Your SlideShare is downloading. ×
Innovation Week Ghana - the feature phone fortune at the base of the pyramid
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Innovation Week Ghana - the feature phone fortune at the base of the pyramid

365
views

Published on

Keynote presentation at Innovation Week Ghana at the AITI-KACE Centre for ICT. This presentation talks through the massive opportunities that exist in mobile business in Africa, and why African …

Keynote presentation at Innovation Week Ghana at the AITI-KACE Centre for ICT. This presentation talks through the massive opportunities that exist in mobile business in Africa, and why African entrepreneurs and mobile developers should focus on building for the base of the pyramid first - for users with feature phones and for adolescent girls.

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
365
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Innovation WeekGhanaAndrew MissinghamKeynote Address25.06.13Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 2. The feature phone fortuneat the base of the pyramidBut first...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 3. How I got here...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 4. StudiedPerformance ArtsAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamHow I got here...Tuesday, 25 June 13
  • 5. Musician & RecordProducerHow I got here...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 6. Lecturer in Music atLiverpool InstituteHow I got here...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 7. Music Projects atthe British CouncilHow I got here...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 8. Director of PerformingArts at ICAHow I got here...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 9. Director of owncompanyHow I got here...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 10. IndependentConsultantHow I got here...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 11. IndependentConsultant &Events ProducerHow I got here...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 12. Pop!How I got here...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 13. Tuesday, 25 June 13
  • 14. Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 15. Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 16. Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 17. Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 18. Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 19. My purposeAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 20. I aim to change the world around me withmy gifts of intelligence, empathy, curiosityand passion, exploring culture in its fullestsense, and unleashing the power ofcreativity that longs to burst from all of us.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 21. The Mobile OpportunityAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 22. Phones are disruptive.The Mobile OpportunityAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 23. Phones are disruptive.“Some have worried that thetelephone permits inappropriateor dangerous discussions, such asillicit wooing”(Claude Fischer)The Mobile OpportunityAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 24. Phones are disruptive.“Some have worried that thetelephone permits inappropriateor dangerous discussions, such asillicit wooing”(Claude Fischer, 1880)The Mobile OpportunityAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 25. Phones have always been disruptive.“Some have worried that thetelephone permits inappropriateor dangerous discussions, such asillicit wooing”(Claude Fischer, 1880)The Mobile OpportunityAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 26. Phones have always been disruptive.“Some have worried that thetelephone permits inappropriateor dangerous discussions, such asillicit wooing”(Claude Fischer, 1880)Get over itThe Mobile OpportunityAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 27. Disruptive?Yes, but in a good way...Mobile phones are arguably themost positively disruptivetechnologies that we have everseen.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 28. Understand your marketTo get the most out of the mobiletechnology opportunity, you have tolook at it as an outsider.This is my outsider’s view...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 29. What working in Africafeels like...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 30. What working in Africafeels like...Tuesday, 25 June 13
  • 31. Mobile is African;Africa is MobileAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 32. Mobile is African;Africa is MobileThe most mobile marketplace in theworld.When you lead, the world follows...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 33. Mobile is African;Africa is MobileAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 34. Mobile is African;Africa is MobileAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 35. Jugaad Innovation &Shrewd UseAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 36. Jugaad Innovation &Shrewd UseAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 37. Start local to growinternationalAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 38. Start local to growinternationalAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissingham“No one can beat us forlocal cultural intelligence”Tuesday, 25 June 13
  • 39. Start local to growinternationalAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 40. Start local to growinternationalAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 41. Start with the problemAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 42. Start with the problemAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 43. InnovateBusiness models tooAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 44. InnovateBusiness models tooTuesday, 25 June 13
  • 45. Design for real peopleAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 46. Design for real peopleTuesday, 25 June 13
  • 47. Start with the techpeople already ownAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 48. Start with the techpeople already own• Feature phones outnumber smartphones10 to 1Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 49. Start with the techpeople already own• Feature phones outnumber smartphones10 to 1• They’re not going to disappear.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 50. Start with the techpeople already own• Feature phones outnumber smartphones10 to 1• They’re not going to disappear.• Why sell a Lexus to a Mercedes owner?Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 51. Why try to sell aLexus to aMercedes owner?Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamStart with the techpeople already ownTuesday, 25 June 13
  • 52. Why not selleveryone a littlemore fuel?Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamStart with the techpeople already ownTuesday, 25 June 13
  • 53. Build for feature phones?Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 54. • Theyre data enabled, within the reach of mostAfricans, but not fully exploited for their datacapabilityAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamBuild for feature phones?Tuesday, 25 June 13
  • 55. • Theyre data enabled, within the reach of mostAfricans, but not fully exploited for their datacapability• Compelling data-using services are yet be created.So data use remains lowAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamBuild for feature phones?Tuesday, 25 June 13
  • 56. • Theyre data enabled, within the reach of mostAfricans, but not fully exploited for their datacapability• Compelling data-using services are yet be created.So data use remains low• Were creating the possibility that feature phoneswill be Africas iPad - shared around the family,always on, always online.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamBuild for feature phones?Tuesday, 25 June 13
  • 57. BUT ABOVE ALL,THEY HAVETWO UNIQUESELLING POINTS:Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamBuild for feature phones?Tuesday, 25 June 13
  • 58. BUT ABOVE ALL,THEY HAVETWO UNIQUESELLING POINTS:BATTERY LIFEAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamBuild for feature phones?Tuesday, 25 June 13
  • 59. BUT ABOVE ALL,THEY HAVETWO UNIQUESELLING POINTS:BATTERY LIFEDURABILITYAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamBuild for feature phones?Tuesday, 25 June 13
  • 60. Start from the base•Who’s at the base?Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 61. Start from the base•Who’s at the base?•It’s adolescent girlsAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 62. Start from the base•Who’s at the base?•It’s adolescent girls•Design for them, design for everyoneAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 63. Start from the base•Who’s at the base?•It’s adolescent girls•Design for them, design for everyone•Trickle down’s been tried.IT DOESN’T WORKAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 64. Build for the baseBuild for allAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 65. Why design for girls?Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 66. Why design for girls?•Adolescent girls are statistically the leastlikely members of society to be invested into.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 67. Why design for girls?•Adolescent girls are statistically the leastlikely members of society to be invested into.•They are the most disadvantaged.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 68. Why design for girls?•Adolescent girls are statistically the leastlikely members of society to be invested into.•They are the most disadvantaged.•Their potential is not being fulfilled.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 69. Why design for girls?•Adolescent girls are statistically the leastlikely members of society to be invested into.•They are the most disadvantaged.•Their potential is not being fulfilled.•Fulfilled and unleashed, their potential canadd massive latent value to economies.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 70. Why design for girls?•Girls are the gateways to higher data use.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 71. Why design for girls?•Girls are the gateways to higher data use.“Ive come up with a set of rules that describe our reactions totechnologies:Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 72. Why design for girls?•Girls are the gateways to higher data use.“Ive come up with a set of rules that describe our reactions totechnologies:1.Anything that is in the world when you’re born is normal andordinary and is just a natural part of the way the world works.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 73. Why design for girls?•Girls are the gateways to higher data use.“Ive come up with a set of rules that describe our reactions totechnologies:1.Anything that is in the world when you’re born is normal andordinary and is just a natural part of the way the world works.2.Anything thats invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can probablyget a career in it.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 74. Why design for girls?•Girls are the gateways to higher data use.“Ive come up with a set of rules that describe our reactions totechnologies:1.Anything that is in the world when you’re born is normal andordinary and is just a natural part of the way the world works.2.Anything thats invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can probablyget a career in it.3.Anything invented after youre thirty-five is against the naturalorder of things.” (Douglas Adams)Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 75. Why design for girls?•Girls are the gateways to higher data use.•Girls are geeks.They teach their families howto use mobile phones.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 76. Why design for girls?•Girls are the gateways to higher data use.•Girls are geeks.They teach their families howto use mobile phones.•They do this more than boys, because theyare more often at home.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 77. Why design for girls?•Girls are the gateways to higher data use.•Girls are geeks.They teach their families howto use mobile phones.•They do this more than boys, because theyare more often at home.•This crosses rich and poor. It even crosseswhether a girl owns a phone or not.Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 78. In summary...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 79. In summary...• Know your own marketAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 80. In summary...• Know your own market• Use “Jugaad” and improvised innovationAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 81. In summary...• Know your own market• Use “Jugaad” and improvised innovation• Innovation in business models, not just executionAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 82. In summary...• Know your own market• Use “Jugaad” and improvised innovation• Innovation in business models, not just execution• Start local to grow internationalAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 83. In summary...• Know your own market• Use “Jugaad” and improvised innovation• Innovation in business models, not just execution• Start local to grow international• Design for real peopleAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 84. In summary...• Know your own market• Use “Jugaad” and improvised innovation• Innovation in business models, not just execution• Start local to grow international• Design for real people• Design for technology most own (Featurephones)Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 85. In summary...• Know your own market• Use “Jugaad” and improvised innovation• Innovation in business models, not just execution• Start local to grow international• Design for real people• Design for technology most own (Featurephones)• Design for the base (adolescent girls)Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 86. In summary...But above all...Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 87. In summary...But above all...MAKE IT QUICKAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 88. In summary...But above all...MAKE IT QUICKMAKE IT CHEAPAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 89. In summary...But above all...MAKE IT QUICKMAKE IT CHEAPMAKE IT OFTENAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 90. In summary...But above all...MAKE IT QUICKMAKE IT CHEAPMAKE IT OFTENSOME MAY NOT WORK, BUT WHATWORKS WILL CHANGE THE WORLDAndrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamTuesday, 25 June 13
  • 91. But above all...MAKE IT QUICKMAKE IT CHEAPMAKE IT OFTENSOME MAY NOT WORK, BUT WHATWORKS WILL CHANGE THE WORLDTuesday, 25 June 13
  • 92. Thank you!Andrew Missinghamhttp://amissingham.comTweet: #iweek13Follow: @amissinghamBut above all...MAKE IT QUICKMAKE IT CHEAPMAKE IT OFTENSOME MAY NOT WORK, BUT WHATWORKS WILL CHANGE THE WORLDTuesday, 25 June 13