Designing the Right IT Services for the Bottom of the Pyramid

This article introduces ways to create proper IT services which can help organizations serve the emerging rural markets. The research is based on a two-year action research project which derives a framework for building IT services for the low-income consumers in the rural area of China. The framework is proposed to understand the characteristics that the consumers in the rural area use the IT services, especially in China. The framework helps IT companies and governmental agencies design and improve the IT services they provided to the emerging market.