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BusinessWeek interviews Antti Kujala, a design director at Nokia's headquarters in Espoo, Finland, on their design for emerging markets. Here's a snippet,

Did you adapt any global design traits for emerging-market customers?

Take the Nokia 2630, which is an entry-level phone. We wanted to create a phone that focused on style and fashion, bringing the same sleek design that you see in other parts of our range to this market while at the same time making it affordable. We wanted to avoid the look of some of the other designs produced for this market, which tend to look "cheaper" - square boxes that look brittle and lack robustness.

We created an organic shape with rounded edges and a curved back so that it fits in the hand beautifully. We also used special finishes and color contrasts to create a sleek and glossy look and feel. The dimensions of the phone also played an important role; it is one of our slimmest.