BOP discussions in Japan

[Shino Tsuchiya]

Hi everybody,
I've been working hard to have a seminar in Japan regarding BOP innovation
since I came back here in Tokyo from Helsinki.
And yesterday, We had done one seminar, with 75 members from 45 companies
to discuss and clear out what we are now facing for BOP innovation.
Also UNDP Japan and Oxfam International had joined with us, to get the discussion deeper.
So many questions were coming out from the audience.
I know Japanese companies are not in the main-stream of BOP matters,
but they have many seeds to breed inside them, and I would like to withdraw them.

If you have any ideas for answering these questions, please advise me.

1. What is the difference between BOP marketing and usual marketing?
Some marketing section people got confused as BOP marketing seems to be almost the same approach with usual product-designning and marketing.
I always answer "Not only observation, but you have to have a deep dialogue with
the poor." but I am not sure this includes everything.
If you have any ideas for answering this quesiton, please add your commets.

2. Is GO related business also included into BOP business?
Most of the public sector market is still controlled by the local government, and
it is very hard to go inside to get in touch with local communities.
Most of the companies think that they can start with GO related business, such as
local government's bid or ODA related business.
But I think this can be the first step, but the company has to embed their own creativity
into the business for the BOP.
How do you think?

[Anand Sheombar]

Hi Shino,

Regarding question 1 you may have a look at the following resources:

http://www.emergingfutureslab.com/perspective_20/2008/10/marketing-...

http://www.core77.com/blog/featured_items/the_5ds_of_bop_marketing_...

http://www.emeraldinsight.com/10.1108/07363760810915644

I am interested to know which Japanese IT companies are engaging with the BOP.

Good luck & best regards,
Anand

[Shino Tsuchiya]

hi, Anand, thanks for your link and I'm sorry, I didn't noticed the announcement e-mail.

I'm not sure how you think about Japanese companies, but they have a hybrid-mind in their body,
like very old-fashioned craftmanship and rational MBA style of management. So some of the big and old companies had already entered into BOP with their own community-based method.
Away from IT, I'm not sure you know the name of Yakult. I'm very intesreted in this company and their approach is always socially well-designed and helps employees and customers in terms of human development and healthcare. They had developed microfranchizing model called "Yakult Lady" since after world war 2, and it is often said that Danone had learnt a lot from them when they did M&A with Yakult. Yakult can spread, get in the depth of communities, with high loyality.

As for IT/Mobile/ICT companies, they also are very interested in BOP issues because they heard the success stories of mobile market in India, Brazil, and Africa. But in my view, they are not in the stage of actual moving. They needs strong leadership.

How come do you specially have interests in Japanese IT firms for BOP? Is it surprising? or Do you have any idea in your mind? But I heard that some mobile firms had already decided to cooperate with Grameen but I don't know precise what they're going to do.

thanks
Shino

[Anand Sheombar]

Hi Shino,

I accidently see your reply now. Thanks! The reasons why I posed this question is beacuse in my research I came accross examples of westeren multinational ICT companies or "homegrown" ICT companies in India, China or certain African countries, but I didn't observe any particular activitiy from Japanese or Korean ICT companies. So I wondered why. Your anser sheds some light on that.

I know Yakult and I do see similarities with for instace Grameen.

If you find examples of Japanese ICT firms enterning the BOP I am glad to get that info.

Many thanks and we keep in touch!
Anand

[Anand Sheombar]

By the way, you can find me on LinkedIn.