This presentation was prepared for my “Mobile Phones in Development: Innovation, Entrepreneurship and Technology Appropriation” class at the University of Washington.

1. August 13, 2012
C a s e S t u d y
University of Washington: Mobile Phones in Development
Researchers: Master of Communication in Digital Media Candidates, Tenille Lively & Ivan Orbegozo

2. MOBILE By the Numbers
6
1.7
Spending on goods and services in
Currently, six billion mobile
phones have been sold worldwide.
emerging markets is increasing by
1.7 trillion dollars every year. Of the six, Five billion mobile
phones worldwide are prepaid.
2/3
By conservative estimates,
emerging markets are projected
to account for two-thirds of the
world’s output by 2030.
14%
While digital ad spending
8%
In India, eight percent have
is growing faster than any access to Internet, 59 percent
other medium at an average of mobile web users are mobile-
annual rate of 14%, Internet only, meaning they only use
2/5 penetration in emerging
markets remains quite low.
their phones to access the web.
200
The four most populous emerging
markets today – China, India, In 2011, companies spent 200
Indonesia and Brazil – will make up billion dollars on advertising in
two-fifths of the global GDP. emerging markets.
+ Statistics provided by Jana Research

3. Did you know?
> Ownership of multiple subscriptions is
becoming increasingly common, suggesting
that their number will soon exceed that of the
human population.
> In developing countries, citizens are
increasingly using mobile phones to create
new livelihoods and enhance their lifestyles,
while governments are using them to
improve service delivery and citizen feedback
mechanisms.
> By 2016, there will be one billion mobile
phones in Africa.

4. Did you know?
Jana is derived from the Sanskrit word for
“people.”
WHat is jana?
20-person, Boston-based startup
company. No sales staff.
Goal: Help global brands to reach
emerging market consumers
Core asset - DATA
Own proprietary protocol
Airtime as currency

5. Photo: Mobile students in Africa Photo: University of Nairobi
Did you know?
There are over 50 languages in Kenya alone.
Nokia hired Jana to send translation micro-tasks
to subscribers that gave Nokia the ability to
create a dictionary of relevant words in local
languages for personalzation of their software.
Photo: Sunset falls on a Maasai boy on Kenya’s Masai Mara National Reserve

6. Nathan Eagle
> As one of the world’s
foremost experts on
mobile phones in emerging Giving mobile phone
markets, Dr. Nathan Eagle
graduated from Stanford
subscribers the ability
University with a B.S. in to earn small amounts
Mechanical Engineering,
a master’s degree in
of mobile money
Management Science and through M-PESA or fee-
Engineering, and a master’s
in Electrical Engineering. free airtime in exchange
His Ph.D. from the MIT for sending data via
Media Laboratory on Reality
Mining was declared one of short message service
the ’10 technologies most
(SMS)
likely to change the way we
live’ by the MIT Technology
Review.

7. JANA By the Numbers
230 2.1 100
30
Currently, Jana has more than 230 Mobile users wordwide, approx. Operating in more than 100
mobile operators. 2.1 billion. countries worldwide.
Today, Jana
is worth
30 million
dollars with
a company
goal of one
billion.

8. JANA products
Jana Research
Provides global organizations and marketing research companies with real-time data and feedback from consumers in
emerging markets across the world using mobile customizable surveys. Jana gives companies access to quick and cost-
effective solutions for taking the pulse of the “next billion consumers” in these growing economies.
Marketing & Promotions
Enables global brands to sell products with targeted, social offers. Marketers can promote products with mobile
marketing campaigns, such as mobile couponing, group buying, or contests. Jana has already crafted programs for top
global brands and organizations.
Loyalty Program
Offers brands valuable consumer insight post-purchase. Brands can re-engage with consumers to get product feedback
or drive loyalty with targeted offers.

9. JANA how it works
SHORT MESSAGE SERVICE (SMS)
Global System for Mobile Communications (GSM)
Subscriber Identity Module (SIM)
Unstructured Supplementary Service Data (USSD)
A benefit of using USSD is that it creates a real-time connection during a USSD session. The connection
remains open, allowing a two-way exchange of a sequence of data, making it a more responsive service
than SMS. However, Jana uses USSD and SMS technologies along with the Internet in conjunction.
(USSD to “pull” information and SMS to “push” information)
To be more competitive they created a proprietary universal cellular messaging protocol
(UCMP) that has the capability to community up to five billion people at no cost to them. That sits at the
back-end of pre-paid billing systems from more than 100 mobile operators worldwide.

10. JANA the actors involved
Mobile Operators Mobile Users/BoP
Jana is a new revenue stream for mobile operators Jana allows 2.1 billion people to received airtime
because Jana buys “bulk airtime.” As a result, mobile credits for their mobile phone accounts helping to
operators have seen an increase on their average empower poor people.
revenue per user (ARPU).
Clients/Brands Governments
Companies and organizations have the capability Sometimes get the benefits from the CDR data results
to have quick access — in real-time — to valuable analyzed by Jana for social good. The info is used to
insight in regards their brands in emerging countries track models of influenza, working with urban planners
allowing those companies to better target their for better & optimized roads, traffic optimization,
market. Jana has less than 100 clients; the biggest among others.
one is The World Bank.

12. The World Bank is one of its largest
clients with a budget of $77 million to
spend — every four years — in Purchasing
Power Parity (PPP) studies among other
projects.

13. JANA the future?
“My ultimate goal is to re-route 30% of the money spent on
mass advertising in the developing world to the individual
consumers themselves — meanwhile helping brands build
loyalty, and helping consumers get the goods and services
they want.”
- Dr. Nathan Eagle
“We need to go where the money is. We are a billion dollar
company, not a social venture. By becoming a billion dollar
company, we are going to empower a huge number of
people. ”
- Dr. Nathan Eagle

14. $
JANA the future?
Data
> What does this mean?
> Who is benefiting the most?
(think pyramid. think database. think mathematical model. think Google.)

15. THE SMART LIST
50 PEOPLE WHO WILL CHANGE THE WORLD
by
“Nathan Eagle is not just smart; he applies his
intelligence to the real world, with both vision (mobile
phones as capital equipment enabling millions of people
around the world to become productive), and a business
model (get them to collect data and market research
for large companies). His company, Jana (in which I’ve
invested), employs thousands and, ultimately, he employs
millions of people in emerging markets as market
researchers.”
- Esther Dyson -- investor and entrepreneur