Adaptive Path News from May 2009

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May 19, 2009
Adaptive Path Announces Mobile Literacy We’re excited to release the work from our latest R&D project: Mobile Literacy. Mobile Literacy is a research and design project that looks at how mobile can work more effectively in emerging markets. For more information, please refer to our press release here. You can learn more about the project here.

Adaptive Path Launches Mobile Literacy Research & Design Concepts for Emerging Markets

SAN FRANCISCO—(BUSINESS WIRE)—Adaptive Path, a leading experience strategy, user research and design firm today announces the completion of a research and design project on Mobile Literacy in rural areas of India. The company started the project last August, to build upon the companies existing knowledge of Mobile device usage in emerging markets, and to develop product and interface concepts suited for the needs of the people in these areas. Rachel Hinman, Adaptive Path’s mobile design lead, will present the work at MEX May 19-20 in London.

Adaptive Path conducted the research in Gujarat, India over a two month time period. They explored how people within the rural community of Gujarat use mobile devices in their daily life. Many people in India regularly use mobile devices, however the handsets available there are almost exclusively low-priced versions of products developed for the very different Western countries of Europe and the United States. Adaptive Path’s research findings denote a tremendous need for specialized mobile devices appropriate to the rural environment, and to support the very different family-based commerce and community-based infrastructure of rural India and other emerging markets. Adaptive Path’s research also identifies compelling opportunity for product differentiation through simple functionality, clear navigation, design elements which provide associations to local culture, and many features counter-intuitive to the Western user, designer and manufacturer.

Adaptive Path takes the research knowledge a step further by providing tangible visions of design opportunities for product development of mobile devices within emerging markets. “This sensitive approach to research and design demonstrates Adaptive Path’s dedication to our core mission of delivering great experiences that improve people’s lives,” says Michael Meyer, CEO at Adaptive Path.

At the forefront of strategy, design and research, this project adds to Adaptive Path’s depth and breadth of knowledge in the mobile market. “We are extremely pleased with the Mobile Literacy work. It demonstrates our ability to conduct and synthesize field work into clear, actionable project concepts that tangibly communicate product needs based on research findings,” says Meyer.

Adaptive Path recently executed similar research, strategy and design work for other leading mobile companies including Palm and worked in conjunction with a major Mobile device manufacturer on design insights, implications, and future concepts for mobile applications and services.

About Adaptive Path: Adaptive Path is a world-class experience strategy, user research and design firm that helps companies deliver great user experiences through their products and services. Widely recognized as thought-leaders in the emerging field of experience design, Adaptive Path has worked with leading organizations such MySpace, Flickr, Citysearch, Palm and a global top-three mobile device manufacturer. The company has operations in San Francisco and in Austin, Texas. For more information on Adaptive Path please visit www.adaptivepath.com or contactus@adaptivepath.com. To view more information on the Mobile Literacy research and design project, please visit www.adaptivepath.com/mobileliteracy

For Adaptive Path
Julia Houck-Whitaker, 415-495-8270 (R&D Manager)
julia@adaptivepath.com
or
Heidi Vasconi, 925-254-3093 (Press)
heidivasconi@yahoo.com