NICE has the philosophy to teach people in developing countries how to fish rather than giving them fish. NICE focuses on people at the Base of the economic Pyramid (BoP) that are talented and ambitious, and sees these people as demand-driven customers that need affordable products and services that enable them to realise their ambitions in life.
NICE believes that Internet and related ICT technologies have a tremendous impact on economic development in developing countries. In line, NICE believes that it can improve people's lives by offering opportunities based on local needs and demands in the ICT-service market.
NICE chose to become a business, in order to ensure that products and services are responding to a market need. Furthermore, the proceeds from the business will enable the financial sustainability of the NICE-concept.