DATA FROM THE NEXT BILLION. Nathan Eagle

Transcription

1 DATA FROM THE NEXT BILLION Nathan Eagle

2 Big Data in Growth Markets Small Data in Growth Markets Data Reciprocity 2

3 ACTIVE MOBILE SUBSCRIPTIONS Developing Countries Developed Countries

4 + 3G + Wifi + GPS + Android + Touchscreen = $175 USD (Jan 2011) $85 USD (Jan 2012) $48 USD (Feb 2013) $32 USD (October 2013)] $26 USD (November 2013) ANDROID PRICE-POINT 4

5 WORLD S MOST POPULAR OS March Billion Windows Users 1.35 Billion Android Users 5

6 INTERNET USERS Developing Countries Developed Countries

7 # Country Users (millions) FACEBOOK YoY Change (millions) Annual growth % of Internet users 1 United States % 59.9% 2 India % 71.0% 3 Brazil % 69.6% 4 Indonesia % 86.8% 5 Mexico % 63.2% 6 Turkey % 88.1% 7 Philippines % 88.9% 8 UK % 62.5% 9 Germany % 38.0% 10 France % 53.0% 7

8 THE VALUE OF AN EMERGING MARKET FB USER "The unfair economic reality is that those already on Facebook have way more money than the rest of the world combined, so it may not actually be profitable for us to serve the next few billion people for a very long time, if ever. But we believe everyone deserves to be connected. Mark Zuckerberg 8

9 THE VALUE OF AN EMERGING MARKET FB USER 90.00% 80.00% 70.00% 60.00% 50.00% X X % of EM users 40.00% % of EM revenue 30.00% 20.00% 10.00% 0.00% Q Q Q Q Q (e) Q (e) Q (e) Q (e) Q (e) 9

10 MOBILE OPERATOR DATA: CDR CDR Column Elements Caller (Texter) / Receiver Hashed MSISDN Hashed IMEI Time / Duration Cellular Towers TYPICAL DATA 1 Month 5 Years 5% 100% of the population 10

11 REACTIONS TO REGIONAL SHOCKS Spatial Dynamic Bayesian Anomaly Detection Quantify tower-level behavioral priors N. Eagle and E. Horvitz. (2009). Spatial Dynamic Bayesian Anomaly Detection for Real- Time Disease Detection, AAAI. 11

12 MOBILITY & MALARIA: SOURCES AND SINKS A. Wesolowski, N. Eagle, A. Tatem, D. Smith, A. Noor, R. Snow, and C. Buckee (2012). "Quantifying the impact of human mobility on malaria", Science, 338(6104), pp

13 H1N1, MEXICO,

14 Big Data in Growth Markets Small Data in Growth Markets Data Reciprocity 14

15 PREDICTING CHOLERA IN RWANDA? 15

16 MOBILE PAYMENTS: SMS BLOODBANK 16

17 PREPAID AIRTIME IS VIEWED AS EQUIVALENT TO C PROPRIETARY AND Over 85% of subscribers in emerging markets are on prepaid, or pay-as-you-go, plans 10% of daily wages spent on airtime 17

18 Jana Drives Consumer Action With Mobile Airtime. We Connect Global Companies to 3.48 Billion Emerging Market Consumers in 102 Countries. 18

19 3.48 BILLION MOBILE SUBSCRIBERS Partnerships with 237 mobile phone carriers in 101 countries JANA: OUR GLOBAL NETWORK MOBILE ENGAGEMENT Mobile interaction with the consumer in any country, on any handset using a range of engagement channels MOBILE REWARDS PLATFORM Mobile Airtime Rewards in over 70 currencies worldwide Global Footprint in 101 Emerging Markets Across Asia, the Americas, Sub-Saharan Africa, Middle East, and Eastern Europe 19

20 PARTNERSHIPS WITH 237 MOBILE OPERATORS 20

21 Global Research One Sheeter 6-18.pdf

22 RESEARCH POLL CONSUMERS ABOUT CURRENT TRENDS KNOW AL JAZEERA POLLS OVER 1,000 PAKISTANI VOTERS IN 3 DAYS OBJECTIVE: + To gather the opinions of average citizens in Pakistan in a short span of time on a newsworthy issue. Learn more about this campaign at: KEY RESULTS WITH JANA: + Collected and compiled the data in only 3 days. + Gathered location and demographic data, enabling the client to create an interactive geospatial graphic + Polled respondents on specific questions, and asked for their opinions about specific matters 22

23 RESEARCH GENERATE RAPID INSIGHTS IN HARD-TO-ENGAGE LOCATIONS KNOW CNN GAINS INSIGHT ON A PRESSING ISSUE FROM 20,000 AFRICAN RESPONDENTS OBJECTIVE: + To gather the opinions of many people in Africa in a short span of time on a newsworthy issue. Using the Jana platform to reach the booming mobile market in Africa allowed us to engage far more people in more countries than we could have done by other means KEY RESULTS WITH JANA: + Conceptualized the product, collected the data, and ran the story in less than one week. + Collected 20,000 responses in four days + Gathered respondents from 11 African countries: Ghana, Kenya, Lesotho, Namibia, Nigeria, Rwanda, South Africa, Tanzania, Uganda, Zambia, and Zimbabwe PETER BALE, VP & GM Digital for CNN INTERNATIONAL 23

24 RESEARCH UNDERSTAND AWARENESS AND USAGE AMONG RURAL CONSUMERS KNOW P&G SURVEYS 1000 UNDERSERVED DETERGENT CONSUMERS IN KENYA OBJECTIVE: + To determine laundry washing habits, laundry brand satisfaction, and brand usage experience of consumers. Based on the great insights we got from the mobile survey data, I can say that I would happily recommend your services to the rest of the R&D community. P&G CEEMEA FABRIC & HOME CARE KEY RESULTS WITH JANA: + Gathered data from a representative sample composition of 1000 consumers across socio-economic, geographic, and age levels + Generated results faster than traditional research methods 24

25 RESEARCH IMPROVE REACH AT LOWER COST KNOW UNITED NATIONS REDUCES COST BY 10X WHILE GAINING GLOBAL INSIGHTS OBJECTIVE: + To increase the speed and reduce the cost and timeline of understanding key UN constituents. 7,000 respondents 33 countries 6 months $5 MM total budget 40,000 respondents 49 countries 2 months $500k total budget KEY RESULTS WITH JANA: + Decreased time to collect results by 65% + Increased respondents by 400% and footprint by 50% + Cut data collection costs by 80% Jana reached 5x more respondents, at 10x less cost, in 49 countries. 25

26 Big Data in Growth Markets Small Data in Growth Markets Data Reciprocity 26

27 ALL THIS DATA, AND DIGITAL ADVERTISING STILL SUCKS. Sheela Google s Estimate of Sheela 27

28 DATA RECIPROCITY If we can redirect 50% of the $200 billion spent on emerging market advertising, Jana will be able to provide one billion people with the equivalent of a 5% raise.

29 Thank You! Nathan Eagle CEO, Jana Nathan Eagle Adjunct Assistant Professor Harvard University Engineering Social Systems 29