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Boston University Team: Jane Bulnes-Fowles, Matthew Fox, Ravi Kolipaka, Catherine Liang, Toni Ann Louie 1.

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Presentation on theme: "Boston University Team: Jane Bulnes-Fowles, Matthew Fox, Ravi Kolipaka, Catherine Liang, Toni Ann Louie 1."— Presentation transcript:

1 Boston University Team: Jane Bulnes-Fowles, Matthew Fox, Ravi Kolipaka, Catherine Liang, Toni Ann Louie 1

2 Water & Sanitation for 100 million people 2 760 million people in India have mobile phones 300 million of those people don’t have access to water and sanitation Photo credit: London Evening Standard

3 Introducing H 2 m O bile Branded phone cards and top-up minutes Individuals buy H 2 m O bile time at a premium Aggregated premiums finance a community-demanded project H 2 m O bile Rs. 20 3 Over the next five years, H 2 m O bile can raise over $250 Million to finance water and sanitation projects if only 1% of the mobile population buys the premium cards.

4 Financing a Community Project Community Managed Toilet (CMT) built by Gramalaya Benefited 1500 people Total cost of $10,300 H 2 m O bile 15% premium: $1 per month If each mobile phone user who directly benefited bought H 2 m O bile time, and convinced 2 others to buy, project is fully funded in 6 months  10 seats for men, 10 seats for women  Child/disabled-accessible  Safe disposal of hygiene products  Hand-washing facilities  Originally financed by WaterAidUK Based on first-person interviews in Andhra Pradesh April 2011. Rs. 300 avg monthly expenditure.

5 H 2 m O bile Process to fund Community Project Photo credit: Community Project Information $ $$$ $ Community Shop Owner H 2 ph O ne

6 Building Partnerships for Pilot Project Aircel: Largest service provider in Tamil Nadu, where Trichy is located Committed to supporting the community Prefers to partner with NGOs for “a minimum of 3 to 5 years” Gramalaya: Current local partner of Over 20 years experience in Tiruchirapalli (Trichy) Created over 50 community toilets in Trichy slums in 2009 Gramalaya results: from 2009 Annual Report Aircel information: from To launch H 2 m O bile partnerships must be built

7 Implementation Timeline July 2012 Partner with Aircel Gramalaya July 2013 Jan 2013Jan 2014 Partner with Airtel Mythri and SIDUR Set-up partnership and identify projects Pilot in Trichy Tamil Nadu 60M Mobile user Tamil Nadu 60M Mobile user Karnataka And Andhra Pradesh 100M Mobile users Karnataka And Andhra Pradesh 100M Mobile users Remainder of India 670M Mobile users Remainder of India 670M Mobile users July 2014 Jan 2015 Partner with Grameenphone, MTN, and Vodafone DSK, Safe Water Network, and SANA Bangladesh, Ghana, Kenya Bangladesh, Ghana, Kenya

8 H 2 m O bile Global Brand Partner with a US mobile provider for brand building Create continued awareness of the water & sanitation crisis If 0.5% of Sprint’s subscriber base donates $0.50 a month, can raise $1.5m dollars annually 8 H 2 m O bile

9 Reaching 100 million people 9

10 Challenges Getting government approval & support for projects Local partners have experience with government Convincing mobile service providers to partner Opportunity to expand user base Opportunity to earn interest Marketing H 2 m O bile Shop owners incentivized to sell H 2 m O bile Philanthropic money from US branding can be used for marketing 10 $60 million in interest in India over 5 years, based on 6% yield for 91-day Treasury Bills

11 H 2 m O bile Impact Brings water & sanitation to 25 million people Will have an economic benefit of $1 – 8 billion Could save the lives of 40,000 children annually Brings the world closer to WHO’s vision of achieving universal access to clean water and sanitation “Water and sanitation are the most basic building blocks of human life and dignity. Without them, people will forever struggle to move forward with their lives.” - Gary White 11 Impacts based on WHO statistics Gary White quoted in Time Magazine, 4/21/2011

12 12 H 2 m O bile

13 Aircel CSR 13 Corporate Responsibility Policy At Aircel, we continually pursue healthy corporate citizenship. Our aim is not to merely discharge social responsibility, but conduct business in a manner which reinstates respect for people, communities and the environment. We emphasize on an inclusive work culture to appreciate differences and believe engagement with our employees is quintessential for an effective CSR plan. We share adequate information on the organization’s vision and CSR initiatives, because it promises healthy operations and subsequently adds to the overall quality of life. This motivates the employees and their family members to contribute to society. Aircel maintains integrity and respect in its interactions with its stakeholders, customers, retailers, investors, NGO partners and the government. We are careful in not partnering with any PR / communication that induces distrust in the sincerity of our efforts. Our stringent belief in delighting customers with good products and services helps build a strong relationship. Aircel is always proactive in supporting NGOs and NPOs. We extend all possible assistance to their projects for a minimum of 3 to 5 years and thereafter support new projects. Besides, we aim at continual involvement with our business partners and the government for economic and social development of the underprivileged. Aircel engages external audit agencies to guarantee authenticity, and maintains and monitors an external profile of the CSR activities which are shared with the stakeholders in the annual reports and websites. We incorporate the CSR policies in our core business to ensure ethical business practices in all the functions to harness a healthy society. CSR contacts: Ms. Malik, and Ms. Malhotra, contacted April 2011

14 Mobile Phones vs. Water & Sanitation Access India’s population: 1.21 billion Over 700 million people have mobile phones Only 375 million people have access to proper sanitation Even if every person with a mobile phone had access to sanitation, 325 million phone subscribers remain who do not have access to improved sanitation 14 Population: 2011 Indian Census, Phones: Telecom Regulatory Authority of India,, from press release on February 20, 2011 Sanitation: UN,

15 Mobile Phone Spending “In urban areas poor people spend more on the cell phone when compared to the rural population. This could be to the extent of Rs. 300-400/month.” 1 “[Suresh] Pache bought his first phone for 1,400 rupees ($31) four months ago … [service] cost[s] him a total of 300 rupees ($6.70) a month.” 2 15 1. Saligelapeta Sivakumar, interview conducted April 9, 2011 2. EarthScan TV article on November 1, 2010, fewer-toilets.html

16 People Willing to Pay Premiums 54% of people in the US would pay more for a product that supports their cause 1 20% of people in Europe would pay more for a product that supports their cause 2 In Bangladesh “[People] will adopt [a product] which has involvement with cause related marketing” 3 In Bangladesh “in order to support a cause related marketing program [customers are willing to] incur additional costs” 3 In Bangladesh “people prefer to support local causes than international one” 3 16 1. 2. marketing 3. Cause Related Marketing and Its Impact on the Purchasing Behavior of the Customers of Bangladesh: An Empirical Study, BUS-ECON-2008-05.pdf

17 Individual Project Costs 17

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