nokia: innovating in africa talk
DESCRIPTION
A special thanks to all of the commentors from the last couple days who gave of their opinions to help Nokia think differently about innovating in Africa. It was these comments that I channeled, where I served as a messenger to tell the Nokia executives who flew in from all over the continent and Europe for this meeting in Nairobi.Points made in the talkFirst, stop treating the Middle East and Africa as a single region. If you’re serious about Africa, treat it as its own region.Second, stop colluding with the operators and start colluding with your customers.The mobile space is more nuanced now, it’s difficult to create a handset that will change your fate, instead it’s a mixture of software, apps, web platforms and data costs (as well as handsets) that decide your future.Engage developers, third party programmers and businesses is where innovation comes from, not a large, slow company.Standardize your UI and OS, strengthen your APIs. Get out of the way and let software developers innovate on a platform.Make it easy for developers to make money, even in Africa. Figure out a way that people get paid and can bill via your server-side offerings like Ovi.Take some of the big money that’s being thrown at high-profile “global social change competitions”, which generally attract Western organizations, and do more smaller-scale work at the grassroots level.A large percentage of users can’t afford the data plan to get on your own websites and the Ovi store. Zero rate them. There’s no reason you shouldn’t be eating Facebook’s, Twitter’s and Google’s lunch in this, as Nokia has deeper penetration with mobile operators than almost anyone else on the continent.Consider a specialized site for Africa, loading fast on low bandwidth.You were too slow on the dual SIM card movement, that if anything showed you had lost your innovative practices in the emerging markets like Africa.Today it’s driving the cheapest candybar phone to the lowest possible price. Good, keep that up. While you’re doing so, make the battery last longer and keep thinking of great ways to recharge it (solar or bicycle dyno).But, look ahead are realize that even here in Africa, people want Smartphones with real web browsers, social networking and entertainment apps. Do it for under $100.You don’t want to hear it, but I’ll say it anyway. Software isn’t your strong point, hardware is. Consider embracing Android.How about a multi-touch dual-SIM Android smartphone for under $100… can you do it?SD cards = digital storage. In fact, provide these with content already on them, including books, encyclopedias, etc.Cloud-based services, including heavy application processes, would mean deeper penetration into phones with less RAM, content backup, and a content creation and sharing link that is still untapped.Be the first to implement 802.21 in your handsets, allowing a seamless handover from WiFi to GSM/GPRS. Lead the charge to fully IP-enabled phones.Finally, nothing will get better by holding to the status quo and slipping into mediocrity. Now is the time for daring exploits, especially in the places with the most growth potential and where your competition is either light or weak.Africa is ripe for experimental phones and financing models, what is new coming out of Africa first?TRANSCRIPT
Nokia: Innovating
AfricaGetting past the
Nokia 1100
solving everyday problemswith African ingenuity
whiteBGSJDBO
where africa and technology collide
AFRICA’S TOP BRAND
“Nokia has outperformed global power brands and local hero brands alike.”
- Centre for Brand Analysis
http://www.itnewsafrica.com/?p=2759
Pothole Theory
You only care about thepotholes in your neigborhood
WHAT WOULD YOU SAY TO NOKIA AFRICA?
45+
2 BIG TAKEAWAYS
Treat Africa as it’s own region
Stop colluding with the operators. Start colluding with your customers.
IT’S MORE THAN A HANDSET
Operating system
User interface
App stores
Data costs
Payment solutions
Meaningful accessories
Engage developers, third party programmers and businesses is where innovation comes from, not a large, slow company.
Standardize your UI and OS, strengthen your APIs. Get out of the way and let software developers innovate on a platform.
Make it easy for developers to make money, even in Africa. Figure out a way that people get paid and can bill via your server-side offerings (like Ovi).
Take some of the big money that's being thrown at high-profile "global social change competitions", which generally attract Western organizations, and do more smaller-scale work at the grassroots level.
A large percentage of users can't afford the data plan to get on your own websites and the Ovi store.
Zero rate them.
Consider a specialized site for Africa, loading fast on low bandwidth.
You were way too slow on the dual SIM card movement, that if anything showed you had lost your innovative practices in the emerging markets like Africa.
Today it's driving the cheapest candybar phone to the lowest possible price. Good, keep that up. While you're doing so, make the battery last longer and keep thinking of great ways to recharge it (solar or bicycle dyno).
But, look ahead are realize that even here in Africa, people want Smartphones with real web browsers, social networking and entertainment apps.
Do it for under $100.
Software isn't your strong point, hardware is.
Consider embracing Android.
SD cards = digital storage.
In fact, provide these with content already on them, including books, encyclopedias, textbooks, media, etc...
Cloud-based services, including heavy application processes, would mean deeper penetration into phones with less RAM, content backup, and a content creation and sharing link that is still untapped.
Be the first to implement 802.21 in your handsets, allowing a seamless handover from WiFi to GSM/GPRS.
Lead the charge to fully IP-enabled phones.
Africa is ripe for experimental phones and financing models, what is new coming out of Africa first?
HARDWARE
Solar powered low cost handsets for rural areas
Be the first to implement 802.21 in handsets (WiFi to GSM/GPRS)
Enable native phone directory to dial VoIP when WiFi connected.
Build a great, integrated SIP client into the phones
Provide SD cards with reference books, encyclopedias, textbooks and much more so that the device becomes the equivalent of the powerful computer it could actually be.
HARDWARE
A low budget QWERTY phone with Bluetooth for all of those who are using the phone as a digital safe for their digital media
A real USB jack that pops out (= no cable)
Get better online support for low end phones + backup of data OTA
Make them dust-proof like the legendary 6250 or 5140
$15-level phones with GPRS / faster data.
SOFTWARE
“Is Nokia a hardware maker or a software maker? Few succeed at being both well. I believe hardware is their best strength.”
- Kobby Owusu
SOFTWARE
Give us a good inbuilt browser on web-enabled phones!
A platform that runs cloud-based services for mobiles
Use Android for the OS. Nokia makes horrible software.
Leverage size to standardize operating systems and user interface for mobiles.
Work on the Ovi Store. It’s 2010 and it’s all about the software.
BUSINESS
“What if we thought of this device as we did PCs back before the connectivity went ubiquitous – what would we offer?”
- Niti Bhan
BUSINESS
Stop colluding with the operators. Start colluding with the customers.
A separate, fast-loading Nokia website for Africans
Try to prevent fake Nokia handsets on the market
Stop treating the Middle East and Africa like it is the same region
Working with Nokia is “slow, heavy and burdensome”, need to be more responsive
BUSINESS
Get back on the street, into universities and technology hubs. Listen and respond.
COMMUNITY
“They should take some of the big money they’re throwing at high-profile global social change/technology competitions, which generally attract western organizations, and do more smaller-scale work at the grassroots level.”
- Ken Banks
COMMUNITY
“We’re a little tired of reading about Nokia innovations for other continents then getting them here centuries later. I want OTAs for my e71!!!”
- cdhonio
COMMUNITY
Collaborate with local researchers and share the data
Nokia needs to win the developers back but between Symbian, Meego and Maemo Nokia’s platform seems to be a mess.
HARD LESSONS
•Dual SIM Card phones (China)
• App stores (Apple)
•Developer community (Google)
• Access (Facebook)
