This document discusses developing mobile services for emerging markets. It notes that the conventional approach of copying models from mature markets is flawed, and that a disruptive perspective should begin with understanding cultural context and user behaviors. In emerging markets, the mobile phone is often the first computing device, retail is chaotic, cash is king but risky, and many consumers also operate micro-businesses. The document presents a concept service for matatus, the minibus taxis in Nairobi, that would allow the various drivers, conductors, managers and owners involved in operating each matatu to collaborate transparently and flexibly update their routes and pricing based on current conditions.

1. @ClaroPartners
Developing
mobile
services
for
emerging
markets
Mobile
World
Congress
-­‐
Learning
from
Consumer
Behaviour
Claro
Partners
|
Naviga@ng
disrup@ve
change
27
February
2013

2. Claro
helps
companies
navigate
disrup1ve
shi4s
in
society
and
business

3. Delivering
business
innova@on
and
service
design
in
the
face
of
disrup@ve
shiHs
@ClaroPartners
Ownership
B2C
Big
data
Access
Networks
Small
data
Internet
connects
everyone
Internet
connects
everything
3
|

4. @ClaroPartners
Experience
with
in-­‐depth
research
in
emerging
markets
CHINA
INDIA
KENYA
BRAZIL
4
|

5. CHINA
–
Alibaba
projected
to
move
$473
billion
in
2013
@ClaroPartners
The
people
formerly
know
as
consumers
run
microbusinesses
INDIA
–
¾
self-­‐employed
are
single-­‐person
businesses
KENYA
–
Owners
average
6
businesses
MEXICO
–
7
out
of
10
of
jobs
are
in
SMBs
BRAZIL
–
99.23%
of
businesses
are
micro
/
small
5
|

6. @ClaroPartners
Conven1onal
approach
towards
opportuni@es
in
emerging
economies
driven
by
number
of
users
and
poten@al
sales

7. @ClaroPartners
Repackage
mature
market
services
”Due
to
our
risk
assessment
models,
we
can’t
even
extend
a
loan
to
the
food
cart
where
we
have
lunch
everyday
in
front
of
our
HQ”
–
Jorge
(Banking,
Mexico)
Flickr
|
donkeycart

8. @ClaroPartners
Copy
exis@ng
models
"There
is
need
to
inves@gate
how
use
of
mobile
phones
can
be
used
to
enhance
service
delivery
to
the
people
in
informal
seblements”
-­‐
Simon
(Kenya)

9. @ClaroPartners
Bable
for
a
piece
of
the
pie
"The
transac@on
is
not
the
real
value,
but
the
data,
and
the
services
that
can
be
created
on
top
of
it."
-­‐
Ben
Lyon
(KopoKopo)

10. A
disrup1ve
perspec1ve
on
opportuni@es
begins
with
cultural
context
and
user
behaviours

11. @ClaroPartners
Mobile
phone
is
their
first
compu@ng
device
Flickr
|
peretzp

12. @ClaroPartners
Retail
is
chao@c

13. @ClaroPartners
Cash
is
king,
but
risky

14. @ClaroPartners
Consumers
are
also
essen@al
local
service
providers

15. Mobile
is
first
compu@ng
device
@ClaroPartners
Insight
|
Mobile
phone
is
a
tool
not
a
toy
Opportunity:
Cash
is
king
but
risky
Enabling
micro-­‐businesses
Co-­‐loca@on
of
problem-­‐solu@on
Retail
is
chao@c
Majority
of
consumers
are
microbusinesses
[ ]
15
|

16. Manager
stays
in
close
contact
@ClaroPartners
Exploring
the
insight
|
Matatus
in
Nairobi
Price
is
not
fixed
and
taken
in
cash
System
adapts
to
weather
changes
&
breakdowns
Unscheduled
and
bobom-­‐up
Driver,
conductor,
manager
and
owner
are
all
microbusinesses
16
|

17. @ClaroPartners
Enabling
microbusiness
|
Concept
service
for
matatus
Manager
tracks
matatu
routes
Transparent
collabora@on
between
matatu
microbusinesses
17
|

18. @ClaroPartners
Enabling
microbusiness
|
Concept
service
for
matatus
Immediately
update
system
based
on
current
context
Flexibility
to
reroute
18
|

19. @ClaroPartners
Enabling
microbusiness
|
Concept
service
for
matatus
Track
rides
and
price
fluctua@ons
Immediately
update
system
based
on
current
context
19
|

20. Manager
tracks
matatu
routes
@ClaroPartners
Enabling
microbusiness
|
Concept
service
for
matatus
Track
rides
and
price
fluctua@ons
Immediately
update
system
based
on
current
environment
/
needs
Flexibility
to
reroute
Transparent
collabora@on
between
matatu
microbusinesses
20
|

21. @ClaroPartners
Process
overview
Insights
Service
Research
Prototypes
Tes@ng
Service
21
|

22. @ClaroPartners
Claro
Partners
S.L.
Provença,
290,
3-­‐1ª
08008
Barcelona
+34
931
786
332
Aldo
de
Jong
|
Partner
aldo.dejong@claropartners.com
+34
647
857
922
(m)
aldo_dejong
(skype)
Thank
you.