Navigating Growth:

Perspectives on the future of mobility,

technology, and emerging markets
Contents

Better data in emerging markets is the key to unlocking high-growth opportunities 3

The fundamentals of mobility, technology, and emerging markets 8

The future of investment? Look to emerging markets 10

Intercultural intelligence is more important than ever for building successful businesses 12

Harnessing the deep tech opportunity in emerging markets requires an understanding of data sensitivity 15

Real innovation and business impact in emerging markets depend on better data 19

B2C businesses that master mutual value exchange will win the race 21

By digitalising the informal economy, we put it in the pocket of every citizen 25

Technology is disrupting what it means to be connected in emerging markets 29

Designing digital mobility in emerging markets requires empathy and a rejection of one-size-fits-all solutions 30

Believe the hype: Real-time data will soon be a reality in emerging markets 34

Locally relevant data leads to more impact at street level 37

Data production advances will mean smarter and more efficient scaling across the Majority World 38

About WhereIsMyTransport 43

Acknowledgements 44
 Better data in emerging markets
is the key to unlocking high-
growth opportunities
Devin de Vries, CEO,
WhereIsMyTransport

“Wherever you are in the world, the

principle remains the same: people
and economies need mobility.”

To the casual observer, it might seem data, open data, crowd-sourced data; commuting to work, or someone making
that little in transport has changed over all kinds of data that continuously and a delivery. Whatever the background,
the past decade. The modes people relentlessly transforms ways of life for the movement of something is common
use today to move around the city are citizens, governments, small businesses, across developed and emerging
still largely the same as they have been and conglomerates. markets. This means there are things we
for years, with the notable addition of can learn from both markets.
eBikes and eScooters in many cities. And the transformation is accelerating,
Many of the issues faced 10 years particularly in emerging markets. Of course, it’s difficult to predict exactly
ago—congestion, pollution, and long The next 10 years will bring even what will change in the future: a look
commutes—are also the same. In fact, more technologically driven change. back at any predictions from 10 or 20
in many cities (even in rapidly advancing Developments in Web3 and open data years ago would undoubtedly reveal
emerging markets) those problems are standardisation will bring new business a mix of some things that came true
only worse. models, widespread application of AI will and some that didn’t. To paraphrase
enable new commuter experiences, and Bill Gates, we often overestimate what
But there’s also a lot that’s improved. A improved data availability in emerging we can achieve in a year, but woefully
decade ago, Uber was still in its infancy, markets will unlock new high-growth underestimate what will change in a
the on-demand ride-sharing boom regions. Our post-COVID business decade. That said, these exercises still
was still gathering momentum, and reality, and our changing climate, will have value, and a look back at the past
on-demand food and parcel delivery continue to accelerate innovation. decade can give us a reasonable idea of
was a long way off. And then there’s how technology will impact movement,
the smartphone. Nothing has had Advancements will impact cities in place, and growth in emerging
more of an impact on mobility in cities emerging markets and the developed markets over the next 10 years. More
everywhere than this pocket-sized world alike. After all, wherever you are importantly, we can get a feeling for
information portal, enabled by rapidly in the world, the principle remains the what the future might look like if all the
growing bandwidth and powered by same: people and economies need stakeholders involved work together.
a tsunami of data: new data, real-time mobility. That could be someone

3.
 Lessons from
the past
There are several major lessons from Every day, billions of people in We’ve seen this first-hand. In Mexico
the evolution of both technology and the Majority World rely on public City, for example, our Android app
mobility over the past 10 years that transport—a combination of formal Rumbo proved to be indispensable for
are likely to have an impact on their and informal mobility options—to get the public-transport commuters who
collective futures in both developed and where they need to go. In the case of the use it when fires caused the closure of
emerging markets. former, schedules sometimes only exist six Metro lines across the city. Rumbo’s
in theory. Most formal bus services use real-time alerts were the fastest, most
The first is that user-contributed data the same road networks as everyone accurate updates for those trying
long-ago transformed navigation for else and are subject to traffic, road to figure out how to get around the
private vehicles. The navigation app you closures, and other disruptions. The many problems caused by the fires.
rely on to show you the fastest route to situation is amplified for informal public Nothing else—even official information
your destination, avoiding traffic snarl- transport, which operates dynamically sources—came close.
ups along the way, relies on user data and, at times, unpredictably. All of
(along with machine learning, historical this means that commuting, already Not too long ago, the slower uptake
traffic patterns, and local government a difficult and time-consuming task of smartphones in emerging markets
data). Some services also integrate user- in many emerging-market cities, can would’ve made gathering and dispersing
contributed reviews, photographs, and become incredibly uncertain. This level that information difficult. That’s no
Points of Interest (POI), ensuring that of uncertainty is only magnified when a longer the case and will be even less
people not only get to the right places natural or man-made disaster occurs. so in the future. In 2019, for example,
but also get the best value out of the And in an era of climate change, those smartphone ownership was at 60%
places they go to. kinds of disruptive disasters will become in Mexico and is expected to reach
increasingly commonplace. 70% by 2025. In Thailand meanwhile,
For the most part, however, this kind smartphone ownership rates were at
of data has primarily benefited people In that kind of environment, real- 77% in 2020 and are expected to reach
driving private vehicles or those using time information and data can be 84% by 2026—and these figures are
formal public transport and urban critical. That’s because disruptions even higher in metropolitan areas.
services (especially in developed typically create an information gap that
markets). But in emerging markets, technology is well-positioned to fill.
that’s not the reality for most people.

4.
 “High-quality data
is fuel for the
innovations you
know about, and
the ones you’re
yet to discover.”

Of course, understanding the nuances What it’s taught us is you don't need every version is predicated on applying
in emerging markets requires more to know every use case. You just need blockchain technologies.
than just getting a grip on smartphone to know that your data offering is the
penetration rates. Every country highest quality available. High-quality Unfortunately, many of the loudest
is different. So is every city. At data is fuel for the innovations you proponents of Web3 to date have
WhereIsMyTransport, we’ve learned know about, and the ones you’re yet been crypto-centric, detracting from
this from the almost-50 cities we’ve to discover. the deeper understanding of how
mapped across the Majority World. these technologies will shape the
Any business looking to tap into high- times we live in. Much like the advent
growth emerging markets will find their Web3 of the internet, industry and societal
task made much easier—and more understanding of Web3 is still at its
fruitful—by teaming up with a trusted business models earliest stages. Precedent suggests the
and experienced partner. earliest use cases for each iteration of
The advent of Web3 will enable even the web are not what sees it truly take
The past decade has also shown us that more new and exciting business off. Sir Tim Berners Lee developed the
most people thought the best use of opportunities. Web3 revolves around World Wide Web as an easy way for
public transport data was solving public the idea of a decentralised internet, scientists to access each other’s work.
transport problems; that location data which is sharply different to Web He could hardly have imagined that it
is only about location. But the potential 2.0, where the vast majority of the would one day be used to radicalise
of data goes far beyond the obvious. web’s data and content is owned by a a cohort of people who once warned
We understand the use cases, and have relatively small group of companies. their children not to trust everything
applied this to help many clients by While there are different visions for they read online.
providing the critical data they require. what Web3 might look like, almost

5.
 Similarly, the true potential of Web3 is via smart contracts, or clearer data
still in discovery. Developed properly, ownership rights. The applications are
Web3 could improve data security, broad and we are only just scratching
scalability, and privacy beyond what’s the surface of what’s possible. This
currently possible on today’s Web 2.0 evolution in technology is not just a
platforms. Moreover, its decentralised business opportunity, but something
nature means that it’s possible to that can give emerging markets a leg up.
find entirely new ways of funding and
governing the ongoing development Certainly, Web3 will bring new challenges
of projects. It’s also possible to ensure for technologists and businesses,
that these project builds are entirely and great opportunities in the years
transparent and that anyone who ahead. When it comes to mobility
believes in them can participate. and location data in particular, it’ll be
important to establish what happens to
Like Web3, mobility services in emerging ownership and where the benefit goes
markets are highly decentralised. They from mastering business operations
represent a resilient and fragmented alongside these changes.
network of independent service
providers and small business owners. At WhereIsMyTransport, we are
Given this innate decentralisation, working to make that real. After all,
the application of Web3 technologies we've built a business operating in
represents a substantial opportunity. decentralised environments, with
This could include secure offline ticket products and processes designed to be
payments using blockchain wallets, NFT permissionless, and we’ve learned how
transit passes in MaaS deployments, to turn idiosyncrasies into advantages.
royalties for user-generated content

6.
 “We've built a business operating in
decentralised environments, with
products and processes designed to be
permissionless, and we’ve learned how
to turn idiosyncrasies into advantages.”

Shaping a
bolder future
That many of the coming technological for the first time. Others are broadening
changes look set to mirror the on- platform capabilities in an effort to
the-ground situation in emerging gain a larger portion of the route-
markets bodes well for the future. This planning pie.
is especially true when you consider
the impact some other nascent For all, strategic flexibility and
technologies will have on movement adaptation is made easier when the
and place in these markets. right data and technologies are in place.

Edge data and deep tech, including Ultimately, the combination of all these
machine learning and artificial factors means substantial growth
intelligence (AI), will make it easier for opportunities in emerging markets. But
those in both the formal and informal making the most of those opportunities
economies. Transport operators will benefits from collaboration between
have the data they need to optimise all stakeholders, from the individual
routes and operations to more closely citizen upwards. And those who get
resemble demand patterns; traders and it right stand to reap serious benefits
investors will have the location data they across the board. There is so much
need to make location-aware decisions. more we can make of the infrastructure
This will also further empower citizens we already have, and the communities
to make the most valuable decisions, who use them. When technology and
particularly when there’s a disruption to incentives align, we unlock the valuable
their normal routine. For the most part, potential in our networks today.
these technologies will be so integrated
into everyday products that people
won’t even notice them as they reap Unwavering
the benefits.
motivation
It’s also important to remember that
these changes are happening in a Even in the midst of growth and
post-COVID reality that’s impacted change, there are things that will
emerging markets at least as profoundly remain constant.
as developed markets. The decisions
businesses have made now—such as What motivates us at
whether to be fully remote, hybrid, or WhereIsMyTransport is unlikely to
return to the office—have affected, and change much in the future. We believe
will continue to affect, hiring, operations, that better information holds the
culture, and investment. power to transform, and has the most
. value when the primary benefactor is
Changes to the way people move have the citizen, or society. Dignity, quality
prompted changes in the mobility of life, and sustainability are all made
technology sector. Companies are possible by better data, and by projects
capitalising on the opportunity that are more successful thanks to
associated with applying their better data. That will matter as much in
technologies to public transport, often the coming decade as it does today.

7.
 The fundamentals of
mobility, technology, and
emerging markets

2bn
Over two billion people rely entirely on public
transport in emerging-market cities. (Source:
WhereIsMyTransport)

92%
Public transport networks in 92% of the
world’s largest lower-middle income
cities are offline and unmapped.
(Source: World Bank)

1bn
More than 1 billion people aged between
10 and 24 live in emerging markets. (Source:
Green Templeton College, Oxford)

2/3
Almost 2/3 of high-growth companies have
adopted hybrid working. (Source: Accenture)

8.
30%
In emerging-market cities, families earning
minimum wage spend around 30% of
their income on transport. (Sources:
IADB, Chulalongkorn University, Journal of
Transport Geography)

4.66bn
There are 4.66 billion active internet users
worldwide, accounting for 59.5% of the
global population. (Source: Statista)

94%
Mobile broadband has the potential
to connect around 94% of the global
population today. (Source: GSMA)

6.1bn
Global smartphone ownership growth
is primarily driven by emerging markets,
climbing from 3.9B in 2017 to an expected
6.1B in 2022. (Source: App Annie)

47% 17% In Africa, 17% of the population can afford

1 gigabyte of data. In Latin America and the
Caribbean, this stands at 37%, and in Asia,
it’s 47%. (Source: OECD)

37%

9.
 The future of
investment? Look to
emerging markets
An interview with Danielle J. Harris,
Managing Director of Engagement &
Innovation, Elemental Excelerator

Elemental Excelerator’s mission Kuleana—a Hawaiian word—doesn't How do people disperse through a
is to redesign the systems at the have a smooth English translation, community? A lot of people were like,
root of our climate crisis. What but I like to think of it as Spider- what does mobility have to do with a
principles should entrepreneurs be Man’s uncle Ben saying “with great global pandemic? It has everything to
aware of when working to build a power comes great responsibility.” do with it.
sustainable future? It’s the understanding that we’re
all responsible for doing what we What challenges do you face
It's a question of how we redesign those can to address climate change and building portfolios considering
systems. That is a big focus at Elemental help people. the data limitations in many
Excelerator. Part of that is addressing emerging markets?
the inequities that exist today, and not What do you see as the most
perpetuating them in the future that valuable technological trends and The reality is that emerging markets
we're trying to create. Our work is at opportunities in emerging markets are the future. It’s where a lot of people
the intersection of climate change and over the next decade? are putting their energy, making
social equity. We help our companies to investments now so that they can be
scale, but also scale equitably starting I'm really excited about this. I'm a city successful in the future. Someone
with doing introspective work. What are planner by practice, working in San has to be the early mover. For those
some blind spots that you might have Francisco for about 10 years. Back organisations, it will either mean
that could help you be a better person, when I started, I was putting together they have a unique advantage in the
make you a better leader, and make a 20-year plans and getting to—slowly— market—emerging markets—or it will
better business? implement them. But that was if you’re make them prime for acquisition. Data
lucky, right? I realised after joining is something I think about with all our
One of Elemental’s values is ‘humble Elemental that, while it was great to investments: how data new companies
spirit’. Accepting that you're going to have an impact on a city and be able collect could be an asset today and
make some mistakes, and having some to talk to other cities, working with in the future. WhereIsMyTransport is
grace for other people to do the same. companies meant the opportunity to collecting so much data that no one
It’s also about community. We see scale impact was far greater. has ever been able to do in those
ourselves as an operator of innovation, markets before. And the value is not
and facilitating relationships is part Today, we're in a place of rapid change, just the fixed data sets. When you
of that. Another value is a growth and the pandemic has demonstrated marry data sets with other data sets,
mindset—that’s innate in all of our the need for rapid response. Then you unlock their true power. I look at
founders. Having a voracious appetite there’s climate disruptions themselves: it as a wonderful space of abundance.
to learn new things and talk to new flooding, freezing, fires. So the big focus Have you seen Crazy Rich Asians? That
people and always be discovering. for me, with my planning background, big ceremony where they're waiting for
The last is joyful work. You want to is resiliency. How do you forecast the a flower to bloom? That flower is all over
be enjoyable to work with—we don't disruptions to come? How do you Hawaii, and that’s what I think about
take that lightly. Climate change is a assess the threat? The pandemic was when I think about data creation in
marathon, not a sprint. Focusing on a perfect example of this. We started emerging markets. When it happens, it
doing this in a way that feels like a valuing travel patterns, to understand is totally worth it.
mission that we're all doing together. the spread. How do people move?

10.
 What is the role of investors in shaping this
future? And what will leadership look like
when navigating it?

I am as much a people investor as I am a

financial investor. We want to make sure that
we have compassionate humans behind the
scenes, making critical decisions that are
going to impact our society. I enjoy getting to
know our founders, understanding the way
they look at their business and its growth.
What we want to achieve in the climate space
requires a transition, and the reality is that
a lot of blue collar jobs are associated with
that. So do our founders have an interest in
creating opportunities? And bringing people
along—not just new talent, but thinking
foundationally about who they need for their
missions. That's big. I hope our founders are
conscious of its importance.

In mobility, there's sticking points.

Electrification. Autonomous vehicles. Getting
digital infrastructure to a point where we can
achieve Smart Cities. I used to host a meeting
in San Francisco of all the data analysts in our
20-something departments. It was literally
like this kumbaya of “I didn't know that data
existed!” The learning? Connections need
to be made at a people level as well as an
infrastructural one. For investors, it’s our
responsibility to dive deep and understand
the minutiae of these challenges, including
who is involved. But impact is most important,
and finding founders who see an opportunity
to build something bigger than themselves,
and bigger than the financial gains. This is
our kuleana. I hope that everyone is planting
seeds so their children can have shade, and
not solely looking for the immediate payoff.
We all want to make healthy investments—
don’t get me wrong—but we also have an
opportunity to shape the way things grow.
That's top of mind for Elemental. We think of
the companies that we invest in today as the
next Fortune 500 companies.

11.
 Intercultural intelligence is
more important than ever
for building successful
businesses
Simone Stephens, Director of People,
WhereIsMyTransport

In 2020, work as we knew it was the needs of our clients and the people
upended by COVID-19. Now, well into who use our products to navigate
the pandemic, we have seen a marked their cities.
global shift to permanent remote work,
with one McKinsey study suggesting that
on average, executives were planning on The value of
reducing office space by 30 per cent.
hyperlocal expertise
WhereIsMyTransport was on the path
to a fully remote model pre-2020, The future of business is increasingly
but COVID-19 sped the process up, seen as hyperlocal, be it for marketers,
ultimately leading to the transformation real estate agents, or any business
of our operations—in data production for which accurate, intrinsic market
and elsewhere. Previously, we had knowledge is key to driving performance,
worked on-site in each city, managing particularly in a post-COVID context. At
teams and collecting data on the WhereIsMyTransport, our hyperlocal
ground. Now, we follow a fully remote expertise has always been what made
methodology that allows us to produce us stand out. Market fluency and an
data reliably, safely, and efficiently. attention to detail matters when it
Local data collection teams remain core comes to data production. Without the
to our process, but training, project knowledge to produce comprehensive
management, and data validation data sets, the resulting output is
is managed remotely. The success unreliable, and unactionable.
of this change impacted our entire
business—those who were not remote, Essentially, we put together holistic,
went remote—and it led to increased detailed data sets so our clients don’t
flexibility: team members have been able have to. Our clients don’t need to start
to work in other cities, while staying in a from scratch or rely on incomplete
role they enjoy. information when it comes to learning
about how cities move, often in markets
Although we are now a 100% remote they are unfamiliar with. Instead, we
company, we know—and have always provide this valuable data that can be
known—that a hyperlocal understanding used as a basis for expanding into new
of every market where we offer data or markets, or for localising products to
operate a consumer product is key to reach more people.
delivering valuable services that meet

12.
 “Hyperlocal expertise is
as much about people as
it is about process, and
in a future of increasingly
globalised business,
intercultural intelligence
will be key.”

The multifaceted
future of
hyperlocalism
Hyperlocalism might be something of a
buzzword, but it’s a trend that we expect
to become increasingly important and
multifaceted in the future of business
operations. It’s about our team as well
as our clients and product users, and
at WhereIsMyTransport, that means
understanding employee expectations
in every city where we work. Hyperlocal
expertise is as much about people
as it is about process, and in a future
of increasingly globalised business,
intercultural intelligence will be key for
creating successful business models.

People are at the heart of what we do,

and the hyperlocal expertise of our team
is what makes valuable services possible.
At the same time, we must recognise that
we cannot embrace the traditional melting
pot image of assimilating different cultures.
The future of business requires acting on
the understanding that people in various
countries, with diverse cultures, will have
different experiences because of different
cultural expectations and tenets. And
this necessitates multifaceted business
operations—today and in the future.

13.
 The bones of the business
WhereIsMyTransport’s company culture We are a purpose-driven business, and
was remote-first pre-pandemic, and so we our decision to go fully remote was a
were already aware of the benefits of this cultural one. We place a strong emphasis
approach. Studies have shown that almost on company culture, the bones of our
two thirds of high-growth companies have business. Culture underpins growth, and
now adopted a “productivity anywhere” higher performing cultures create happier
workforce model, and the advantages and more productive team members,
are palpable. We are fortunate to have a better work-life balance, and better
access to talent that we would otherwise returns. Navigating business growth
not have been able to reach, and the in a future of hyperlocal, multifaceted
knowledge and skills of those entering business operations will require a strong
this business helps us deliver the highest business culture. As a result, we have to
quality data to our clients, and produce analyse what’s valuable.
innovative products that help people get
where they need to go.

Working in a changing world

When the world was advised to work We’re confident that we can navigate
from home in 2020, no one could this journey successfully, having always
have anticipated the speed at which been one step ahead when it comes
companies implemented digital to operational models. We successfully
communications technologies as a mastered the balance between
response to the sudden remote work. hyperlocal data production and the
Yet not everything has changed. Our delivery of data sets in global-standard
motivations remain the same: we are formats. We will continue to work
passionate about working with people with people who share our common
interested in growth, impact, and motivators of growth, impact, and
innovation. Our operations will continue innovation, now and into the future.
to evolve, but the excitement we all have
about coming to work stays the same—
it’s the core of our culture.

14.
 Harnessing the deep tech
opportunity in emerging markets
requires an understanding of
data sensitivity
Temba Musa Mazingi,
Head of Software Engineering,
WhereIsMyTransport

“Deep tech benefits both people and business,

bringing additional growth opportunities to
already-accelerating markets.”

There are countless studies that the population can afford 1 gigabyte public transport users—our engineering
underline the value of diversity and (GB) of data. In Latin America and the approach is to keep the frequency
cultural awareness in business. Research Caribbean, this stands at 37%, and in of updates to once a month, and
has found that ethnic and cultural Asia, it’s 47%. The way data sensitivity incrementally reduce the overall size of
diversity correlates with profitability, manifests itself varies, but it is, as a the app with each update.
benefiting customers and employees concept, so regular that we have learnt
alike. It also helps organisations eliminate that it must be our baseline way of It is important to note that data
strategic blind spots, providing cultural working. At WhereIsMyTransport, we sensitivity in emerging markets does
insights that make new markets more know that effective data production and not mean low-tech solutions. Our
accessible. For technology companies product development means keeping experience has taught us that the
navigating growth opportunities in the following maxim in mind: being development of products for data-
emerging markets, they often miss one data-sensitive ready is essential in sensitive markets requires deliberate
crucial point: data sensitivity. emerging markets. strategies, cultural fluency, and
extensive technological innovation. We
Sensitivity to data costs describes the We mastered this with our Collector use our fluency of emerging markets
relationship consumers have with the app: when our local teams undertake to inform this innovation, proving that
mobile phone data they've purchased. data collection and maintenance in each solutions for data-sensitive markets
In many emerging markets, data is more city, they are able to collect and save are the opposite of low-tech. And we
expensive and disposable incomes are routes on the app with or without the recognise the importance of these
typically lower. As a result, people use use of mobile data. Route collection learnings when thinking about future
data differently compared to mobile is solely dependent on GPS signal to technological trends.
phone users in developed markets, function, storing information locally,
being less likely to download app and only uploading and syncing this
updates on a regular basis or engage information to our data platforms when
with services that utilise a lot of data. a mobile or wifi connection is available—
typically done when a collector returns
Data affordability differs across to the project headquarters. When it
emerging markets. In Africa, 17% of comes to Rumbo—our Android app for

15.
 “Solutions for data-
sensitive markets are the
opposite of low-tech.”

Data sensitivity is
hard to shake
Data sensitivity is the result of legislative
and market scenarios that keep the cost of
data high. In many regions, this has been
the case for a long time, and it is doubtful
that it will change anytime soon. The cost
of infrastructure too, is high, and this is
passed on to consumers. If change is to
come about, it will do so incrementally:
costs will reduce slowly, and average
incomes will slowly increase.

An example: In South Africa, the Data Must

Fall campaign emerged in 2016 to implore
mobile networks to reduce data prices. The
South African President, Cyril Ramaphosa,
even got involved, addressing the nation
in 2019 to emphasise he understood
its importance. In the end, a watchdog
investigated and forced networks to lower
prices. But reductions have been limited,
and data sensitivity remains an issue in
this market and others. Real change is
needed at a legislative level, at market
level, and at societal level. In many markets,
it’s culturally embedded—people have
been using data in such a way for so long,
that it’s hard to shake that off, even if
circumstances do change.

16.
 Future-focused
problem solving
Working in technology means working in the digital economy. It can also help
with the future in mind. Deep tech level the digital economy landscape in
is a growing trend, heralded as a emerging markets, bringing additional
transformative new wave of innovation. growth opportunities to already-
Referring to breakthrough technologies in accelerating markets. For organisations
engineering and science that solve some looking to expand into these markets,
of society’s most fundamental challenges, an experienced partner is key. At
deep tech brings stakeholders together WhereIsMyTransport, we know that
to create value by overcoming problems. deep tech will be part of the future
Indeed, the European Innovation Council for emerging markets, just as it is for
shared that 97% of deep tech companies other markets. This mindset is already
contribute to at least one of the UN’s influencing how we hire. Harnessing
sustainable development goals. the deep tech opportunity in emerging
markets requires an organisation fluent
Examples of deep tech solutions include in the nuances and localisms of emerging
autonomous vehicle software, AI-first life market regions, which brings us back to
sciences, quantum tech, and robotics. cultural awareness.
What does this mean exactly? Some
of these may sound abstract, but if
we dig a little deeper, we discover that
there are concrete solutions capturing
the public’s imagination and providing
real-world benefits. The development
of artificial wombs to assist premature
babies, electric air taxis, and artificial
intelligence to forecast natural disasters
are all examples of real-world deep
tech ventures.

Deep tech benefits both people and

business. It can help to balance the
digital playing field, addressing some of
the challenges for people in emerging
markets and enabling them to participate

17.
 Success comes to
those who master
deep tech in
emerging markets

What role will deep tech play when At WhereIsMyTransport, we are paces and in different circumstances.
thinking about data sensitivity and constantly working to be the preferred The path to success requires the ability
emerging markets? Success lies in the provider of data and solutions for to navigate the circumstances and
hands of the organisation able to crack emerging markets. Future trends speed at which lives are digitalised.
that. Smartphone take-up is booming necessitate investment in automation, At WhereIsMyTransport, we have the
in emerging markets. In Mexico, for artificial intelligence, and machine market fluency to do this in the Majority
example, smartphone ownership was learning. This allows us to provide a best- World. And we have an international,
at 60% in 2019 and is expected to reach in-class experience to public transport solution-oriented team that will make
70% by 2025. Increasingly, people have— users—one that includes predictive, it possible for our partners. As deep
at least in theory—the right tools in real-time updates on travel conditions— tech evolves and expands, vast and
their hands. while at the same time empowering the valuable opportunities are being created
community to participate in enriching to apply solutions that help bridge the
Deep tech and automation will play an a shared data asset. It’s a sustainable digital divide.
evolved role in data production and vision for providing a world class service,
products, yet solutions in both data and offering world-class data, in an
production and consumer application emerging-market ecosystem.
delivery will continue to need to work
with data sensitivity in mind. This won’t Throughout the world, our lives are
change anytime soon. ever more digital, albeit at different

18.
 Real innovation and business
impact in emerging markets
depend on better data

An interview with Kim Fennell,

Chairman of the Board,
WhereIsMyTransport

What will innovation look like in a Will the role and responsibility of
future of economic growth, rising businesses change in the future?
disposable incomes, and accelerating
digitalisation in emerging markets? The market is ultimately perfect. If
there’s a large enough problem, there’s
We need to ensure that the conditions a business willing to invest in solving
are in place for startup technology it. It’s not always that straightforward,
companies to grow successfully and of course, and it can be challenging
develop innovative solutions. This can be to find resources. It will be interesting
achieved by bringing existing solutions to see if future funding comes from
to the developing world, but it also local sources of capital, or from large
means looking at the unique challenges multinationals looking to invest in the
and coming up with localised solutions. growth of emerging markets. I’d like to
People who know the market and see more from the former than the latter,
understand its needs—today and in the but it is a slower process. The role for
future—are best positioned to support businesses is to look for those problems,
disruption, making impactful solutions for the opportunities that are valuable to fix,
that large, distinct marketplace possible. and invest time in developing solutions
The challenge, historically at least, has that help society tackle its biggest
been that data is lacking. You have a challenges. The secondary benefit is that
large expanse of territory, and fewer creating impactful solutions provides
companies invested in collecting that opportunities for people to grow
data. The need and demand for the data professionally in those companies.
is there, but a future of innovation and
business growth depends on someone
being willing to collect it.

19.
 What do you think the future of of those going through these steps an appreciation of what a solution can
technological innovation and elsewhere. Whether that is leapfrogging do, and the opportunities created by
entrepreneurship looks like in or accelerated development, there that massive improvement, I’d look
emerging markets? is an opportunity to jump straight to for people that have a connection to
current solutions, without having to a business’s work, and the passion to
The telecom industry in Africa has implement, train, undo, and retrain end deliver solutions. It has to be people
benefited from leapfrogging in the users. Globally, we’ve seen benefits from willing to take on the monumental
past. There was real excitement about the evolution of technology. The user tasks at hand. For the right team and
bypassing the challenges of the fixed- experience gets easier and better, and the right leadership, this is an exciting
line world and jumping straight to businesses get smarter at deploying opportunity; it’s new ground. This
wireless. But the idea of leapfrogging solutions. We’re accelerating the will need strong leadership, vision,
doesn’t always hold true. Technology learning curve. commitment, and energy. And it’s going
moves fast, but other things move to take courage. The people willing
slowly. Getting a target market to How can businesses build the teams to tackle it are not going to be those
embrace solutions, and persuade the needed to help them navigate who see the status quo today as the
end user to adopt them, can be slow. this future? status quo tomorrow. They are going
This contradiction means that, to some to be people who believe that today
degree, there will be frustration. There’s There’s a lot of thought about the future is not good enough, embracing the
no question that when implementing of work and what that looks like. Remote opportunity to shape a future that is a
solutions, including in transportation work has accelerated massively, but it’s significant step function improvement
or mobile applications, it would be hard to comprehend challenges if you for people living and working in
irrational not to leverage the learnings haven’t experienced them. To ensure emerging markets.

20.
 B2C businesses that master
mutual value exchange will
win the race
Lorena Ruiz,
Country Manager - Mexico,
WhereIsMyTransport

“Building an understanding of what

‘valuable’ means in each market will
be key to contributing positively to
people’s lives, and to ensuring that
data insights deliver business value.”

What does the future of mobility hold for At WhereIsMyTransport, part of our We must remember however, that in
Mexico City? There are very real limits mission is for public transport users, cities like Mexico City, 80% of journeys
as to what infrastructure can achieve in operators, and any other stakeholder are made by public transport. The move
Latin America’s second most inhabited to have the information they need to towards electrification must include
city, but the limits of data and technology make better decisions, whether about public transport, and be made alongside
are far from being reached. Mexico City their journeys, their businesses, or efforts to improve transport networks.
is already densely populated, yet the the services they provide. Technology Public transport is an integral part of the
population continues to grow—while and data are key here: with it, we can future of mobility. Providing accurate
the city itself doesn’t. Built on a former improve the status quo while planning information to public transport users can
lake and penned in by mountains, the and preparing for a better future in the help make it a better part of the future
city faces construction challenges like city. These are improvements that can of mobility.
no other. In terms of spatial efficiency, happen faster than political change.
private transport is the worst method
for moving people. The potential for During the last COP26 conference, a
a reliable, optimised public transport lot was said about the importance of
network is vast. transitioning to electric vehicles.

21.
 From transport
networks to
computer networks
There are 4.66 billion active internet users At the same time, people across the globe
worldwide, accounting for 59.5% of the increasingly understand that their data
global population. For some, the digital footprint also holds value. After years of
world is nothing new, and people are used granting data access to various platforms,
to the benefits of being connected and and after the scandals surrounding the
having immediate access to information misuse of data and data breaches, we
or services. For developing countries, have all become more aware of the
the story is different. In Mexico, only 47% value of data and the importance of
of people had access to the internet in data protection. The foundations have
2016. Yet in recent years, Mexico’s digital been laid for users to expect something
infrastructure has improved, meaning in return.
user numbers have grown as the internet
has become more accessible. In the future, technology companies that
manage to navigate the experience of
As Mexico's government attempts to mutual value creation are the ones that
overcome the inequalities caused by the will thrive.
country's socioeconomic divide, users
came online to discover a digital world
that, until now, had been designed for
those who had the privilege of getting
there first. Nonetheless, these new users
are arriving at an interesting time. At
WhereIsMyTransport, we believe that
improved access to mobility and location
data is an act of value creation, for the
people using our products, for our clients,
and for the high-growth emerging markets
we work in.

22.
 “In the future,
technology
companies that
manage to navigate
the experience
of mutual value
creation are the
ones that will thrive.”

Crowdsourcing to
improve the viability
of public transport
In some parts of the world, mobile networks and hubs. From the very
applications provide exact information beginning, we’ve been dedicated to
telling you when the next bus will arrive. developing technologies and processes
You can reflexively follow suggested that digitalise public transport
routes despite not knowing the city, information and seek to maintain the
knowing that the data provided can be resulting data in a way that reflects the
trusted. In most of the world, however, ground truth.
public transport users simply don’t have
access to this kind of reliable information Rumbo, our consumer product released
about their transport options. in Latin America, leverages mobility
data from every public transport mode
WhereIsMyTransport’s business model to deliver accurate, reliable journey
stems from the identification of this information. It’s an application for those
problem. We produce mobility and who depend on public transport to get
location data in emerging markets, around in their cities—a tool that gives
including Mexico City. We call on that our users the information they need to
data to provide people with valuable make better decisions.
information to navigate public transport

23.
 Making a
positive contribution
Those who use Rumbo can also we’ve made it an integral part of our
contribute information—reporting business model. Our data is reliable and
incidents that affect public transport accurate, thanks to our on-the-ground
services, providing information on route data collection team, but increasingly
changes, or letting us know about new also as a result of user collaboration.
routes. Crowdsourcing is already part of These users understand the value of
how we work, and there is clearly huge their contributions, and actively benefit
potential in this model. from them.

In Mexico City, people spend an average Better data means improved access
of three hours on public transport each to truthful, reliable, and genuinely
day, and families earning minimum wage valuable information for any stakeholder
can spend up to 30% of their income navigating and planning for a better
on those journeys. Crowdsourcing data city. In Mexico City, people are travelling
can change this reality. Commuters towards the future on the metro, the
contributing information through Rumbo metrobús, microbuses, and plenty of other
share their experiences with other public transport options. We are making
users, benefiting the whole community. the most of technology’s possibilities
In exchange, it’s important that Rumbo to help improve their journeys, and
delivers something equally valuable. A their future.
future of collaborative data creation will
require returning value to product users.

We want to be fair, appropriate, and

work for everyone’s benefit. Building
an understanding of what ‘valuable’
means in each market will be key to
contributing positively to people’s lives,
and to ensuring that data insights deliver
business value in the future.

Once a sufficiently robust community

has been generated, crowdsourcing is
the most accurate way to keep mobility
and location data updated. This is why

24.
 By digitalising the
informal economy, we
put it in the pocket of
every citizen
Jug Vajarodaya,
Country Manager - Thailand,
WhereIsMyTransport

A city’s development is shaped

by triggers. In Munich, the 1972
Summer Olympics instigated the rapid
expansion of the city’s underground
rail service. In Singapore, the Housing
& Development Board started building
plentiful, affordable public housing
in 1960—today 80% of Singapore’s
population reside in such buildings.
In Peru, natural events caused an
influx of people to the cities. Mega-
events transform places, government
policies can foster growth, and climate
extremes drive people towards—or
away from—urban areas.

In Thailand too, various triggers have

instigated urban development. The
Bangkok Mass Transit System (BTS)
experienced slow development initially,
but when a Japanese loan agreement
was confirmed in 2016, BTS expansion
progressed quickly.

And while the pandemic disrupted

many global industries, it accelerated
the evolution of fintech in Southeast
Asia. This was not just because people
were turning to cashless alternatives,
but also because fintechs understood
their market: the desire for simple
cross-border transactions, and
an understanding of government
initiatives to make transactions
increasingly digital and simple.

25.
 Movement in a
growing city
Bangkok is a city in flux. Over time, it has
transformed from a parochial port on the
banks of the Chao Phraya River to a megacity
of around 14 million inhabitants. The way
people move and engage with the city
continues to change—a global trend that is
not exclusive to Bangkok. But what does this
future look like in the Thai capital?

Our future is electric: Cars are a status symbol;

this has been embedded in our culture since
the very first Ford rolled off the assembly
line over a century ago. Cars will remain
as status symbols, albeit in an increasingly
electrified form.

Infrastructure investment will influence

choices: Infrastructure investments are one of
the things that makes public transport more
viable. In Bangkok, the BTS is expanding into
the suburbs, mirroring a trend of mass rapid
transit investments across multiple Southeast
Asian cities.

In Southeast Asia in general, there is mounting

wealth, and increasing urbanisation. The
former points to a tendency to buy private
vehicles, but the latter suggests opportunities
for public transport.

Another trend is Bangkok’s ongoing—and

growing—embrace of technology. While
a smartphone is a status symbol, it’s also
an enabler for public transport use. The
mobile phone strikes that fine balance of
enabling public transport use and having
status symbols.

26.
 “Complete geospatial data
provides stakeholders
with the facts and figures
the need to create
real change.”
Understanding
the changing ways
people move
Whatever the future holds for Bangkok, enough to make informed decisions.
the way people move and engage with People working in infrastructure
place is changing. How can this feasibility, such as engineering
be understood? consultancies or technical advisory
bodies, can use data to understand
Overall, Southeast Asia lacks opportunities. Real estate firms and
consistent mobility and location data. advertising agencies can leverage
In Bangkok, for example, developed- data to make informed location-
world-standard mobility networks based investments and target
coexisted alongside developing-world- campaigns better.
standard mobility networks, and this
was reflected in data availability. Data When we know where people go and
was easy to access for some modes, how people move, the possibilities
but not all; for some regions, but not are limitless.
others. At WhereIsMyTransport, we
overcame that mobility and location
data challenge in Bangkok, and it will
be further overcome in other cities in
Southeast Asia, creating access to a
huge wealth of actionable data—for
people, businesses, and any other
engaged party.

The use cases are broad. Complete

geospatial data provides stakeholders
with the facts and figures they need to
create real change.

Consumer applications, including

those from Mobility-as-a-Service
(MaaS) providers or transport
network companies, are enriched
by a foundation of reliable data that
provides more efficient journey
information, and delivers better
experiences. Those analysing transport
network impact (such as public
authorities and financial institutions)
understand movement and place well

27.
 Change in action
While speculation on the future may often There was a lot of handholding in the
appear theoretical, some changes are nascent stage, and onboarding processes
already underway, hinting at what the were carefully considered—in apps and
future will hold. services, as well as through broader
education efforts. People were supported
Smartphones have been embraced in through deliberate and culturally
Bangkok, and have changed behaviour appropriate guidance in the beginning,
within the city. For a developing country, building the confidence to go the rest of
Thailand’s data access and technology the journey alone.
take-up is impressive, often beyond
developed-world standards. And this is a Overcoming unfamiliarity requires careful
trigger for our future; something that can onboarding, but once those first steps
be further embraced for positive change. have been taken, the potential is huge.
And that’s a lesson for anyone working
As mentioned, fintech entities have in technological solutions in this market.
rolled out products very successfully in To be the trigger for positive change in
Thailand in recent years. Those invested the future, the inception period is the
in movement and place can learn from most critical.
the finance industry’s positive disruption.

The future of movement, place,

and Bangkok
At WhereIsMyTransport, we see Bangkok will act as an equaliser, creating a level
benefiting greatly from data and playing field between different public
technology that makes information from transport modes.
valuable urban infrastructure accessible.
Car owners—including electric vehicle Bangkok’s future may very well be
owners—will use public transport multimodal, just as it is today. But nothing
when it is seen as a viable option for ever stays the same, and the future will
certain journeys. Location data from be digitalised with access and equality in
the digitally unrepresented informal mind. This digital inclusion helps everyone
economy will reveal the truth of a city to understand movement and place, and
a population dedicated to their devices. this opportunity can be leveraged for the
And comprehensive mobility data from benefit of an entire city.
all modes of public transport—from the
Skytrain to decades-old canal boats—

28.
 Technology is disrupting what
it means to be connected in
emerging markets
An interview with Nadim Matuk,
Investment Principal, Liil Ventures

Data makes informed decision- and potentially pay for, services: We What is the role of investors in
making possible. How does data have heard a lot of discussion about influencing and shaping the future of
availability differ in emerging markets increasing smartphone penetration in emerging markets?
change headshot
today, and what changes do you Africa, Latin America, and Asia. There’s
expect to see in the future? financial infrastructure: In Africa, digital Investment has financial objectives:
money has been the benchmark for creating value, or adding value. But
Data is crucial for planning, operating, emerging markets, but Latin America investors can have KPIs other than
and implementing. It’s the past, present, remains a cash-based economy. And financial ones. Sensitive investment is
and future. WhereIsMyTransport’s work lastly there’s loyalty: There’s a need to not just about putting money in, it’s also
in data collection—including for the understand who you are serving, and use about providing knowledge of specific
informal economy—makes it easier to that trust to create ongoing engagement. markets. Those receiving investment can
understand emerging markets. We saw Technological change is questioning— capitalise on this, benefiting from the
that with the development of Rumbo in and disrupting—what it means to be monetary factor, and the strategic factor.
Mexico City, a consumer product that connected in emerging markets. Gathering effective investors helps
is now being rolled out across multiple improve understanding of new markets
geographies. In Bangkok, the core Will the notion of inclusivity change and market opportunities. Our role is
solution is the same, but its localisation in a future of economic growth, rising not just to put money into the talent
represents something no consumer disposable incomes, and accelerating we believe in, it is also about validating
application has done before. Data made digitalisation in emerging markets? solutions in the markets we understand.
that possible. There’s massive growth Strategic investors work as shortcuts,
in emerging markets, but developing In most Latin American countries, the saving money and time, and instigating
solutions has not always happened in an political context changes every 6 years. faster cycles of learning and growing.
organised way. We have witnessed what Everything has a reset button. This is a Rumbo is that case in action. We started
I’d call a survival-mode approach. That’s challenge for permanent solutions that from a sketch, and swiftly put a team
changing. Big organisations see the can scale. But changing context is a in place—in an agile way—to prove it.
opportunity—like Google’s next billion permanent thing. That is something that Now we’re looking at cities all over the
users strategy—stating their intention to every stakeholder needs to be aware of. world. Growth can be challenging, of
have impact, and improve lives. Emerging We have witnessed a lot of initiatives fail course, and there will always be things
markets are open to receiving these to become sustainable because of a lack to improve and mature. Investors
solutions. They are more loyal, accepting, of coordination. The biggest challenge that bring a well-balanced mindset
and grateful for the solutions that are for inclusive growth is ensuring you can create that same mindset in the
presented. The role of data? It’s a must. have the proper stakeholders involved businesses they work with. We see that
We need it. needed to maintain long-term solutions at WhereIsMyTransport—a technology
in each market. WhereIsMyTransport company that enables mobility, and
What technological advances do has experience building relationships improves data access. Its growth shows
you think will trigger change in with transportation stakeholders and resilience and persistence, going from
emerging markets? local communities in order to offer impact investment to being one of the
the best data possible for emerging foremost data companies, and data-
There are core pillars. There’s access markets. Everyone has new ideas, but driven companies, in the world.
to the internet: We have projects few people gather learnings from the
proposing satellite internet, as well as ones that didn’t work out. Bringing
other future visions for infrastructure the proper stakeholders together is
that can scale effectively. There’s access imperative. This is especially the case in
to the technology that’s required to use, emerging markets.

29.
 Designing digital mobility in
emerging markets requires
empathy and a rejection of
one-size-fits-all solutions
Jonty Sharples,
Head of Product Experience,
WhereIsMyTransport

Mobile broadband (3G, 4G, 5G) has

94%
the potential to provide network
coverage to around

The future of mobility is dependent

on digital mobility. As cities continue
to grow, their formal and informal
infrastructure will expand too; the
expansion of physical infrastructure
leads to an expansion of information.
This information growth needs to of the world population
be mapped, and in today’s world,
people increasingly expect geospatial
information to be available digitally,
be it public transport timetable data,
journey planning tools, or location-
based services.

A November 2021 UN report found

that 37% of the world’s population—an
astonishing 2.9 billion people—have
never used the internet. At the same
time, mobile broadband (3G, 4G, 5G)
has the potential to provide network
coverage to around 94% of the
population, yet an immense number
remain unconnected. Why? It’s largely
linked to accessibility. There are myriad
barriers to getting online: high initial
outlay, ongoing costs, a lack of technical
know-how, a lack of content in local
languages, and online platforms that
depend on literacy and numeracy skills
that many people simply don’t possess.

30.
 “For the next
decade, at least,
we need to keep
a keen eye on
function over
form. Usability,
not aesthetics, will
rule the roost.”

Facebook’s recent rebrand to Meta eye on function over form. Usability, not of the products: their download size
may have been aimed (at least in part) aesthetics, will rule the roost. and the amount of data and power they
at drawing back younger audiences, use on a day-to-day basis. It means
but without investment in accessibility, One frequent misconception is that making products intuitive and easy
Zuckerberg will struggle to attract the design is about making a product look to use, and taking access to power
kind of broad global user base he’s after. good. Of course, the look and feel sources into account. If I lose my phone
This isn’t just a foible exclusive to Mark, matters, but a holistic approach to I have the luxury of a backup here,
not at all. As designers we’re drawn design takes real people into account, on my laptop, and in the cloud. For
to develop glossy, polished products. works with technological and/or market the Majority World that can mean lost
To most people, a finished product— limitations in mind, and leverages phone numbers, photographs, online
whether that’s pixels or plywood—is touchpoints both on and offline to accounts, emails. For the Majority
polished, it’s tactile, and inviting. But now, benefit users. World one device per home is a reality.
almost more than ever, it’s essential that That’s a lot of value in a fragile, easily
we’re mindful of the audiences we design What does this mean when developing liberated metal and glass container.
for and their environments. For the next consumer applications for emerging
decade, at least, we need to keep a keen markets? It means considering the weight

31.
 Considering the end user
At WhereIsMyTransport, we work hard means that we design products in such information. She’ll tell me what buses
to create products for mass adoption. a way that users don’t have to navigate to get, what areas to avoid, where I can
We consider download size, we address superfluous interactions designed with grab a bite to eat if the traffic is bad and
hyperlocal needs, and we think about another market in mind. my connections are delayed.
ownership, and this is where design
and robust research is crucial. A In emerging markets, there are inherent This behaviour, and respect for local
universal approach when designing for risks in using public transport. If knowledge, is deeply ingrained in
mobility simply does not work, even in someone arrives at work late due to a many cultures.
a developed market. A transit product bus diverted due to a demonstration,
designed for the citizens of New York they risk a loss of income, in some This acute market awareness and market
City would struggle in London—the way cases individuals can begin their week understanding is what gives us the
people regard public transport in each and be in deficit before they’ve even edge at WhereIsMyTransport. We have
of those cities and the way networks started work. people working in the cities in which we
operate is too disparate. operate, and hyperlocalisation is a key
And something we hear a lot about element of our work. We understand
Though mobility inevitably has trends, at WhereIsMyTransport is loss of the ground level culture, the risks, and
how people use transport networks and reputation. In cities where people the benefits of using public transport.
their relationship with them differs— depend on advice to navigate public We know there is no one-size-fits-all
often dramatically—from place to place. transport, the provision of incorrect approach, and we use that knowledge
Part of our job is to deeply understand information can lead to a damaged to ensure the solutions we produce
the regions we design for. That means reputation. The social value of a good are actually valuable. Most importantly
travelling with our users, sharing reputation is a key factor here: many of all, we recognise the importance of
experiences, eating, drinking, listening, cities don’t have up-to-date information not replacing existing behaviours or
and understanding the pain points of about transport networks, and relationships. We’re not in the business
their days; design through understanding instead people of a certain status are of producing data or building tools to
and empathy. approached for directions. If I’ve never oust cultural norms; we look to augment
been to point b, I’ll call my aunt, and and amplify them.
With this approach we create tools that she’ll speak to her friend, then I’ll have
have authentic, meaningful value, which my very own ‘guaranteed’ hyperlocal

32.
 Knowledge is the
path to success
“An investment in knowledge pays
the best interest”, declared Benjamin
contribution of digital transformation to
economic resilience. Digital advances in
“Yes, it’s possible
Franklin. Yes, it’s possible to have a
blueprint, be it for an investment or for
emerging markets meant that for some,
working and studying from home was an
to have a
product design, but actual knowledge
of a market is what leads to long-term
option, as was access to remote medical
aid. Sadly this continues to be the
blueprint, be it
success. Right now, billions of dollars
of investment are being pumped into
outlier. Millions did not have that luxury
of sheltering in place, they continued
for an investment
emerging markets—in local governments
and in infrastructure, for example—with
to travel to jobs that could not afford
to be put on hold while the pandemic
or for product
some of these investments directly
benefiting the broader population, while
waxed and waned. Digital mobility and
accessibility challenges remain and still
design, but actual
some simply are not. Pumping money
into fostering digital mobility works best
need to be overcome.
knowledge of a
when the actual situation and the end
goals are properly understood.
Investing in emerging markets only
makes sense—at a human level—when
market is what
The OECD Emerging Market Network’s
benefiting people at ground level. The
same is true for design. Designing
leads to long-
2021 Business Insights into Emerging
Markets report pointed out that
products only makes sense if they
directly benefit the people they’ll
term success.”
the pandemic showed the critical be used by.

33.
 Believe the hype: Real-time
data will soon be a reality in
emerging markets
Ellen König,
Head of Data Engineering,
WhereIsMyTransport

“Combining data sources can enable

never-before-seen modeling of how
people and public transport move
across emerging-market cities.”
Pablo Escutia is a 31-year-old accountant Information they can access whenever and
who lives in Naucalpan, to the northwest wherever they need it?
of Mexico City, and works in the Polanco
district. He is married and his wife Belen is
pregnant with their second child.
What is
Pablo spends around 70 minutes each
morning getting to work: Walking to the real-time data?
station, riding two minibus lines, and
walking the final stint to the office. It takes Real-time transit data, according to the
another 70 minutes to get back home every GTFS-Realtime standard, consists of three
evening. And that’s on a good day. components:

Alas, Mexico City’s heavy traffic makes the · Trip updates: Delays, cancellations,
journey difficult most days. On a bad day, route changes.
it will take him much longer—up to 40
minutes more each way. He will be late · Vehicle positions: Positions of individual
for work and miss out on his punctuality vehicles and congestion levels that can
bonus. If he is late too often, he could be used to calculate estimated times of
be fired, losing the family’s only source arrival (ETAs).
of income.
· Service alerts: Unforeseen events
Pablo’s story is typical for commuters on affecting a stop, route, or the
public transport in emerging markets, entire network.
where traffic congestion, transport network
maintenance, and service disruptions are For formal transport, especially in cities
a daily fact of life. The resulting delays outside of emerging markets, transit
are hard to plan for, cost hours in time, agencies often provide that information.
endanger jobs, and risk missed client But in emerging markets, the majority
meetings or important appointments. of public transport isn’t run by a transit
agency—it’s informal. And for informal
What if these commuters had access to transport like minibuses, colectivos or taxis,
real-time information about what is going real-time data is not usually available.
on with the public transport they rely on?

34.
 Generating real-time data
when it doesn’t exist
At WhereIsMyTransport, we already offer public transport in several European network data for every mode—including
a Real-Time Alerts service for incidents and North American cities. Using every informal public transport route.
and disruptions in emerging-market machine learning, they were able to When combined with third-party real-
cities, informed by our network of improve accuracy beyond that provided time data sources and commuter data
partners, social listening technologies, by the transport agencies themselves contributions from our app Rumbo, it’s
and commuter contributions to possible to enable never-before-seen
our Android app Rumbo. Other · Estimated times of arrival: FreeNow modelling of how people and public
transportation apps have solved similar uses driving speed measured within transport move across emerging-market
problems for different markets: their applications as input for machine cities—in real-time.
learning models to predict arrival times
· Trip updates: Waze and Google Maps for taxi routes
use in-app community-sourced data to
estimate traffic congestion and travel WhereIsMyTransport is in a unique
times for car navigation position to transfer these learnings
into emerging markets. Unlike other
· Estimated times of arrival: Transit app data providers, our GTFS transit data
calculated their own ETA data for formal offering is complete public transport

35.
 “As smartphone
adoption continues
to increase in
emerging markets,
the potential
accuracy and
coverage of
community-sourced
data will improve.”

Other organisations have shown that to contribute incident and disruption

traffic data can be used to predict travel information through Rumbo. Looking
times for transit routes at times of the at market trends in developed markets
day, week, or year. Combining available can help us understand some promising
data with our route frequency data approaches to this challenge in emerging
results in rough, but still useful, estimates markets: Gamifying contributions, and
of arrival times. highlighting the impact each contribution
has on the commuter community.
Nevertheless, the most accurate To make real-time data a reality in
estimations require more: real-time emerging markets, there are untapped
location data from vehicles. Due to opportunities in both.
the decentralised operational style of
informal transport, there is no single Returning to Pablo, let’s imagine how
source of real-time vehicle location data much his experience will improve once
for informal modes in emerging markets. we solve these challenges: When he
When real-time vehicle location data is checks the status of the two minibus
not available from the operator, the best lines in the morning, he notices that his
way to get it is by sourcing directly from first bus is cancelled due to a protest
commuters—those using our Rumbo on the route. Now, he can explore the
app. As smartphone adoption continues alternatives based on real-time traffic
to increase in emerging markets, the updates. He finds that by walking
potential accuracy and coverage of five minutes further and leaving ten
community-sourced data will improve minutes earlier, he can catch a different
more and more. connection that will get him to work on
time. Relieved, he adjusts his departure
We know that making that happen time and finally makes that 'punctuality
means mastering mutual value creation, bonus', the bonus that has been eluding
and giving something back. We also him for so long.
know that commuters are already willing

36.
 Locally relevant data
leads to more impact at
street level
An interview with
Mariane Jang,
Consultant and Advisor to
WhereIsMyTransport

What can technology companies in data fluency does not always exist. markets for best practices in urban
emerging markets do to ensure any Future opportunities can be harnessed and transport planning, the capacity to
future change serves local people? by teaching people how to understand understand, plan, and create better cities
the information that’s available to them, will grow as nations get wealthier, and we
WhereIsMyTransport follows a model including how to use it strategically. This will see more home-grown solutions.
of local teams for data production is about knowledge transfer—getting
and maintenance, and that’s a positive the best minds to invest in training other What should organisations
example of this. Having a team of people emerging-market stakeholders. It’s not invested in shaping the future of
who know the context helps you deliver always easy, of course, and collaboration cities do to build the right teams
locally relevant solutions. In this day is an incremental step. But this is an to tackle the challenges and
and age, where we have increasingly important opportunity for investment in opportunities up ahead?
globalised ways of working, it’s valuable the future that we should not miss.
to remember that one single approach I know it’s a cliché, but the world is
can’t really serve every place in the same What will positive impact look like changing so fast—so much faster
way. We know that when it comes to how as emerging markets grow, and than before. It’s not possible to know
people move and what people need, no- what challenges might need to everything, meaning collaboration is
one knows better than the communities be overcome? more important than ever. Businesses
we serve. Given the right information, need leaders who are adaptable,
people will always figure out how to best There are many positives associated flexible, self aware, and understanding.
create value for themselves. Companies with the changes we’re seeing in Leadership means building a team
with global solutions and the right emerging markets. It’s about the physical for their knowledge and experience.
partner can easily find ways to expand infrastructure improving, and the Businesses benefit from tapping into
into new markets with localised solutions human infrastructure improving. Over that, because that is the value of your
that are fit for purpose, and work for the time, standards of living will increase, company—the knowledge every team
communities that need them. with average incomes and access to member brings, and their valuable
services going on to improve. And the opinions and perspectives. It’s a really
What challenges do people face right information and infrastructure hard job to do! One challenge is reaching
accessing data in emerging markets means citizens will be able to get to the right people, and finding the right
today, and what changes do you see in these services in a more efficient way. partners. When preparing for the future,
the future? As a result of improved standards of working with educational institutions,
living, there will be a growth in the with relevant programmes, remains an
Private firms are increasingly invested capacity of emerging markets. We’ll opportunity. Building relationships with
in collecting data in emerging markets, see that in local governments, as well those institutions creates access to the
partly because they have the means, as professionals working in other brightest and smartest minds—people
and partly because the opportunity has sectors. The challenge will be ensuring who are open to learning but critical.
not been filled by city governments. This that everyone is participating in that Combining this with technological
means that those who need to make growth. Thinking about infrastructure, innovation and effective management
strategic decisions based on this data inclusive and sustainable investment will help firms develop solutions that will
typically don’t own it, and they often in public transport will make sure that have impact.
don’t have the experience evaluating opportunities are more accessible for
it either. This comes back to capacity everyone. And while emerging-market
building. As well as with the data itself, cities have often looked to developed

37.
 Data production advances will
mean smarter and more efficient
scaling across the Majority World

Jenny Puyo, Julian Hirst,

Head of Data Operations, Chief Growth Officer,
WhereIsMyTransport WhereIsMyTransport

In 2017, WhereIsMyTransport set about if it’s available at all. Even established

mapping the unmapped public transport transport agencies don’t keep information
networks in South Africa—something updated. In Dhaka and Johannesburg,
nobody else had ever done at scale. In for example, paper timetables at stations
the years since, we have built a reputation are more likely to be accurate than
as the global leader, mapping public information on agency websites. Our Data
transport networks and the environments Lead in Hyderabad regularly hears stories
in which they operate in more than 40 of people missing flights, appointments,
emerging-market cities in 27 countries. interviews—and worse—because of out-
We offer more mobility and location of-date schedules. The story is the same
data for these markets than any other everywhere. Transit agencies in emerging
organisation. And today, when clients markets cannot keep up with updates to
point us at a new city, we go from zero schedules and maps, let alone the dynamic
to a fully maintained data set in weeks, nature of urban environments.
guaranteeing coverage, completeness,
and quality. But five years ago, when Instead, billions of people in emerging
we started in Cape Town, we had no markets rely on personal experience,
experience, no tools, and no model for knowledge shared by family and friends,
how to do what we were about to do. and signals ‘hidden’ in the urban landscape
to figure out how to move around. When
The emerging-market we began mapping South Africa, we picked
this up quickly, and saw a clear opportunity
mobility challenge to build a centralised database that
includes complete mobility and location
Public transport users in the developed data for these high-growth markets.
world take information for granted:
stations, stops, and supporting Without this street-level ‘cheat sheet’, route
infrastructure are signposted, timetables network data is of limited use—you’re only
and maps are reliable and freely available, getting half the information you need—
tickets and fares make sense. In the and this lack of data, incidentally, is why
Majority World, on the other hand, where consumer applications that are popular in
two thirds of the urban population rely on developed markets don’t do very well in
public transport to get where they need to emerging markets.
go, information is incomplete, unreliable,
and not available from a single source—

38.
 “If you can’t see
something—and
if you don’t even
know it’s there—
how do you find it
and map it?”

A journey towards 1. People

making the While we use a lot of technology,
capturing the complete picture of
invisible visible mobility and place in emerging markets
cannot be done with technology alone.
Here’s the first problem: if you can’t see If you want high-quality data that
something—and if you don’t even know represents the ‘ground truth’ of these
it’s there—how do you find it and map it? markets, you have to have boots on the
ground to get it. And those boots must
In an emerging-market megacity be local boots.
(cities with populations of at least 10M
people), in addition to formal, state- In Hanoi and Bangkok, for example,
run public transport—which is, at least, commuters use river ferry crossings to
visible—there may be tens of thousands shorten journeys. One such crossing is
of informally run vehicles, owned by shared between neighbouring villages,
hundreds of independent operators, with the location of its starting point
moving millions of people on thousands alternating between villages depending
of routes. Most routes are dynamic— on the day of the month—among other
they change from one trip to the next. things. This kind of operational quirk is
And before you can map them, you have common in all the cities where we work.
to know where they are, where they To make sure our data reflects this, we
begin and end, and how they operate. recruit and train local people to map the
Once you start identifying them, you have city. People who know their city inside
to be sure you’ve got them all. And then, and out, who have been using public
to collect information detailed enough transport their whole lives, and who feel
to build something valuable, you have to passionately about the opportunities in
work with local people on the ground. improved understanding. When mapping
Before WhereIsMyTransport, no-one had is complete, our local Data Lead—an
done this, and there was no single data expert—updates our data whenever
provider for these markets. there are changes, so it’s always fresh.

39.
 2. Product Suite for Data Management
When we started doing this, there were a collect the added contextual data that we
handful of data collection apps and tools need to decode network operations, and
for formal transit data. The global-standard capture pretty much anything else of value
format for transit data is the General as we map a new city. Collector sends
Transit Feed Specification, or GTFS feed, data to our web-based, collaborative data
but formal transit data doesn’t behave the management platform, where we validate,
same way as informal transit data, and we process, edit, and maintain it in a secure
needed to manage and edit both. Nobody environment. The platform is architected
had developed an end-to-end product with emerging markets in mind—such as
suite that could capture, validate, process, internet bandwidth limits. The platform
and create a single GTFS feed that includes processes 3rd party data feeds, so we can
formal and informal transit data. So we automatically validate and enrich the data
developed one ourselves. we collect with schedules, fares, service
exceptions, stop locations, and other route
To begin with, we developed the products and trip attribute data.
needed to support a ‘snapshot’ of small/
medium cities: a mobile app to collect data, Improvements in automation and AI across
desktop applications to process data, and the product suite mean cheaper, faster,
an API to serve transit data at high volume, better data processing and management.
with some multi-modal route planning Shifting from ‘snapshot’ data production
functionality. With every new city, and to ongoing data maintenance and
every new client, we enhanced our product management means we’re continuously
suite—for example, using AI and machine updating our data to reflect the reality on
learning to automate tasks and control the ground. In addition to Transit Data, we
data quality. now offer Point of Interest (POI) data and
Real-Time Alerts in a GTFS-R feed.
Today, our fully customisable mobile
app—Collector—enables us to map formal
and informal transit networks, and to

3. Playbook
The knowledge and experience we’ve reconfigured our process and products to
accumulated with every city mapped, and map cities remotely—no travel required.
the improvements and efficiencies we’ve Our playbook allows us to accelerate the
built into our data management product roll-out of new features and processes,
suite, all roll up into our data production and to operationalise for scale—mapping
playbook. More than a collection of multiple megacities simultaneously,
processes and workflows, it’s a knowledge stacking multiple data types, and acquiring
base—a record of every upgrade, every new markets more quickly and efficiently.
enhancement, every lesson learned. In 2017, for example, we mapped Cape
Town (population 4.5M) in six months, with
Our playbook gives us a powerful a handful of data collectors. In 2019, we
advantage. Two years ago, for example, mapped Mexico City (population 21.2M) in
it enabled us to sidestep many of the just six weeks, with a ‘coordinated crowd’
blockers that threatened to slow us of 60 data collectors.
down when COVID began to spread. We

40.
 Opportunities in innovation

Today, we are the leading company Leads to decode movement and contribute information about anything
in the world producing high-quality place will see observed behaviours from route data to service disruptions.
mobility and location data in emerging reflected in our data offering, as well This is not only a powerful and popular
markets. We have a global team with as in knowledge products that provide feature for the community, but also
unmatched knowledge and experience insights into how cities move. This looks set to significantly reduce the unit
in this field, and a data management matters in times of crisis, when the cost of data maintenance—mobilising
platform designed specifically for the urban landscape and the networks tens of thousands of ‘mappers’ who are
efficient production and maintenance of that move people change suddenly and all benefitting from a value exchange
data in dynamic environments. without warning. In some countries, that works very much in their favour.
such as Vietnam and Bangladesh, COVID Tapping into existing knowledge rather
To maintain that advantage tomorrow— saw public transport shut down, yet than creating data from scratch engages
and increase our lead—we’ll continue in others, skeleton services remained, citizens in data creation, helping us build
simplifying our playbook and innovating without updated service information. the most comprehensive and accurate
for greater efficiency in our product With millions of people working from data sets for their cities.
suite, without compromising on the home, decreased demand led to
quality of data we are renowned for. less frequent departures, or routes The more voices we have in the
disappearing altogether. In the Western conversation, and the more sources
Further automation will mean smarter suburbs of Hyderabad, for example, from which we are able to gather and
systems, taking on complex tasks done some informal routes were entirely receive data, the more accurate and
manually today. Innovative technologies dependent on demand driven by IT valuable that data becomes. In Lima, for
can support in anticipating mapping company office workers, university example, official fare tables posted in
and maintenance needs, with improved students travelling to campus, or young vehicles are not always respected by the
modelling and predictions enabling people travelling to stay in hostels drivers. Regular passengers using these
our teams to identify areas with the in the area. vehicles are much better positioned to
greatest likelihood of change, leading to tell us the real cost of these journeys.
more targeted interventions. Our Data As our reputation grows around In the future, integrating new voices
Engineers are always improving the the world, our local Data Leads are alongside traditional data sources will
predictive models we use to support building trusted relationships with mean different stakeholders keeping
faster, more accurate mapping, driving public and private organisations, and each other in check—all on a platform
down the cost of market acquisition and communities, in all our markets. We’re smart enough to compare different
maintenance. All of which means that we deepening our integration into mobility versions of the truth, and extrapolate a
can scale more quickly, mapping not just ecosystems through partnerships single version of the truth for everyone.
cities but whole countries. and—importantly—by crowdsourcing
data from the commuters using our
Our research division will ramp up its Android app Rumbo in Mexico City,
work. Collaborating with local Data Lima, and Bangkok. Today, app users can

41.
 Majority
World in motion
Most of the world’s fastest-growing cities
are in emerging markets, where billions of
people rely entirely on public transport to get
everywhere they need to go. The economic,
cultural, political, and social health of these
cities depend on mobility. If people can’t move,
the city suffocates. Opportunities for change
are created as these markets mature.

The rapid increase in mobile phone

penetration and internet adoption already
affords leading multinationals greater access
and opportunity as they look to high-growth
emerging markets for their next billion users.
And those opportunities for growth will be
more accessible than ever, with anyone
looking to make data-driven investments
having access to the information they need
to understand movement and place. It’s
excellent news for the mobility sector, too, of
course: infostructure is going to be every bit
as important as infrastructure to the future of
sustainable mobility.

The work we do at WhereIsMyTransport

is key to this. Only by decoding emerging
markets can we accelerate the development
of solutions to support cities and citizens,
and—in turn—further accelerate growth
across the Majority World.

42.
 About WhereIsMyTransport
WhereIsMyTransport is an industry-leading technology company and central source of
mobility and location data for emerging markets.

Every day, billions of people navigate cities in Africa, Latin America, Southeast Europe,
and South and Southeast Asia. Before WhereIsMyTransport, there was no single
provider of detailed and highly accurate mobility and location data for these markets—
data that helps businesses enrich services, transform decision making, and move
forwards in emerging markets.

Transit Data: Real-Time Alerts:

Make data-driven decisions in emerging markets, informed Real-time incident and service alerts reduce uncertainty,
by transit data from the complete public transport network. benefiting road users, businesses, and anyone
WhereIsMyTransport maps and maintains public transport delivering results informed by the pulse of the city. At
network data—every mode, every operational style— WhereIsMyTransport, we manage sophisticated alerts
delivering accurate, reliable, and fresh transit data in the services, delivering up-to-the-minute data that helps people
global-standard GTFS format. make informed decisions in real time.

Point of Interest (POI) Data: Rumbo:

Leverage unmatched location data for emerging markets, An Android application by WhereIsMyTransport, Rumbo
gaining valuable insight into the informal economy, informing helps people overcome the challenges of unreliable public
modeling and planning, and delivering real-world information transport services in emerging markets. Rumbo users get
that matters. At WhereIsMyTransport, we meticulously collect more from public transport, benefiting from disruption alerts
POIs from centres of economic activity, updated regularly to and alternative routes to their destination. Rumbo is available
keep data fresh. in Mexico City, Lima, and Bangkok.

Get in touch to discuss how we can help

you harness high-growth opportunities
in emerging markets.

business@[Link]

[Link]

43.
 Acknowledgements

Contributors:
Devin de Vries, Danielle, J. Harris, Simone Stephens,
Temba Musa Mazingi, Kim Fennell, Lorena Ruiz, Jug
Vajarodaya, Nadim Matuk, Jonty Sharples, Ellen König.
Mariane Jang, Jenny Puyo, and Julian Hirst.

Photography:
Imani Selemani, Francesco Ungaro, Adrien Olichon,
Pixabay, Abu Sufian Nilove, Nkululeko Kele, Michael
Groenewald, David Hofmann, Joshua Rivera, Natalia Feliu,
Pornprawit Prosawang, Maximal Focus, and David Becker.

Design:
Adam Bidwell.

Editors:
Joe Peach, Michelle Perticarari, and Rachel Preece.

January 2022

44.