# Subtractive Device Emerging markets, specifically India, integrate tech that focuses on limitation. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Nov 25, 2016 | Category: [Tech](https://www.trendhunter.com/pro/category/technology-trends-and-gadgets) Source: Trend Hunter, https://www.trendhunter.com/protrends/subtractive-device ## Key Figures - Trend score: 3.1/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 2 to Oct 7, 2016 - Published: Nov 25, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: South America, Asia, Africa ## Themes within the Subtractive Device trend ### 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. ### Offline-Only Smartphones This approach by Xiaomi enables retailers to compete on pricing in-store which offers customers access to quality Chinese smartphones. ### 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. ## What the Subtractive Device trend means for industry ### For 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 for Subtractive Device Trend score 3.1 out of 10, from popularity 51%, activity 34%, freshness 8%. - Popularity: 51% - Activity: 34% - Freshness: 8% ## Examples of the Subtractive Device trend 4 featured examples from Feb 2 to Oct 7, 2016. - [Refurbished Smartphone Businesses](https://www.trendhunter.com/trends/refurbished-smartphone): Amazon India Launched a Service That Sells Repurposed Phones (Category: Eco) Implication: The booming refurbished smartphone market presents a significant opportunity for e-commerce companies to expand their offerings and capture a larger customer base. - [Disruptive Phone Operating Systems](https://www.trendhunter.com/trends/android-operating-system): CREO's Android Operating System Will Bridge Hardware & Software (Category: Tech) Implication: The trend towards bespoke Android operating systems presents a disruptive opportunity for smartphone manufacturing companies to create devices that offer tailored experiences to c… - [Offline-Only Smartphones](https://www.trendhunter.com/trends/Xiaomi-Chinese-smartphone): The Xiaomi Redmi 3S Plus is Available In Indian Stores Only (Category: Tech) Implication: Manufacturers can use offline-only strategies to expand distribution channels and compete with online retailers. - [Data-Saving Smartphones](https://www.trendhunter.com/trends/hightech-smartphone): This High-Tech Smartphone Helps You Cut Back On Data and Battery Usage (Category: Tech) Implication: Opportunity for smartphone manufacturers to develop data-saving features and power-saving modes to cater to specific markets like India. ## Recent trend clusters - [Delegated Interfaces](https://www.trendhunter.com/protrends/delegated-interfaces) (Tech) - [Adaptive Controls](https://www.trendhunter.com/protrends/adaptive-controls) (Tech) - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (Tech) - [Spatial Refinement](https://www.trendhunter.com/protrends/spatial-refinement) (Tech) ## Trending in Tech - [Decor-Led Home Projectors](https://www.trendhunter.com/trends/decor-led-home-projectors) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) - [Dual-Wavelength Recovery Wearables](https://www.trendhunter.com/trends/joint-therapy) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Tech](https://www.trendhunter.com/tech)