afridoctor: the next phase

Media 2.0Matthew Buckland | GM: New Media

...a doctor in your pocketGoing to the next levelMatthew Buckland | Bradley Voges


• 20FourLabs decided to enter Nokia’s “Calling All Innovators competition”

• Labrats divided into 6 groups

• Generated 12 product ideas


• Ideas entered into ALCHEMY; goes to vote

• Afridoctor wins idea competition

• Work with Health24 to build application with quick turnaround


Afridoctor wins competition beating South African and Africa-wide entries


• Proof of concept• 10,000 world-wide downloads

in OVI store• Built for “N-series” subset of

Nokia phones• Expand business model• Expand platforms (iphone,

Android, J2me, wap)

where we are now


why Afridoctor

• Platform to increase accessibility of health-related content

• Emerging market with limited access to information and help

• Great need – limited offering


about Afridoctor

• Increasing accessibility of Health related content

• First Aid Tips• Symptom Checkers• Quizzes and Health

Calculators• 3 key features• “A doctor in your pocket”


Find a doctor feature

• Find a doctor or other health related expert in your area

• Save time and effort• Google Maps with potential

revenue stream via preferential listing


Distress feature

• Immediate notification of distress and location

• Address and details for mapping

• Predetermined contact


SnapDiagnosis feature

• Take a photo of scar, wart, burn, etc

• Attach brief description• Submit to panel of doctors• Receive feedback within 48

hours (email, sms or call)


why SnapDiagnosis?

• Users in remote location without access to a doctor

• Can’t afford access to a doctor

• Embarrassing ailment & require privacy

• Convenience


SnapDiagnosis scaling

• Panel of doctors• Health24’s current

capacity of 200 diagnoses per month

• Language and payment mechanisms as potential speed bumps

• Revenue opportunities• Potential Loss Leader


Target market

• Health content is universal• Health issues are more-or-less

universal• Access to int’l markets through

mobile app stores• Access to broad, emerging

market audience (where there’s a need) via mobile device

• Therefore ideal opportunity to take Afridoctor outside borders

target market


Tier 1: South Africa

Tier 2: Africa & emerging markets

Tier 3: Rest of world, developed

worldAfridoctor Afridoctor & Neutral name

appNeutral name app

Advertising reps on ground through ST, agencies

Advertising networks or third party representation

Advertising via networks, but primarily charge for app

Language: English Lang: Eng, FRA, POR, ESP (Static content only)

Lang: Eng, FRA, POR, ESP (Static content only)

Deals with local WASPs, operators, handset makers

Deals with some local WASPS, operators, or an int’l level

WASP, Operator deals at international level

Customisation of app for emerging market (same content, different packaging & emphasis)

Initially broad, generic app, no customisation


Business models

• Business-to-consumer• Advertising• App download fee• SnapDiagnosis fee• SMS revenue

• Business-to-Business• Whitelabelled offerings to

corporate subscriber bases


Target market

• Syndicate content• Use doctor/expert network• Will be Health24’s “utility” app• Naming rights or “powered by”

Health24• Additional marketing channel

Health24 relationship


Target market

• Embed deals: Operators & Handset manufacturers

• App stores• Mobile adnetworks• 24.com mobile apps and sites• Nokia competition rewards

(free exposure, homescreen embed)

• Viral functionality

marketing


Remote diagnosis the future with improved cellphone resolutions

and bandwith?

Global niche apps powered by Afridoctor: Asthma, Diabetes,

Cancer, Aids etc (Phase 3)


thank you & questions

afridoctor: the next phase

Technology

innovators competition

product ideas