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Babajob on Mobile (SMS, UssD and Voice)

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This deck gives an intro to babajob, as well as lays out our different user interfaces for our different users (e.g. non-literate job seekers to English literate, computer-using employers).

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Page 1: Babajob on Mobile (SMS, UssD and Voice)
Page 2: Babajob on Mobile (SMS, UssD and Voice)

Summary

• Public beta launched Sept 2007 for Bangalore• 30,000 registered users, 22,000 unique users/month• Orkut App launched May 2008• Major telco + Internet kiosks pilots eminent

“Babajob seeks to bring the social networking revolution to the world’s poor” - October 30, 2007Link

“Babajob seeks to bring the social networking revolution to the world’s poor” - October 30, 2007Link

• Demo: Voice + SMS Informal sector job services– Enable employers and job seekers to

connect to each other via premium SMSs and premium voice services

– Initial focus on limited, low-end categories:– Helper, Machinist, Driver, Cook, Maid, Guards.

“I would like to extend my sincere appreciation and thanks to the whole concept of babajob and its staff members”- Lakshmi Srinagala, Bangalore employer

“I would like to extend my sincere appreciation and thanks to the whole concept of babajob and its staff members”- Lakshmi Srinagala, Bangalore employer

Page 3: Babajob on Mobile (SMS, UssD and Voice)

A Story of 2 Nannies

Mary• Edu: 5th standard• Speaks only

Kannada• Earns $20/month • Only knows people

in slum

Jeena• Edu: 5th standard• Speaks Kannada,

Hindi • Earns $170/month• Has sister who works

for a rich family

Page 4: Babajob on Mobile (SMS, UssD and Voice)

A Story of 2 Nannies

Mary• Edu: 5th standard• Speaks only

Kannada• Earns $20/month • Only knows people

in slum

Jeena• Edu: 5th standard• Speaks Kannada,

Hindi • Earns $170/month• Has sister who works

for a rich family

Why do some escape poverty?Key factor - Access to better paying jobs

Historically - Social networkGoing forward - Aggregate/filter jobs &

seekersSee Appendix: Source: Escaping Poverty and Becoming Poor: Who Gains, Who Loses, and Why?,

ANIRUDH KRISHNA, 2003 http://www.pubpol.duke.edu/krishna/documents/Krishna_Rajasthan_poverty.pdf

Why do some escape poverty?Key factor - Access to better paying jobs

Historically - Social networkGoing forward - Aggregate/filter jobs &

seekersSee Appendix: Source: Escaping Poverty and Becoming Poor: Who Gains, Who Loses, and Why?,

ANIRUDH KRISHNA, 2003 http://www.pubpol.duke.edu/krishna/documents/Krishna_Rajasthan_poverty.pdf

Page 5: Babajob on Mobile (SMS, UssD and Voice)

20012001

20082008

2011

90 minute commute distance in Bangalore 90 minute commute distance in Bangalore

A rising employment problem: Traffic

Page 6: Babajob on Mobile (SMS, UssD and Voice)

Favorable Trends:Mobile penetrationRural->Urban migrationWorking age populationJob changes/yr

Target seeker population

2008: 114mn2012: 219mn

Sources: TeamLease/Indicus (2007 Employability Report), McKensey – Rising Middle class in India, TRAI, Airtel

Size of Indian Informal Job Market

2012: 1 job change/yr X Rs 1000/change =

$5.7 bn market

2012: 1 job change/yr X Rs 1000/change =

$5.7 bn market

Page 7: Babajob on Mobile (SMS, UssD and Voice)

What users want from a job site

Employers:• Lots of great,

reachable candidates• Easy:

– “Just send me someone great” – agency role

• Trustworthy• Guaranteed• Cheap

Job Seekers• Access to better jobs:

Higher pay, better status, closer to home

• Reachable to non-literate, poor and non-web

Page 8: Babajob on Mobile (SMS, UssD and Voice)

What users want from a job site

Employers:• Lots of great,

reachable candidates• Easy:

– “Just send me someone great” – agency role

• Trustworthy• Guaranteed• Cheap

Job Seekers• Access to better jobs:

Higher pay, better status, closer to home

• Reachable to non-literate, poor and non-web

When do informal hires happen?

Connect on:

•Salary, Category, Distance

•Language, Hours, Skills/Experience

+ Employer trust threshold

When do informal hires happen?

Connect on:

•Salary, Category, Distance

•Language, Hours, Skills/Experience

+ Employer trust threshold

Page 9: Babajob on Mobile (SMS, UssD and Voice)

Babajob Vision

World’s best web + voice portal for informal labor

A scalable, replicable, profitable solution to fight poverty by creating radical job market efficiency for the informal sector

How: – Connect computer/voice-based employers to

seekers with phones.

– Employers: Sell Database Access and Guaranteed placement

– Seekers: Sell/monetize access to jobs via mobile– Ecosystem: Sell leads to employment agencies

Page 10: Babajob on Mobile (SMS, UssD and Voice)
Page 11: Babajob on Mobile (SMS, UssD and Voice)
Page 12: Babajob on Mobile (SMS, UssD and Voice)
Page 13: Babajob on Mobile (SMS, UssD and Voice)
Page 14: Babajob on Mobile (SMS, UssD and Voice)

Mobile Jobs: Goals & Demand

• Carrier Goal: Broadly increase ARPU in BOP and Rural segment

• A scalable, simple, highly profitable and non-labor intensive service– Real placements => higher usage

• Radically increase size of market

• Lots of job posts are required

• High Job demand -• “It makes rational sense

to pay Rs 30/month if it yields Rs 500 in increased income”

• Next 200m Indian job seekers:– Not qualified for jobs

today on naukri & monster

– Not computer literate

Page 15: Babajob on Mobile (SMS, UssD and Voice)

Babajob User Interface : Income

Increasing user income & literacy

Incr

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& C

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Please tell us which type of job you are looking for. Press 1 for Security Guard2 for Housekeeping3 for Receptionist4 for Delivery Helper5 for Driver Or 6 for more

Automated Voice(English, Kannada, etc) 9972002222

Looking for a better paying job closer to your home?

SMS JOB <DRIVER, HELPER, MACHINIST, MAID or RECEPIONIST> <ur pincode or city> to 9972002222 for jobs!

SMS(mostly English)

Mobile Webhttp://babajob.com/m

PC Webhttp://babajob.com

Call Center80 4115 5492

Page 16: Babajob on Mobile (SMS, UssD and Voice)

Register for jobs via voice(using OmMobile voice platform +91 80 3093

5108)

Please key in your current salary.

Please tell us where you would like to work. Key in your pincode or press1 for Bangalore2 for Mysore3 for BelgumOr 4 for more cities

4 0 0 04 0 0 0

Step 2

Step 3

Please tell us which type of job you are looking for. Press 1 for Security Guard2 for Housekeeping3 for Receptionist4 for Delivery Helper5 for Driver Or 6 for more

11

Step 5

You are now signed up to receive Security Guard job alerts near Indiranagar, Bangalore. Free for the next 5 days, 1 rupee per day thereafter.

Step 6

Welcome to Babajob.Press 1 for Hindi, 2 for Kannada or3 for English

11

Step 1

If you are looking for a Job, Press 1 or To Post a Job,Press 2

33

11

Step 4

Page 17: Babajob on Mobile (SMS, UssD and Voice)

Babajob

Calling drivers, helpers, maids. Want a better paying job closer to your home?

SMS JOB <DRIVER, HELPER, MACHINIST, MAID or RECEPIONIST> <ur pincode or city> to 9972002222 for jobs!

Job Seeker registers on SMS Try it: SMS HIRE or JOBS <job category><ur city or pincode> to +91 99 7200 2222

Job driver 560038

Promo messages: Get minimum data: job location,

category

Promo messages: Get minimum data: job location,

category

Babajob

You registered on babajob.com! Bangalore Driver Jobs:1.Bangalore Travels 9923412345 Rs4500 Indira Nagar2.Mr Rajesh 9988334433 Rs5500 Yelahanka

For details, SMS JOB (job no.) or JOBS for more jobs.

Babajob

Bangalore Travels 9923412345 Rs4500 Indira Nagar, Hindi English, 3yr exp, Candidates must know Bangalore Routes. http://babajob.com?j=12322

SMS:A to ApplyJ for more jobs

Show Jobs immediatelyShow Jobs immediately Get more details and Apply

Get more details and Apply

1

Page 18: Babajob on Mobile (SMS, UssD and Voice)

Mobile Webhttp://babajob.com/m

• Light weight pages for mobiles

• Job Details• Seeker Details • Job Search

Page 19: Babajob on Mobile (SMS, UssD and Voice)

Guard Rs5000,Pulkeshi Ngr, 1yr exp,Man English Hindi Kannad Call:Knowx Innovations 08041270529 http://babajob.com?j=478484

Guard Rs4000 Koramangala,1yr exp,Man Call:Royal Ayurvedicspa Resturant 9627136874 http://babajob.com?j=478497

BABAJOB BABAJOB

Guard Rs3500 Koramangala,1yr exp,Man Call:Unisco Communications 9880353000 http://babajob.com?j=478565

BABAJOB

• Show value to job seekers with every premium SMS sent

• Contains Title, salary, neighborhood, years exp, gender, required languages, employer name, number, URL and some description

Alert examples (under 120 chars)

These are real alerts from 3 randomly chosen jobs in our system.

Page 20: Babajob on Mobile (SMS, UssD and Voice)

• UssD + SMS Subscriptions: Pilot Dec 25– 3% response against 100,000 users– Rolling out to next million now…

• Premium SMS – shopping to telcos– Available now on 9972002222– Shipping on Feb 15 in Andhra Pradesh

• Voice – finishing/shopping to telcos

Status

Page 21: Babajob on Mobile (SMS, UssD and Voice)

Babajob User Interface : Income

Increasing user income & literacy

Incr

easi

ng

Ric

hn

ess

& C

om

ple

xit

y

Please tell us which type of job you are looking for. Press 1 for Security Guard2 for Housekeeping3 for Receptionist4 for Delivery Helper5 for Driver Or 6 for more

Automated Voice(English, Kannada, etc) 9972002222

Looking for a better paying job closer to your home?

SMS JOB <DRIVER, HELPER, MACHINIST, MAID or RECEPIONIST> <ur pincode or city> to 9972002222 for jobs!

SMS(mostly English)

Mobile Webhttp://babajob.com/m

PC Webhttp://babajob.com

Call Center80 4115 5492

Page 22: Babajob on Mobile (SMS, UssD and Voice)

Poor people don’t use computers

But wait:

Page 23: Babajob on Mobile (SMS, UssD and Voice)

1. Our Field Staff– Small teams in the slum– Scalable only in hi-demand areas

2. Create business model for partners– Charge seeker Rs 20/$.50 + partner earns

~25% of employer fee when hired– iCafes, NGOs, Micro-Finance. MOU with Comat.

3. Via Social Networks– Orkut, babalife, FB users register job seekers– Mentors + connectors paid

4. Voice/Mobile registration– Telco partnerships– Print/Radio/TV ads with phone-in number

How we digitize job seekers

MFIs, iCafes

Page 24: Babajob on Mobile (SMS, UssD and Voice)

•Sean Blagsvedt•[email protected]

Questions

Page 25: Babajob on Mobile (SMS, UssD and Voice)

Backup

Page 26: Babajob on Mobile (SMS, UssD and Voice)

*321#Welcome.1. New!-Job Search2. Music, Movies3. Cricket, Sports4. Love, Comedy5. New, Info6. Astro

*321#

New! Job Search1.Job Search2.Hire Help2. Property Search3. Hello Tunes*

*321#Enter a job category no:1.Housekeeping 2.Delivery Helper3.Office Helper4.Guard5.Driver6.Other7.Go Back

*321#Enter your salary per month. Example 3000:

*321#Select job location city or your STD or pin code (ex 80 or 560001)1.Bangalore2.Mysore3.Mangalore4.Belgaum5.Bellary6.All Karnataka7.Any

*321#Your subscription to Free 10-Day Pack has been activated. You will upto 3 daily alerts for Guard Jobs.Dial *321*66# to manage ur alerts. Enter 9 for Classifieds Home.

*321#Job Found:Security Guard, 1-3 yrs, First Security, Rs 3500, Hindi req Indira Nagar, 9881 123456

Want better job alerts? Dial *321*668# and enter the languages you speak or logon to babajob.com to update your profile.

Encourage users to add more profile data in the matching alerts

Encourage users to add more profile data in the matching alerts

Job Seeker registers on SMS/Voice

Sample alert

1 1 1

2800

4

Suggest appropriate

categories based on salary

Suggest appropriate

categories based on salary

Minimize initial data collection screens: job location, salary, category

Minimize initial data collection screens: job location, salary, category

Page 27: Babajob on Mobile (SMS, UssD and Voice)

Post a Job via SMS/UssD*321#

Select job location city no.1.Bangalore2.Mysore3.Mangalore4.Belgaum5.Bellary6.OverseasOr enter the job location pincode (e.g. 560038)

*321#Welcome to Hire Help, where you can hire the help you need for your home or office. Enter a job category no:1 Maid2 Cook3 Nanny4 Security Guard 5 Driver6 Receptionist 7 MoreGo Back

*321#Enter the job post salary per month. Note that average wages for Maids in Bangalore in June 2008 was Rs 5400:

Job posted! Interested seekers will call you & you’ll get matching candidate alerts for 10 days. Login to babajob.com with yr mobile no & password 2142 to edit your job. Dial *321*66# to manage ur alerts.

At this point, the job and subscription are created but we maintain the session to ask follow-up questions.

At this point, the job and subscription are created but we maintain the session to ask follow-up questions.

1

560034

5300

*321#

Welcome to Airtel Live!1. New!-Job Search2. Music, Movies3. Cricket, Sports4. Love, Comedy5. New, Info6. Astro

*321#

New! Job Search1.Job Search2.Hire Help3. Property Search4. Hello Tunes*

2

Tell job seekers who they should contact about your job. SMS CONTACT <your name and/or company> to 99XXXXX. Ex contact Rajesh Jain at First Security

Give job seekers more details about your job. SMS DETAILS <job details, special requirements, etc> to 99XXXXX Ex. details 12th standard + diploma required

CONTACT Suresh

DETAILS Our family needs a nice maid from 8am to 5pm, 6 days a week

2