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I heart mobile
- 2. To boldly go where no service has gone before
- 3. Mobile phones are the world’s most widely distributed computers. Even in poor countries about two-thirds of people have access to one. As a result, such devices and their networks (...) have become a platform on which many other services can be built. Mobile services in poor countries - Not just talk The Economist, Jan 27th 2011 http://www.economist.com/node/18008202?story_id=18008202
- 4. In-depth understanding of context Challenges Opportunities Technology adoption and usage
- 5. In-depth understanding of mobile 100% 100% 95% 80% 13% Features of mobile phone installed base (2009) The Insider’s Guide to Mobile by Tomi Ahonen http://www.lulu.com/product/ebook/insiders-guide-to-mobile-free-edition/14591083
- 6. M-PESA Photo by ricajimarie at http://www.flickr.com/photos/junipermarie/4422514124/sizes/m/in/photostream/
- 7. M-PESA The service allows users to deposit money into an account stored on their cell phones, to send balances (...) to other users (...), and to redeem deposits for regular money. The Economics of M-PESA W. Jack and T. Suri, August 2010 http://www.mit.edu/~tavneet/M_PESA.pdf
- 8. Challenge In 2006 it was estimated that 18.9% of adults used a bank account or insurance product. The Economics of M-PESA W. Jack and T. Suri, August 2010 http://www.mit.edu/~tavneet/M_PESA.pdf
- 9. Opportunity In Kenya, by 2008, 83% of the population 15 years and older had access to mobile phone technology. The Economics of M-PESA, W. Jack and T. Suri, August 2010 http://www.mit.edu/~tavneet/M_PESA.pdf There are some 16,000 agent points in Kenya, putting one within reach of most Kenyans. Bridges to Cash: the retail end of M-PESA, F. Eijkman, J. Kendall and I. Mas, August 2010 http://www.microfinancegateway.org/p/site/m//template.rc/1.9.43620f
- 10. Technology Early on (…) cellphone users figured out that they could effectively transfer money across wide distances. Phone companies have long allowed individuals to purchase "air-time" (...) and to send this credit to other users. It was a small step for the recipient user to on-sell the received air-time to a local broker in return for cash. In March 2007, the leading cell phone company in Kenya, Safaricom, formalised this procedure with the launch of M-PESA. The Economics of M-PESA W. Jack and T. Suri, August 2010 http://www.mit.edu/~tavneet/M_PESA.pdf
- 11. Mobile channel SIM card resident application Secure SMS
- 12. About 38% of the adult population has gained access to M-PESA in just over 2 years. The Economics of M-PESA W. Jack and T. Suri, August 2010 http://www.mit.edu/~tavneet/M_PESA.pdf
- 13. mPedigree
- 14. mPedigree A programme that helps patients in Ghana and Nigeria verify that their medicines are genuine Fighting Counterfeit Drugs with Mobile Technology Fast Company, Dec 6th 2010 http://www.fastcompany.com/1707667/hp-and-mpedigree-fight-counterfeit-drugs
- 15. Challenge In November 2008 mothers in Nigeria wanting to alleviate their children’s teething pains were unknowingly administering poisons to their infants. Eighty-four babies died in one of the cruellest waves of infant mortalities from fake drugs to hit the country. It lasted about six months. Fighting Africa’s fake-drugs monster The Daily Maverick, 30 Jul 2010 http://www.thedailymaverick.co.za/article/2010-07-30-fighting-africas-fake-drugs-monster
- 16. Opportunity The service is funded by the participating pharmaceutical companies. HP and African Social Enterprise mPedigree Network Fight Counterfeit Drugs in Africa HP Newsroom http://www.hp.com/hpinfo/newsroom/press/2010/101206b.html
- 17. Technology It’s easy for people to culturally integrate because it works in the same way as buying airtime for mobile phones. Fighting Africa’s fake-drugs monster The Daily Maverick, 30 Jul 2010 http://www.thedailymaverick.co.za/article/2010-07-30-fighting-africas-fake-drugs-monster
- 18. Mobile channel Consumers send a free text with the drug code to a widely advertised number A database query determines if the code corresponds to a legitimate drug and responds accordingly, also via SMS
- 19. In July this year (2010), mPedigree became the standard for medicines sold in Nigeria and the government now progressively requires that all medicines be compliant. Fighting Africa’s fake-drugs monster The Daily Maverick, 30 Jul 2010 http://www.thedailymaverick.co.za/article/2010-07-30-fighting-africas-fake-drugs-monster
- 20. BabaJob
- 21. BabaJob A matching resource for blue-collar workers looking for jobs. BabaJob: Bringing Jobs to People at the Bottom of the Pyramid MobileActive, Jun 28th 2010 http://www.mobileactive.org/case-studies/babajob-bringing-jobs-bottom-pyramid
- 22. Challenge Most job-finding resources in India were designed for people seeking white-collar jobs. Blue-collar workers (...) had to rely on word of mouth or luck in order to find the jobs that could help them move out of poverty. BabaJob: Bringing Jobs to People at the Bottom of the Pyramid MobileActive, Jun 28th 2010 http://www.mobileactive.org/case-studies/babajob-bringing-jobs-bottom-pyramid
- 24. Technology http://www.slideshare.net/seanblagsvedt/babajob-on-mobile-sms-ussd-and-voice-presentation
- 25. Mobile channel Call center + automated voice SMS + UssD Mobile web
- 27. ? Mobile 100% 100% 95% Context 80% Challenges 13% Opportunities Technology adoption and usage
Notes de l'éditeur
- Hi. I am Belen, and I love mobile\n
- There are lots of things that I like about mobile, but my favourite one is its ability to deliver information and services to people who could never access them before. I am talking about people in developing countries and emerging economies, people in rural areas and with little resources.\n
- Mobile is the most widespread technology in the world, and it has become a platform for delivering all kinds of services, from finance to health, in very innovative ways. \n
- When I look at these mobile services from developing countries, it is clear to me that the people who create them know a lot about 2 things. The first thing these people know a lot about is the context in which their services have to operate. They know a lot about the problems that need to be solved, about the opportunities available (because yes, even very tough environments like developing countries have strengths), and they also know a lot about how people adopt and use mobile technology.\n
- the second thing these people know a lot about is mobile as a medium. Because mobile is a communications medium, just like print, radio, cinema, TV or the Internet are. As a communications medium, mobile has a very peculiar thing. It is made of a multiplicity of communication channels. Some of those channels (but not all of them) are represented in this slide: voice calls, SMS, web, MMS and native apps. Each of these mobile channels has a different reach: in 2009, all mobile phones in the world could do voice calls and SMS, 95% had a web browser, 80% supported MMS, and 13% allowed their owners to download native applications. That’s what the mobile industry calls a smartphone: a phone to which you can download native applications. Not all mobile applications are native though, and you can download non-native apps to feature phones, which are the phones that are not smartphones.\n
- Let’s see how all this knowledge shows in some real world examples. \n
- m-pesa is a bank account on your mobile phone.\n
- The problem m-pesa set to solve was the low level of access to banking services in Kenya\n
- The opportunities they leveraged was a high mobile penetration rate, and the fact that local shops could be used as “bank branches”, which allowed them to establish themselves all over the country, even in remote areas.\n
- But here is the most amazing thing about m-pesa. Safaricom, the mobile phone operator who created m-pesa, did not invent the service. People in Kenya had long discovered they could exchange their mobile phone credit for cash. Safaricom simply observed this behaviour in their environment, and decided to create a formal vehicle for it.\n
- How? Using a SIM card app (yes, you can have applications on SIM cards), combined with secure SMS. Both channels guaranteed maximum reach, which is what you really want for a banking service.\n
- The result? A roaring success that no other country has yet been able to replicate. M-PESA is the world’s most successful mobile financial service.\n
- Another example.\n
- mPedigree allows people in Nigeria to check if the drug they just bought in the pharmacy is genuine\n
- Because unfortunately fake drugs are a huge problem in Nigeria and other places in Africa. And they not only lose money to pharma companies producing the real thing: they also kill people... as many as 700,000 every year.\n
- The person who founded mPedigree is a Nigerian social entrepreneur. He didn’t have any money, but there are local pharmaceutical companies in Nigeria that would gladly contribute some money to the cause of getting rid of fake drugs. They are financing the service.\n
- Again, reach was critical for mPedigree to take off, so they decided to use a mechanism they knew was already familiar to Nigerians. mPedigree would be like topping up your mobile phone...\n
- ... via SMS of course. The system is very easy. Pharma companies put a sticker in their drugs. When you scratch the sticker, it reveals a code that you send by SMS to a free phone number. That SMS queries a database (kindly) hosted by HP, which immediately fires an SMS back to the sender saying OK (the drug is genuine) or NO (it’s fake: return it). \n
- Again: a roaring success. The service has already been replicated in Ghana, a more countries are in the pipeline.\n
- And the last example: BabaJob.\n
- BabaJob is a job seeking service in India, with a twist\n
- Most job seeking services in India focus on white-collar, skilled jobs. Nobody was paying attention to blue-collar workers\n
- who, by the way, constitute a very big chunk of the Indian job market\n
- The technology insight is so obvious, that it might look dumb. The poorer you are in India, the less likey you are to use the web. But even people who cannot read or write (and unfortunately there are lots of them in India) can speak on the phone.\n
- So when it came to using mobile channels, BabaJob implemented a voice service, on top of the SMS and Mobile web ones. \n
- Success... again.\n
- When I look at services like these from developing countries, and compare them to the mobile services we are creating in our developed world, I can’t help feeling a bit embarrassed. Because I don’t think our services show as good a knowledge of the mobile context of use and of mobile as a communications medium, and I believe quality and adoption rates are suffering as a result. So next time one of our clients comes to us seeking advice on how to bring their services to the mobile space, I think we should stop for a second and think. Do we know enough about the context: the problems that need to be solved, the opportunities available, do we know enough about how people have adopted and use mobile technology? Also, do we know enough about mobile as a medium? Have we considered all the mobile channels available, and how we can use them for the benefit of our client and their customers? Or are we just taking the easy way out and telling them to do an iPhone app? Just something to think about.\n
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