Boston University Team:Jane Bulnes-Fowles, Matthew Fox,

Ravi Kolipaka, Catherine Liang, Toni Ann Louie

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Water & Sanitation for 100 million people

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• 760 million people in India have mobile phones

• 300 million of those people don’t have access to water and sanitation

Photo credit: London Evening Standard

Introducing H2mObile

Branded phone cards and top-up minutes

Individuals buy H2mObile

time at a premiumAggregated premiums

finance a community-demanded project

H2mObile

Rs. 20

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Over the next five years, H2mObile can raise over $250

Million to finance water and sanitation projects if only 1% of the mobile population buys the premium cards.

Financing a Community ProjectCommunity Managed Toilet (CMT)built by Gramalaya Benefited 1500 peopleTotal cost of $10,300

H2mObile 15% premium: $1 per

monthIf each mobile phone user who

directly benefited bought H2mObile

time, and convinced 2 others to buy, project is fully funded in 6 months

10 seats for men, 10 seats for women

Child/disabled-accessible

Safe disposal of hygiene products

Hand-washing facilities

Originally financed by WaterAidUK

Based on first-person interviews in Andhra Pradesh April 2011. Rs. 300 avg monthly expenditure.

H2mObile Process to fund Community Project

Photo credit: Water.org

Community

Project Information

$$$$

$Community Shop Owner

HH22phphOOnene

Building Partnerships for Pilot Project

Aircel: Largest service provider in Tamil Nadu,

where Trichy is located Committed to supporting the community Prefers to partner with NGOs for “a

minimum of 3 to 5 years”

Gramalaya: Current local partner of Water.org Over 20 years experience in

Tiruchirapalli (Trichy) Created over 50 community toilets in

Trichy slums in 2009

Gramalaya results: from 2009 Annual Report

Aircel information: from aircel.co.in

To launch H2mObile partnerships must

be built

July 2012Partner with

Aircel Gramalaya

July 2013

Jan 2013 Jan 2014Partner with

AirtelMythri and

SIDUR

Set-up partnership and identify projects

Pilot in Trichy

Tamil Nadu

60M Mobile user

Karnataka

AndAndhra Pradesh

100MMobile users

Remainder

of India670M Mobile users

July 2014

Jan 2015Partner with

Grameenphone, MTN, and Vodafone

DSK, Safe Water Network, and SANA

Banglades

h, Ghana, Kenya

H2mObile Global Brand

Partner with a US mobile provider for brand buildingCreate continued

awareness of the water & sanitation crisis

If 0.5% of Sprint’s subscriber base donates $0.50 a month, H2mObile.com can raise $1.5m dollars annually

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H2mObile

Reaching 100 million people

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ChallengesGetting government approval & support for

projectsLocal partners have experience with

governmentConvincing mobile service providers to partner

Opportunity to expand user baseOpportunity to earn interest

Marketing H2mObile

Shop owners incentivized to sell H2mObile

Philanthropic money from US branding can be used for marketing

10$60 million in interest in India over 5 years, based on 6% yield for 91-day Treasury Bills

Brings water & sanitation to 25 million peopleWill have an economic benefit of $1 – 8 billionCould save the lives of 40,000 children

annuallyBrings the world closer to WHO’s vision of

achieving universal access to clean water and sanitation

“Water and sanitation are the most basic building blocks of human life and dignity. Without them, people will forever struggle to move forward with their lives.” - Gary White

11Impacts based on WHO statistics

Gary White quoted in Time Magazine, 4/21/2011

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H2mObile

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Corporate Responsibility PolicyAt Aircel, we continually pursue healthy corporate citizenship. Our aim is not to merely discharge social responsibility, but conduct business in a manner which reinstates respect for people, communities and the environment.

We emphasize on an inclusive work culture to appreciate differences and believe engagement with our employees is quintessential for an effective CSR plan. We share adequate information on the organization’s vision and CSR initiatives, because it promises healthy operations and subsequently adds to the overall quality of life. This motivates the employees and their family members to contribute to society.

Aircel maintains integrity and respect in its interactions with its stakeholders, customers, retailers, investors, NGO partners and the government. We are careful in not partnering with any PR / communication that induces distrust in the sincerity of our efforts. Our stringent belief in delighting customers with good products and services helps build a strong relationship.

Aircel is always proactive in supporting NGOs and NPOs. We extend all possible assistance to their projects for a minimum of 3 to 5 years and thereafter support new projects. Besides, we aim at continual involvement with our business partners and the government for economic and social development of the underprivileged.

Aircel engages external audit agencies to guarantee authenticity, and maintains and monitors an external profile of the CSR activities which are shared with the stakeholders in the annual reports and websites.

We incorporate the CSR policies in our core business to ensure ethical business practices in all the functions to harness a healthy society.

CSR contacts: Ms. Malik, and Ms. Malhotra, contacted April 2011

Mobile Phones vs. Water & Sanitation Access

India’s population: 1.21 billionOver 700 million people have mobile phonesOnly 375 million people have access to proper

sanitation

Even if every person with a mobile phone had access to sanitation, 325 million phone subscribers remain who do not have access to improved sanitation

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Population: 2011 Indian Census, http://censusindia.gov.in

Phones: Telecom Regulatory Authority of India, http://trai.gov.in, from press release on February 20, 2011

Sanitation: UN, http://mdgs.un.org/

Mobile Phone Spending

“In urban areas poor people spend more on the cell phone when compared to the rural population. This could be to the extent of Rs. 300-400/month.”1

“[Suresh] Pache bought his first phone for 1,400 rupees ($31) four months ago … [service] cost[s] him a total of 300 rupees ($6.70) a month.”2

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1. Saligelapeta Sivakumar, interview conducted April 9, 2011

2. EarthScan TV article on November 1, 2010, http://www.earthscantv.us/articles/india-land-of-many-cell-phones-fewer-toilets.html

People Willing to Pay Premiums54% of people in the US would pay more for a

product that supports their cause1

20% of people in Europe would pay more for a product that supports their cause2

In Bangladesh “[People] will adopt [a product] which has involvement with cause related marketing”3

In Bangladesh “in order to support a cause related marketing program [customers are willing to] incur additional costs”3

In Bangladesh “people prefer to support local causes than international one”3

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1. http://www.psaresearch.com/bib4305.html

2. http://selfishgiving.com/cause-marketing-news/cone-study-local-nonprofits-now-time-for-cause-marketing

3. Cause Related Marketing and Its Impact on the Purchasing Behavior of the Customers of Bangladesh: An Empirical Study, http://orp.aiub.edu/FileZone/OtherFiles/orpadmin-8589994132766750808/AIUB-BUS-ECON-2008-05.pdf

Individual Project Costs

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