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Speaker Name: Navi Radjou[br]0:01 - 0:05[br]Когато растеш в развиваща се страна[br]като Индия, като мен, ¶[br]0:06 - 0:11[br]веднага се научаваш да извличаш повече полза[br]от ограничените ресурси[br]0:11 - 0:15[br]и намираш креативни начини да използваш отново[br]това, с което вече разполагаш.[br]0:16 - 0:20[br]Например Мансук Праджапати,[br]грънчар от Индия.[br]0:20 - 0:26[br]Той създава хладилник,[br]изцяло направен от глина,[br]0:26 - 0:28[br]който не консумира енергия.[br]0:28 - 0:32[br]Може да държи плодове и [br]зеленчуци свежи с дни.[br]0:32 - 0:37[br]Смразяващо изобретение - буквално.[br]0:37 - 0:41[br]В Африка, ако батерията на телефона[br]ви свърши, не се тревожете.[br]0:41 - 0:44[br]Ще намерите някои[br]находчиви търговци,[br]0:44 - 0:47[br]които могат да презаредят батерията ви, [br]използвайки велосипеди.[br]0:47 - 0:49[br]И тъй като сме в Южна Америка,[br]0:49 - 0:52[br]нека разгледаме Лима в Перу,[br]0:52 - 0:54[br]област с висока влажност,[br]0:54 - 0:59[br]където има само по един инч[br]валежи всяка година.[br]0:59 - 1:06[br]Инжинерен колеж в Лима[br]изобрети голям рекламен билборд,[br]1:06 - 1:13[br]който поема влагата от въздуха[br]и го преобразува в питейна вода,[br]1:13 - 1:18[br]предоставяйки над 90 литра[br]вода всеки ден.[br]1:18 - 1:20[br]Перуанците са невероятни.[br]1:20 - 1:24[br]Буквално могат да направят[br]вода от въздуха.[br]1:24 - 1:26[br]През последните 7 години, ¶[br]1:26 - 1:30[br]съм срещал и изучавал[br]стотици предприемачи[br]1:30 - 1:37[br]в Индия, Китай, Африка и Южна Америкa,[br]а те продължават да ме изумяват.[br]1:37 - 1:40[br]Много от тях не са посещавали училище.[br]1:40 - 1:44[br]Не създават неща в големи R&D лаборатории.[br]1:44 - 1:47[br]Улицата е лабораторията.[br]1:47 - 1:49[br]Защо го правят?[br]1:49 - 1:53[br]Защото не разполагат с основните[br]ресурси, които ние приемаме за даденост,[br]1:53 - 1:54[br]като средства и енергия,[br]1:54 - 1:57[br]и основни услуги[br]като здравеопазване и образование[br]1:57 - 2:01[br]също са оскъдни в тези области.[br]2:01 - 2:07[br]Когато външните ресурси са малко,[br]трябва да потърсите в себе си[br]2:07 - 2:11[br]и да изпозлвате най-сериозния ресурс,[br]човешката гениалност,[br]2:11 - 2:18[br]да използвате тази гениалност, за да откриете хитри начини[br]да решавате проблеми с ограничени средства.[br]2:18 - 2:22[br]В Индия наричаме това Jugaad. ¶[br]2:22 - 2:24[br]Jugaad is a Hindi word[br]2:24 - 2:30[br]that means an improvised fix,[br]a clever solution born in adversity.[br]2:30 - 2:35[br]Jugaad solutions are not[br]sophisticated or perfect,[br]2:35 - 2:38[br]but they create more value at lower cost.[br]2:38 - 2:42[br]For me, the entrepreneurs[br]who will create Jugaad solutions[br]2:42 - 2:44[br]are like alchemists.[br]2:44 - 2:48[br]They can magically transform[br]adversity into opportunity,[br]2:48 - 2:53[br]and turn something of less value[br]into something of high value.[br]2:53 - 3:00[br]In other words, they mastered the art[br]of doing more with less,[br]3:00 - 3:05[br]which is the essence of frugal innovation.[br]3:05 - 3:11[br]Frugal innovation is the ability [br]to create more economic and social value ¶[br]3:11 - 3:14[br]using fewer resources.[br]3:14 - 3:20[br]Frugal innovation is not about making do;[br]it's about making things better.[br]3:21 - 3:26[br]Now I want to show you how,[br]across emerging markets,[br]3:26 - 3:31[br]entrepreneurs and companies are adopting [br]frugal innovation on a larger scale[br]3:31 - 3:36[br]to cost-effectively deliver healthcare[br]and energy to billions of people[br]3:36 - 3:40[br]who may have little income[br]but very high aspirations.[br]3:41 - 3:43[br]Let's first go to China, ¶[br]3:43 - 3:47[br]where the country's largest[br]I.T. service provider, Neusoft,[br]3:47 - 3:50[br]has developed a telemedicine solution[br]3:50 - 3:55[br]to help doctors in cities[br]remotely treat old and poor patients[br]3:55 - 3:57[br]in Chinese villages.[br]3:57 - 4:01[br]This solution is based on[br]simple-to-use medical devices[br]4:01 - 4:06[br]that less qualified health workers[br]like nurses can use in rural clinics.[br]4:06 - 4:10[br]China desperately needs[br]these frugal medical solutions[br]4:10 - 4:18[br]because by 2050 it will be home[br]to over half a billion senior citizens.[br]4:18 - 4:21[br]Now let's go to Kenya, ¶[br]4:21 - 4:27[br]a country where half the population[br]uses M-Pesa, a mobile payment solution.[br]4:27 - 4:29[br]This is a great solution[br]for the African continent[br]4:29 - 4:33[br]because 80 percent of Africans[br]don't have a bank account,[br]4:33 - 4:38[br]but what is exciting is that M-Pesa[br]is now becoming the source[br]4:38 - 4:43[br]of other disruptive business models[br]in sectors like energy.[br]4:43 - 4:48[br]Take M-KOPA, the home solar solution[br]that comes literally in a box[br]4:48 - 4:53[br]that has a solar rooftop panel,[br]three LED lights,[br]4:53 - 4:57[br]a solar radio, and a cell phone charger.[br]4:57 - 5:03[br]The whole kit, though, costs 200 dollars,[br]which is too expensive for most Kenyans,[br]5:03 - 5:09[br]and this is where mobile telephony[br]can make the solution more affordable.[br]5:09 - 5:15[br]Today, you can buy this kit by making[br]an initial deposit of just 35 dollars,[br]5:15 - 5:20[br]and then pay off the rest by making[br]a daily micro-payment of 45 cents[br]5:20 - 5:23[br]using your mobile phone.[br]5:23 - 5:28[br]Once you've made 365 micro-payments,[br]the system is unlocked,[br]5:28 - 5:34[br]and you own the product and you start [br]receiving clean, free electricity.[br]5:34 - 5:36[br]This is an amazing solution for Kenya,[br]5:36 - 5:40[br]where 70 percent of people[br]live off the grid.[br]5:41 - 5:44[br]This shows that with frugal innovation[br]5:44 - 5:49[br]what matters is that you take what is[br]most abundant, mobile connectivity,[br]5:49 - 5:54[br]to deal with what is scarce,[br]which is energy.[br]5:54 - 5:59[br]With frugal innovation,[br]the global South is actually catching up ¶[br]5:59 - 6:02[br]and in some cases [br]even leap-frogging the North.[br]6:02 - 6:07[br]Instead of building expensive hospitals,[br]China is using telemedicine[br]6:07 - 6:11[br]to cost-effectively treat[br]millions of patients,[br]6:11 - 6:16[br]and Africa, instead of building[br]banks and electricity grids,[br]6:16 - 6:21[br]is going straight to mobile payments[br]and distributed clean energy.[br]6:21 - 6:28[br]Frugal innovation is diametrically opposed[br]to the way we innovate in the North. ¶[br]6:28 - 6:30[br]I live in Silicon Valley,[br]6:30 - 6:33[br]where we keep chasing[br]the next big technology thing.[br]6:33 - 6:38[br]Think of the iPhone 5, 6, then 7, 8.[br]6:38 - 6:42[br]Companies in the West spend[br]billions of dollars investing in R&D,[br]6:42 - 6:46[br]and use tons of natural resources[br]to create ever more complex products,[br]6:46 - 6:50[br]to differentiate their brands[br]from competition,[br]6:50 - 6:54[br]and they charge customers[br]more money for new features.[br]6:54 - 7:00[br]So the conventional business model [br]in the West is more for more.[br]7:01 - 7:07[br]But sadly, this more for more model[br]is running out of gas, for three reasons:[br]7:07 - 7:11[br]First, a big portion[br]of customers in the West[br]7:11 - 7:14[br]because of the diminishing[br]purchasing power,[br]7:14 - 7:17[br]can no longer afford[br]these expensive products.[br]7:17 - 7:22[br]Second, we are running out of[br]natural water and oil.[br]7:22 - 7:26[br]In California, where I live,[br]water scarcity is becoming a big problem.[br]7:26 - 7:28[br]And third, most importantly,[br]7:28 - 7:31[br]because of the growing income disparity[br]7:31 - 7:34[br]between the rich [br]and the middle class in the West,[br]7:34 - 7:37[br]there is a big disconnect[br]between existing products and services[br]7:37 - 7:39[br]and basic needs of customers.[br]7:39 - 7:41[br]Do you know that today,[br]7:41 - 7:46[br]there are over 70 million Americans[br]today who are underbanked,[br]7:46 - 7:49[br]because existing banking services[br]7:49 - 7:54[br]are not designed to address[br]their basic needs.[br]7:54 - 7:58[br]The prolonged economic crisis[br]in the West is making people think ¶[br]7:58 - 8:01[br]that they are about to lose[br]the high standard of living[br]8:01 - 8:04[br]and face deprivation.[br]8:04 - 8:08[br]I believe that the only way we can sustain[br]growth and prosperity in the West[br]8:08 - 8:12[br]is if we learn to do more with less.[br]8:12 - 8:15[br]The good news is,[br]that's starting to happen. ¶[br]8:15 - 8:18[br]Several Western companies[br]are now adopting frugal innovation[br]8:18 - 8:23[br]to create affordable products[br]for Western consumers.[br]8:23 - 8:25[br]Let me give you two examples.[br]8:25 - 8:27[br]When I first saw this building, ¶[br]8:27 - 8:30[br]I told myself it's some[br]kind of postmodern house.[br]8:30 - 8:35[br]Actually, it's a small manufacturing plant[br]set up by Grameen Danone,[br]8:35 - 8:39[br]a joint venture between [br]Grameen Bank of Muhammad Yunus[br]8:39 - 8:41[br]and the food multinational Danone[br]8:41 - 8:44[br]to make high-quality yogurt in Bangladesh.[br]8:44 - 8:48[br]This factory is 10 percent the size[br]of existing Danone factories[br]8:48 - 8:51[br]and cost much less to build.[br]8:51 - 8:54[br]I guess you can call it a low-fat factory.[br]8:54 - 8:59[br]Now this factory, unlike Western factories[br]that are highly automated,[br]8:59 - 9:05[br]relies a lot on manual processes in order [br]to generate jobs for local communities.[br]9:05 - 9:08[br]Danone was so inspired by this model[br]9:08 - 9:12[br]that combines economic efficiency[br]and social sustainability,[br]9:12 - 9:16[br]they are planning to roll it out[br]in other parts of the world as well.[br]9:16 - 9:18[br]Now, when you see this example, ¶[br]9:18 - 9:22[br]you might be thinking, "Well,[br]frugal innovation is low tech."[br]9:22 - 9:24[br]Actually, no.[br]9:24 - 9:27[br]Frugal innovation is also[br]about making high tech[br]9:27 - 9:30[br]more affordable and more[br]accessible to more people.[br]9:30 - 9:32[br]Let me give you an example.[br]9:32 - 9:35[br]In China, the R&D engineers[br]of Siemens Healthcare ¶[br]9:35 - 9:40[br]have designed a C.T. scanner[br]that is easy enough to be used[br]9:40 - 9:44[br]by less qualified health workers,[br]like nurses and technicians.[br]9:44 - 9:48[br]This device can scan[br]more patients on a daily basis,[br]9:48 - 9:50[br]and yet consumes less energy,[br]9:50 - 9:54[br]which is great for hospitals,[br]but it's also great for patients[br]9:54 - 9:58[br]because it reduces the cost[br]of treatment by 30 percent[br]9:58 - 10:02[br]and radiation dosage by up to 60 percent.[br]10:02 - 10:06[br]This solution was initially designed[br]for the Chinese market,[br]10:06 - 10:10[br]but now it's selling like hotcakes[br]in the U.S. and Europe,[br]10:10 - 10:15[br]where hospitals are pressured[br]to deliver quality care at lower cost.[br]10:16 - 10:19[br]But the frugal innovation revolution ¶[br]10:19 - 10:23[br]in the West is actually led[br]by creative entrepreneurs[br]10:23 - 10:25[br]who are coming up with amazing solutions[br]10:25 - 10:28[br]to address basic needs[br]in the U.S. and Europe.[br]10:28 - 10:31[br]Let me quickly give you[br]three examples of startups[br]10:31 - 10:33[br]that personally inspire me.[br]10:33 - 10:37[br]The first one happens to be launched[br]by my neighbor in Silicon Valley.[br]10:37 - 10:39[br]It's called gThrive.[br]10:39 - 10:42[br]They make these wireless sensors[br]designed like plastic rulers[br]10:42 - 10:45[br]that farmers can stick[br]in different parts of the field[br]10:45 - 10:49[br]and start collecting detailed[br]information like soil conditions.[br]10:49 - 10:54[br]This dynamic data allows farmers[br]to optimize use of water energy[br]10:54 - 10:58[br]while improving quality[br]of the products and the yields,[br]10:58 - 11:03[br]which is a great solution for California,[br]which faces major water shortage.[br]11:03 - 11:05[br]It pays for itself within one year.[br]11:05 - 11:09[br]Second example is Be-Bound,[br]also in Silicon Valley, ¶[br]11:09 - 11:12[br]that enables you[br]to connect to the Internet[br]11:12 - 11:17[br]even in no-bandwidth areas[br]where there's no wi-fi or 3G or 4G.[br]11:17 - 11:18[br]How do they do that?[br]11:18 - 11:25[br]They simply use SMS, a basic technology,[br]but that happens to be the most reliable[br]11:25 - 11:27[br]and most widely available[br]around the world.[br]11:27 - 11:30[br]Three billion people today with [br]cell phones can't access the Internet.[br]11:30 - 11:35[br]This solution can connect them[br]to the Internet in a frugal way.[br]11:35 - 11:39[br]And in France, there is[br]a startup calle Compte Nickel, ¶[br]11:39 - 11:41

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which is revolutionizing[br]the banking sector.[br]11:41 - 11:45[br]It allows thousands of people[br]to walk into a Mom and Pop store[br]11:45 - 11:49[br]and in just five minutes activate[br]the service that gives them two products:[br]11:49 - 11:54[br]an international bank account number[br]and an international debit card.[br]11:54 - 11:58[br]They charge a flat annual [br]maintenance fee of just 20 Euros.[br]11:58 - 12:01[br]That means you can do[br]all banking transactions --[br]12:01 - 12:03[br]send and receive money,[br]pay with your debit card --[br]12:03 - 12:05[br]all with no additional charge.[br]12:05 - 12:09[br]This is what I call low-cost banking[br]without the bank.[br]12:09 - 12:14[br]Amazingly, 75 percent[br]of the customers using this service[br]12:14 - 12:18[br]are the middle-class French[br]who can't afford high banking fees.[br]12:18 - 12:23[br]Now, I talked about frugal innovation,[br]initially pioneered in the South, ¶[br]12:23 - 12:25[br]now being adopted in the North.[br]12:25 - 12:27[br]Ultimately, we would like to see[br]12:27 - 12:30[br]developed countries[br]and developing countries[br]12:30 - 12:33[br]come together and co-create[br]frugal solutions[br]12:33 - 12:35[br]that benefit the entire humanity.[br]12:35 - 12:38[br]The exciting news is[br]that's starting to happen.[br]12:38 - 12:41[br]Let's go to Nairobi to find that out.[br]12:41 - 12:44[br]Nairobi has horrendous traffic jams. ¶[br]12:44 - 12:47[br]When I first saw them,[br]I thought, "Holy cow."[br]12:47 - 12:52[br]Literally, because you have to dodge cows[br]as well when you drive in Nairobi.[br]12:52 - 12:54[br]To ease the situation,[br]12:54 - 13:01[br]the engineers at the IBM lab in Kenya[br]are piloting a solution called Megaffic,[br]13:01 - 13:05[br]which initially was designed[br]by the Japanese engineers.[br]13:05 - 13:10[br]Unlike in the West, Megaffic[br]doesn't rely on roadside sensors,[br]13:10 - 13:13[br]which are very expensive[br]to install in Nairobi.[br]13:13 - 13:16[br]Instead they process images, traffic data,[br]13:16 - 13:22[br]collected from a small number of[br]low-resolution webcams in Nairobi streets,[br]13:22 - 13:26[br]and then they use analytic software[br]to predict congestion points,[br]13:26 - 13:30[br]and they can SMS drivers[br]alternate routes to take.[br]13:30 - 13:34[br]Granted, Megaffic is not[br]as sexy as self-driving cars,[br]13:34 - 13:39[br]but it promises to take Nairobi drivers[br]from point A to point B[br]13:39 - 13:43[br]at least 20 percent faster.[br]13:43 - 13:49[br]And earlier this year, UCLA Health[br]launched its Global Lab for Innovation,[br]13:49 - 13:54[br]which seeks to identify frugal healthcare [br]solutions anywhere in the world[br]13:54 - 13:59[br]that will be at least 20 percent cheaper[br]than existing solutions in the U.S.[br]13:59 - 14:02[br]and yet more effective.[br]14:02 - 14:06[br]It also tries to bring together[br]innovators from North and South[br]14:06 - 14:11[br]to cocreate affordable healthcare[br]solutions for all of humanity.[br]14:12 - 14:16[br]I gave tons of examples of frugal[br]innovators from around the world, ¶[br]14:16 - 14:20[br]but the question is, how do you go about[br]adopting frugal innovation?[br]14:20 - 14:24[br]Well, I gleaned out three principles[br]from frugal innovators around the world[br]14:24 - 14:26[br]that I want to share with you[br]14:26 - 14:28[br]that you can apply[br]in your own organization[br]14:28 - 14:31[br]to do more with less.[br]14:31 - 14:35[br]The first principle is: Keep it simple. ¶[br]14:35 - 14:38[br]Don't create solutions[br]to impress customers.[br]14:38 - 14:41[br]Make them easy enough to use[br]and widely accessible,[br]14:41 - 14:44[br]like the C.T. scanner we saw in China.[br]14:44 - 14:48[br]Second principle: [br]Do not reinvent the wheel. ¶[br]14:48 - 14:52[br]Try to leverage existing resources[br]and assets that are widely available,[br]14:52 - 14:56[br]like using mobile telephony[br]to offer clean energy[br]14:56 - 15:00[br]or Mom and Pop stores[br]to offer banking services.[br]15:00 - 15:04[br]Third principle is:[br]Think and act horizontally. ¶[br]15:04 - 15:08[br]Companies tend to scale up vertically[br]15:08 - 15:11[br]by centralizing operations[br]in big factories and warehouses,[br]15:11 - 15:15[br]but if you want to be agile and deal[br]with immense customer diversity,[br]15:15 - 15:20[br]you need to scale out horizontally[br]using a distributed supply chain[br]15:20 - 15:23[br]with smaller manufacturing[br]and distribution units,[br]15:23 - 15:27[br]like Grameen Bank has shown.[br]15:27 - 15:32[br]The South pioneered frugal innovation[br]out of sheer necessity. ¶[br]15:32 - 15:37[br]The North is now learning to do[br]more and better with less[br]15:37 - 15:40[br]as it faces resource constraints.[br]15:40 - 15:45[br]As an Indian-born French national[br]who lives in the United States,[br]15:45 - 15:52[br]my hope is that we transcend[br]this artificial North-South divide[br]15:52 - 15:54[br]so that we can harness[br]the collective ingenuity[br]15:54 - 15:56[br]of innovators from around the world[br]15:56 - 15:59[br]to cocreate frugal solutions[br]15:59 - 16:03[br]that will improve the quality of life[br]of everyone in the world,[br]16:03 - 16:06[br]while preserving our precious planet.[br]16:06 - 16:08[br]Thank you very much. ¶[br]16:08 - 16:12[br](Applause)