When you grow up in a developing country like India, as I did, you instantly learn to get more value from limited resources and find creative ways to reuse what you already have. Take Mansukh Prajapati, a potter in India. He has created a fridge made entirely of clay that consumes no electricity. He can keep fruits and vegetables fresh for many days. That's a cool invention, literally. In Africa, if you run out of your cell phone battery, don't panic. You will find some resourceful entrepreneurs who can recharge your cell phone using bicycles. And since we are in South America, let's go to Lima in Peru, a region with high humidity that receives only one inch of rainfall each year. An engineering college in Lima designed a giant advertising billboard that absorbs air humidity and converts it into purified water, generating over 90 liters of water every day. The Peruvians are amazing. They can literally create water out of thin air.
Kada, kao ja, odrastete u zemlji u razvoju, poput Indije, brzo naučite kako da izvučete najviše iz ograničenih resursa i da na kreativan način ponovo iskoristite sve što imate. Kao na primer Mansuk Pradžapati, grnčar iz Indije. Napravio je frižider isključivo od gline, tako da ne troši struju. U njemu voće i povrće dosta dugo ostaje sveže. Zaista sveža ideja. Ako ste u Africi i potroši vam se baterija u telefonu, ne paničite. Određeni snalažljivi preduzetnici mogu da vam napune telefon pomoću bicikla. Kad smo već u Južnoj Americi, da pogledamo Limu u Peruu, gde je vlažnost vazduha visoka, ali godišnje padne samo 2,5 cm kiše. Na mašinskom fakultetu u Limi je dizajniran ogroman bilbord koji upija vlagu iz vazduha i pretvara je u čistu vodu i tako stvara preko 90 l vode dnevno. Peruanci su sjajni. Bukvalno vade vodu iz vazduha.
For the past seven years, I have met and studied hundreds of entrepreneurs in India, China, Africa and South America, and they keep amazing me. Many of them did not go to school. They don't invent stuff in big R&D labs. The street is the lab. Why do they do that? Because they don't have the kind of basic resources we take for granted, like capital and energy, and basic services like healthcare and education are also scarce in those regions. When external resources are scarce, you have to go within yourself to tap the most abundant resource, human ingenuity, and use that ingenuity to find clever ways to solve problems with limited resources.
Tokom poslednjih sedam godina upoznao sam i ispitao stotine preduzetnika iz Indije, Kine, Afrike i Južne Amerike, i svaki put me oduševe. Mnogi nisu pohađali školu. Ne stvaraju izume u velikim laboratorijama. Za njih je ulica laboratorija. Zašto tako rade? Zato što nemaju osnovne stvari o kojima mi ne razmišljamo, na primer kapital i energiju, a i osnovne usluge, poput zdravstva i obrazovanja, su u tim oblastima retke. Kad spoljnih resursa nema, morate da zavirite u sebe i iskoristite najobilniji resurs, ljudsku genijalnost, i pomoću te genijalnosti na pametan način i uz ograničene resurse rešite problem.
In India, we call it Jugaad. Jugaad is a Hindi word that means an improvised fix, a clever solution born in adversity. Jugaad solutions are not sophisticated or perfect, but they create more value at lower cost. For me, the entrepreneurs who will create Jugaad solutions are like alchemists. They can magically transform adversity into opportunity, and turn something of less value into something of high value. In other words, they mastered the art of doing more with less, which is the essence of frugal innovation.
U Indiji se to zove ,,Džugad''. ,,Džugad'' na Hindiju znači improvizovano rešenje, koje na pametan način prkosi ograničenjima. ,,Džugad'' rešenja nisu prefinjena niti savršena, ali daju veću vrednost po manjoj ceni. Meni preduzetnici koji stvaraju ,,Džugad'' rešenja deluju kao alhemičari. Magijom pretvaraju ograničenja u prilike i nešto bezvredno učine vrednim. Drugim rečima, naučili su kako da od ničega naprave nešto, a to je suština štedljive inovacije.
Frugal innovation is the ability to create more economic and social value using fewer resources. Frugal innovation is not about making do; it's about making things better. Now I want to show you how, across emerging markets, entrepreneurs and companies are adopting frugal innovation on a larger scale to cost-effectively deliver healthcare and energy to billions of people who may have little income but very high aspirations.
Štedljiva inovacija je sposobnost da sa manje resursa stvorite više ekonomske i društvene vrednosti. Štedljiva inovacija nije puko snalaženje, već poboljšavanje sveta. Želim da vam pokažem kako širom novih tržišta preduzetnici i kompanije na velikom planu primenjuju štedljive inovacije i na jeftin način pružaju zdravstvo i energiju milijardama ljudi koji uprkos malim primanjima imaju velike potrebe.
Let's first go to China, where the country's largest I.T. service provider, Neusoft, has developed a telemedicine solution to help doctors in cities remotely treat old and poor patients in Chinese villages. This solution is based on simple-to-use medical devices that less qualified health workers like nurses can use in rural clinics. China desperately needs these frugal medical solutions because by 2050 it will be home to over half a billion senior citizens.
Počnimo od Kine, gde je Neusoft, njihova najveća IT kompanija, razvila sistem za telemedicinu, pomoću kog doktori u gradovima mogu na daljinu da leče stare i siromašne pacijente u kineskim selima. Sistem je zasnovan na jednostavnoj medicinskoj opremi koju mogu da koriste i manje kvalifikovani zdravstveni radnici u seoskim bolnicama. Kini hitno trebaju ovakva štedljiva medicinska rešenja jer će do 2050. tu živeti preko pola milijarde starih lica.
Now let's go to Kenya, a country where half the population uses M-Pesa, a mobile payment solution. This is a great solution for the African continent because 80 percent of Africans don't have a bank account, but what is exciting is that M-Pesa is now becoming the source of other disruptive business models in sectors like energy. Take M-KOPA, the home solar solution that comes literally in a box that has a solar rooftop panel, three LED lights, a solar radio, and a cell phone charger. The whole kit, though, costs 200 dollars, which is too expensive for most Kenyans, and this is where mobile telephony can make the solution more affordable. Today, you can buy this kit by making an initial deposit of just 35 dollars, and then pay off the rest by making a daily micro-payment of 45 cents using your mobile phone. Once you've made 365 micro-payments, the system is unlocked, and you own the product and you start receiving clean, free electricity. This is an amazing solution for Kenya, where 70 percent of people live off the grid. This shows that with frugal innovation what matters is that you take what is most abundant, mobile connectivity, to deal with what is scarce, which is energy.
Pogledajmo zatim Keniju, gde pola stanovnika koristi M-Pesa, sistem za mobilno plaćanje. Ovakvo rešenje savršeno odgovara Africi, pošto 80 posto Afrikanaca nema račun u banci, ali je zanimljivo da M-Pesa postaje uzor za slične poslovne modele u sektorima poput energetike. Na primer M-KOPA, sistem za solarnu energiju u kućnim uslovima, čiji paket sadrži solarnu ploču, tri LED svetiljke, radio aparat i punjač za mobilni telefon. Međutim, ceo paket košta $200, što je za većinu Kenijaca preskupo, i upravo u tom pogledu mobilna mreža može da pomogne. Sada paket može da se kupi uz avans od svega $35, a ostatak se otplaćuje preko mobinog telefona, po 45 centi dnevno. Nakon 365 ovakvih dnevnih uplata, sistem se otključava, proizvod je vaš i dobijate čistu, besplatnu struju. Za Keniju je ovakvo rešenje odlično, jer tamo 70 posto ljudi živi van naselja. To znači da je kod štedljive inovacije bitno da se uzme nešto čega ima u izobilju - mobilna mreža - da bi se stvorilo ono čega nema, recimo energija.
With frugal innovation, the global South is actually catching up and in some cases even leap-frogging the North. Instead of building expensive hospitals, China is using telemedicine to cost-effectively treat millions of patients, and Africa, instead of building banks and electricity grids, is going straight to mobile payments and distributed clean energy.
Svetski jug pomoću štedljive inovacije sustiže, a u nekim slučajevima čak i prestiže sever. Umesto da gradi skupe bolnice, Kina telemedicinom jeftino leči milione pacijenata, a Afrika, umesto da gradi banke i energetsku mrežu, mobilnim plaćanjem pruža ekološki čistu struju.
Frugal innovation is diametrically opposed to the way we innovate in the North. I live in Silicon Valley, where we keep chasing the next big technology thing. Think of the iPhone 5, 6, then 7, 8. Companies in the West spend billions of dollars investing in R&D, and use tons of natural resources to create ever more complex products, to differentiate their brands from competition, and they charge customers more money for new features. So the conventional business model in the West is more for more. But sadly, this more for more model is running out of gas, for three reasons: First, a big portion of customers in the West because of the diminishing purchasing power, can no longer afford these expensive products. Second, we are running out of natural water and oil. In California, where I live, water scarcity is becoming a big problem. And third, most importantly, because of the growing income disparity between the rich and the middle class in the West, there is a big disconnect between existing products and services and basic needs of customers. Do you know that today, there are over 70 million Americans today who are underbanked, because existing banking services are not designed to address their basic needs.
Štedljiva inovacija je sušta suprotnost načinu inovacije na severu. U Silicijumskoj Dolini, gde živim, stalno tragamo za sledećim hitom. Recimo ajfon 5, 6, pa 7 i 8. Zapadne kompanije troše milijarde na istraživanje i koriste na tone prirodnih resursa da bi stvorili sve komplikovanije uređaje i odvojili se od konkurencije, a korisnicima dodatno naplaćuju nove mogućnosti. Znači da je zapadni poslovni model "više za više''. Nažalost, ovaj model se rasplinjava, i to iz tri razloga: prvi je da veliki broj zapadnih korisnika zbog sve manje kupovne moći ne može više da priušti skupe uređaje. Drugo, ponestaje nam čiste vode i nafte. U Kaliforniji, gde živim, nestašica vode postaje veliki problem. Treće i najvažnije je da zbog sve veće razlike u prihodima bogate i srednje klase na zapadu dolazi do velike razlike između postojećih proizvoda i usluga i osnovnih potreba potrošača. Znate li da trenutno preko 70 miliona Amerikanaca ne koristi usluge banaka jer one koje postoje ne zadovoljavaju njihove osnovne potrebe?
The prolonged economic crisis in the West is making people think that they are about to lose the high standard of living and face deprivation. I believe that the only way we can sustain growth and prosperity in the West is if we learn to do more with less.
Zbog duge recesije, ljudi na zapadu misle da će da izgube visok životni standard i nađu se u bedi. Smatram da je jedini način da zapad održi rast i napredak da naučimo da sa manje postižemo više.
The good news is, that's starting to happen. Several Western companies are now adopting frugal innovation to create affordable products for Western consumers. Let me give you two examples.
Srećom, to se već dešava. Određene zapadne kompanije već koriste štedljive inovacije kako bi zapadnim potrošačima pružile pristupačne proizvode. Daću vam dva primera.
When I first saw this building, I told myself it's some kind of postmodern house. Actually, it's a small manufacturing plant set up by Grameen Danone, a joint venture between Grameen Bank of Muhammad Yunus and the food multinational Danone to make high-quality yogurt in Bangladesh. This factory is 10 percent the size of existing Danone factories and cost much less to build. I guess you can call it a low-fat factory. Now this factory, unlike Western factories that are highly automated, relies a lot on manual processes in order to generate jobs for local communities. Danone was so inspired by this model that combines economic efficiency and social sustainability, they are planning to roll it out in other parts of the world as well.
Kada sam prvi put video ovu zgradu, pomislio sam da je u pitanju neka postmodernistička kuća. zapravo je to mala fabrika u vlasništvu Gramin Danone, saradnja između Gramin Banke Muhamada Junusa i proizvođača hrane Danone, koja u Bangladešu proizvodi jogurt visokog kvaliteta. Deset puta je manja od postojećih Danone fabrika, te je izgradnja mnogo jeftinija. Recimo da je u pitanju dijetalna fabrika. Za razliku od visoko automatizovanih fabrika na zapadu, ova fabrika se u velikoj meri oslanja na ljudski rad i time stvara radna mesta. Ovaj istovremeno ekonomski efikasan i društveno održiv model se toliko dopao kompaniji Danone da namerava da ga primeni i u drugim delovima sveta.
Now, when you see this example, you might be thinking, "Well, frugal innovation is low tech." Actually, no. Frugal innovation is also about making high tech more affordable and more accessible to more people. Let me give you an example.
Kada se pogledaju ovakvi primeri može se pomisliti da štedljiva inovacija ne zahteva tehnologiju. Zapravo, nije tako. Štedljivom inovacijom se i visoka tehnologija može približiti prosečnom korisniku. Daću vam primer.
In China, the R&D engineers of Siemens Healthcare have designed a C.T. scanner that is easy enough to be used by less qualified health workers, like nurses and technicians. This device can scan more patients on a daily basis, and yet consumes less energy, which is great for hospitals, but it's also great for patients because it reduces the cost of treatment by 30 percent and radiation dosage by up to 60 percent. This solution was initially designed for the Chinese market, but now it's selling like hotcakes in the U.S. and Europe, where hospitals are pressured to deliver quality care at lower cost.
U Kini je odeljenje za istraživanje u zdravstvu, kompanije Simens, dizajniralo CT skener koji mogu da koriste i manje kvalifikovani radnici, npr. medicinske sestre i tehničari. U stanju je da u toku dana obavi više skeniranja uz manju potrošnju energije, što je odlično za bolnice, ali i za pacijente, jer je cena lečenja smanjena za 30 posto, a količina radijacije za 60 posto. Isprva je namenjeno za kinesko tržište, ali se sad prodaje kao alva u SAD i Evropi, zbog potrebe da bolnice za manje novca pruže bolju zdravstvenu zaštitu.
But the frugal innovation revolution in the West is actually led by creative entrepreneurs who are coming up with amazing solutions to address basic needs in the U.S. and Europe. Let me quickly give you three examples of startups that personally inspire me. The first one happens to be launched by my neighbor in Silicon Valley. It's called gThrive. They make these wireless sensors designed like plastic rulers that farmers can stick in different parts of the field and start collecting detailed information like soil conditions. This dynamic data allows farmers to optimize use of water energy while improving quality of the products and the yields, which is a great solution for California, which faces major water shortage. It pays for itself within one year.
Talas štedljive inovacije na zapadu zapravo predvode kreativni preduzetnici koji smišljaju sjajna rešenja za osnovne potrebe u SAD i Evropi. Na brzinu ću vam ispričati o tri startapa koja su me oduševila. Prvi je zapravo pokrenuo moj komšija u Silicijumskoj Dolini. Zove se gThrive. Proizvode bežične senzore koji liče na plastične lenjire, pa farmeri mogu da ih pobodu na različitim mestima u polju da sakupljaju podatke, na primer stanje tla. Ti podaci pomažu farmerima da bolje koriste energiju vode, čime se poboljšava kvalitet i prinos poljoprivrednih proizvoda. Za Kaliforniju je to odlično, jer joj preti velika nestašica vode. Sistem sam sebe otplaćuje za godinu dana.
Second example is Be-Bound, also in Silicon Valley, that enables you to connect to the Internet even in no-bandwidth areas where there's no wi-fi or 3G or 4G. How do they do that? They simply use SMS, a basic technology, but that happens to be the most reliable and most widely available around the world. Three billion people today with cell phones can't access the Internet. This solution can connect them to the Internet in a frugal way.
Drugi primer je takođe iz Silicijumske Doline, Be-Bound, koji omogućava da se povežete na internet čak i na mestima bez internet, wi-fi, 3G ili 4G veze. Kako je to moguće? Tako što koristi SMS, tehnologiju koje je jednostavna, ali pouzdana i široko dostupna. Tri milijarde vlasnika mobilnih telefona nema pristup internetu. Putem ovog rešenja mogu da se povežu na jeftin način.
And in France, there is a startup calle Compte Nickel, which is revolutionizing the banking sector. It allows thousands of people to walk into a Mom and Pop store and in just five minutes activate the service that gives them two products: an international bank account number and an international debit card. They charge a flat annual maintenance fee of just 20 Euros. That means you can do all banking transactions -- send and receive money, pay with your debit card -- all with no additional charge. This is what I call low-cost banking without the bank. Amazingly, 75 percent of the customers using this service are the middle-class French who can't afford high banking fees.
U Francuskoj, startap pod imenom Compte Nickel uvodi revoluciju u bankarski sektor. Zbog njega na hiljade ljudi može da uđe u dragstor i za pet minuta aktivira uslugu koja pruža dve stvari: broj međunarodnog bankovnog računa i međunarodnu debitnu karticu. Godišnja pretplata na servis iznosi €20. Pomoću njih možete da vršite sve poslove u banci - primanje i slanje novca, plaćanje debitnom karticom - bez dodatnih troškova. Za mene je to jeftino bankarstvo bez banke. Zapanjuje da 75 posto korisnika čine Francuzi srednje klase, koji ne mogu da priušte bankarske takse.
Now, I talked about frugal innovation, initially pioneered in the South, now being adopted in the North. Ultimately, we would like to see developed countries and developing countries come together and co-create frugal solutions that benefit the entire humanity. The exciting news is that's starting to happen. Let's go to Nairobi to find that out.
Pričao sam o tome kako su štedljive inovacije započele na jugu, a sad dobijaju zamah na severu. Krajnji cilj je da razvijene i zemlje u razvoju počnu da sarađuju na štedljivim rešenjima za dobrobit celog čovečanstva. Uzbudljivo je što je to već počelo. U Najrobiju ćemo saznati kako.
Nairobi has horrendous traffic jams. When I first saw them, I thought, "Holy cow." Literally, because you have to dodge cows as well when you drive in Nairobi. To ease the situation, the engineers at the IBM lab in Kenya are piloting a solution called Megaffic, which initially was designed by the Japanese engineers. Unlike in the West, Megaffic doesn't rely on roadside sensors, which are very expensive to install in Nairobi. Instead they process images, traffic data, collected from a small number of low-resolution webcams in Nairobi streets, and then they use analytic software to predict congestion points, and they can SMS drivers alternate routes to take. Granted, Megaffic is not as sexy as self-driving cars, but it promises to take Nairobi drivers from point A to point B at least 20 percent faster. And earlier this year, UCLA Health launched its Global Lab for Innovation, which seeks to identify frugal healthcare solutions anywhere in the world that will be at least 20 percent cheaper than existing solutions in the U.S. and yet more effective. It also tries to bring together innovators from North and South to cocreate affordable healthcare solutions for all of humanity.
Saobraćajne gužve u Najrobiju su strašne. Naprosto izbijaju rogovi od gužve. Nekad i bukvalno, jer se putem često kreću i krave. Kako bi olakšali situaciju, inženjeri iz IBM laboratorije u Keniji isprobavaju sistem pod imenom Megaffic, isprva proizvod japanskih iženjera. Megaffic se, za razliku od sistema na zapadu, ne oslanja na senzore, jer su oni preskupi za Najrobi. Umesto toga koristi slike i podatke o saobraćaju koje sakuplja mali broj kamera niske rezolucije na ulicama Najrobija; zatim ih softver analizira i predviđa gužve i preko SMS-a predlaže vozačima kojim putem da krenu. Megaffic zbilja nije primamljiv kao automobili koji se sami voze, ali obećava da će vozače u Najrobiju provesti od tačke A do B bar 20 posto brže. Zdravstveno odeljenje UCLA je početkom godine pokrenulo Globalnu Laboratoriju za Inovacije, čiji je cilj da širom sveta traži sisteme za zdravstvo koji postižu više, a koštaju bar 20 posto manje od onih u SAD. Tu inovatori sa severa i juga mogu da sarađuju na jeftinim medicinskim sistemima za celo čovečanstvo.
I gave tons of examples of frugal innovators from around the world, but the question is, how do you go about adopting frugal innovation? Well, I gleaned out three principles from frugal innovators around the world that I want to share with you that you can apply in your own organization to do more with less.
Dao sam vam razne primere štedljivih inovacija, ali pravo pitanje je kako da počnemo da ih primenjujemo. Pokazaću vam tri pravila koja sam saznao od svetskih inovatora, a koja će vašim organizacijama pomoći da postignu više uz manje.
The first principle is: Keep it simple. Don't create solutions to impress customers. Make them easy enough to use and widely accessible, like the C.T. scanner we saw in China.
Prvo pravilo je: samo jednostavno. Proizvodi ne treba da zadive korisnike. Treba da budu jednostavni i dostupni svima, kao kineski CT skener.
Second principle: Do not reinvent the wheel. Try to leverage existing resources and assets that are widely available, like using mobile telephony to offer clean energy or Mom and Pop stores to offer banking services.
Drugo pravilo: ne izmišljajte rupu na saksiji. Trudite se da iskoristite resurse koji su na raspolaganju, na primer da preko mobilne mreže obezbedite struju, ili nudite bankarske usluge preko dragstora.
Third principle is: Think and act horizontally. Companies tend to scale up vertically by centralizing operations in big factories and warehouses, but if you want to be agile and deal with immense customer diversity, you need to scale out horizontally using a distributed supply chain with smaller manufacturing and distribution units, like Grameen Bank has shown.
Treće pravilo: mislite i postupajte vodoravno. Kompanije obično rastu u visinu tako što centralizuju proizvodnju u velikim fabrikama i skladištima, ali ako želite da brzo ispunite potrebe najrazličitijih kupaca, morate da se širite vodoravno putem mreže za distribuciju, uz male fabrike i otpremne centre, kao što pokazuje Grameen Banka.
The South pioneered frugal innovation out of sheer necessity. The North is now learning to do more and better with less as it faces resource constraints. As an Indian-born French national who lives in the United States, my hope is that we transcend this artificial North-South divide so that we can harness the collective ingenuity of innovators from around the world to cocreate frugal solutions that will improve the quality of life of everyone in the world, while preserving our precious planet.
Jug je štedljive inovacije započeo iz nasušne potrebe. Sada sever zbog nedostatka resursa uči da postiže više uz manje. Kao francuski državljanin indijskog porekla koji živi u SAD, nadam se da ćemo prevazići veštačku podelu na sever i jug i iskoristiti genijalnost inovatora iz čitavog sveta za stvaranje štedljivih rešenja koja će poboljšati život čitavog čovečanstva, a istovremeno sačuvati našu planetu.
Thank you very much.
Mnogo vam hvala.
(Applause)
(Aplauz)