Nokia’s Bike Charger – Pedaling into the BoP Market

Social Impact + cost efficiency = a BoP product innovation model

While it can be used by anyone anywhere with a bike, Nokia’s ‘Bike Charger’ can certainly be seen as an example of a product created or adapted for the (Bottom of the Pyramid) BoP/developing world market- and it fits right in with the Company’s CSR policy.

What is the BoP product innovation model?

Bottom of the Pyramid models include established corporations, creating new ‘markets’ of consumers in under developed economies/countries through modifying their current products to be useful/used by the consumers in this new market. These products are ostensibly lower tech models of their current products used in developed countries/markets, and are vastly cheaper to manufacture and are therefore’ affordable’ to this new market. The second mission of this model would be to provide products and services that may not have been available/accessible to the ‘consumers’ in this market, which are aimed at ‘improving’ their lives/livelihoods/businesses.

From the Nokia website’s CSR page:

“Access to mobile and digital technology is an important driver of social and economic development, both in the developed and the developing world. Billions of people live in remote and rural communities without access to healthcare or education, transport and up-to-date news – let alone banking or financial services. Mobile communications have the potential to transform the delivery of these services and make them available to many more people. Our business enables us to reach billions of people and create real change on a large scale.

  • Education: Mobile technology has tremendous potential for providing access to knowledge and enabling richer and more fulfilling learning experiences.
  • Health: Our services help to access and disseminate healthcare information, particularly from pregnancy and maternal health to child care and disease prevention.
  • Livelihoods: Nokia offers technology and services that help bridge the communication gaps between individuals and various communities around the world. By working together with our global and local partners, we can bring new business and employment opportunities to a great number of people.

Connecting people with mobile technology contributes to the promotion of human rights

Nokia believes that our core business contributes to the promotion of human rights by enabling and enhancing communication and facilitating economic development. Improved communications provide better opportunities for freedom of expression, and therefore promote civil and political rights as well as economic and social rights. Nokia Human Rights Approach.

Lowering the total cost of ownership

Mobile communications has the potential to lift some of the most vulnerable populations out of poverty and enable them to engage fully with the global digital community. Affordable mobile communications are now a reality in many countries. Serving lower-income consumers has not only proved to change lives and create wide socio-economic benefits, it has also led to profitable business.

Mobility helps to deliver improved growth and development for entire economies. Research shows that 10 additional mobile phones per 100 inhabitants increase GDP by 0.6% in emerging markets. The impact of increased Internet access is almost double that. Still, for many people cost remains the main barrier to improving lives through mobile technology. It is therefore important to regard mobile phones as tools for development, and no longer as luxury items.”

The Product:

  • This charging kit is an effective way to generate power. Charging starts when you cycle at walking speed (6 km/h) or faster, and at 12 km/h it charges as efficiently as common Nokia mains chargers.
  • Install the kit straight out of the packet, then you’ll provide the power, so using your phone will have no environmental impact. You can even listen to music from your phone’s speakers as you cycle.
  • This dependable charger kit gives you a reliable electricity supply from your own pedal power. It’s carefully designed to withstand dirt and weather, and both the phone and bicycle charger attach securely to bicycle.
Plus- there is the environmentally positive component of sustainable energy creation, too!
Media and Information from Nokia’s website @: http://europe.nokia.com/find-products/accessories/all-accessories/power/chargers/nokia-bicycle-charger-kit and @: http://www.nokia.com/corporate-responsibility/mobility-in-society/mobile-technology-for-development

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