Building Bridges W3C Workshop - Role of Mobile ...Company Confidential Building Bridges W3C Workshop...

1 © 2009 Nokia SPK

Company Confidential

Building Bridges W3C Workshop - Role of Mobile Technologies in Fostering Social and Economic Development

Sean Paavo KreppHead of Emerging Markets Services, Middle East & Africa Maputo, Mozambique, 01-2.04.2009

2 © 2009 Nokia SPK Company Confidential

Contents

1. The World Is Getting Closer

2. The Next Frontier – Mobile Services

3. Design Approach, Challenges & Opportunities


Towards universal access

0

500

1 000

1 500

2 000

2 500

3 000

3 500

4 000

4 500

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008e 2009e

Glob

alsu

bscr

iber

s(m

illio

n)

Over 1,8 million mobile subscribers every day

1 billion in 2002

2 billion in 2005

3 billion in 2007

4 billion in 2009


Future growth in mobile communications will come primarily from lower-income segments

High Upper mid Mid Low Very low

Income classes

Shar

e o

f po

pu

lati

on

Example income distribution

Expected penetration

Penetration now

Population without mobile

Source: Informa, WSIC+ September 2008


Affordability is the key reaching the next billion mobile consumers

1$/day

2$/day

4$/day

4-40$/day

>40$/day

HSPA, WiMAX…

Voice/SMS, Internet/IPIP connectivity affordabilitybarrier at 1.5bn

Voice/SMS, no Internet/IPVoice affordabilitybarrier at 4bn

GSM solutions, Village Connection… No Voice/SMS,

Internet/IP2.7 bn people


2008 saw significant progress in making mobile communications affordable

- 23 %

- 13 %

- 49%0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

2005 2007

USD

handset 11% handset 8%

service 78%service 74%

tax 14%tax 15%

2008handset 7%

service 79%

tax 14%Today the average Total Cost of Ownership (TCO) for the lower-income consumer is USD 10.88.

TCO has decreased by19% between 2005 and 2008.

TaxesTaxes to handset and service, including VAT, sales tax, extra telecom taxes and custom duties

ServiceOECD low-cost service basket for a pre-paid mobile subscriber, including 30 calls and 33 SMS.

HandsetLowest cost globally available Nokia handset.


0

5

10

15

20

25

Average 10.88 US dollars

TCO < USD 5 enables the majority of the lower-income consumers to use mobile communications

US

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rs

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anka

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Para

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ep.

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Today twelve countries reach the monthly TCO target level.

In 2007 there was only four TCO high performers.


Mobility has a major impact on the economy – affordability, penetration and GDP are closely linked

Graph source: Nokia, January 2009 ¹Vodafone policy paper: India: The Impact of Mobile Phones 2008

TCO to GDP per capita ratio

Pen

etra

tio

n

Bangladesh

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%0% 5% 10% 15% 20% 25%

Cambodia

China

India

Indonesia

Malaysia

MongoliaPakistan

Philippines

Sri Lanka

Thailand

VietnamAlbania

Armenia

Azerbaijan

Georgia

Turkey

Kyrgyzstan

Moldova

Tajikistan

Kazakhstan

Uzbekistan

Argentina

Bolivia

Brazil

ChileColombia

Dom. Rep.

Ecuador

El Salvador

Guatemala

Guyana

Haiti

Honduras

Mexico

Nicaragua

Paraguay

Peru

Uruguay

Algeria

Angola

Botswana

Burkina Faso

Cameroon

Chad

CongoCôte d’lvoireEgypt

Ethiopia

Gabon

Ghana

Guinea

Iran

Jordan

Kenya

Lebanon

Lesotho

Malawi

Mauritius

Morocco

Namibia

NigeriaSenegal

South Africa

Sudan

Swaziland

Syria

Tanzania

Tunisia

UgandaZambia

In a typical developing country, an increase of ten mobile phones per 100 people boosts GDP growth by 0.6 percentage points¹.

Mozambique


Contents





Some Emerging Markets Characteristics

Large rural populations, more than 2 billions with infrastructure constraints

India: 820 million, China: 787 million, Africa: 680 million

Low income, especially in rural and low income urbanIndia: €88, China: 125€

Large number of local languages and low English literacyIndia:22, Africa: over 1000 in 4 major language groups

Source: Nokia Segmentation3 for India and China, World Bank and Wikipedia for Africa

11 © 2009 Nokia SPK Company Confidential© 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials11

Livelihood and Life Improvement Services are Highly Relevant; Entertainment has the Widest Appeal

Livelihood

AgricultureLivelihood

AgricultureLife improvement

EducationLife improvement

Education EntertainmentEntertainment


Introducing Nokia Life Tools

Targeted towards the non-urban consumers in

emerging markets

Focus on Agriculture information and Education

services

Local information in one’s own language

Easy to use innovative graphical

interface

No hassles with settings

Works anywhere with GSM coverage, GPRS not

necessary

Nokia Life ToolsInform. Involve. Empower.


Agriculture: market prices, weather & agriculture info/tips relevant to the cropping cycle in one package.

Fertilizerprices

Pesticide prices

Weather

Seed prices

Info on seeds types

Market prices

Sow

Grow and Harvest

Sell

Advise

Comprehensivedatabase of

categories and crops

Daily detailedweather

Daily priceinformation

Info on fertilizers and pesticides


Education: Simple Courses on English word-a-day and General knowledge. All in your local language!

LearnEnglish

Increase yourgeneral

knowledge!


Contents





Hyper local, customized and icon-based design

ethnographic

Graphically-rich, Hyper local, Simple Customized Hierarchies


Iterative UX design process…

User “touch points”

Ver 0.5

Study-1 Study-2

Ver 0.7 Ver 1.0

NLT1.0IterateStudy-3


Design Challenges

Which network?How much?

Really?

Big/Hungry?

but…..


…the opportunity is extremely rewarding!


Muito Obrigado!


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Building Bridges W3C Workshop - Role of Mobile ...Company Confidential Building Bridges W3C Workshop...

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