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Vital Wave ConsultingField Teams
Latin America Rio de Janeiro, Brazil
San Jose, Costa Rica
Cabrera, Dominican Republic
Mexico City, Mexico
Asia Bhopal, India
Beijing, China
Phnom Penh, Cambodia
Eastern Europe Tallinn, Estonia
Africa Cairo, Egypt
Johannesburg, South Africa
Lagos, Nigeria
United States Palo Alto, California (Headquarters)
The Opportunity for Mobile Services
in the Developing World
Brooke PartridgeCEO
World Bank Group
Mobile Innovations for Social and Economic Transformation
September 16, 2009
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Current Mobile Environment1
Trends Leading to mServices2
Agenda
2
mServices Application Areas3
Scale and Ecosystem4
Q & A5
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Mobile Penetration Rates
3
Mobile Penetration Rates 70% and aboveMobile Penetration Rates Under 70%
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
4
Trends Spurring Development of mServicesShrinking pools of potential new subscribers and falling margins
• Diminishing ARPU in developing economies• Margin pressure across value chain• Below-subsistence subscribers seeking basic-need
services
Other Motivating Conditions
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Population Needs
• Lack of physical infrastructure
• Lack of communication options
• Desire to fulfill basic needs
5
Human Needs
Advanced Human Needs
• Style/status• Individuality• Security• Belonging/communications• Time with family• Fun/entertainment
Basic Human Needs
• Access to credit
• Employment/income generation
• Further education/skills training
• Basic education
• Basic health
• Food security, potable water and sanitation, shelter
Technology that ties into social services and basic human needs are the ones that can meet the health, educational and financial needs of populations in developing countries
Technology that ties into social services and basic human needs are the ones that can meet the health, educational and financial needs of populations in developing countries
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Types of mServices
•mHealth
•mFinance
•mCommerce
•mGovernance
•mActivism
•mEducation
6
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Growing mService Initiatives
7
Venezuela:
8 million questions to locate polling
stations.
Thailand:25M
messages sent to remind
people to vote.
Azerbaijan:
1 million messages
sent in support of
human rights effort.
Uganda: SMS-based
service for rural water, sanitation
information.
Philippines:
More than 3.5 million customers
to mBanking services
Nigeria:National election monitors
use SMS to collect data
More than 2 trillion text messages were sent in 2008…48 billion on New Years Eve alone.
Kenya:Vodaphone’
s M-Pesa banking
service has more than 6 million
customers
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
mServices in BRIC Countries
8
BrazilNokia Data gathering: 400 test results gathered by 20 field professionals in two days, all with GPS information (paper-based system would have taken 2-3 months for lesser information).
ChinaBeijing Municipal government uses mobile technology to manage city’s assets and monitor repair work (year 2005).
IndiaOver 300 health workers in remote areas are able to report disease incidence data to health officials in real time to track diseases and outbreaks.
RussiaAbout 1000 mobile services are used daily by residents of Zelenograd, Russia, which offers 10 public services that can be assessed through SMS.
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Benefits of Scale
9
Photos: DataDyne
•Allows mobile operators to achieve profitability, increasing incentives to develop services
•Scale allows programs to reach larger populations, especially those in remote areas
•Large deployments reduce unit costs
•Justifies investments in improved technology and tools, increasing efficiencies
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
10
Example: mFinanceApplication Categories
• P2B Payments • mBanking• P2P Money Transfers
• costs• access to financial services
• costs• access to financial services
Implementations•Mobile remittance transfers•Commerce-related payments•Access to personal bank account information•Deposit and withdrawal abilities•Investments (stock market alerts)
Kenya
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Application Category: mFinancemPESA Case Study
mMoney
Impact•>6M customers, most from the unbanked sector
• 10,000 new clients per day
• Visibility of and interest in mMoney services – winner of Best Mobile Money Service award at a GSMA Global Mobile Awards
ObjectiveEnable safe and secure money transfer
services for the unbanked
CountryKenya, Tanzania and Afghanistan
Techniques UsedSMS messages to sign up, deposit, send
and receive money. Network of mPESA agents.
ChallengesSustainability, regulatory constraints and banking industry resistance (squeezed out of value chain)
PartnersVodaphone, Safaricom, DFID
Photo: mPESA
11
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
12
Example: mCommerceApplication Categories
• Supply ChainManagement
• mMarketing• Marketplaces
• costs • access to information and opportunities• speed and efficiency
• costs • access to information and opportunities• speed and efficiency
Implementations•Matching farmers with customers•Connecting job seekers with employers•Optimizing distribution of pharmaceutical supplies •Advertising products and services to remote customers
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Application Category: mCommerceSoukTel JobMatch Case Study
Marketplace
Impact• 8,000 users in Palestine
• 170 jobs secured in June
• Sustainable – employers pay a fee to use the system
• Recently scaled up and entered Iraq and Somaliland
ObjectiveConnect job seekers with employers in a
cost-effective manner
CountryPalestine, Iraq and Somaliland
Techniques UsedSMS messages to create a brief resume
and to be matched with employers with open positions.
PartnersEast Jerusalem YMCA, DAI Palestine,
EDC, Bisan Financial Systems, Sky Media, UPPM, Birzeit Univ., Aman – Transparency Palestine, Ramallah Quaker Friends’ School, Trendline Investment, Care West Bank/Gaza
Photo: SoukTel
13
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Project Owner/
Developer
Banks
NGOs
Funders andInvestors
Government Ministries
and International Bodies
Regulators PDAs,Handsets
Laptops
Hardware Vendors
Content Aggregat
ors
Content Providers
Content Developer
s
App Develope
r
Platform Developer
Financial or Health Informati
on Systems
Vertical IT Systems
Subscriber Voice, Data,
Texting
Mobile Services Provider Vertical
Intermediary
Health Workers,
Microfinance Agents
Subscriber
Subscriber
Subscriber
Subscriber
Subscriber
14
Value Chain Models for mServicesTwo-way Data Applications
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Potential Solutions and Opportunities
15
Stay within borders but go deep
Transfer pilot programs to more formal organizations
Conduct rigorous ROI analysis
Keep it simple
Support development of government regulations
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Challenges to Scale
16
•Legal concerns
•Regulatory & Interoperability
•Priorities
•Risk
•Infrastructure
•Leadership
•Ecosystem
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Developing Country ServicesMaturity Model
17
Time
Level of
Involv
em
en
t
Development Community
Private Sector
Commercial Pilots
TechnicalPilots
Ecosystem Development & Business
Scale
Commoditization
& Ubiquitous Availability
CompetitiveOfferings
Grass Roots Experimentati
on
Local Pilots & Tools
DevelopmentInvestments
for ScaleThought Leadership & Cross-Sector Influence
Research & Philanthropic Investments
Issue Identification
mServices Today
© 2009 Vital Wave ConsultingTM Proprietary and Confidential: Do not copy or distribute.
Opportunities for World Bank Impact
18
Funding and Oversight of mServices Business Case
• Rigorous mServices Impact Analyses
• Evaluation of National Policies and Regulation to Stimulate Scale of mServices
• Market Sizing
• User Research
• mServices Solution Development Toolkit
•Research needed for individual mServices and for general mServices platform
•Audiences include private sector, government, and development community
Thank you