Category
Tech
Delegated Interfaces
Trend cluster
Category
Subtractive
Device
Emerging markets, specifically India, integrate tech that focuses on limitation.
3.1
Trend score
Trend
What is the Subtractive Device trend?
Subtractive Device: An interesting approach to cost-saving and streamlining, the Indian tech industry is moving toward subtractive device features -- such as limited data or refurbishing vs. purchasing anew. This is a divergent practice to the excess-is-best approach North American countries employ toward technology that indicates a consumer needs-based development process.
Trend themes
Themes within the Subtractive Device trend
Three behaviours holding the trend together01
Subtractive Device Practice in Tech Industry
The move towards Subtractive Device (limiting data or refurbishing vs purchasing anew) in emerging markets presents an opportunity for companies to adopt a similar approach to cost-saving and environmental sustainability.
02
Offline-Only Smartphones
This approach by Xiaomi enables retailers to compete on pricing in-store which offers customers access to quality Chinese smartphones.
03
Refurbished Smartphone Sales
With the high demand for affordable phones, Amazon India selling refurbished smartphones provides a platform for accessible and environmentally sustainable solutions to customers.
Industry implications
What the Subtractive Device trend means for industry
Where the trend changes the playbookFor
Mobile Phone Industry
As trends in emerging markets reshape practices, mobile phone manufacturers and carriers globally can leverage lessons to bring cost-effective solutions to their customers while expanding their businesses.
For
Environmental Sustainability Industry
Tech innovations in the Indian market prove to have an indirect positive impact on the environment, which could spark disruption amongst businesses focused on environmental sustainability.
For
E-Commerce Industry
As Amazon India competes with other e-commerce companies to sell refurbished smartphones, this could lead to disruption in the industry by offering accessible solutions to customers at lower prices.
Workshop question
What counter movement is currently flying under the radar that you could be tapping into?
Trend signals
Trend signals for Subtractive Device
Trend score 3.1 out of 10, from popularity 51%, activity 34%, freshness 8%.
Popularity51%
Activity34%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
Asia-Pacific
South America
Africa
Evidence
Examples of the Subtractive Device trend
4 featured examples from Feb 2 to Oct 7, 2016CategoryEco
Refurbished Smartphone Businesses
Amazon India Launched a Service That Sells Repurposed Phones
The booming refurbished smartphone market presents a significant opportunity for e-commerce companies to expand their offerings and capture a larger customer base.
CategoryTech
Disruptive Phone Operating Systems
CREO's Android Operating System Will Bridge Hardware & Software
The trend towards bespoke Android operating systems presents a disruptive opportunity for smartphone manufacturing companies to create devices that offer tailored experiences to c…
CategoryTech
Offline-Only Smartphones
The Xiaomi Redmi 3S Plus is Available In Indian Stores Only
Manufacturers can use offline-only strategies to expand distribution channels and compete with online retailers.
CategoryTech
Data-Saving Smartphones
This High-Tech Smartphone Helps You Cut Back On Data and Battery Usage
Opportunity for smartphone manufacturers to develop data-saving features and power-saving modes to cater to specific markets like India.
