Identifying barriers to purchase by noncustomers can be illuminating. Often, particularly in emerging economies, the problem is price: There is a gap between what is affordable and the cost of what is available. Nokia found when researching consumers in India that even a simplified phone cost too much. However, by packaging the phone with a flashlight, alarm clock and radio, the price of the combination, though high, was much closer to being acceptable. And there were other problems: The dust that affected reliability, the humidity that resulted in slippery hands, and the glare of bright sunlight that made the screen hard to read were addressed with a phone that was dustproof, had a better grip and a polarized screen. Retailers wouldn’t carry the phones, so Nokia developed a network of people willing to sell their phones from small stands, which grew to approximately 100,000 retail outlets.