This document discusses emerging digital media markets in developing countries. It notes that over 80% of people live on less than $10 per day and mobile phones are the most affordable technology option. The document advocates designing products that can pay for themselves within a year to generate income for those living in poverty. It provides examples like a $25 treadle pump and M-Pesa money transfers that have helped families increase their income. The document argues for a revolutionary approach that views developing nations as business opportunities rather than just recipients of aid. Designers are encouraged to learn user behaviors and community needs to create appropriate solutions.

1. Alvin Singh
Emerging Markets in Digital Media
December 2009

2. Adapt

3. Mobile phone charger!

4. “The majority of the world’s designers focus all
their efforts on developing products and
services exclusively for the richest 10% of the
world’s customers. Nothing less than a
revolution in design is needed to reach the
other 90%.”
—Dr. Paul Polak, International Development Enterprises

5. Global Stats
1.6 Billion people live without
electricity
80% of the world live under $10 a DAY
Over 9 million people die each year of
hunger. 5 million are CHILDREN
2 Billion people live on small farms

6. West vs. World
Think outside
the western box
Mobile phones
vs. laptops
Individual
vs. Collective

7. COMMUNICATION

8. Communication
China has 700 million mobile phone subscribers
India -15.6 million mobile phone subscribers per month as of
March, 2009
United Nations found that mobile phones are closing the digital
divide between rich and poor nation providing a new market of
Internet users
In the developing world mobile phones are the most affordable
option versus landlines
Africa has past North American mobile phone users at 300
million subscribers

10. Design a income generating
tool capable of at least paying
for itself in one year

11. MOTIVATIONS

12. Motivation
Challenge conventional
methods of donating
people out of poverty

13. Listen.Learn.Design.

14. Teach a (wo)man how to fish
Grameen Foundation- AppLab received a $4.7 million grant
from the Bill & Melinda Gates Foundation to support
Community Knowledge Worker Project in Uganda
Develop mobile applications for information on health,
agriculture, weather and market intel
$25 Treadle Pump to poor farmers helped increase their
families in return providing income for their families
M- PESA Money Transfer in Kenya

15. “A slum is a beehive of grass root enterprises”- Paul Polak

16. Work with a mobile entrepreneur

17. Live with a family

18. What are their behaviors

19. Design for 90%
Are ethnic, racial or tribal distinctions
important in this community?
Are communities divided along class or
income?
How might gender inequality affect
your research or design?

20. What are the issues?
HEALTH
EDUCATION
TRANSPORTATION
SHELTER
WATER
ENERGY

21. Design for 90%
Design a income generating tool capable of at
least paying for itself in one year.
If the ipod was developed from the $5 transistor
radio then we can design products to be attractive
to dollar-a-day customers
Without a revolutionary way of thinking & practice
within the development community, businesses, &
the bottom billion---Poverty will never end.
Viewing developing nations as a untapped base
ready for new opportunities -- we will see faster
and more measurable results

22. “Digital Starbucks”

23. CREDITS
Out of Poverty” - Paul Polak
Design for the other 90%
www.alvins456.wordpress.com
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