Emerging Engagement Models -
Intersection of emerging technologies and
emerging economies
August 19, 2009
Silicon Valley Microfinance Network
Stephen Goodman
Head of Strategy & Research
Global Communications, Corporate Marketing
Sun Microsystems Inc.
+1.617.513.7343
goodmanse@gmail.com
stephen.goodman@sun.com
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S. Goodman © 2009

A Growing Opportunity
"The first reason that business needs to engage is
that the world is changing -- and with it markets.
Social entrepreneurs do not have all the answers,
but they do see the world and markets differently,
and the more innovative are experimenting with
new business models that could potentially
break out of their niches and help transform key
elements of the global economy."
Skoll Foundation and SustainAbility
Growing Opportunity, Entrepreneurial Solutions to Insoluble Problems
February 2008
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S. Goodman © 2009

The bottom ~70% of the
world’s population
represents +$5 trillion
in spending power.
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S. Goodman © 2009

The social utility
of the internet
will drive
technology business.
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S. Goodman © 2009

Understanding a Transformative Market:
“Emerging Communities”
The convergence of business and ICT innovation has helped evolve
donor-driven philanthropy into market-driven solutions
Fletcher-Sun
Collaboration
Prahalad & Hart
WRI Market's
Cornell Future
International Definition
Development
Community Connected
Communities
1985 1990 1995 2000 2005 - - - - - - - - - - - - - - - - - 2025
Technology as a social utility over time
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S. Goodman © 2009

What We Heard from the Market about Tech
After interviewing dozens of global practitioners and experts,
the following themes emerged:
The booming People
mobile want Open.
infrastructure is Africa is the
Resources don’t hotbed for
lacking back- constrain the
end entrepreneurial ICT innovation
support spirit
Competitors E-health and
are using the BoP
as a testing m-Banking are
and big and will
innovation explode within the
next 5-10 years
ground
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S. Goodman © 2009

What We Heard from the Market about Business
After interviewing dozens of global practitioners and experts,
the following themes emerged:
Business Boot Strap
models are Trust by Early Stage Economics
undergoing a participating in Investment Enabling
meta- same has the most connections
communities impact results in new
morphosis services
There is real long-term investment potential
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S. Goodman © 2009

Empower with Influencer Ecosystem
For a non-consumer enterprise, direct access to emerging communities is limited. It
must connect to an influencer ecosystem of thought leaders, funders, companies,
and innovators that support the base of economic activity,
delivering innovative new ICT solutions.
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S. Goodman © 2009

New Influencers, Models and Technology
“Innovators” “Incubators” “Connectors”
New Set of Audiences for Engagement
Micro-enterprise Social-enterprise Tech-enterprise
Focus on New Models for Economic Success
Data Free and Open Cloud Computing
Management Source Software
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An Emerging Set of Technology Tools
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S. Goodman © 2009

Ingredients for Business Model Development
“Innovators” “Incubators” “Connectors”
New Set of Audiences for Engagement
Micro-enterprise Social-enterprise Tech-enterprise
Focus on New Models for Economic Success
Data Free and Open Cloud Computing
Management Source Software
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An Emerging Set of Technology Tools
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S. Goodman © 2009

More Accessible, Elastic and Scalable ICTs
“Innovators” “Incubators” “Connectors”
New Set of Audiences for Engagement
Micro-enterprise Social-enterprise Tech-enterprise
Focus on New Models for Economic Success
Data Free and Open Cloud Computing
Management Source Software
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An Emerging Set of Technology Tools
Recognize that technology is not an end-solution
but that appropriate AND innovative tools 11
help boost social, economic and civic activity in positive ways.

Technology in the Eco-system
Uses FOSS to work with
government, civil society, rural Mobile platform for pre-paid Delivers connectivity to rural
development initiatives airtime popular w/ communities via Wi-fi
remittances technology & digital storage
Incubates mobile
entrepreneurs, transforms Develops tech solutions via Delivers Internet, voice
programming curricula w/ mobile devices for health, service in underserved towns
FOSS in African universities government, enterprise for via local kiosks & SMEs
emerging communities
Open source, world-class Leading Kenyan telecom
Microfinance-centric rolled out M-pesa, the largest Creates/sells affordable ICTs
management information mobile banking services in for governments, NGOs and
system Africa private enterprises to serve
rural communities
.
To truly be innovative, integration of new models 12
is necessary in emerging communities

Where in the World is
Free and Open Source
Software?
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S. Goodman © 2009

Questions & Comments
“Most companies continue to mistakenly assume that
poor markets possess no value opportunities and have
yet to try to understand the possibilities of serving the
markets they’re used to ignoring. Firms that do take the
time appear to recognize that those at the base of the
pyramid lack attention and capital, not ingenuity and
aspiration. Thus, these firms have the potential to
unlock future markets of immense scale and
scope.”
Stuart L. Hart
Capitalism at the Crossroads
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S. Goodman © 2009