transforming bop markets using mobile and big data

Leveraging Mobile IT and Big Data (IOT) to

Transform BoP Markets

© Rajendra Pratap Gupta . Email: [email protected]

Rajendra Pratap Gupta Co-Chairman

Innovation Working Group- Asia

1

Defining the ‘Bottom of the Pyramid’ - 4,000,000,000 © Rajendra Pratap Gupta . Email: [email protected]

2

These are the people at the ‘Bottom of Poverty’, and nothing, but continuous earnings can uplift them.– Rajendra Pratap Gupta

BOP Characteristics…

�  Low, fluctuating incomes �  Resist large up-front outlays, and installment plans �  Lack affordable credit

�  Difficult living conditions and domestic constraints �  Little space or privacy �  Uncertain electricity and water (if any)

�  Smart shoppers and investors �  Unlikely to spend money on products they don’t

want �  But, they want high quality and reliable products

3 © Rajendra Pratap Gupta . Email: [email protected]

BOP Characteristics…

�  Unfamiliar with many products, technologies, procedures �  Scarce communication channels; low literacy

rates �  Lack affordable credit

�  Seek out trusted advice �  Rely on opinions of people known and trusted �  Friends, family members, and direct experience

strongly influence purchase decisions �  Demand respect

�  Want to be taken seriously; treated equitably and with dignity

�  Face disadvantages in the market �  High prices, inferior goods – “BOP penalty”


}Fundamental Shift

Government

Charities

NGOs

Entrepreneurs

SMEs

MNCs

Historic View

Non-Market Mechanisms Market-based Mechanisms

AID TRADE

“Bottom of the Pyramid”


Companies should not just try to create value ‘FROM’ the BOP, but ‘FOR’ the BOP – Rajendra Pratap Gupta

6

IOT – platform for BOP transformation

“When money changes hands , value is created for both (the transacting entities). IOT provides a matchless platform to the ‘global village’ for these transactions.”

- Rajendra Pratap Gupta

© Rajendra Pratap Gupta . Email: [email protected] 6

“BOP is the growth engine for the TOP ( Top of the Pyramid) ” Rajendra Pratap Gupta

Government

Charities

NGOs

Historic View

Non-Market Mechanisms


B2C C2C

G2C

•  Awareness about schemes/ benefits •  Common service centers

Crowd Sourcing of Ideas, Investment, Innovation

�  Agriculture �  Supply Chain �  Healthcare

7

IOT &

BOP

8

Mobile Technology and BOP

�  Mobile is not just ubiquitous; it is the primary contact point for the BOP.

�  Mobile analytics is capturing and delivering insights; anytime and anywhere.


Big Data helps bring novel solutions for BOP

�  No Map in the world can tell the safest route home or tell the police the best route to patrol.

�  No survey tracks parameters like teacher attendance or school infrastructure in real time.

�  National level healthcare decisions affecting millions are made based on sample survey of 100 people

Safest Route Home? Teachers Attendance? Healthcare Policy?


10

Big Data, Big Corporations and the BOP

BIG DATA should NOT be the exclusive domain of big corporations or Governments only, but should be made accessible to SMEs & micro

entrepreneurs; and this is where the users of, real value to, and innovations in - BIG Data will come from

- Rajendra Pratap Gupta


11

Promoting Entrepreneurship for the BOP

A unique highly accessible collaborative platform of 50000+ members for young aspirants looking at transforming the BOP


�  Business Incubation Center - Unique mentorship programs from diversified experts for the Start-ups from industry sectors – Agriculture, Technology, Healthcare.

�  Access to venture Capitalists, Angel Investors. �  Huge network of youngsters in India which helps start-ups

to collaborate , learn and grow.

Co-founders - Rajendra Pratap Gupta & Vijay Gurram

12

Transforming Policy and Governance with the BOP

With more than 200,000 members, Local Circles is a Mobile/IT platform, for transforming governance with inputs from the people at the BOP


�  Ministries – Enabling citizens to assist each other and give inputs into policy making.

�  Departments: – Enabling citizens to discuss common issues/solutions, create transparency and give inputs.

�  Constituencies – Enabling citizens in a constituency to get and stay connected with each other to work on local issues

www.facebook.com/rajendragupta www.twitter.com/rajendragupta


Rajendra Pratap Gupta Co-Chair

transforming bop markets using mobile and big data

Internet