The news from the start of the World Economic Forum this year is full of stories from climate change to hedge funds to a dearth of celebrities- interspersed with the occasional obligatory discussion of poverty. Yet hints that the world’s economic and political powerhouses are starting to take the BOP markets seriously have crept in.

Of particular interest is an interview with Hector Ruiz, CEO of AMD, posted on the World Economic Forum website. Ruiz has excellent insights on how the alignment of social and business goals produce value. When asked about prospects for global growth, he pointed out the potential of reaching underserved markets:

First, we must understand that the way to unleash growth in high-growth markets is to focus on precisely how people and organizations in those markets think about and use technology…There are places in Africa, for example, where the power of a computer is limited by the viability of the local electrical grid. So we need to understand these differences and develop new devices and new business models tailored to a variety of different needs, tastes, economic conditions and cultures.

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