Improving base-of-the-pyramid consumer welfare through mobile technology services

Abstract

Purpose

Recent development and democratization of digital technologies call for studying base-of-the-pyramid (BOP) consumers’ interactions with these technologies. This study aims to explore how BOP consumers interact with mobile information and communication technology (mICT) and improve their welfare.

Design/methodology/approach

Following an extensive literature review, content analysis of the reviewed articles and reports was conducted to build this article’s conceptual foundation.

Findings

This study has conceptualized five mechanisms in which mICT improves the lives of BOP customers through enhanced access and control of resources. In particular, the authors characterize a converging nature of mICT and related applications (social media, internet of things, artificial intelligence and sharing economy) as resources for social change. The authors find a striking contrast between BOP and affluent consumers regarding their motivations and barriers to adopting mICT-based applications. Implications to research, technology design and policymaking are discussed.

Originality/value

The intersection of mICT and BOP is under-researched. With this paper, we tried to address this research gap. Further, this study has brought out several important research questions in each application, serving as a springboard for future researchers.

Citation

Pandey, D., Mukherjee, S., Das, G. and Zhang, J.Z. (2022), "Improving base-of-the-pyramid consumer welfare through mobile technology services", Journal of Services Marketing, Vol. 36 No. 2, pp. 232-244. https://doi.org/10.1108/JSM-05-2021-0179