1. Literacy: Don't make me read anything except numbers. Think voice and human interfaces.
2. Trust: Payment to humans. Don't try self / machine payments.
3. Lock-in: Ask for payments only when needed - don't lock me in, and I don't understand plans.
4. Customize: Services or products must solve my specific problem.
5. Exclusive: The information must not be available thru other means: word of mouth, media...
6. Timely: Product/Services/Information must be available when needed, shut off when not needed.7. Self-service: Self service apps must be designed & usability tested after ethno research.