Scaling Mobile Enabled Services for Consumers at the Base of the Pyramid

Harshana Godamanna, Mihiri Seneviratne, Tilanka Jayamanne, HareenKamburugamuwa, Guyanga Weerasekera

Final Presentations | Hilton Residencies | 16th August 2011

MAS Holdings, Deutsche Bank and Dialog Summer Internship 2011

GLOBAL INEQUALITY: INCOME

WORLDMAPPER.COM

GLOBAL INEQUALITY: HEALTHCARE

UNICEF, 2009

GLOBAL INEQUALITY: EDUCATION

93 million school-aged children not in school

Low quality education and teacher absenteeism

Only 60% attend secondaryschool

Almost half of Sub- Saharan Africa and over a quarter inSouth Asia

WHAT ABOUT SRI LANKA?

DIGITAL DIVIDE

WHAT CAN WE DO?

INCLUSIVE BUSINESS

CHALLENGE

Scaling Mobile Enabled Services for Consumers at the Base of the Pyramid

THE BASE OF THE PYRAMID

To propose new mobilevalue added services forlower income earningcommunities of our country

OUR TEAM

BRAIN STORMING

!!

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BRAIN STORMING

!!

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WHO IS AT THE BASE OF THE PYRAMID?

MOBILE USAGE

Source: December 23, 2010 by Sameera Wijerathnahttp://sameeraw.wordpress.com/

EmploymentEducation

Health

FAMILY & HEALTH

Those in Rural communities

Those in urban communities

EDUCATION

TUITION CLASSES

EMPLOYMENT

EMPLOYMENT

Source: Household Income and Expenditure Survey - 2006/07, Department of Census and Statistics, Sri Lanka

DAMBULLA MARKET

MARKET STATISTICS

•Over 15,000 people

•Over 1,000 lorries

•Over 150 shops

•Traders earn over Rs.50,000 a day

•Manual labourers earn Rs.2,000 a day

Health

Education

Jobs

Farmers

LabourersTraders

OFFICER UPDATING TRADENET

PEOPLE OUTSIDE THE MARKET

•They are willing to spend on education (Tuition classes) on health services (Medical tips) on job opportunities

•Currently they spend a substantialamount on all 3 services and are willingto spend more. They have somefamiliarity with the technologies thatexist today.

TUITION ADVERTISEMENTS

SOCIO-ECONOMIC PYRAMID

Source: December 23, 2010 by Sameera Wijerathnahttp://sameeraw.wordpress.com

Products

Health

Target

Audience

Value Cash Other

Base of

pyramid –

geographically.

•Travel time

•Money

•Instant relief

•Increase

Productivity

Rs. 500

VS

Rs. 5

•Partnership

with Health

Ministry.

•Good

opportunity

for Medical

Officers.

Health

Target Audience Value Cash Other

•Base of pyramid –

top of the pyramid

•Geographically,

•by subjects

•Links tutors and

students with one

phone call.

•rating system for

teachers would

improve the

quality of tutor

•improve

knowledge base

Rs. 1000s

Vs

Rs.30/month

Partnership with

the Education

Ministry to

monitor the

teacher ratings,

according to

qualifications,

experience etc

Health

Target Audience Value Cash Other

Base of pyramid –

only manual labour

jobs within a

certain salary scale,

e.g clerks,

•Links employers

with job seekers.

•Save time,

•Confidence and

Privacy

Rs. 1000s

vs

Rs. 1 per day

Normal Call rate for

enquiries

Dialog could tie up

with a job agency

to ensure reliable

service

e.g. Topjobs.lk

Our responsibility to make a changeWe have to start from the BOPSri Lankans should have equal opportunityInformation flow has to be bridgedThe only device that can do thatMOBILE PHONEAchieving a common goal