New sustainable behaviour for new users Mobile communication devices in emerging markets Bijan Aryana Norwegian University of Science and Technology, Department of Product Design, Norway Casper Boks Norwegian University of Science and Technology, Department of Product Design, Norway The large number of potential users in emerging markets (EMs) who are going to use the mobile communication for the first time in their lives is a major business opportunity for global producers. However the opportunities are not limited to the business advantages; this situa- tion could also provide an opportunity to ensure more sustainable use patterns by users who have no previous habit of using mobile communication devices. When there is no fixed be- havioural habit among these new users, there may be a higher chance for shaping new sus- tainable behaviour. Based on a brief review of the definitions of behaviour, customer behaviour and sustainable behaviour (SB), this paper compares current mobile device related sustainable solutions in the context of general characteristics of EMs. Then, the main directions for the SB solutions in EMs are discussed. Results of this discussion then are arranged as guidelines for the new SB solutions in the EMs. Mobile communication devices play an important role in the expansion of Information and Communication Technologies (ICT). In some developing countries, the penetration rate of mobile phones is higher than internet (World Bank, 2008: 71-73) and these devices are even being used to promote the people to use new online ser- vices such as online banking (Rhyne, 2009: 117-118). At the same time there is a gap between developed and developing countries in the coverage of mobile networks. While in some developed countries the number of mo- bile phones exceeds the population (Parker, 2006), there are many people in developing countries who have not used a mobile phone in their life, yet. These potential first time users are considered as a valuable marketing op- portunity for global producers. Because of this, these producers conduct research projects about the characteris- tics of these so called “next billion” customers (White, 2008: 56-58), such as illiteracy (Lalji & Good, 2008: 578- 586). In addition to the phenomenon of the next billion users, heterogeneity is another specification of EMs (Burgess & Steenkamp, 2006:337-356). Marketing opportunities are not the only aspect of mobile phone usage. These devices have social and environmental aspects as well, since entrance of a new technology can have both opportunities and threats. These devices can enhance quality of life, but can have unexpected social and envi- ronmental effects as well. Looking at the issue of SB, the majority of current studies focus on changing undesir- able behaviour. However not all users of a certain technology have a long time experience with that technology so it is possible to think about a SB even when there is no set behavioural pattern. This idea can be true about the mobile phones users in the EMs. A first step towards creating these new behavioural patterns, is to explore both products and user characteristics from the sustainability perspective. Consequently, the following research ques- tions are addressed in this paper: 1. What are the main aspects of sustainability in design, manufacturing and use of mobile communication devices? 2. Which aspects of sustainable behaviour are most important in emerging markets? What may new as- pects of SB in emerging markets be which have not been experienced before in the mature markets?