Functionall captures the phenomenon of simple, small and/ or cheap products and services designed for low(er) – income consumers in emerging markets, with cross – over appeal to consumers in mature consumer societies.
 
FUNCTIONALL: Why simple, small and cheap appeals to all.
 
Goods and services especially designed for emerging markets often incorporate one or more of the following characteristics:
 
Smaller and/limited number of features, to keep prices low.
Simpler, or easier to use, for inexperienced consumers.
Energy efficient (or not using any traditional energies at all) and/or easy to repair and/or waste-reducing.
‘cheap’ is king, both because of the recession (reduced spending power), and because of the shift away from ‘bling’ towards frugality and practicality as new status symbols.
Simplicity and convenience. Small/simple (and cheap!) also rules because of transient lifestyles (more experiences in smaller, affordable doses), and the continual need for more convenience and simplicity.
 
Look for numerous FUNCTIONALL innovations to especially do well in prosperous metropolitan areas (URBANY!!), where busy, transient lifestyles are the norm.