, Media & Telecom with Gerson Lehrman Group. Jasmeet Sethi holds a Bachelors Degree in Technology in Computer Engineering and a Masters Degree in Business Administration in Marketing.

To watch the full video interview: CLICK HERE

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