2. Peter Tatischev

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2009 Information Innovation Conference

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  • When world-wide best-practices knowledge is not enough
  • 2. Peter Tatischev

    1. 1. International Information Innovation Conference 2009 Day 1 30th September 2009 James Glasspool - Volt Delta
    2. 2. Peter Tatischev – New Digital Projects “ Online Futures – Emerging Markets Perspective”
    3. 3. New Digital Projects
    4. 4. Agenda <ul><ul><li>Online services for emerging markets </li></ul></ul><ul><ul><li>Case study: Location Based Services in Russia 2001 </li></ul></ul><ul><ul><li>Case study: Location Based Services in Azerbaijan 2007 </li></ul></ul><ul><ul><li>Information services paradigm for emerging markets </li></ul></ul><ul><ul><li>Obstacles common for emerging markets </li></ul></ul>
    5. 5. Emerging Markets <ul><li>- Do we need to connect the underconnected? </li></ul><ul><li>- How do we do it? </li></ul><ul><li>Problems </li></ul><ul><li>lack of infrastructure </li></ul><ul><li>lack of financing </li></ul><ul><li>lack of education </li></ul><ul><li>Key success factors </li></ul><ul><li>Timing </li></ul><ul><li>Pricing </li></ul><ul><li>Local expertise </li></ul>
    6. 6. Case study: LBS in Russia <ul><li>Location Based information Services launched in Moscow in 2001 – search for nearest POI </li></ul><ul><li>Service designed & developed by local team with minimal initial investments </li></ul><ul><li>1 st service on the market of 15m+ users </li></ul><ul><li>Service offered to the most advanced audience in the country (Moscow) </li></ul><ul><li>Replicated in less developed regions during the next 4 years </li></ul><ul><li>Service penetration exceeded 25% </li></ul>
    7. 7. Case study: LBS in Azerbaijan <ul><li>Location Based Services NOT launched in Azerbaijan in 2007 </li></ul><ul><li>Service proposed by a large international vendor (no local flavour) </li></ul><ul><li>High initial investments required </li></ul><ul><li>Critically small target group (not relevant for most of the people) </li></ul><ul><li>Relevant alternative: Location-Based Charging </li></ul><ul><li>Discounted calls for suburban and rural </li></ul><ul><li>subscribers ( the operator now has the </li></ul><ul><li>biggest share of rural subscribers ) </li></ul>
    8. 8. Emerging markets paradigm <ul><li>Mobile is the key driver: </li></ul><ul><ul><li>Lack of fixed infrastructure </li></ul></ul><ul><ul><li>Most affordable “connecting” device </li></ul></ul><ul><ul><li>Prepaid airtime is the universal currency </li></ul></ul><ul><li>Information: convenience vs. safety </li></ul>Developed markets Emerging markets blackberry vs iPhone yahoo vs. google life vs. death prosperity vs. poverty
    9. 9. Emerging Markets: obstacles <ul><li>Censorship </li></ul><ul><li>Limited international connectivity </li></ul><ul><li>Economical feasibility </li></ul><ul><li>Lack of independent regulation </li></ul><ul><li>Unfair competition </li></ul>
    10. 10. Online Services <ul><li>“ Pushing technologies on society without thinking through their consequences is at least naive, at worst dangerous…” ( Jan Chipchase ) </li></ul>© BBC

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