transforming bop markets using mobile and big data

Leveraging Mobile IT and Big Data (IOT) to

Transform BoP Markets

© Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com

Rajendra Pratap Gupta Co-Chairman

Innovation Working Group- Asia

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Defining the ‘Bottom of the Pyramid’ - 4,000,000,000 © Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com

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These are the people at the ‘Bottom of Poverty’, and nothing, but continuous earnings can uplift them.– Rajendra Pratap Gupta

BOP Characteristics…

�  Low, fluctuating incomes �  Resist large up-front outlays, and installment plans �  Lack affordable credit

�  Difficult living conditions and domestic constraints �  Little space or privacy �  Uncertain electricity and water (if any)

�  Smart shoppers and investors �  Unlikely to spend money on products they don’t

want �  But, they want high quality and reliable products

3   © Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com

BOP Characteristics…

�  Unfamiliar with many products, technologies, procedures �  Scarce communication channels; low literacy

rates �  Lack affordable credit

�  Seek out trusted advice �  Rely on opinions of people known and trusted �  Friends, family members, and direct experience

strongly influence purchase decisions �  Demand respect

�  Want to be taken seriously; treated equitably and with dignity

�  Face disadvantages in the market �  High prices, inferior goods – “BOP penalty”

4   © Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com

}Fundamental Shift

Government

Charities

NGOs

Entrepreneurs

SMEs

MNCs

Historic View

Non-Market Mechanisms Market-based Mechanisms

AID TRADE

“Bottom of the Pyramid”

5  © Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com

Companies  should  not  just  try  to  create  value  ‘FROM’  the  BOP,  but  ‘FOR’  the  BOP  –  Rajendra  Pratap  Gupta    

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IOT – platform for BOP transformation

“When money changes hands , value is created for both (the transacting entities). IOT provides a matchless platform to the ‘global village’ for these transactions.” 

- Rajendra Pratap Gupta

© Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com 6  

“BOP is the growth engine for the TOP ( Top of the Pyramid) ” Rajendra Pratap Gupta

Government

Charities

NGOs

Historic View

Non-Market Mechanisms

7  © Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com

B2C C2C

G2C

•  Awareness about schemes/ benefits •  Common service centers

Crowd Sourcing of Ideas, Investment, Innovation

�  Agriculture �  Supply Chain �  Healthcare

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IOT &

BOP

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Mobile Technology and BOP

�  Mobile is not just ubiquitous; it is the primary contact point for the BOP.

�  Mobile analytics is capturing and delivering insights; anytime and anywhere.

© Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com

Big Data helps bring novel solutions for BOP

�  No Map in the world can tell the safest route home or tell the police the best route to patrol.

�  No survey tracks parameters like teacher attendance or school infrastructure in real time.

�  National level healthcare decisions affecting millions are made based on sample survey of 100 people

Safest Route Home? Teachers Attendance? Healthcare Policy?

9   © Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com

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Big Data, Big Corporations and the BOP

BIG DATA should NOT be the exclusive domain of big corporations or Governments only, but should be made accessible to SMEs & micro

entrepreneurs; and this is where the users of, real value to, and innovations in - BIG Data will come from

- Rajendra Pratap Gupta

© Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com 10  

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Promoting Entrepreneurship for the BOP

A unique highly accessible collaborative platform of 50000+ members for young aspirants looking at transforming the BOP

© Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com

�  Business Incubation Center - Unique mentorship programs from diversified experts for the Start-ups from industry sectors – Agriculture, Technology, Healthcare.

�  Access to venture Capitalists, Angel Investors. �  Huge network of youngsters in India which helps start-ups

to collaborate , learn and grow.

Co-founders - Rajendra Pratap Gupta & Vijay Gurram

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Transforming Policy and Governance with the BOP

With more than 200,000 members, Local Circles is a Mobile/IT platform, for transforming governance with inputs from the people at the BOP

© Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com

�  Ministries – Enabling citizens to assist each other and give inputs into policy making.

�  Departments: – Enabling citizens to discuss common issues/solutions, create transparency and give inputs.

�  Constituencies – Enabling citizens in a constituency to get and stay connected with each other to work on local issues

www.facebook.com/rajendragupta www.twitter.com/rajendragupta

© Rajendra Pratap Gupta . Email: ea2rajendragupta@gmail.com 13  

Rajendra Pratap Gupta Co-Chair