Mobi-incubation user experience for rural entrepreneurs in emerging economies

Abstract

Business incubation has long been a successful economic development tool in developed and emerging economies. It helps entrepreneurs start businesses that remain sustainable. However, business incubation theory designed for developed countries and urban areas does not have the same application in rural areas. It is often not possible for business incubators to be established in these areas due to geographical constraints and the characteristics of the user population. This paper acknowledges that emerging economies can harness the explosive wireless technology and services for sustainable development of entrepreneurship in rural areas. Consequently, it explores the potential of using mobile technology as a tool that facilitates business incubation hence “mobi-Incubation”. Although the Business incubation concept is well established in developed countries and urban areas in emerging economies, some concepts may not be applicable to rural entrepreneurs. This paper therefore, explores the mobi-incubation concept and business incubation services required by rural entrepreneurs in South Africa. It asserts that for the successful uptake of mobi-Incubation, one needs to consider the context and the type of users. Through a review of relevant literature, this paper explores the components that influence mobile user experience in a mobi-Incubation process. Thereafter it proposes preliminary elements that need to be considered when developing mobi-Incubation applications for rural entrepreneurs in emerging economies like South Africa.