Download - Afridoctor: The next phase
Media 2.0Matthew Buckland | GM: New Media
...a doctor in your pocketGoing to the next levelMatthew Buckland | Bradley Voges
Media 2.0Matthew Buckland | GM: New Media
• 20FourLabs decided to enter Nokia’s “Calling All Innovators competition”
• Labrats divided into 6 groups
• Generated 12 product ideas
Media 2.0Matthew Buckland | GM: New Media
• Ideas entered into ALCHEMY; goes to vote
• Afridoctor wins idea competition
• Work with Health24 to build application with quick turnaround
Media 2.0Matthew Buckland | GM: New Media
Afridoctor wins competition beating South African and Africa-wide entries
Media 2.0Matthew Buckland | GM: New Media
• 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
Media 2.0Matthew Buckland | GM: New Media
why Afridoctor
• Platform to increase accessibility of health-related content
• Emerging market with limited access to information and help
• Great need – limited offering
Media 2.0Matthew Buckland | GM: New Media
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”
Media 2.0Matthew Buckland | GM: New Media
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
Media 2.0Matthew Buckland | GM: New Media
Distress feature
• Immediate notification of distress and location
• Address and details for mapping
• Predetermined contact
Media 2.0Matthew Buckland | GM: New Media
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)
Media 2.0Matthew Buckland | GM: New Media
why SnapDiagnosis?
• Users in remote location without access to a doctor
• Can’t afford access to a doctor
• Embarrassing ailment & require privacy
• Convenience
Media 2.0Matthew Buckland | GM: New Media
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
Media 2.0Matthew Buckland | GM: New Media
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
Media 2.0Matthew Buckland | GM: New Media
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
Media 2.0Matthew Buckland | GM: New Media
Media 2.0Matthew Buckland | GM: New Media
Business models
• Business-to-consumer• Advertising• App download fee• SnapDiagnosis fee• SMS revenue
• Business-to-Business• Whitelabelled offerings to
corporate subscriber bases
Media 2.0Matthew Buckland | GM: New Media
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
Media 2.0Matthew Buckland | GM: New Media
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
Media 2.0Matthew Buckland | GM: New Media
Remote diagnosis the future with improved cellphone resolutions
and bandwith?
Global niche apps powered by Afridoctor: Asthma, Diabetes,
Cancer, Aids etc (Phase 3)
Media 2.0Matthew Buckland | GM: New Media
thank you & questions