Building Bridges W3C Workshop - Role of Mobile ...Company Confidential Building Bridges W3C Workshop...
Transcript of Building Bridges W3C Workshop - Role of Mobile ...Company Confidential Building Bridges W3C Workshop...
1 © 2009 Nokia SPK
Company Confidential
Building Bridges W3C Workshop - Role of Mobile Technologies in Fostering Social and Economic Development
Sean Paavo KreppHead of Emerging Markets Services, Middle East & Africa Maputo, Mozambique, 01-2.04.2009
2 © 2009 Nokia SPK Company Confidential
Contents
1. The World Is Getting Closer
2. The Next Frontier – Mobile Services
3. Design Approach, Challenges & Opportunities
3 © 2009 Nokia SPK Company Confidential
Towards universal access
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1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008e 2009e
Glob
alsu
bscr
iber
s(m
illio
n)
Over 1,8 million mobile subscribers every day
1 billion in 2002
2 billion in 2005
3 billion in 2007
4 billion in 2009
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Future growth in mobile communications will come primarily from lower-income segments
High Upper mid Mid Low Very low
Income classes
Shar
e o
f po
pu
lati
on
Example income distribution
Expected penetration
Penetration now
Population without mobile
Source: Informa, WSIC+ September 2008
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Affordability is the key reaching the next billion mobile consumers
1$/day
2$/day
4$/day
4-40$/day
>40$/day
HSPA, WiMAX…
Voice/SMS, Internet/IPIP connectivity affordabilitybarrier at 1.5bn
Voice/SMS, no Internet/IPVoice affordabilitybarrier at 4bn
GSM solutions, Village Connection… No Voice/SMS,
Internet/IP2.7 bn people
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2008 saw significant progress in making mobile communications affordable
- 23 %
- 13 %
- 49%0.00
2.00
4.00
6.00
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10.00
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2005 2007
USD
handset 11% handset 8%
service 78%service 74%
tax 14%tax 15%
2008handset 7%
service 79%
tax 14%Today the average Total Cost of Ownership (TCO) for the lower-income consumer is USD 10.88.
TCO has decreased by19% between 2005 and 2008.
TaxesTaxes to handset and service, including VAT, sales tax, extra telecom taxes and custom duties
ServiceOECD low-cost service basket for a pre-paid mobile subscriber, including 30 calls and 33 SMS.
HandsetLowest cost globally available Nokia handset.
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0
5
10
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Average 10.88 US dollars
TCO < USD 5 enables the majority of the lower-income consumers to use mobile communications
US
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Today twelve countries reach the monthly TCO target level.
In 2007 there was only four TCO high performers.
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Mobility has a major impact on the economy – affordability, penetration and GDP are closely linked
Graph source: Nokia, January 2009 ¹Vodafone policy paper: India: The Impact of Mobile Phones 2008
TCO to GDP per capita ratio
Pen
etra
tio
n
Bangladesh
100%
80%
70%
60%
50%
40%
30%
20%
10%
0%0% 5% 10% 15% 20% 25%
Cambodia
China
India
Indonesia
Malaysia
MongoliaPakistan
Philippines
Sri Lanka
Thailand
VietnamAlbania
Armenia
Azerbaijan
Georgia
Turkey
Kyrgyzstan
Moldova
Tajikistan
Kazakhstan
Uzbekistan
Argentina
Bolivia
Brazil
ChileColombia
Dom. Rep.
Ecuador
El Salvador
Guatemala
Guyana
Haiti
Honduras
Mexico
Nicaragua
Paraguay
Peru
Uruguay
Algeria
Angola
Botswana
Burkina Faso
Cameroon
Chad
CongoCôte d’lvoireEgypt
Ethiopia
Gabon
Ghana
Guinea
Iran
Jordan
Kenya
Lebanon
Lesotho
Malawi
Mauritius
Morocco
Namibia
NigeriaSenegal
South Africa
Sudan
Swaziland
Syria
Tanzania
Tunisia
UgandaZambia
In a typical developing country, an increase of ten mobile phones per 100 people boosts GDP growth by 0.6 percentage points¹.
Mozambique
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Contents
1. The World Is Getting Closer
2. The Next Frontier – Mobile Services
3. Design Approach, Challenges & Opportunities
10 © 2009 Nokia SPK Company Confidential
Some Emerging Markets Characteristics
Large rural populations, more than 2 billions with infrastructure constraints
India: 820 million, China: 787 million, Africa: 680 million
Low income, especially in rural and low income urbanIndia: €88, China: 125€
Large number of local languages and low English literacyIndia:22, Africa: over 1000 in 4 major language groups
Source: Nokia Segmentation3 for India and China, World Bank and Wikipedia for Africa
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Livelihood and Life Improvement Services are Highly Relevant; Entertainment has the Widest Appeal
Livelihood
AgricultureLivelihood
AgricultureLife improvement
EducationLife improvement
Education EntertainmentEntertainment
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Introducing Nokia Life Tools
Targeted towards the non-urban consumers in
emerging markets
Focus on Agriculture information and Education
services
Local information in one’s own language
Easy to use innovative graphical
interface
No hassles with settings
Works anywhere with GSM coverage, GPRS not
necessary
Nokia Life ToolsInform. Involve. Empower.
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Agriculture: market prices, weather & agriculture info/tips relevant to the cropping cycle in one package.
Fertilizerprices
Pesticide prices
Weather
Seed prices
Info on seeds types
Market prices
Sow
Grow and Harvest
Sell
Advise
Comprehensivedatabase of
categories and crops
Daily detailedweather
Daily priceinformation
Info on fertilizers and pesticides
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Education: Simple Courses on English word-a-day and General knowledge. All in your local language!
LearnEnglish
Increase yourgeneral
knowledge!
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Contents
1. The World Is Getting Closer
2. The Next Frontier – Mobile Services
3. Design Approach, Challenges & Opportunities
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Hyper local, customized and icon-based design
ethnographic
Graphically-rich, Hyper local, Simple Customized Hierarchies
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Iterative UX design process…
User “touch points”
Ver 0.5
Study-1 Study-2
Ver 0.7 Ver 1.0
NLT1.0IterateStudy-3
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Design Challenges
Which network?How much?
Really?
Big/Hungry?
but…..
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…the opportunity is extremely rewarding!
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Muito Obrigado!
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Background Slides
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Graphical Credits