DATA FROM THE NEXT BILLION. Nathan Eagle

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• Nathan Eagle

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ENGAGE T HE NEXT BILLION P R O P R IE T A R Y A N D C O N F ID E N T IA L

Big Data in Growth Markets

Small Data in Growth Markets

Data Reciprocity

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ACTIVE MOBILE SUBSCRIPTIONS

3 0 1 2 3 4 5 6 7 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

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ANDROID PRICE-POINT

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)

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WORLD’S MOST POPULAR OS

March 2014

1.3 Billion Windows

Users

1.35 Billion Android

Users

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INTERNET USERS

6 0 0.5 1 1.5 2 2.5 3 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

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FACEBOOK

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#

Country

Users

(millions)

YoY Change

(millions)

Annual

growth

% of Internet

users

1 United States

146.8

5.2 3.7%

59.9%

2 India

114.8

36.7 47.0%

71.0%

3 Brazil

69.0

22.5 48.4%

69.6%

4 Indonesia

63.2

14.0 28.5%

86.8%

5 Mexico

35.7

6.5 22.3%

63.2%

6 Turkey

32.3

2.4 8.0%

88.1%

7 Philippines

30.2

5.7 23.3%

88.9%

8 UK

29.9

1.6 5.7%

62.5%

9 Germany

22.1

2.1 10.5%

38.0%

10 France

22.0

1.6 7.8%

53.0%

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THE VALUE OF AN EMERGING MARKET FB USER

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"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.”

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THE VALUE OF AN EMERGING MARKET FB USER

9 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%

Q2 2010 Q2 2011 Q2 2012 Q2 2013 Q2 2014 (e) Q2 2015 (e) Q2 2016 (e) Q2 2017 (e) Q2 2018 (e)

% of EM users % of EM revenue

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MOBILE OPERATOR DATA: CDR

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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

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REACTIONS TO REGIONAL SHOCKS

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• 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.

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MOBILITY & MALARIA: SOURCES AND SINKS

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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. 267-270.

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H1N1, MEXICO, 2009

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Big Data in Growth Markets

Small Data in Growth Markets

Data Reciprocity

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PREDICTING CHOLERA IN RWANDA?

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MOBILE PAYMENTS: SMS BLOODBANK

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ENGAGE T HE NEXT BILLION P R O P R IE T A R Y A N D C O N F ID E N T IA L 17

• Over 85% of subscribers in

emerging markets are on

prepaid, or pay-as-you-go,

plans

• 10% of daily wages spent on

airtime

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Jana Drives Consumer Action With

Mobile Airtime.

We Connect Global Companies to

3.48 Billion Emerging Market

Consumers in 102 Countries.

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Partnerships with 237 mobile phone carriers in 101

countries

Mobile Airtime Rewards in

over 70 currencies world-wide

Mobile interaction with the consumer – in any country, on any handset – using a range of

engagement channels 3.48 BILLION MOBILE SUBSCRIBERS MOBILE REWARDS PLATFORM MOBILE ENGAGEMENT

Global Footprint in 101 Emerging Markets Across Asia, the Americas, Sub-Saharan Africa, Middle East, and Eastern Europe

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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.

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

K N O W

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RESEARCH | POLL CONSUMERS ABOUT CURRENT TRENDS

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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.

+ 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 K N O W

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RESEARCH | GENERATE RAPID INSIGHTS IN HARD-TO-ENGAGE LOCATIONS

“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”

PETER BALE, VP & GM Digital for CNN INTERNATIONAL

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P&G SURVEYS 1000 UNDERSERVED

DETERGENT CONSUMERS IN KENYA

OBJECTIVE:

+ To determine laundry washing

habits, laundry brand satisfaction, and brand usage experience of consumers.

+ Gathered data from a representative sample composition of 1000 consumers across socio-economic, geographic, and age levels

+ Generated results faster than traditional research methods

K N O W

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RESEARCH | UNDERSTAND AWARENESS AND USAGE AMONG RURAL 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.”

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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.

+ Decreased time to collect results by 65%

+ Increased respondents by 400% and footprint by 50%

+ Cut data collection costs by 80% K N O W

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RESEARCH | IMPROVE REACH AT LOWER COST

“Jana reached 5x more respondents, at 10x less cost, in 49 countries.” 7,000 respondents 33 countries 6 months $5 MM total budget 40,000 respondents 49 countries 2 months $500k_total budget

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Big Data in Growth Markets

Small Data in Growth Markets

Data Reciprocity

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ALL THIS DATA, AND DIGITAL ADVERTISING STILL

SUCKS.

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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.

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Thank You!

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