developing mobile services for emerging markets - learning from consumer behaviour - presentation at...
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@ClaroPartners
Developing mobile services for emerging markets Mobile World Congress -‐ Learning from Consumer Behaviour Claro Partners | Naviga@ng disrup@ve change
27 February 2013
Claro helps companies navigate disrup1ve shi4s in society and business
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Delivering business innova@on and service design in the face of disrup@ve shiHs
Ownership
B2C
Big data
Access
Networks
Small data
Internet connects everyone
Internet connects everything
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Experience with in-‐depth research in emerging markets
CHINA
INDIA
KENYA BRAZIL
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CHINA – Alibaba projected to move $473 billion in 2013
INDIA – ¾ self-‐employed are single-‐person businesses
KENYA – Owners average 6 businesses
MEXICO – 7 out of 10 of jobs are in SMBs
The people formerly know as consumers run microbusinesses
BRAZIL – 99.23% of businesses are micro / small
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Conven1onal approach towards opportuni@es in emerging economies driven by number of users and poten@al sales
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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
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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)
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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)
A disrup1ve perspec1ve on opportuni@es begins with cultural context and user behaviours
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Mobile phone is their first compu@ng device
Flickr | peretzp
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Retail is chao@c
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Cash is king, but risky
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Consumers are also essen@al local service providers
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Insight | Mobile phone is a tool not a toy
Opportunity: Enabling micro-‐businesses
Cash is king but risky
Mobile is first compu@ng device
Co-‐loca@on of problem-‐solu@on
Retail is chao@c
Majority of consumers are microbusinesses
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Exploring the insight | Matatus in Nairobi
Price is not fixed and taken in cash
Manager stays in close contact
System adapts to weather changes & breakdowns
Unscheduled and bobom-‐up
Driver, conductor, manager and owner are all microbusinesses
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Enabling microbusiness | Concept service for matatus
Manager tracks matatu routes
Transparent collabora@on
between matatu microbusinesses
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Enabling microbusiness | Concept service for matatus
Immediately update system based on current context
Flexibility to reroute
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@ClaroPartners
Enabling microbusiness | Concept service for matatus
Track rides and price fluctua@ons
Immediately update system based on current context
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@ClaroPartners
Enabling microbusiness | Concept service for matatus
Track rides and price fluctua@ons
Manager tracks matatu routes
Immediately update system based on current environment / needs
Flexibility to reroute
Transparent collabora@on between matatu microbusinesses
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@ClaroPartners
Process overview
Insights Service
Research Service Prototypes Tes@ng
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@ClaroPartners
Claro Partners S.L. Provença, 290, 3-‐1ª 08008 Barcelona +34 931 786 332
Aldo de Jong | Partner [email protected] +34 647 857 922 (m) aldo_dejong (skype)
Thank you.