Great articles about Genevieve Bell's research for Intel on the use of technology in other cultures - specifically, Ms. Bell researched the use of technology in 7 different countries in Asia. Results? Here's a brief blurb that I think sums it up:
"Technology, per se, is uninteresting... Technology in context is interesting."
Here are some other interesting quotes:
"One of the things that I found interesting, and in many ways most provocative, when you start thinking about the digital home, is that most people's homes in Asia are much smaller than the average footprint in the U.S."
"In the West, one of the critical metaphors we use to divide up our time and our space is the idea of the negotiation between work and leisure. Those are the two categories into which most of our activities fall, and when you think about the kind of models people assume for technology use, it's one of those two things. But what if there's a third set of activities that are really important? What if there are things around play, or religion or health and wellness that don't neatly fit into the work or leisure category?
One of the things that became clear in Asia, and is becoming true in the West, but we're not really good at seeing it, is that people are using these technologies for those third activities. In Asia, it's visible in the way people use mobile devices to support religious activities. The nicest example is people using their mobile phones to find Mecca. LGE, a Korean handset company, has produced a Mecca-finding handset with GPS technology in it. So it's a tool of religious devotion. They anticipated selling 300 million units in the first couple years."
I think work like this is going to be increasingly important, particularly for U.S.-based companies because we've been the most egregious in assuming that the world revolves around us.
The interesting thing is figuring out how to incorporate more of this kind of thinking into organizational behavior.
Furthermore, I would even go so far as to re-phrase Ms. Bell's quote above, "Technology per se is uninteresting... Technology in context is interesting" to:
"Technology per se has no value... Technology in context creates value."