Wireless Services for Emerging Markets

Project Miljul:
ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
“Unlearn the past to
create the future”
C K Prahalad
BoP (Bottom of the pyramid) –
What kinds of mobile services could lurk there?
Mobile Camp Brighton | Feb 28th
2009
P.Prakash

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Source: Wikipedia An Industrial Workers of the World poster (1911).

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So what is Bottom of the Pyramid?
In economics, the bottom of the pyramid is the
largest, but poorest socio-economic group. In global
terms, this is the four billion people who live on less than
$2 per day, typically in developing countries. The phrase
“bottom of the pyramid” is used in particular by people
developing new models of doing business that
deliberately target that demographic, often using new
technology. This field is also often referred to as the
"Base of the Pyramid" or just the "BoP".
http://en.wikipedia.org/wiki/Bottom_of_the_Pyramid

Project Miljul:
http://www.afrigadget.com/2009/02/02/a-ugandan-housewifes-homemade-mobile-phone-charger/

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Rs1500= £20.547 (Image source : http://www.emergingfutureslab.com/prepaid_economy/)

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Challenges/opportunity
• DESIGNING FROM USER’S POV
• DISCOVERY & MARKETING
• VALUE PROPOSITION
• “GANDHIAN ENGINEERING”
“Doing More with Less for More by More and
More People.”
R A Mashelekar

Project Miljul:
A Study in Wireless Service Design for Emerging Markets.
Priya Prakash
Circa: ETCON 2004 | SESSION: UNTETHERED

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Believe it or not…but
Hello!

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Freelance photographer, 35 years, King Circle, Mumbai, April 2002

Project Miljul:
Some urban mobile
workers might use their
mobile phones as pagers
also…

Project Miljul:
Roadside ribbon & safety pin seller, Mumbai, June 2002

Project Miljul:
Some of them use
neighbouring shops as
‘human’ voice mail boxes
or…

Project Miljul:
College girls, 16 & 17 yrs, Mumbai, June 2002

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Some from the younger
generation believe that
mobile phones impede on
their personal freedom
So what is...

Project Miljul:
•A qualitative research project
•Done in April-June 2002 over four weeks
•To understand how urban Indian mobile
workers view/consume mobile phones
•To use initial findings to analyse existing
services as well as come up with some
frameworks for future wireless services
relevant to urban India.
Miljul [Hindi]: Together
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Context?
Seeking inspiration from people’s environments
and daily street lives, to get an insight into
their needs and desires...

Project Miljul:
When designing products/services that
don’t yet exist, we need to understand
people’s unarticulated needs...
observing people in their
environment/context provides a rich
source of insights of these needs.
Rapid ethnography?

Project Miljul:
“Deep hanging-out”
This is based on the idea that the best way to absorb a culture is by being there
and participating in daily activities. While traditional research tools like phone
surveys and focus groups tell you what people say they are doing, they don't
show you necessarily what they're actually doing. Ethnographic tools like deep
hanging out help uncover the sometimes subtle differences between what
people say they do and what they really do.
Genevieve Bell, Anthropologist, Intel Research Labs
Finding the “pain-points”:
What’s hard?
What are the frustrations?
What is valuable?
What makes a difference in their everyday lives?
In a nutshell:
Observing, sketching, interviewing, buying phones in
grey market, online discussion forums

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What’s it like
out there?

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Some of those
insights...

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One of the key
Indian telecom
industry point of
view...

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Reliance Telecom visions:
Vision 1: ‘Mobile Phone becomes a small computer’
Vision 2: ‘Network becomes a computer’
Vision3: ‘Non-PC users get connected. Everyone becomes
more productive and interactive’
"What we are doing now is setting standards for
investment in India. In terms of saying, 'Boss, if you
need to come and really lure the Indian customer,
you can't do this with a 1965 model Fiat'. We think
we will force each of these multinationals, if they want to
stay in the Indian market, to compete in the marketplace.”
Mukesh Ambani, Reliance Telecom

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Comparing
audience context
against Maslow’s
hierarchy of
needs...

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School kids, 12-17 years, Holloway, North London, Nov 2003

Project Miljul:
Jamaican record shop dealer, 35yrs, Brixton, South London, Nov 2003

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//www.oxyweb.co.uk/blog/socialnetworkmapoftheworld.php

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Other ICT projects
underway in Asia

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MIT Media Lab Asia’s research findings:

Project Miljul:
Simputer:
What makes the Simputer unique ?
*Portable and a mobile device
*Sharable and affordable
*Integrated Smart Card and Modem
*Multi-lingual text-to-speech system
*Imli makes illiteracy no longer a barrier to the use of IT
*Images allow universal comprehension of IML content
*Relies on non-proprietary software
Cost: 150$ /100£

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NIIT’s “Hole in the wall experiment”

Project Miljul:
http://netsquared.org/projectgallery/n2y4

Project Miljul:
Thank youpriya@priyascape.com
Questions?

Wireless Services for Emerging Markets

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Wireless Services for Emerging Markets