What is the fastest-growing cell phone market in the world? Few people would get the answer right back in 2005. It was -and still is- Africa, where cell phones help farmers sell their perishable goods by negotiating with different buyers instead of walking to wholesalers and face the choice between selling at their asking price or let their goods waste under the weather.
Innovation generated in BOP (Bottom of Pyramid) markets -such as pay-per-use cell phones- also works in developed economies, growing the size of the market instead of juts the market share.
Prahalad book still stands as a must-read and one of the foundations of the field of social performance.