Inform, Involve Empower Information access for the Next Billion

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Inform, Involve Empower Information access for the Next Billion

  1. 1. Nokia Internal Use Only Inform, Involve, Empower Information access for the Next Billion How can the release of actionable information impact on consumer livelihood and lifestyle? Global ICT Forum Nikhil Narayan, Country Product Lead, Nokia Life
  2. 2. Nokia Internal Use Only 2 © Nokia 2011 Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer] 3.7 Bn Have Mobile Phones The “HAVES” But there is no equality among the “Haves”
  3. 3. Nokia Internal Use Only 3 © Nokia 2011 Filename.pptx v. 0.1 YYYY-MM-DD Author Document ID [Edit via Insert > Header & Footer] The “HAVES” Have only SMS Phones, rely on traditional sources 1.2 Bn & the “HAVE NOTS” 3.2 Bn Without a Mobile 1 Bn Use Web for information access 1.5 Bn Have browser, don’t use Web Nokia’s strategic intent is to bring the benefits of Mobility to the Next Billion connecting them to Information & the Internet
  4. 4. Nokia Internal Use Only Aspirations for Better Living are Paramount I need market prices daily so that I can start trading commodities across the region. Health is wealth and being healthy allows me to do everything. Information on staying healthy is useful. I want to learn better farming methods so that I can start my own farm, improve productivity and become prosperous I want to give my children many opportunities, most importantly better education. Livelihood Life Improvement
  5. 5. Nokia Internal Use Only  Built ground up for the emerging markets’ consumer  Focus on Livelihood and Life Improvement (Education, Health and Agriculture information)  Local information in one’s own language in an innovative graphical interface  Pre-embedded in Nokia devices for ease of discovery  Works anywhere with GSM coverage, GPRS not necessary Co-created locally involving an ecosystem of partners Nokia Life Inform. Involve. Empower. Nokia Life: The 1st step in Connecting the Next Billion Nokia Most Trusted Brand | Connecting People to what matters to them
  6. 6. Nokia Internal Use Only Nokia Life built with a Multidimensional Ecosystem KNOWLEDGE PARTNERS AND AFFILIATES ALL MAJOR MOBILE OPERATORS IN INDIA
  7. 7. Nokia Internal Use Only Livelihood and Life Improvement Services Portfolio High appeal and daily relevance in the lives of the Next Billion users Know more, Live more.
  8. 8. Nokia Internal Use Only Nokia Life : Collaboration with our ecosystem Diabetes Awareness & Prevention : Behaviour change project reaching 1 Million Indians 70% Recall 84% Useful 80% Advocacy Improving productivity and market access for vegetable and fruit farmers in Kerala 86% Useful 93% found info timely & accurate 1 x 15 Virality 8 Personal hygiene awareness & behaviour change drive across 1 Million Indians 80% Useful >50% Sharing info with friends and family >30% Change in habits Personal grooming & hygiene initiative with a Global FMCG major
  9. 9. Nokia Internal Use Only . . . Nokia Life : Collaboration with our ecosystem 9 Awareness and tips for proper use of farm equipment for increased productivity : 20K farmers across key locations in India 68% found info practical >70% service retention >50% farmers interacting regularly Increasing farm productivity with an agriculture equipment major A connect and enabling platform to improve teacher training skills 86% Useful >80% use it to supplement their EDU degree Teacher training initiative with 81% found content comprehensive Personal hygiene awareness & behavior change drive across 1 Million Indians >60% confirm daily adoption >65% Virality Hand wash & hygiene initiative with a Global FMCG major 72% Useful & Actionable
  10. 10. Nokia Internal Use Only Value Proposition for the Ecosystem • Nokia Life ensures value creation across the ecosystem: – Consumer: • Access to relevant info • Positively impacts Livelihood & Wellbeing – Operator: • Helps consumer engagement & retention • Improves revenues – Nokia: • Reinforces trust in brand • Provides differentiation • Social responsibility Nokia Life has been built ground up with the Ecosystem – Knowledge Partners and Affiliates: • Scale & Efficient reach of information • Quality engagement Nokia invites both government and private organizations to be part of this ecosystem in empowering citizens and influencing change.
  11. 11. Nokia Internal Use Only • Experienced by more than 100 Million Users • >12 million updates daily India | China | Indonesia | Nigeria | Kenya • Mobile used as a family device in rural & semi-urban India • Highly encouraging behaviour in sharing and discussing information • Therefore, a promising tool for Social & Behavioral Change • Innovative approaches that move beyond simple SMS and IVRS solutions • Improved usage and understanding through graphical format and local languages • Leverage anytime-anywhere and on-demand information capability • Mobile interventions as a reinforcement to programmes on the ground • Need to shift users from merely “being informed” to “being actively engaged through participation” • Need to “acknowledge and accommodate” the power of mobile as a potential tool of change Social & Behavioral change through mobile: Our Learning & Way Forward

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