Ajaita Shah says:

Brilliant engineering is certainly the major selling point to the ReadySet, as well as relevance to both BoP and mainstream markets' daily needs. However, Fenix International's true success in this case relies on it's strategic partnership with a telecom company as the most effective way to market to the rural BoP. It is worth wondering, however, if end-user satisfaction is compromised in this model, and whether grassroots-marketing would have the capacity to deliver more customized product packages.