The talk invokes Jakob Nielsen's idea of discount usability as a fast, inexpensive route to usability benefits. The talk frames mobile design as a context that should shape how people use websites and software. The talk uses the Nokia 1100 flashlight as an example of a feature informed by research in emerging markets. The speaker defines ethnography here as research that is with people in situ, with depth determining how close it is to traditional academic ethnography. Don Norman is named in the talk as a critic of the Nokia 1100 flashlight story.