Anthropologists to beat gadget rage
19 December 2004 : Exclusive from New Scientist Print Edition
"Every year, the people of the Trobriand Islands in the Solomon Sea off Papua New Guinea exchange ornamental seashell armbands and necklaces. It is a social ritual that binds their circle of fishing communities to each other, and strange as it may seem, this tradition has inspired a recent new service from communications company Vodafone.
This is just one of many insights that anthropologists are starting to bring to high-tech companies striving to make their products and services work with established human customs, not against them."