fiona smith gsma development fund

Restricted - Confidential Information

© GSM Association 2009

All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy

Fiona SmithGSMA Development Fund

Key Trends in Mobile ApplicationsBottom of the Pyramid

June 2010


The GSMA Development Fund

The GSMA Development Fund works with mobile

operators to accelerate mobile solutions for

people living under $2 per day (BOP)

Launched in 2006 to catalyse the uptake of GSM

technology for social, economic and

environmental development

Core part of the GSMA, the operator-led trade

association representing the mobile industry


GSMA Development Fund Programmes

mServices– Mobile Money for the Unbanked (MMU) - Financial services – mAgri – mHealth– mLearning

Green Power for Mobile– Help mobile operators extend network coverage, reduce operating expenditure and

minimise environmental impact through the use of renewable energy sources. Access

– mWomen– Rural Access


What makes a great app?

Three criteria that define the success of an app:

Simplicity– Ease of use in interface design and product experience– Clear marketing to customer of the USP of app

Meeting user needs– Making sure the needs of the consumer are understood– Ensuring app delivers what customer expects

Ubiquity– Ability to reach wide base of customers on all phone types– Open architecture and marketplace to customers


Simplicity - Ken Banks, Founder, Kiwanja.net

“Address the simpler challenges - in parallel with our search for solutions to what we consider to be more complex problems”


Simplicity - Jesse Moore, Signal Point Partners

"The biggest mobile applications will also be the simplest... Straightforward products that make existing activities easier, faster,

cheaper and/or safer for the customer.”


Meeting User Needs - Eric Cantor, Grameen Foundation

“We need to be more intuitive and user-focused than was the case with the growth of the web. We have to realize the development of information economies in

developing countries is likely to follow a path much different than what transpired in the US and UK, and to embrace it rather than ignore it.”


Meeting User Needs - Jonathan Donner, Microsoft Research

"The first app adopted by many people may not be an app "for development", but rather for entertainment, expression, or social networking. This is both a challenge and an opportunity for the development community.

Mobile social software will drive adoption (and configuration) of data-enabled handsets, will compete for share of user's minds and wallets, will fascinate operators, and will structure users' expectations (and habits) about how to interact online via mobile apps."


Ubiquity – Chris Locke, GSMA Development Fund

“No app will be successful if customers can’t get hold of it. App marketplaces need to be open and supported by a wide-range of

phones.”


Categories of app platforms

Niche Usage Widespread Usage

OpenArchitecture

Closed Architecture

Android Apps

iPhone Apps

SMSServices


What is a mobile application?

Software on a mobile device that will allow the device to perform specific tasks that are not directly related to the operation of the device itself.

– Ability to access specific information via a website, make payments and other transactions, play games, send messages

The application might come pre‐installed but is typically downloaded via the mobile network from an “app store”

Tend to be built on proprietary systems, but current trend is for more open systems

Complex apps make use of IP-data communication facilities of higher‐speed networks on third or fourth generation mobile phone networks.


What are mServices?

The ability for governments, NGO’s, multi-lateral and international agencies to deliver services and products to the BOP via mobile technology

– Financial Services: mobile payment and banking, wage and social benefit payments, financial literacy, savings and insurance

– Health services: medical records management, treatment, disease surveillance, medical supply chain management, health education and health worker training and support.

– Learning and education: mobile educational games, classroom support, teacher training, etc.

– Information Services: Farmer information services and help-lines, land and natural resource management, market pricing information, transportation coordination.


Trends of BOP Mobile Services & Applications

2G

2.5, 3G, LTE

• SMS• MMS• Helplines • IVR• Voice messages• Applications

• Web & data enabled• Applications

There are many services that can be applied across content areas.For example, a health helpline and an agri helpline are often for the same consumer

Hea

lth

Edu

catio

n / L

earn

ing

Financial

Gov

erna

nce

Agr

icul

ture

Information


Examples of Current BOP Mobile Applications

Applications Purpose CategoryTradenet Agricultural pricing information platform Information Services

Souktel SMS job-matching service Information Services

BBC Janala English Lessons via IVR Information Services

Legaline Legal Advice via a helpline Information Services

MPESA Send Money Home Financial Services

Cell Life Patient monitoring with SMS Data Collection

Datadyne: Episurveyor Mobile data collection Data Collection

m4Girls Multimedia educational content, preloaded on handsets Social Application

Nokia Life Tools Agriculture, health, education information app Social Application

FrontlineSMS Desktop-based SMS messaging Social Networking and Group Sourcing

Ushahidi Web and mobile incidence reporting system Social Networking and Group Sourcing


BOP Application Developers

Grameen Foundation App Lab

Grameen FoundationGoogleMTN UgandaLaunched Jan 2008Uganda

Promote innovation in the provision of services & information using mobile phones and other ICTs to alleviate poverty in the developing world

Joint Innovation Lab

VodafoneChina Mobile LimitedSOFTBANK VerizonLaunched in April 2008

Enables the development of new mobile technologies, applications and services – mainly mobile internet.

Mobile Innovation Center

EricssonLaunched in Sept 2008Nigeria, South Africa and Kenya

Develops mobile applications focusing on meeting the needs of poor and rural populations. E.g. Dynamic Discount, Mobile Survey Tool, Weather Monitoring

InfoDev, Nokia and Finland App LabsFinland (Min. of Foreign Affairs) NokiainfoDev Launched in Jan 2010

Encourage innovation and competitiveness among SMEs in ICTs and agribusiness sectors in particular in developing world


BOP Mobile Application Innovation

• Users must be consulted early and often to build a useful service / product• Creative approaches yield important insights• Demand exists for affordable information and knowledge

Understand Needs

Develop Applications

• Sustainability and scaling must be part of product design• Iterate rapidly and “fail fast” (role for local developers)• Users must be integrally involved in the process

Build Sustainable Models

Achieve Scale

• Incentives for all elements of ecosystem must be considered• Access to new market segments powerful carrot• Creative business models must be employed

• Mobile operator relationship is crucial• Services must meet clear need in actionable way• “Discoverability and Usability” essential – trusted intermediary• Leverage same content using different interfaces


Thank You

Eric Cantor, Grameen Application Labs Jesse Moore, Signal Point Partners Jonathan Donner, Microsoft Research Ken Banks, Kiwanja.net Chris Locke, GSMA


Extra: Region Statistics


The Growth of Mobile - Africa

Fastest growing region in the world 488 million connections in Q1 2010 An increase in market penetration

from 48% to 73 % by 2012 Current ARPU €7.11


The Growth of Mobile – Asia Pacific

2.2 billion connections in Q1 2010 607 million connections in India An increase in market penetration

from 60% to 81 % by 2012 ARPU €7.89

fiona smith gsma development fund

Documents

customers gsm association

trade association

gsma development fundno

mobile solutions

mobile applicationsbottom

mobile device

mobile apps

understoodensuring app