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The bottom of the pyramid (BOP), these millions of people living with less than $2 per day, is a market on its own that is increasingly attracting big corporate companies. The social enterprise m.Paani enables those underprivileged customers to earn loyalty points for their spends on their mobile phones. In exchange for those points, they will earn products or services improving their daily lives : safe-water filtration systems, literacy courses, solar lamps...