In a number of sectors, we have seen that once a product reaches the end of the development line, a relationship has to be established between that product's use and society, culture or an idea of some sort. That means developing a design that attracts customers and adopting uses that meet their needs. More and more with new technologies, it is the use of those technologies that counts. That is the reason BlackBerrys are able to be sold or some other software, for instance. In a world with such diverse societies, you have to understand how a product will be used in a given society.
The trick is to put the technology together with a good analysis of the society where that technology will be used.