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Innovation Week Ghana Andrew Missingham Keynote Address 25.06.13 Andrew Missingham http://amissingham.com Tweet: #iweek13 Follow: @amissingham Tuesday, 25 June 13
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Innovation Week Ghana
Andrew MissinghamKeynote Address
25.06.13
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
The feature phone fortune at the base of the pyramid
But first...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
How I got here...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Studied Performance Arts
Andrew Missinghamhttp://amissingham.com
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How I got here...
Tuesday, 25 June 13
Musician & Record Producer
How I got here...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Lecturer in Music at Liverpool Institute
How I got here...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Music Projects at the British Council
How I got here...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Director of Performing Arts at ICA
How I got here...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Director of own company
How I got here...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Independent Consultant
How I got here...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Independent Consultant &
Events Producer
How I got here...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Pop!
How I got here...
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Tuesday, 25 June 13
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
My purpose
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
I aim to change the world around me with
my gifts of intelligence, empathy, curiosity
and passion, exploring culture in its fullest
sense, and unleashing the power of
creativity that longs to burst from all of us.
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
The Mobile Opportunity
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Phones are disruptive.
The Mobile Opportunity
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Phones are disruptive.
“Some have worried that the telephone permits inappropriate or dangerous discussions, such as illicit wooing”
(Claude Fischer)
The Mobile Opportunity
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Phones are disruptive.
“Some have worried that the telephone permits inappropriate or dangerous discussions, such as illicit wooing”
(Claude Fischer, 1880)
The Mobile Opportunity
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Phones have always been disruptive.
“Some have worried that the telephone permits inappropriate or dangerous discussions, such as illicit wooing”
(Claude Fischer, 1880)
The Mobile Opportunity
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Phones have always been disruptive.
“Some have worried that the telephone permits inappropriate or dangerous discussions, such as illicit wooing”
(Claude Fischer, 1880)
Get over it
The Mobile Opportunity
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Disruptive?
Yes, but in a good way...Mobile phones are arguably the most positively disruptive technologies that we have ever seen.
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Understand your market
To get the most out of the mobile technology opportunity, you have to look at it as an outsider.
This is my outsider’s view...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
What working in Africa feels like...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
What working in Africa feels like...
Tuesday, 25 June 13
Mobile is African;Africa is Mobile
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Mobile is African;Africa is Mobile
The most mobile marketplace in the world.
When you lead, the world follows...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Mobile is African;Africa is Mobile
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Mobile is African;Africa is Mobile
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Jugaad Innovation & Shrewd Use
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Jugaad Innovation & Shrewd Use
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Start local to grow international
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Start local to grow international
Andrew Missinghamhttp://amissingham.com
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“No one can beat us for local cultural intelligence”
Tuesday, 25 June 13
Start local to grow international
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Start local to grow international
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Start with the problem
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Start with the problem
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Innovate Business models too
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Innovate Business models too
Tuesday, 25 June 13
Design for real people
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Design for real people
Tuesday, 25 June 13
Start with the tech people already own
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Start with the tech people already own
• Feature phones outnumber smartphones 10 to 1
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Start with the tech people already own
• Feature phones outnumber smartphones 10 to 1
• They’re not going to disappear.
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Start with the tech people already own
• Feature phones outnumber smartphones 10 to 1
• They’re not going to disappear.
• Why sell a Lexus to a Mercedes owner?
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Why try to sell a Lexus to a
Mercedes owner?
Andrew Missinghamhttp://amissingham.com
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Start with the tech people already own
Tuesday, 25 June 13
Why not sell everyone a little
more fuel?
Andrew Missinghamhttp://amissingham.com
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Start with the tech people already own
Tuesday, 25 June 13
Build for feature phones?
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
• They're data enabled, within the reach of most Africans, but not fully exploited for their data capability
Andrew Missinghamhttp://amissingham.com
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Build for feature phones?
Tuesday, 25 June 13
• They're data enabled, within the reach of most Africans, but not fully exploited for their data capability
• Compelling data-using services are yet be created. So data use remains low
Andrew Missinghamhttp://amissingham.com
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Build for feature phones?
Tuesday, 25 June 13
• They're data enabled, within the reach of most Africans, but not fully exploited for their data capability
• Compelling data-using services are yet be created. So data use remains low
• We're creating the possibility that feature phones will be Africa's iPad - shared around the family, always on, always online.
Andrew Missinghamhttp://amissingham.com
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Build for feature phones?
Tuesday, 25 June 13
BUT ABOVE ALL, THEY HAVE TWO UNIQUE SELLING POINTS:
Andrew Missinghamhttp://amissingham.com
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Build for feature phones?
Tuesday, 25 June 13
BUT ABOVE ALL, THEY HAVE TWO UNIQUE SELLING POINTS:
BATTERY LIFE
Andrew Missinghamhttp://amissingham.com
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Build for feature phones?
Tuesday, 25 June 13
BUT ABOVE ALL, THEY HAVE TWO UNIQUE SELLING POINTS:
BATTERY LIFE
DURABILITY
Andrew Missinghamhttp://amissingham.com
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Build for feature phones?
Tuesday, 25 June 13
Start from the base
• Who’s at the base?
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Start from the base
• Who’s at the base?
• It’s adolescent girls
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Start from the base
• Who’s at the base?
• It’s adolescent girls
• Design for them, design for everyone
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Start from the base
• Who’s at the base?
• It’s adolescent girls
• Design for them, design for everyone
• Trickle down’s been tried.
IT DOESN’T WORK
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Build for the baseBuild for all
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Why design for girls?
Andrew Missinghamhttp://amissingham.com
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Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Why design for girls?
• Adolescent girls are statistically the least likely members of society to be invested into.
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Why design for girls?
• Adolescent girls are statistically the least likely members of society to be invested into.
• They are the most disadvantaged.
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Why design for girls?
• Adolescent girls are statistically the least likely members of society to be invested into.
• They are the most disadvantaged.
• Their potential is not being fulfilled.
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Why design for girls?
• Adolescent girls are statistically the least likely members of society to be invested into.
• They are the most disadvantaged.
• Their potential is not being fulfilled.
• Fulfilled and unleashed, their potential can add massive latent value to economies.
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Why design for girls?
• Girls are the gateways to higher data use.
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Why design for girls?
• Girls are the gateways to higher data use.
“I've come up with a set of rules that describe our reactions to technologies:
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
Why design for girls?
• Girls are the gateways to higher data use.
“I've come up with a set of rules that describe our reactions to technologies:
1. Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Why design for girls?
• Girls are the gateways to higher data use.
“I've come up with a set of rules that describe our reactions to technologies:
1. Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.
2. Anything that's invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it.
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Why design for girls?
• Girls are the gateways to higher data use.
“I've come up with a set of rules that describe our reactions to technologies:
1. Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.
2. Anything that's invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it.
3. Anything invented after you're thirty-five is against the natural order of things.” (Douglas Adams)
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Why design for girls?
• Girls are the gateways to higher data use.
• Girls are geeks. They teach their families how to use mobile phones.
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Why design for girls?
• Girls are the gateways to higher data use.
• Girls are geeks. They teach their families how to use mobile phones.
• They do this more than boys, because they are more often at home.
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
Why design for girls?
• Girls are the gateways to higher data use.
• Girls are geeks. They teach their families how to use mobile phones.
• They do this more than boys, because they are more often at home.
• This crosses rich and poor. It even crosses whether a girl owns a phone or not.
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
In summary...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
In summary...• Know your own market
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
In summary...• Know your own market
• Use “Jugaad” and improvised innovation
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
In summary...• Know your own market
• Use “Jugaad” and improvised innovation
• Innovation in business models, not just execution
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
In summary...• Know your own market
• Use “Jugaad” and improvised innovation
• Innovation in business models, not just execution
• Start local to grow international
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
In summary...• Know your own market
• Use “Jugaad” and improvised innovation
• Innovation in business models, not just execution
• Start local to grow international
• Design for real people
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
In summary...• Know your own market
• Use “Jugaad” and improvised innovation
• Innovation in business models, not just execution
• Start local to grow international
• Design for real people
• Design for technology most own (Feature phones)
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
In summary...• Know your own market
• Use “Jugaad” and improvised innovation
• Innovation in business models, not just execution
• Start local to grow international
• Design for real people
• Design for technology most own (Feature phones)
• Design for the base (adolescent girls)
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
In summary...But above all...
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
In summary...But above all...
MAKE IT QUICK
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
In summary...But above all...
MAKE IT QUICKMAKE IT CHEAP
Andrew Missinghamhttp://amissingham.com
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Tuesday, 25 June 13
In summary...But above all...
MAKE IT QUICKMAKE IT CHEAP MAKE IT OFTEN
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
In summary...But above all...
MAKE IT QUICKMAKE IT CHEAP MAKE IT OFTEN
SOME MAY NOT WORK, BUT WHAT WORKS WILL CHANGE THE WORLD
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
Tuesday, 25 June 13
But above all...
MAKE IT QUICKMAKE IT CHEAP MAKE IT OFTEN
SOME MAY NOT WORK, BUT WHAT WORKS WILL CHANGE THE WORLD
Tuesday, 25 June 13
Thank you!
Andrew Missinghamhttp://amissingham.com
Tweet: #iweek13Follow: @amissingham
But above all...
MAKE IT QUICKMAKE IT CHEAP MAKE IT OFTEN
SOME MAY NOT WORK, BUT WHAT WORKS WILL CHANGE THE WORLD
Tuesday, 25 June 13
