Nokia Siemens Networks

Information that makes life simply better

Bringing information services to the next billion users will take innovation and a laser-like focus on people’s needs. The right information delivered and presented in an accurate way can be life-changing.

We live in the information age. Yet it is an era that has by-passed many in emerging markets. While mobile brings voice communications to ever more people, life-changing information services have yet to enter the lives of the next billion users in rural and lower income urban areas.

“There is huge untapped opportunity for information services,” says Mr. Jawahar Kanjilal, global head of Emerging Market Services at Nokia. “Internet usage is growing worldwide, but the penetration of internet based services in emerging markets remains a fraction of the rates in other markets.” The statistics reveal the shortfall in Internet penetration. For example, while India has 17% of the world’s people, it accounts for just 4.7% of all Internet users and has only 1.2% of the world’s broadband connections.

Kanjilal continues: “The mobile’s next frontier is to inform, involve and empower new users and add real value to their lives. By filling in the information gaps, we can help to empower people with the right tools, helping them make informed decisions in their daily lives.” “Bringing useful information services to consumers in rural and small town communities will take innovation and a profound understanding of their needs. Services must be locally relevant, in the local language, highly affordable and easy to use on mobile devices. To be truly accessible, these services must work wherever a mobile phone works, without any hassle caused by settings or GPRS coverage.”

“To date, services on mobile devices have been predominantly entertainment focused. Building services for the next billion requires an understanding of people’s living environments. ‘Livelihood’ and ‘life-improvement’ services delivered to people’s mobile devices will play a vital role,” explains Kanjilal.

Supporting people’s information needs

Extensive Nokia research has rooted out the kinds of information people want. For example, it turns out that the information needs of those working in agriculture change throughout the year, as the cropping cycle runs its course.

“Before planting, farmers need to know which crops to use, the best place to buy seeds, the prices and seed quality. After planting, they need pesticides and fertilizers and want to know more about the most suitable products. And they need weather forecasts to pick the right time to harvest and where they can sell their produce at the best prices,” says Kanjilal.

In education, a mobile service could help students to develop language skills by delivering a new word to learn each day.
An English word can be provided with a phonetic guide to its pronunciation in the user’s native language, as well as guidance to the word’s correct use. Other possibilities include career tips or advice on preparing for exams. Information about colleges and courses is also useful.

“Such livelihood and life-improvement services must be created from a deep understanding of the needs of people in emerging markets,” explains Kanjilal. “They cannot simply be adapted from existing services in other markets. They have to be built from the ground up.”

Delivering practical services

The recently announced Nokia Life Tools are a range of agriculture and education services aimed at non-urban consumers. The services use an icon-based, graphically-rich user interface that includes tables and can also display information in two languages simultaneously.

Behind this rich interface, SMS is used to deliver the critical information to ensure that the service works wherever the mobile phone does. “It is a simple innovation that carries huge potential in emerging markets,” comments Kanjilal.
The agriculture services will provide accurate and regular information on prices and availability of seeds, fertilizers, pesticides, weather and prevailing market prices for the crops. The information is customized to the farmer’s location and selection of crops.

The education services will help students by boosting their English and general knowledge. Language lessons, quizzes on English words and phrases are designed to give students an advantage.

“The success of this initiative can be assured through regular consumer feedback to ensure that their needs are best met. More importantly, it will require a collaborative effort between Nokia, our operator partners, government agencies, industry participants and information providers as we connect the next billion mobile phone subscribers,” ends Kanjilal.