The prevalence of the informal economy in developing nations presents global brands operating in these markets with a host of challenges – chief among them, gathering consumer data. Nathan Eagle of Jana, a mobile app development firm, touts his smart solution: Consumers will share personal data in exchange for mobile airtime rewards. This approach has the potential to streamline marketing and to deliver the equivalent of a 5% pay raise to one billion people in developing nations. getAbstract suggests Eagle’s brief, innovative presentation to software developers seeking inspiration and to executives at enterprises that are trying to gain a foothold in Africa, Asia or Latin America.
In this summary, you will learn
- Why emerging economies are increasingly attractive markets for international corporations;
- How the informal economy’s dominance in these markets impedes the collection of marketing data; and
- How Jana, a mobile app developer, created a savvy solution.
About the Speaker
Nathan Eagle is a co-founder and CEO of Jana, a mobile phone app developer.
Comment on this summary
Customers who read this summary also read
Michael D. Smith and Rahul Telang
MIT Press, 2016
Life Tree Media, 2015