Jobs-to-be-done in India

Just happened to read an article on The New York Times with a very interesting quote;

“Micromax is giving India what it wants: more bang for the buck,” Rahul Sharma, its co-founder and chief executive, said in a phone interview. “Most Indians don’t walk into a store asking for a smartphone; they go, “Bhaiyya, isme chat chalega?” (“Brother, will the chat apps work on this phone?”)

I suspect that this is not only relevant to the Indian market, but also key to getting “late-majority” and “laggards” to switch from feature phones to smartphones, even in countries like Japan with its ferocious appetite for high-end iPhones.

This is the ultimate jobs-to-be-done for smartphones. The specs or OS or ecosystems of smartphones don’t really matter.