Prototyping New Markets for Brands
Jana Marketplace lets people in emerging markets test-drive big brands’ new services for free.
Boston-based mobile rewards company Jana has developed a platform that connects consumers in emerging markets with brands using the currency of mobile airtime. The platform is based-on the insight that the vast majority of these emerging consumers own cheap smartphones but can’t afford to watch videos or download apps because of expensive data charges.
Brands like CNN, the UN, Coca-Cola, Microsoft and Unilever are working with Jana to push surveys and video promotions to people that they otherwise would not be able to reach. The recently launched Jana Marketplace lets Jana users interact with these big brands by watching videos and trying out their new services or apps for free. Brands work with Jana to engage with people in countries like Pakistan Bangladesh and Nigeria to watch their promotional videos or try their apps and services at no cost to the users. This type of subsidization allows global brands like Johnson & Johnson to gather feedback and information about these markets and their commercial potential.