Android and Smart Devices are shifting the development

1. Android: emerging eco-system &
business models
a case study, Sri Lanka
Work in progress
eNovation4D
ICT4D & M4D consultants, UK
Oct, 2012
Contact: harsha@enovation4d.co.uk

2. Android Smartphones 4D
SmartVillage project
» Shared
Ownership
models
(community vs
telecentre)
» Development
applications
» Education
» Micro-enterprise
promotion
» Apps vs Social
networking
http://fusionsmartvillage.blogspot.com/
Donor partners – Tag ID and Google
Project started in 2011 Feb.
eNovation4D

3. Exploring......with community
Idea development
???
» Who are the emerging
champions?
» Are they using Apps?
» Is shared access a
viable model?
» How do different age
groups interact with
these devices?
» Apps vs Social
networking?
eNovation4D

4. User Developer/
App Logo Category Installs Description
Ratings Publisher
SETT Sinhala/Tamil web SETT Sinhala/Tamil (Sri Lanka/India) web
01 Communication 197 10,000-50,000 browser is the Only Sinhala/Tamil enabled Bhasha, Inc.
browser web browser for Android.
SETT Hindi comes with an innovative
02 SETT Hindi web browser Communication 149 10,000-50,000 rendering engine which renders Hindi Bhasha, Inc.
Unicode within the app.
TamilSMS is a sms application which allows
Microimage Mobile
03 Tamil SMS Social 46 10,000-50,000 users to send sms in Tamil with easy Tamil
Media
keypad typing mechanism.
Sinhala Tamil Eng The First English to Sinhala / Sinhala to
04 Books & Reference 125 5,000-10,000 Sachith Dassanayake
Dictionary English dictionary on the Android Market.
Sinhala Dictionary Offline English to Sinhala / Sinhala to
05 Books & Reference 111 5,000-10,000 English Dictionary for Android version 2.1 Sachith Dassanayake
Offline and above.
Manoj
Sri Lanka Radio Live is free simple radio
06 Sri Lanka Radio Live Entertainment 25 5,000-10,000 Prasanna
with over 10 Sri Lankan Live Radio stations.
Handapangoda
Helakuru Sinhala Bhasha Helakuru is the First & Only
07 Tools 54 1,000-5,000 phonetic Sinhala keyboard & IME for Bhasha, Inc.
Keyboard+IME mobile phones.
From this application you can get Train
08 Sri Lanka Train Schedule Travel & Local 49 1,000-5,000 Schedule, Train Delays and Ticket Prices of Dilshya
Sri Lanka Railways.
Bhasha Puvath (Sri Lanka - Sinhala, Tamil,
09 Bhasha Puvath News & Magazines 44 1,000-5,000 English) is a Multi-Channel Trilingual Sri Bhasha, Inc.
Lankan News Reader.
Sri Lanka's premier Sinhala breaking news
Wijeya Newspapers
10 Lankadeepa News & Magazines 36 1,000-5,000 website updated 24/7 on your Android
Ltd.
Mobile.

5. Emerging Android eco-system
in Sri Lanka Case study: Etisalat App Zone and Book Hub, Sri Lanka
Software
companies
Supplier support
App dvt support
App quality
Marketing effort? Book publishers
Content provider
Staff allocation
Resource
Service App allocation
consumer developer
Content quality
Subscription
decision Customer
Price scheme targeting Mobile operator
selection Staff allocation
Actors in the eco-system
Book Hub
Awareness raising
App Zone Interactive place
(android Forums) » Leading mobile operator
App Partnership Dev.
Community
Revenue sharing » Business community
mechanism
Rural offline » Book publisher
consumer Join or not?
Degree of » Software
Subscription engagement
decision company
Price scheme
selection » Local geeks (App
developers)
NGO
» Youth circles
Awareness
support
» NGO
Service level
Resource
» Community
allocation
2010 July 2010 Nov 2011 Jan 2011 Nov 2012 Feb
eNovation4D
Source: eNovation4D research paper, work in progress, 2012

6. Data Consumer Developer community IT related companies / Non profits Content Providers (Non IT )
App developer hSenid Mobile
Service Microimage Ltd.
consumer
Customer targeting Supplier support
Supplier support
Subscription or Mobile App dvpt
not? Opportunity App
Benefit vs price? assessment development M.D. Gunasena
Marketing
Marketing effort?
Ltd.
effort?
Content
provision
Etisalat
Resource
Platform operator
Book Hub allocation
Awareness raising
App Zone
Andorid forums (skill
dvt)
Partnership
development
Business model
Rural offline App community Sarvodaya-
consumer Fusion.
Join or not?
What is it? Awareness
Degree of building
engagements Resource
What benefit?
allocation?
Community Business community

7. University students
Refresh Colombo
Started in 2010
Freelance App developers Inspired by Refresh Miami
App 80 ~ 100 members
community No guiding rules
Early start ups (individuals)
No-broader vision
Common purpose
Individuals representing
Gather monthly basis
software companies
Share best practices
Promote App development
Social workers (M4D Non-profits) Support start-ups
Journalist / bloggers
eNovation4D

8. Case study 1: App developer – (Explorer) Refresh Colombo
Motivation
E e
Needs Values
•Geek culture
•Purpose (job / exploration
etc.) • Radical
• Understand the future • Challenging big
directions company culture
• Learn from best Goals
• Sharing
practices • Serving local needs
• Affiliation with latest
technology
• Be a part of a new
revolution
• Be a part of a network
Immediate Medium term
Specific: Vague: Specific: Vague: Testing
Creating an App Recognize missing Publishing in business
gaps Android market opportunities

9. Case study 2: App promoter – Social worker
Motivation
E Needs Values e
• Influence the future • Ethical / moral values
directions / trends • Radical
• Learn from best • passion for mobile /
practices Goals IT
• Affiliation with • Sharing
mobile technology • Serving local needs
• Be a part of a new • Promoting local
revolution values / culture
Immediate Medium term
Specific: Vague: Specific: Vague:
See 200 new See his influence, More rural (BOP) Social enterprise
locally developed contributions to new community App success
Apps Apps users

10. Individual App developer
First app in 2010
University project
App Won m-Billionth Award in 2011
developer D. Perera Set up company
Age 25 Publish in Android market 2011
University student Leading App among local Apps
Rural origins 10 ~ 50,000 downloads
7 Apps in the Android market 2012
eNovation4D

11. Case study 3: App developer
Motivation
Needs Values
E
•Passion to affiliate with • passion for mobile
mobile Goals • Innovation
• Purpose (business / education )
• Sharing
• Serve local App developers
• Be a part of a mobile • Serving local needs
revolution
Immediate Medium term
Vague: Specific: Inspire & Vague: Scaling up
Specific: Creating Diversity of apps, market expanding to support opportunity
corporate solutions, segments other App developers,
Building USP (local Social mission (to serve create a local App
language) broader public) market

12. Sarvodaya
Fusion – Sri Lanka 15,000 communities
50 year old national NGO
SEEDS
3000 village micro-enterprises
Mission : e-Empowerment of communities US$31mn operation
Capacity building>>
ICT education and skills Economic Building partnerships
Accessibility >>
sustenance of to leverage impact
Telecentres, mobile, Community +
Smart-Phones
partners +
Applications>> Fusion Fusion ICTA (Gvt)
Education, FarmerNet 620 telecentres
Corporate telecoms
Social bottom line Economic bottom line Microsoft
HSBC
Donors
eNovation4D

13. eNovation4D
We are a small group of UK based consultants working within the Information
Communication Technology for Development (ICT4D) and Mobile for development
(Mobile4D)
Our target group >> European organisations (Corporate, Donor organisations,
International Dvt. Organisations) working in Asia and Africa
Our clients>> CTA, UNCTAD, Tech4trade, CABI
Together with Fusion, we develop new ideas, concepts that can be adapted
to our European target group. (e.g. Social Impact framework of ICT4D)
eNovation4D

14. Software
companies
Supplier support
App dvt support
App quality
Marketing effort? Book publishers
Content provider
Staff allocation
Resource
Service App allocation
consumer developer
Content quality
Subscription
decision Customer
Price scheme targeting Mobile operator
selection Staff allocation
Book Hub
Awareness raising
App Zone Interactive place
(android Forums)
App Partnership Dev.
Revenue sharing
Community mechanism
Rural offline
consumer Join or not?
Degree of
Subscription engagement
decision
Price scheme
selection
NGO
Awareness
support
Service level
Resource
allocation
Eco-system
Sri Lanka network
App We are seeking
developers
partnerships,
eNovation4D collaborations and
opportunities to
Building partnerships
to leverage impact expand our business!
App developers
Core team
4 Senior consultants
+ Virtual team
Bottom of the Pyramid communities
eNovation4D

15. eNovation4D
ICT4D & M4D consultants, UK
Contact: harsha@enovation4d.co.uk
eNovation4D