If you go to a small town or relatively large village in India, you are likely to find a fair ground – provided that you are not out of luck. I stayed for a week in Bareilly, Uttar Pradesh for a research work and the local fair at night was indeed like a cold, fresh air. I simply cannot tell whether I will enjoy visiting this place as much if I visited again. But it was the magical time. Reviewing the photos, I got to ponder on what really entertains people, or what makes people perceived that they are entertained. The rudimentary human nature does not vary much, while the representation may vary greatly.


Aspiration-inducing show
People want to see something amazing, to dream of, to be inspired from. In this case, featuring new technology, not easily attainable and decorated with female bodies that are perceived to be beautiful above norm (or following the known convention).






Food not available at home or should be eaten everyday
Rare fruits taste better. Entertainment venue foods can also be quite messy to make at home, or simply do not taste the same if made too healthy.




Things to buy, to make you feel good or achieving something


Strength measuring machine to let people entertain themselves


Fortune telling machine, which is not your usual human astrologer


Letting the memory last longer – Photobooth
Read more about the photobooth operator in this post on digital imaging entrepreneurs.




Getting exposed to useful information, however practically helpful it is
Pictured are advertisements for: Network & software engineering department of ‘Nice’ college with the slogan of ‘the preferred runway, to fly high’ / Call center training program.






Simple physical moves on the machines or a large man-made structure
Physical movements are particularly good and create a different dimension of shared activities as people are freed from the burden of verbally communicate or do something proactively. This fair appointed the mickey mouse – or its relative as the visually consistent host for these machines.




Reflection on the way home….
On the way back to the reality or everyday environment may be mixed with relief and longing for next time. If you had a very good time, you may not consider this as entertaining at all. In Bareilly, we came back to our hotel on a bicycle rickshaw. I was ridden with the guilt that I felt so heavy for the tiny, thin guy driving the bicycle.

Continued from part 1….

There are several tactics to use multiple phone numbers. Four notable solutions are listed here – please keep in mind that at the time of this research (2007), there was only very few mobile phone models that had the dual SIM feature.

Solution 1. Carrying two or more SIM cards but only one mobile
Not everyone can afford to buy multiple phones, or wants to carry two mobile phones with them all the time. The extra SIM card is carried in a safe place such as inside wallet or inside the battery cover of the phone, which makes an intuitive storage for switching the cards. Some people who go for this solution are typically well aware of call divert function as it allows receiving calls from both numbers even though there is only one active number to make calls at a time.



Solution 2. Multiple phones – A phone per number
In markets where users do not have separate SIM cards, this is the only solution for the user to get multiple phone numbers – while in GSM markets it is a matter of users’ preference and affordability. Users may maintain separate phone book on each of the phones – sometimes intentionally (refer to 1. lowering the cost of communication), sometimes because they do not have the option of easily synchronize them. When affordability is not an issue, physically separating the phone per number provides the greater control over managing the multiple points of contacts.



Solution 3. Mobile phone with multiple SIM card slots
At the time of research, there were very few multiple SIM phones in the market from the known brands. However we observed a few Shanzai phones featuring dual SIM. Obviously after 4 years, this feature has become a de facto requirement for a mobile phone. There are numerous new mobile phone brands popping up in India, and invariably all their products feature dual SIM, sometimes triple SIM functionality.

Solution 4. Stitching up multiple SIM cards into one
We found a service offered by a local mobile phone dealer (Mobile Phone People, one of the Nokia authorized dealers) in Ghana. It costs 15 euros to have the two SIM cards combined into one. There is an even more advanced operation, which requires a special SIM card imported from Finland. This card can host up to 16 SIM cards into one, but costs 40 euroes. Either of these operations costs considerably high for the market, as it is more than purchasing a mobile phone. Therefore the clientele is mostly business people who do need to have two or more numbers but do not want to go through the inconvenience of switching SIM cards or carrying multiple phones.

Interviewing the engineer who was working at this service center mentioned that this technology is from Finland, but cannot tell more about its source as it is a business secret. He was proud to say that he was the first one who got trained for this operation in Ghana, and subsequently he trained others working currently in the shop. The way this operation worked was brilliant at the short sight, but obviously I suspect that it may have the legal issues in terms of manipulating the network SIM card directly. 4 years down the road, I don’t see this service booming in the market.







I haven’t had a chance yet to study how people actually manage multiple phone numbers – the multiple identities on their dual SIM phones. If the mobile usage goes beyond the voice calls, it will definitely require design considerations in various parts of the mobile phone applications, as it no longer is going to be an issue of cost management, but identity management. Technologically and as a matter of market availability, owning multiple mobile phone numbers is now very easy. But its potential and implications is largely unexplored beyond the manufacturing of physical hardware.

Acknowledgment of the project team: Ti el Attar, Jan Chipchase, Fumiko Ichikawa, Indri Tulusan and local collaborators

I recently visited a shanzai phone market in Shenzhen, China. Due to its proximity to the main production hub of mobile phones of all brands and manufacturers, it is a true showcase of all kinds of mobiles you ever imagined to exist. As with the timing, there were a lot of design copy products of Nokia’s recent model N8. On one visit to the market, I saw several versions of N8 design copies, with very different feature sets – which was a trend I did not witness when I visited the shanzai market in Chengdu a few years ago.



The copies of N8 can be categorized as:
- Dual SIM with TV functionality
- Copy close to the real product
- Various chipset (price tag changes according to the CPU speed)

It is interesting to note the competition space even within fake phones of the same product. While these ‘enhanced’ unique selling points may be just a gimmick, you might also think that there is some level of genius in those features reflecting the market norms.



There are numerous mobile phone models designed to take more than one SIM card. Most of fake mobile phones or lesser-known brand names in the market now has the dual SIM feature as if it is as essential as having the mobile network radio itself. In fact, it is one of the big yet stealth changes in the basic feature set of mobile phones in the last 4 years – especially among the lesser-known brands, low-end of the price tags, and shanzai markets. Despite the popularity surrounding us in several large mobile phone markets including India, China and African countries – I have seen few buzz on the ‘dual SIM’ phenomenon. Thereby I put together a brief post, digging information from an internal research report I wrote for my employer in 2007.

Having multiple mobile phone numbers may be seen as an anti-trend when the mobile phone number portability is increasing becoming a part of the basic civil rights in several countries. But for the time being, the following circumstances drive people to use more than one mobile phone numbers:

1. Lowering the cost of communication
Many mobile network operators offer cheaper rates for inter-network calls, especially in markets where competition among network operators is high. Highly cost-conscious consumers naturally get multiple numbers for cheaper calls. While it may not take too much effort to acquire the new number itself, this comes at a cost of efforts and skill: Remembering, or identifying who in your social network has the number belonging to a specific network operator. People develop a tactic, such as indicating the network operator in the name stored on the phonebook. This is not an exclusive behavior only for the developing economies, however. When the 3G network was newly introduced in Japan several years ago, many Japanese consumers also owned two numbers, one from 3G for cheaper messaging & data connection, another from existing network for cheaper voice calls.



In the street surveys done in 2007 as part of our research project, the following percentage of users surveyed had two or more mobile phone numbers:
- Accra, Ghana (n=309): 30%
- Rio de Janeiro, Brazil (n=230): 28%
- Chongqing, China (n=150): 9%
- Mumbai, India (n=165): 16%

Considering the fast changing nature of the mobile market, this number probably have changed significantly especially with new players joining in the market.

2. Controlling points of contacts
Another motivation to have more than one number is for the user to control how one is contacted and contactable. Naturally users typically have a strategy on handing out the right number to the right person for future contactability. Our research participants most commonly report separating private and business contacts by having separate numbers. Being able to switch one number completely offline is a way of switching the mental mode, such as “I am turning my work phone off as I am not working anymore”. Small business owners and those who deal with a large number of people can identify the type of contacts easily by differentiating which phone number they use. One Chinese electronic shop owner gave out one of his mobile phone number for his best customers, ensuring that he is always reachable for them. The ease of having another mobile phone number also provides the exclusive communication channel for some, like those in early or secret relationships.

3. Ensuring reliable connectivity
Unreliable network availability or unavailability of the particular network in the area where you live or work may drive users to be ready with multiple numbers from different network operators. In Ghana, people had the perception that the quality of the connection can not be ensured with one network alone hence multiple numbers were essential to prevent disrupted communication. For many prepaid mobile subscribers, having multiple phone numbers means that user can minimize the risk of getting disconnected because of running out of prepaid credit in critical situation.

To be continued in part 2 of the post….

I only learned a couple of months ago that there are two states in India where the sales of firearms are legal. I found it a bit uneasy. Coming from a country that is still technically at war, I wish other countries to be free from man-made weapons of any sort as much as possible: Destruction and protection are separate concepts only from a matter of perspective. I personally prefer living in a country where majority of citizens do not own firearm, as they do not need to. However I am aware that the sentiments around this topic certain vary a lot especially when it comes to connecting the ownership of firearms to power and personal freedom.





Gun shops lined up on one street I came across right outside of our hotel in Bareilly, Uttar Pradesh. At the local fair ground, the toy gun looked scarily realistic. I never touched a gun myself – except the plastic guns at arcade game centers. But holding a wooden toy gun and aiming at the colorful dolls and balloons is not my idea of an entertainment. Perhaps in the name of education, making you a more complete, independent and rounded individual.

Preparing small notes and changes often becomes the responsibility of consumers in India – based on what I have experienced so far, which is different mentality compared to Japan or Korea especially. If you only have 100 or 500 rupee notes, be prepared for delays in getting your changes back, or even the risk of not being able to buy what you want. I cannot yet find a pattern with which this happens. It just happens. I experienced it so far at: office canteen, food court at the flower show, street vendors, high-end grocery, or entrance fee to an exhibition. If this happens at general stores, I might be offered to buy more products that would fit the corresponding amount of the lacking change.



It so happened when we were driving to Tamil Nadu. One of the highway tollbooths gave a piece of chocolate instead of one rupee coin. It is a witty solution, but I consider it a misdirected effort: getting candies ready instead of one rupee coints. Other more fair and sustainable solutions are abound, however perhaps they might be just slightly out of reach to those who work at the tollbooths.

While the perception of color is culturally dependent, blue and white are known to be one of the most popular for logos and national flags. In India, the color white is particularly important for clothing. It is typical for male politicians or authoritative figures to wear all whites. Dhotis, always white in color, are essential for formal ceremonies and events too.

India is probably one of the most difficult countries to keep clothes white: colorful food, red pan (chewing tabaco/mouth refreshner), general dust along with the red soil mixed with sweat and body fat and what not. Perhaps this is why putting on spotless white clothes has extra significance.



The fabric whitener bottles are blue. Furthermore I heard that the whitener actually makes the white fabric slightly blue to create the visual effect of looking whiter. Blue seems to be the common color choice for soaps as well. Hand washing stations in restaurants and around toilets I encountered outside of Bangalore often had blue soaps.

What is happening captured in the scene in this photo?




No one was being tormented in the scene – or at least I would think so, regardless of what the captured digital memory might imply. I had the pleasure of meeting him in person in Paris for the first time, then again in NYC a few months later this year. Several of his digital traces are worth following, if you are not doing so already. Personally, I am quite curious to see what he will be doing in a few decades from now.

Photo courtesy of stapledesign. Photographer’s name – Unfortunately I don’t know.

Affordable digital photography equipments have given birth to numerous street entrepreneurs. It is surprising how many applications of photographs people can come up with, when I recall the use of photographs merely 20 years ago. While I still hear the occasional question of “why do you take the photo of that?” – a habit from the past where photographs were reserved for special occasion only – it seems clear that we are marching towards the creative world of photography in our everyday lives.



In India, digital imaging entrepreneurs are still taking advantage of the fact that they can set up the business cheaply and majority of the population still do not own cameras of their own. Heavily decorated photograph booths, with the essential prop of a motorcycle or printouts of bollywood stars are the basic requirement – to create the special occasion for the customers. Below images were taken at a local fair ground in Bareilly, Uttar Pradesh.







More advanced photo studios may offer digitally re-touched imaging options, thanks to the development of easy-to-use photo editing software. This reduces the physical space burden of setting up a photo studio, as the owner is able to photoshop in a “desirable” background to the photo. Below photos were taken & photoshopped by a photo studio owner near Erode, Tamil Nadu.





In South Korea where the rate of digital camera ownership is relatively much higher, local entrepreneurs have to bring something more than a camera and a printer can do. He was selling a mobile phone strap personalized with your photograph. He took the photo, edited immediately on a computer with custom-made photoshop template reflecting the customer’s opinion, printed it, and used the hair dryer to fit the printout onto a little trinket that the customer has chosen. The whole process took about 20min, which is still a long time – I am not sure how scalable his business will be.











One sure fact is that our own images semi-eternalized by the photographs are increasingly influencing our memory, attitude to real-time experiences, and relationship with others.

Many countries utilize RFID cards at high way tollgates, ranging from free passes with which cars can simply drive through the gates, to transportation or credit cards. Replacing cash transactions alone can speed up the process of passing through the tollgate.



This tollgate in Seoul, on the way to Incheon airport, had 3 card scanners each accommodating the different height of the driver seat. Designers must have gone through several options before deciding on this solution: A stronger scanner? Material and manufacturing cost of the machine? Off-the-shelf components available on the market? Ergonomics of the driver reach on different vehicle types? Maintenance cost? Variations in the usage contexts where the scanner should be installed and used?





Cash is an incredible medium that has lived through centuries in human lives to facilitate exchange of values. Any attempts to replace cash were accompanied by the heavy investment in the infrastructure over a long period of time, such as transaction terminals that suit various contextual and business requirements. Similar to any communication technology where the real value is in exchanges among people, it could move very slowly till the minimal size of ‘majority’ starts to get equipped with the tool and people get convinced that there is a clear benefit for conversion.

This slow change, in turn, could also result in intermediate technology solution in order to accommodate the existing human processes. For instance this signature pad has become a very common tool at the checkout using credit cards in South Korea. This replaces a printed receipt for getting the customer’s signature for the shop to keep. The credit card payer signs on the pad and gets the final receipt with the signature captured on the pad printed on it, typically in low resolution. This allows the shop to keep the transaction record electronically, which simplifies the process of bookkeeping. Is this working better than ‘Chip & Pin’, requiring a 4-digit personal code with IC chip embedded on the card as is widespread in UK? Advantages and disadvantages are different between the two methods, but I guess that’s beside the point. South Koreans opted for a technology solution that produces an equivalent outcome to an existing process: a printed receipt with personal signature, while being able to record the data digitally at the same time.





The signature pads I have tried invariably made me write my signature distorted or cut due to the inadequate feedback and lack of personal calibration (I was not exactly given a practice run either), or simply I started with the wrong size for the given space. So most of the times, I get a receipt with my signature printed too small, too big, unrecognizable, or incomplete. Does this matter? In theory yes, but in practice no. People have embraced the ineffectiveness, the defect of the technology tool because it still allows them to comply with the existing rule and process to a degree.

In India, I sometimes have to hand over my credit card to my driver (yes, I have to rely on a driver to live in Bangalore) for transactions. First time I got the receipt with no signature, I asked him “Don’t I need to sign this?” His answer was clear and simple as he started the engine: “Anyone can sign.” A similar attitude, but a different behavioral solution from the South Korean example.

Will either of these solutions prevail in the future? I would say yes, until the evidences of failure becomes apparent to the majority. We are, after all, humans who embrace mistakes and learn from them. But still – can we really design for adoption, abuse, appropriation and degeneration? Is it a matter of trying, an attitude? This is an increasingly relevant topic for my work these days. If you are involved in designing an infrastructural service that will have to transcend time, space and a large body of population, the cost of ‘we will iterate the design after we deploy it and get the feedback’ can be huge, if not leading to the failure altogether. It becomes critical that the patch tests of contextual validation trigger a wide variety of scenarios to consider, for policy creation, changing the existing process (gradually), training personnels, and establishing the word-of-mouth concept propagation message – including the potential ‘myth’.





Bonus: The new equipment invested is a chance to add on other features. The highway tollgate receipt comes with advertisement and coupons; POS system with the signature pad often comes with a screen facing customers that play ad videos.