Platform Helps Big Brands Become Experts On Their Future Fanbase
Jana Marketplace lets people in emerging markets test-drive big brands' new services for free.
Boston-based mobile rewards company Jana connects consumers in emerging markets with brands using mobile airtime. Organizations like CNN, the UN and Coca-Cola have tapped Jana to push surveys and video promotions to people that they otherwise would not be able to reach.
The company has recently launched Jana Marketplace, a service that lets Jana users interact with these big brands by watching videos and trying out their new services or apps for free.
Most of the time, users in emerging markets will purchase a cheap smartphone but won’t watch videos or try out apps because of the exorbitant data costs. Companies turn to Jana to get people in countries like Pakistan to watch their promotional videos or try their apps and services at no cost to the users. This type of subsidization allows global brands like Johnson & Johnson to gather feedback and information about these markets.
The interaction between users and brands happen on the company’s member-facing platform mCent, which is an opt-in platform that works with a personalization algorithm called mCent Match. mCent Match identifies users based on location, language, interests and past behavior, and ensures that the content they receive are tailored to them.
Jana Marketplace is available in countries like Bangladesh and Nigeria, and has helped companies like Microsoft and Unilever gain insight on potential markets.