 Usability for mobile apps in emerging markets. So these are like few terms which I will be touching upon. So usability is one part, mobile apps is another part and then we are also talking about the market. What is the emerging market? So before that I want to introduce myself. So I am ITI Madras Computer Science graduate. I have also done an executive entrepreneurship course from IIM Bangalore and few certification courses from IIT Kanpur. I work for Oracle, Sathyaam Research Group, Desi Dine. This was a startup I was heading the product development group for them. I had my own startup called MIT and in recent past I have been consulting with another startup called Vimeginu. This is a product called V-HELP, it's live on Yatra, it's live on Pearson and it's a recommendation come chat engine. I have a number of research papers published in very versatile areas I would say, pattern recognition, speech technology, audio indexing and I also write business and technology articles for this support on market express. In terms of usability, I was speaker at UX India last year with Vipro devices group CTO office. I discussed with them on usability for devices, medical devices and also with Vodafone innovation lab. With some of the mobile apps that they have, their focus is also in emerging market. So, whatever startup which was with Vodafone, I discussed with them and helped them define the features for their applications. And apart from that, whatever I do in technology, I am also author of this book called Life Arts and Ends. This is a fiction collection of four short stories and this was launched at IIT Madras last year. This year in January. This is also part of I am Bangalore library and these are a few places where I have given talks related to my book. When I talk about my book, I talk about work, life balance, some of the balancing aspects dimensions of human life. So, these are pretty much in August I was in US, I spoke at UIUC, Midwest Penality, Alumni Globe and CDOT, IIT, triple IIT Bangalore. Some of these places, I mean last month I was in IIT Madras. There was an old Anjubri celebration and I was into a panel discussion with Ambi Parmesheran and Krish. So, wide book fair Delhi and some of these things and these are some of the media coverages related to my book, Black and Chronicle, Times of India. So, coming back to product usability in mobile applications for emerging markets. So, yeah, sure. So, when we talk about usability, so as I said there are three things. We are talking about usability, we are talking about mobile apps and we are also talking about emerging markets, right? So, I will just very briefly touch upon all of them. So, what is usability? As per Wikipedia, usability is ease of use and learnability of a human-made object. So, if there is a bottle for me to carry the water, is it usable for me or not? Whether I can learn to open it or not? Whether it is easy for me to carry? So, those are the terms based on which I define the usability. Usability is defined. Then, how usability? Is there any standard or is it just a theoretical term? So, usability, there is a standard called ISO 25010, in which we talk about two quality dimensions for a system or software product. If we have to measure their quality. So, one is in use quality where we talk about more related to user experiences like terms like satisfaction, how user feels when he uses. So, they are five dimensions. I am not going into detail. And then, we talk about product quality. So, when it comes to development, we talk about maintainability. We talk about portability. We talk about security. So, again, they are eight dimensions in product quality. If you have to go into detail of which I am not going. And one of them is usability. So, usability is defined in terms of appropriateness, whether it recognizes the appropriateness of the product or the system, whether it is learnable, then operability, error protection, then interface aesthetics, that is where the UI part comes, and then accessibility. So, this is how the usability is. So, if somebody has to get their system or software product ISO 25010 certified, then usability, they have to also care for usability, not just, okay, it's their maintainability, it's their security, it's their very high tech or whatever. It should be usable as well. And then, what are the usability factors? So, if we talk about usability factors, they are two. One is emotional, one is rational. So, and typically when we take a decision of, if we use certain products, we use a good combination of emotional and rational both aspects. So, if there's a chair, I have to sit. So, it's a rational thing that I'm tired, I want to sit, right? So, it's a rational thing that I want to sit on a chair. But then, if there are two colors, yellow and red, then somebody wants to, somebody will prefer going and sitting on yellow. So, that is when the emotional part comes, right? So, whenever you make a decision, you buy a mobile phone. Then it's not just, okay, it's a mobile phone. You have the emotional, you go for iPhone or you go for Android or you go for certain dimensions, certain things. And many times, if you just go and think about your own decisions, you will see it's not just, okay, this is rational component. It's an emotional, very good amount of emotional component that is used in taking decisions. So, 90% of decisions are emotional, basically. So, that is how, if we have to talk about usability factors of any product, any systems, any applications, we have to take care of not only the rational component, but also the emotional part of it. And then, coming to mobile context, I will just stretch upon a few examples and I will see how they were successful or what are the usability factors in those applications. Can anybody guess this image what I'm going to talk about? Any of your guesses? Yeah, but in mobile context. Actually, when mobile phones were first launched, so there were a few talks which I have attended and I met those people who actually conducted those experiments to understand the user group for when laptops were initially launched. So, these people, I mean, some of the founders of TED. So, they basically made the laptops, went and sit with the people in the airport and asked them whether you would like using laptops or not, before that people were using desktops. So, when mobile phones were initially developed and made, so the assumption was that target user group will be CXOs because those are the people who are in move, they have money, they will be able to afford the cost of the call and data. So, that was the assumption. So, when mobile phones were introduced to India like 15 years or 17 years ago, that time that was the target group. So, some CXOs, some high businessmen, high class people. So, that was the target user group and that was the focus and some people otherwise also had mobile phones. But then later when the purchase and data was analyzed, the very surprising data, I mean, the analysis that was done after the result of that data collection that people have noticed that Fishermen community in Kerala as a group, as a community, they were the first ones to adopt mobile phones. And the reason for that was that they were able to understand the use case. So, they were in the middle of the show and then some people sitting in the side, they are selling fish and the price has to be decided based on what is caught. So, if they sell something at cheaper price and then same thing is cost again cashed and then basically there is a, so they were able to understand, okay, they can fix prices based on what is caught and they can maximize their profits and they were able to make business, they were able to make profit out of it in spite of the fact that that time mobile phone costs in coming was also expensive and in spite of all those issues, all those scenarios, they were able to make profit and this was never thought. So, people who launched, who built mobile phone, who were into marketing, they never thought who could be the user group. So, this is one aspect I want to highlight. So, when we talk about usability, when we talk about user group, many times it's beyond our imagination. Then SMS feature in mobile phones and that was again developed based on the difficulty that this engineer was going through, he was staying in Netherlands and every time he has to communicate something when mobile phones were in initial phases. So, he has to wait for the signal to come and many times he used to keep on taking his mobile phone and go in all the corners to catch the signal and it used to take many times in six hours, eight hours also. So, he thought there has to be a better way where if I have to just communicate some few words of one or two lines, it did not involve my engagement. So, that is when he thought of developing that feature and SMS came in picture. So, that was pretty much need-based invention. Then we talk about Bluetooth speakers. Again, we save hassle of wires. Like if I'm talking, I need not carry everything with me. So, if it has to be wireless and things like that. And apart from that being a mother, I will tell you another use case, another scenario which typically people do not talk about. Like my daughter, she is like just four years old and many times if you have the mobile phone, she'll just catch it and she'll want to give it back. So, she will just start playing games and all those things. So, if I have to play music or any kind of thing, I'm like quite scared to pull out my mobile phone before her because otherwise she will just hold it and she'll never want to give it back. So, she will be with the playing games for one or two hours and it's like that. So, again with this kind of product, you see you are playing a song, you just play a song and then you connect on the Bluetooth speaker and it plays and you can carry it anywhere. So, there's just one product and then you talk about so many use cases, so many aspects and so many usability. So, these are usability, real usability issues. So, when you talk about usability, it's not just a rational thing as I said in the picnic, it's also the emotional component and we also talk about those five dimensions that I showed in the usability error protection, aesthetics and everything. We talk about everything. Then this is one more iPad app. Assuming all of you who are wearing specs, you know how difficult it is to go and select a frame for your specs. So, especially when you are going for the first time, there will be thousands of things kept, so many brands, so many price points and even if you select sort out like five of them or maybe three of them, picking one is so difficult and even if you pick one and come home, you always think at least a few hours that other one could have been better. Because the difficulty in comparison you wear, then you rely on your memory, then you wear other one and then you compare, right? So, there's a lot of stress associated and in marketing also, there's a term called poor shopping trauma. So, you don't want to go through poor shopping trauma. So, again, there's an app where you compare. So, it helps you compare, right? And then we talk about virtual trial room. So, it's not only on the desktop, but also on the mobile phones. So, all these applications are basically enabling users to live a better life and this is a theoretical discussion that I want to disclose to you that in last year's India conference, I was speaking with somebody and the person had this idea that for kids, if I have to enhance their language, so his idea was that very similar to the way we do crowd sourcing, we have an app where anybody can just come and submit data. So, for example, if I want to know how Apple is pronounced in various languages, various places, so you come and submit to how you call Apple in Canada. I come and say save in Hindi and somebody comes and submit data in French. So, like that, it will be a good data repository for language for kids to learn and when they play through that particular app, they will see the visual, they will see the picture and they will also learn the language. So, that was the idea. But then again, based on my daughter's experience, I immediately pointed out that instead of having the iPad app, it's better to have the real toys. So, if we talk to Fisher Prize or somebody else, use the same technology, use the same connection points, but instead of having the app, it has to be a real toy which speaks, which talks. So, it basically does not bother people to like, and for kids also other skills, other abilities are developed. So, some of these things, just now I booked my cap using MeruCab mobile app. So, when you log into that, it shows that five caps are nearby and you basically know, okay, I have to book in hurry or I can wait for some time. So, all those relaxing, I mean, these are just soothing factors that you are getting and these are emotional. So, rationalism and part emotional is another part. That is what I'm trying to highlight. Then again, WhatsApp, very similar to iMessage and iPhones and everybody is using, people talk about WhatsApp, people write an email, people put a Facebook post and say, okay, share your phone number, I will send you this data by WhatsApp. Flipkart again, leave the recent whatever has happened last one week. Flipkart again, their mobile apps is giving them more profit as compared to their desktop app. And again, the reason for that is if you just do the psychoanalysis of how people shop, then when somebody is shopping on the desktop, they will have bigger screen, they will be able to see more choices and they have more time and they can compare. So, when they compare, many times people get confused, they don't buy, they don't make a purchase DCN, but when they are working on their smallest screen, they are on the go and many times they are in the hurry of closing the thing. They don't have many choices and it helps their DCN making. So, many times like too much is like not good. So, more is less, less is more. So, those concepts come in here and this mobile apps helps them make profit and that is when they give you discount when you go on mobile apps and use that. Then Angry Bird, again, is my very favorite example because it's not just a game that was run, it's not just a science that is behind it. It's the whole technology, whole market, everything that is developed around it. So, you get games, you get buses, you get chapel, you get t-shirt, you get bachit, you get curtain, you get everything with Angry Bird. Recently, we went to Tirupati and there was this outside one temple, there was a small shop and they sell things for 10-20 rupees and there also I saw one pen with Angry Bird logo. So, it has reached everywhere and everybody knows Angry Bird and that is the reach of an application. So, now, when we talk about market, so if I talk about mobile, then everybody thinks, okay, this is something great and nowadays we are so used to of a smartphone and then if somebody says market, they think of okay, next Flipkart or next Angry Bird or next something, right? So, that is how the mind works. Is it so? So, this is a study that is written and this is there on this website called qz.com and the way it shows that if you see the numbers for the developed countries in 2005, the number of mobile phones that were around say 80 and now the growth is in 2013 is 120 plus, right? So, if you see the percentage increase, you see 50 percent, right? But if you see the developing countries, then in same numbers like 2005, you see the numbers were around 30 and now it is around 90, right? So, you see that three times is growing. So, where is the growth? The growth is in this particular developing countries and again, logically also, if we think like in cities, typically people have a smaller families, four members, three members, four members, that is how people stay. Each of them will have their mobile phones and that is not going to grow. Maybe you will have two phones, one for office, one for home. Maybe you will replace your phone, but not that you are like growing in numbers. But in villages, in rural India, you may have one cities and if you see the scenario there, there's a family of ten people, not just ten of them will be staying in same house, but many times they will share phone. So, I say number associated with one person, ten to twenty people are using and tomorrow when they grow, grow in terms of their financial abilities when they are able to spend, then two more will buy mobile phones. So, again, this one will grow to three. So, that is how the growth is happening in emerging developing countries and if you see these numbers, if you see that growth, then you see, okay, the growth is in that market. So, obviously, there's a market where we talk about bus, where we talk about mobile apps, where we talk about Flipkart and things like that and which is giving profit. At the same time, there's a growth at which people are not looking at in that extent and people are not focusing especially when we talk about startups. Everybody wants to do some high-tech startup. But high-tech, is it, do we also think of the market where the growth masses are there? So, that's the point and so that is when I'm highlighting on emerging markets. So, what is emerging market? And this is, again, as per UN, these are the nations. These are the goals, these are called Millennium Development Goals and they are 18 numbers and that they say that if we achieve these goals, that is when we are called developed. So, we say, okay, developing country is developed country, what is the difference between developing and developed country? Then developed countries, typically these problems are not there or less. Developing countries, these problems are there. So, if I, tomorrow I buy a better car, so you will say yes. But if some village, maybe nearby villages, they have better, say, electrical condition or maybe water supplies or maybe food condition, then if we call, are we developed? Truly, I mean, how many will go for option one or option two? How will you call development? How will you rate development? Obviously, everybody will think, okay, everybody will go with option two is the real development. So, if you are creative with that, but at the end of it, that is what is development. And if we go through that, then priority wise, we talk about hunger. We talk about extreme situation will be Somalia and Palimba. But otherwise also, hunger is one thing and having the nutritious food. So, it's not just, okay, having this roti, pyaaj and har image, but also balanced food. So, that is the first priority, that is to be achieved. Third one is when we talk about empowerment of women. And this is again, very important point that I want to raise. It's not just empowerment of women in the rural India or empowerment. Rural India women work, they go to work. So, it's not about working. Whatever working conditions, whatever employment is there, women also work. So, it's not just working, but it's about empowerment. It's about decision making abilities, about coming out and standing for your rights. And that is not bad. So, it's not just women who work in semi open countries. It's there everywhere. I read LiDi in Paisa Resenberg. She is Facebook CEO. And she also talks about some of the women issues. So, it's not just, okay, this is there in India, this is there in the U.S. and this is there with the educated women. This is there with the women who are most, I would call empowered or more authorized to take this in. Even then they talk about, so somewhere they sit there. So, it's not just women. And this also has to be addressed in various markets, especially in the rural or semi open markets. Then we talk about child mortality. Again, there's a data that very few, very recently there was a TV ad that somebody is celebrating the, I forgot which one, but somebody was celebrating the birthday of their child that he has caused the five years. How many of you have seen that? Right? So, Right? Right. Right. Yes. So, very few kids. I mean, especially if we talk about rural India and all, there's a great number of kids who are not crossing the age of five years. So, that's the point. So, child mortality is another important aspect. Then we talk about maternal health. We talk about some of these difficult diseases. We talk about environment. And then we also talk about partnership and development. Recently, Narendra Modi visited U.S. and we talked about make in India. So, that's the number eight, but before that we have to cross for the seven as well. So, these are some of the applications. So, any questions till here before this? Anybody wants to? Okay. So, come forward. By the way, I have my books with me. So, three best questions will get my book. So, for late commas, I just want to very briefly repeat that we, as of now we have spoken about usability. What is the usability? And what is the usability in terms of mobile applications? And we discuss some of the applications like Angry Bird, WeChat, and some of these applications when it comes to, and then we are talking about emerging market. So, it's not just there's a market in urban India or in the U.S. but also there's a rural market and we are talking about their needs and how they live and what are the kind of requirements that they have and what are the applications? Then comes the application. So, that is what we are talking about. And so, this is one of the application. This is done as a project in IIT, Kanpur. There's a lab called Agropedial Lab and this is called VKVK and what happens in this is there's an expert and there's other farmers. So, they get the advice on phone using their mobile phones and some of the application when I was with Satyam that time also that time also there was a project in which these farmers can basically take a picture of the crop and send it to the expert and expert will analyze and send their reports to some of these many companies, many people are working on some of these applications and I'm quoting this one. So, here there's an expert to farmer connection and so, if they have any problem any guidance is required, they can call up expert and find an expert can also send a message to the farmers something is going to happen if something is to be used for everybody or general public and this is another, this is called POP package of practice and this is some kind of learning for farmers for somebody who is growing wheat and then he thinks let me grow parval because that is so expensive, I can make more profit in that, but he doesn't know how to grow what are the conditions, he doesn't know how to do that, so he can basically go through this side and read and not only read, he can also listen because many people will not have the ability to read and again it will be in the local language, so this will be there in the ORA, this will be there in the Hindi Kannada, some of these languages and it's there in practice, so like about 50,000 farmers are using these applications, so what is the structure behind that, so there's digital library, so this is called Yandhara and then these are co-created, so again there's a social aspect, so some of the time expert will create the content, many times these are created based on social, so some farmer if they report a thing, then somebody has to basically analyze and then put it, so these are co-created and then there's a social network aspect of it, so this is phase one where the data is created or generated and then comes to phase two where you see this e2f is expert to farmer, f2e is farmer to expert and third one is sorry e2 is expert to expert these kind of communication, m2m mobile to mobile w means web, web to mobile sms voice, so basically people can receive sms, people can send sms, people can take a picture and send through sms and they can call up, they can ask, they can listen and then there's a vkv net and there's a mobile upload, so they can upload so again this is for multiple purpose, one is for reporting, like somebody takes a picture of the crop or some leaf and sends, this is also for learning that somebody wants to learn something new, they can just log into that thing and learn and get the expert help and this is also for the broadcasting, so if expert there's a new pesticide that is there in the market which is useful for this area or this locality, he will just broadcast a message to all the farmers and they can get it and this is one more app that is called digital this is again in the IIT Kanpur and the way it works think of a scenario that there's a farmer in village A and he has to sell his crop, so one morning he wakes up and he wants to go, he has three options village B, C and D, all are assuming these are the three markets for him and all are equidistant so he has no means to decide where to go, so by his intuition he just goes to B and he sells his crop and comes back in the evening somebody has meets him and he says see market was giving better price for this particular crop so then he realizes that I was in loss so how does he decide so that kind of use case that is a scenario for this particular farmer, so basically he can come to this digital Monday software, he can register himself he can register his preferred crops assuming he is working with some three fruits or some three grains or vegetables, so he can register them, he can also register his preferred markets and then he can also register which days he wants to get the SMS, so those SMS will come to him and then he will be pretty much up to date pretty much like economics times that what is the market what is the prices and then he can decide where he wants to go which is more affordable for him, so you think about those farmers who are working and just think of improving their lifestyle improving their problems through technology these are very simple solutions then coming to finance AMPASA is very much known to everybody so I should not go into detail but again when it was initially done the problem was that farmers when they work and they get their money they have no means to deposit their money in the bank, so typically they have their money which can be stolen or something many times they will give it to some local landlord or somebody who will give them some interest but again there is a question of trust or there is a question of somebody lying and somebody not giving the appropriate right return at the end of it and if they have to go to a bank and deposit their money then they have to lose their salary for one day they have to work they have to lose so that was a pretty difficult scenario so this AMPASA pretty much solved this problem this was initially tested in Tanya and then it has like now pretty much everywhere so farmers just go to AMPASA some store and deposit their money again equivalent not the mobile app but Polaris Lab in Chennai so they have also done a solution for similar problem so for them they have built this robot called Robin so Robin is like six feet tall Robin this is like pretty much as sufficient bank branch so this robot whenever they have to go to a village so these are fixed so assuming this particular 15th of this month Robin comes to your village so you know so this Robin will come you can deposit money you can withdraw money you can issue draft or whatever possible whatever situations are there so Robin does everything so there is a hardware solution as well for the similar problem and this is AMPASA how initially people are trained to use AMPASA then comes the education so we discussed like agriculture we discussed finance and I am just stretching upon three sectors education is the one one more so just think of this particular scenario where kids are in a classroom they are eating they are trying to understand learn something and any guesses like how we can include any technology to enhance their experiences anybody wants to say anything through mobile through mobile but assuming electricity conditions are very poor and even people don't know how to use mobile many people I mean if we talk about some of our aunts and all we will know some of them will even with old phones they will not know how to dial the number they will say ok SMS but I don't know how to see so we are talking about that population class and then again teachers how they have to be like upgraded trained yes so basically everybody is thinking now so pretty much there are quite a few projects again similar projects and they are being run not only in India but also in some other countries and one of them is called teaching in pocket so that's the project that is for teacher upgradation and this one that I am going to show this is called APTAS so there is an academy called Khan Academy and they have developed this particular thing so one of them is like server and one of them is router so you talk about this particular place where lighting power conditions are very poor and there is no connectivity recently Mark Zuckerberg said connectivity is human right but how you provide connectivity it will take 5 days so this is the solution for connectivity so this can be charged very fast this also have a solar charger so you charge it so even if electricity many times power doesn't come for 2 days so this can be charged using solar power and one of them is server one of them is router and server has all the study material and this is stored in the wordpress format and there is one more modal format for this particular thing and so they have all the data available and this is used for teacher training this is also used for creating connectivity so assuming all of them will be given one iPad or some of these devices and some of these small devices and then this particular router will create a connectivity for them where they can read they can learn they can play so they can understand there was another project which is called holes in the wall that is there is a TED talk on it by professor Sugata Mitra if you search for this word called holes in the wall in Google so that is again very interesting what he has done somewhere in the slum area near Delhi he created these holes in the literal holes in the wall he has put desktops in the wall so there is a hole, there is a monitor there is a keyboard, there is a mouse and just kept nobody is there so this is there in the slum area so when next morning kids come and they see they see something is there people are just walking out, people are staring at it some kids come and they try to touch it feel it and within few days what they have noticed these kids have learned to browse there was no training, there was no teaching they have learned to browse on this hole in the wall so what he says, this whatever teaching methods that we are using whatever classroom structure whatever standard 1, standard 2 and then ITJ and things like that all this is pretty much old you give them this free learning environment where people learn based on their need based on their interest, based on their convenience based on their when they are most alert during the day sometimes we are lazy but otherwise we want to learn, we want to grow we want to evolve so everybody will learn but you need not define this structure of doing learning so there is a new way and this is the example that he says to prove his point there was no training these kids learn so when these kids in slum area who have never seen a computer who have never seen a mobile phone they can learn, anybody can learn so again some of these we talk about emerging market, we talk about some of these kind of solutions so quite a few projects, there is a moomath project again in I think somewhere in South Africa and that is again for enabling enhancing the mathematical ability for students so if somebody wants to know more they can get in touch with me I can share links and this is again one example of this person is on the go, he cannot stop working but at the same time when he is going when he is taking his crop to the Monday he can learn on the way pretty much like he wants to learn about his learning, his listening and then local language and those things so these are the three areas, three sectors that I wanted to cover for emerging market and wanted to show how mobile phones or how applications related to mobile phones mobile phone otherwise also how they can help improving their lifestyle and basically how they are being used and how companies are working on it and now when it comes to execution part of it so we have just seen theoretically what is the market and what is being done and how do we do that so what is the infrastructure how many of you are from development background so this I am just showing for reference this I am not going into detail so this is what we talk about SMAC we talk about social, we talk about mobility we talk about analytics and we talk about drought and I am just introducing these terms everybody knows it and there is an article of mine also in the market express if you search you will get it so you saw in the very first week a week example there was also a social component in that so social is not just Facebook, social is like in various aspects we can talk about somebody says this is happening, somebody says this is happening with me also and then everybody talks about it then they basically try to come to some conclusion and some kind of understanding about what is happening and then solve the problem or understand where the problem is we talk about mobility, everybody is on the go not only in the urban cities or CXOs but also in the there is a farmer who is on the go and we also talk about analytics because it is very difficult to define rule based systems there is a diversified solution so we have to go for machine learning some of these technologies and then cloud is the way to store data to compute and so this is the infrastructure when we have to talk about we talk about usability, we talk about mobile applications we can talk about any market, we can talk about rural market, we can talk about the urban market and this is the infrastructure that is there to solve the problem today and then methods very briefly I am touching upon not going into detail so when we have to solve the problem first of analysis and research we need to understand what we are trying to do and for who what user wants, who is the user so we just saw the needs of emerging markets we understood the millennium goes defined by UN and what kind of problems they are facing and how now we can understand how the technology can be used to solve their problem and then we talk about design thinking we do theoretical research there is a laboratory research this is an example to understand assuming there is a just see this a particular slide and some of you will focus on this point some of you will focus on this point so how do I know where to put the most prominent information or something that I want everybody eye tracking and again this is this is called heat maps so this is to understand so this is an example of Google so where to put the ads so this is like highly selling everybody to notice what you are putting so these are again based on hand movement and user click and then we talk about screen sizes so again on mobile phones again with various screen you have various various screen sizes then how people use, what are the usability so again you can do a lot of things and basically understand what is the right way of providing so again if you talk about development again there is lot to do and if you talk about usability you talk about user experience again there is lot to understand and these are the methods and now this is this actually I covered in my presentation last year in UX India and this I will just very briefly show what it is assuming nowadays we have all these smart devices we have mobile phones we have these wearable devices watches gadgets and then humans are there so at one end we use devices the way we want on the other hand if you also see sometimes you will feel that devices are basically kind of controlling you you yeah so how many of you have seen the movie called matrix yeah good number so again you see these devices are controlling and all these cyber so these are not these movies there is a very good concept philosophical thought that probably the director or producer or the writer of the script writer was trying to convey so basically what they are saying there is something to assist us but at the same time we need to know how to use that and if you are not intelligent enough they will over take us or maybe control us in the way they show in matrix and that is happening even now there is a model called books model that is studied by this scientist called Nira in eastern fort and he studies how people get hooked to their devices so assuming you are going in lift and you see two people are standing so there is hardly a time we go off say 20 seconds but still people pull out their mobile phones see and put it back sometimes I mean again there is a lot of analysis why it happens how it happens how people get hooked to devices people not feel happy if they don't see their facebook update morning they wake up first thing they want to say is ok who has like my post who has done this who has done this so email checking many times is more than like the requirement to sell addiction that is happening so that is the bad part of it but good part is how do we make it happen how do we understand that we can develop right applications that can as you make I understand these all these problems and all these thoughts then how do I develop that application so that it helps user to do right things right so user does not be in the understand to take that decision to correct his behavior but the application basically does that thing and this area this stream of first study is called topology and here the person if there is time we can go into detail of it if there is interest but as of now I am not covering so I am just mentioning it so there is a stream called topology which basically tries to understand what is the connection between these smart devices and human brain and how do we develop applications to help basically these applications will enable that behavior in the user so assuming if you are booking your ticket in the make my trip and it shows you that alert ok use its alert top prices are going to go up you will end up booking ticket so this alert is nothing but enabling you to do that thing right so this is a very clear example of doing that but there can be so we study motivation motivational factors of these humans we also study ability aspect of the humans so some people are kind of lazy they cannot like work very hard some people are kind of slow thinker so they can work hard but they cannot think very fast so all of them have all of us have different ability some for some people time is a constraint for some people money can be a constraint right so understanding the ability parameters understanding the motivational abilities how do we create those appropriate triggers in these devices or these applications so that they enable user to do right things that's the concept that's the study and so coming back to this was my goal or this was my thought that using these smart devices using captology or whatever machine learning analytics cloud smart or design thinking some of those techniques whatever is required to enable or help improve lifestyle of people living in the developing countries or in the emerging so that's pretty much it and so with that there are any questions I'm happy to take them if you say suppose so how do they communicate with that app or I think many of farmers they do not have smart solutions basically we have to do solutions for them so this is not like asking them to go through some training which we can create but again whatever comes naturally to us that is what we will do motivation of the inbox only up to some limited extent you may give me some of us a sale is going on initially when the sale comes you buy it but if sale comes 20 times you will not end up buying because you know it is like every month it is coming or something like that so motivation and ability and some of these things so when you say okay farmers they have to be educated they will be educated up to some extent they will see like you see this example of a fisherman in Kerala so some of them will see their benefit and they will get educated by themselves you will not even know but on the other end you also have to understand what are their living conditions what are their abilities in terms of environmental working condition mental ability various kind of right and then what kind of solutions you can give to them like up to a very good example so see that all the environmental conditions you will not say okay government has to create some way plan there and create electricity they say okay this is that addition and this is this motion so that is how these solutions have to be created and not just in rural India again all these studies were conducted in terms of finance in developing countries in countries like india 60% of adults 60% of adults do not understand the meaning of word term interest many of us will be very poor investors that's because we do not understand right so these are the living conditions that we are living with and at the same time we are doing our work we are also taking care of our livelihoods family and various respect our hobby is doing exercising, reading and stuff everything we do right now in this particular whatever is happening in between how things have to be improved for all classes so I discussed some of the problems that emerging markets were facing we are talking about like we are talking about like these are our markets for example MeruCab so on whatsapp these are the applications for our markets and not just our markets but semi-urbanist thing so we have to understand the market if those applications have kind of voice functionally just present it will say that what you do in their language local language maybe like you want to upload some pictures so I think that would make some yeah that happens so long ago I mean this was around 2 or 5 years ago that I have seen one of his presentation by Google and what they have carried this bus to villages and this bus has the ability for people to come and talk so basically they have no laptops, they have no desktops, there is no connectivity so this bus is like self efficient whether it can people come and talk and that was some news of understanding so this is pretty much his speech to text to his piece so people come and talk and this will be converted to text and this will be transmitted then it will be read back to other end so some of these experiments, some of these things were done even yes I go by Google companies like Google and these applications are the examples that I have shown voice ability is there so and now it is like how much user research was done because for such applications because I believe that not only one village you have to go to really a lot of villages to do user research and come up with connected data and then come up with a solution so how much user research was done, what challenges was placed, is there any insight yeah so there is this organization called CUL so this is called common wealth of planning they do a lot of research in this emerging markets Vodafone is focusing on emerging markets for mobile apps nowadays and there was also this project for government of India is called data project and everybody was focusing on it like so there was lot of data created by government of India so they keep on collecting data, print population data, age photographs and various others for data and I do not know what to do with that data so everybody was focusing on it and I had spoken to those people they wanted to understand how we can understand this data and again based on their background somebody will think okay we can use this data to create say better policy for some of these officials say I was officer and things like that so basically they can understand those graphs, they can understand those patterns and they can say okay this area requires this particular kind of facility and somebody else is thinking of some other, so lot of data lot of reports are there so if you have interest in working in that area then obviously those reports are a bit wrong and then again based on your interest you can take people a lot of high technology products like a bit of other products so there was this area in northeast where they had to all of us use so this area requires some kind of, this was actually a confidential project so I do not know many details but basically it was that this area is requires some kind of image understanding using satellite imaging and people cannot basically go there because this is like highly that next legs are there and it is difficult for people to do this so only major satellite images were available and they had to analyze data and then they had to solve some of those problems some of those projects are there and companies are working yeah so quite a few people in IIT and IIT they work in some of these projects like what are examples I have shown all of them except all of them were which were done in some of the labs in IIT so they work in other IITs in IIT this data project that I mentioned that I spoke with somebody in Jibra IIT Bangalore he was very keen in understanding how to understand this data and how to define the policies for the government of which place so if you can find connects and if you can understand who is working you can connect with that faculty but many times they have their own research problems in mind and like I have been working with start-ups in past 6-7 years and the way I work if I have to get some distance from my problem as part of like my company I will place and I will connect some of these IITs and some of these colleges and people respond so many times you do not even call them talk to them on phone and you tell them the problem and these students they are very smart they solve the problem so once you show them what is required to be done they will do it and you can pretty much do it remotely and at the end of it you can show them some certificate if possible so they stay in their hostel they do not need anything from here and then they go to their college to solve the problem so I work with some students from IIT Kedapur so this was a direct comment that I just sent to some alumni to go by send some images from IIT Kedapur can we get this slide yeah so these slides will be part of the side any other questions like in India in rural places mobile usage is very less they will use mobile only for picking the call even they will not see the message also how can you be able to push these kind of apps to them something is helping them improve their lifestyle people will go like this holes in the wall is very interesting example that people see something is available people are able to make sense out of it maybe after some struggle they will they will go behind it this Kerala Fisherman example was another thing Facebook is a great example maybe it's not with the same market but Facebook is a great example to understand this so Facebook what it does it just solves the problem of displacement so in this particular presentation I am not carrying those slides so I talk about the evolution of technology so starting with Google yahoo, yahoo directly listing and coming to Facebook so Facebook how it works that all of us many of us live at this place like we go to US we go to some country like my hometown is in UP so I belong to this place called Itawe in UP in Bangalore for past 10 years now so obviously I live here I pretty much have my contacts my family everything yeah but at the same time lot of people I want to be in touch with I want to share my data I want to share my photographs I want to know what is happening in their life my friends keep moving people are like recently I was in the US and I could hardly meet a few people because people are so globally like placed somebody is in Washington I was there in Chicago I went to Havana Champion but people are like all across and it's difficult to meet them so still you just keep in touch and Facebook solves that need so that is why people use Facebook nobody gives you incentive to use Facebook but somewhere you feel connected somewhere you feel okay I can be in touch and you use so similarly for these applications for farmers or for emerging markets if you create that application that people think it can help them if they understand maybe you have to go and teach them you have to educate them and then if people think okay it is helping me they will use it and how we will select the market group like user group which kind of user you will identify and go and investigate with them and come back with the feedback from them like so user group again there are two things one thing is you have a market in mind and you solve you understand the market need and you solve a problem for them another thing you have a solution then you try to see who are can be using my particular solution right so then you identify the market for them so these are like so which one you want to like second one you mentioned right user group not the market so you have a solution in hand you already have a solution in hand and then you understand the market WhatsApp is a great example for that so Apple has iMessage right and WhatsApp is nothing but equal to iMessage but Apple to Apple communication is easy I mean you can just share anything using iMessage and even from my laptop I use Mac and I use iPad so I just so instead of sending something by email which takes long time to somehow I mean iMessage is very fast so even if I have to share my presentation just for the backup and I just put it in the iMessage connect and it goes to my I can copy in my download in the so but if you have to do the same thing with other phones or other devices other operating systems it doesn't work right so WhatsApp just copied the same idea and it just made it enable for everything anything to anything and everybody is using it so now you have the concept there is nothing so innovative great about it but at the same time in solving problem it is like useful so you have a solution you just try to see who is not able to use it and maybe you can just replicate thank you for watching see you next time bye