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Mobile Camp Brighton Bop Miljul

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A presentation given at Mobile Barcamp Brighton looking at what kind of opportunities lurk across mobile services at the Bottom of Pyramid. Also re-visited some of teh findings from (Sarai funded) …

A presentation given at Mobile Barcamp Brighton looking at what kind of opportunities lurk across mobile services at the Bottom of Pyramid. Also re-visited some of teh findings from (Sarai funded) Project Miljul- Talk given at O'Reilly Etech'04. More on Project Miljul:
http://priyascape.com/projects_miljul.htm

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  • 1. 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
  • 2. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Source: Wikipedia An Industrial Workers of the World poster (1911).
  • 3. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. 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
  • 4. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. http://www.afrigadget.com/2009/02/02/a-ugandan-housewifes-homemade-mobile-phone-charger/
  • 5. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Rs1500= £20.547 (Image source : http://www.emergingfutureslab.com/prepaid_economy/)
  • 6. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. 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
  • 7. Project Miljul: A Study in Wireless Service Design for Emerging Markets. Priya Prakash Circa: ETCON 2004 | SESSION: UNTETHERED
  • 8. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Believe it or not…but Hello!
  • 9. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Freelance photographer, 35 years, King Circle, Mumbai, April 2002
  • 10. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Some urban mobile workers might use their mobile phones as pagers also…
  • 11. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Roadside ribbon & safety pin seller, Mumbai, June 2002
  • 12. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Some of them use neighbouring shops as ‘human’ voice mail boxes or…
  • 13. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. College girls, 16 & 17 yrs, Mumbai, June 2002
  • 14. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Some from the younger generation believe that mobile phones impede on their personal freedom So what is...
  • 15. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. •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 Project Miljul?
  • 16. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Context? Seeking inspiration from people’s environments and daily street lives, to get an insight into their needs and desires...
  • 17. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. 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?
  • 18. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. “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
  • 19. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. What’s it like out there?
  • 20. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 21. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 22. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 23. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 24. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 25. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 26. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 27. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 28. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 29. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 30. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 31. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 32. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 33. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Some of those insights...
  • 34. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 35. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 36. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 37. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. One of the key Indian telecom industry point of view...
  • 38. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. 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
  • 39. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 40. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 41. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Comparing audience context against Maslow’s hierarchy of needs...
  • 42. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 43. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 44. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 45. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. School kids, 12-17 years, Holloway, North London, Nov 2003
  • 46. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Jamaican record shop dealer, 35yrs, Brixton, South London, Nov 2003
  • 47. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 48. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 49. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 50. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. //www.oxyweb.co.uk/blog/socialnetworkmapoftheworld.php
  • 51. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Other ICT projects underway in Asia
  • 52. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. MIT Media Lab Asia’s research findings:
  • 53. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. 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£
  • 54. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. NIIT’s “Hole in the wall experiment”
  • 55. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. http://netsquared.org/projectgallery/n2y4
  • 56. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets.
  • 57. Project Miljul: ETCON 2004| UNTETHERED| Priya Prakash: A Study in Wireless Service Design for Emerging Markets. Thank youpriya@priyascape.com Questions?

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