Given their potential consumers’ income and numbers, standard innovators may have better opportunities than inclusive innovators to attain production scale and product standardisation (since agriculture plays a lesser role and local specificities have less impact on products not typically required by the poor). Inclusive innovators, on the other hand, may face cost-based challenges, which ICT-based services (among others) can help address. This is because economies of scale for expanding ICT-based services are often very low. Kubzansky, Cooper and Barbari (2011) surveyed 439 inclusive businesses and found that only 37% were commercially viable and had the potential to achieve scale. Only 13% were operating at scale, with operating volatile margins between 10% and 15%. Similarly, a detailed assessment of mobile healthcare applications shows substantial differences in scale (Figure 1.2).