new 1echnology AppllcaLlons

ueslgn 8uslness Models

(n1Au8M)




llM nlu [olnL course
!uly Lo SepLember 2011




Croup 13
Ankur CupLa
Anvlka kapoor
nlkhll !oshl
raLeek Shah







Aadbar Plus Business Model: Mobile Application for UID Enrolment

Ankur Anvlka nlkhll raLeek

Company urpose
ur purpose ls Lo make Lhe ulu enrolmenL process more convenlenL cosLeffecLlve and fasLer by
uslng a moblle appllcaLlon Lo reglsLer clLlzens

1he rob|em
ulu ls a 12dlglL unlque number whlch Lhe unlque ldenLlflcaLlon AuLhorlLy of lndla (uluAl) wlll lssue
for all resldenLs 1he number wlll be sLored ln a cenLrallzed daLabase and llnked Lo Lhe baslc
demographlcs and blomeLrlc lnformaLlon phoLograph Len flngerprlnLs and lrls of each lndlvldual
1he sLeps requlred Lo reglsLer for ulu are as follows
W IerlflcaLlon of documenL
W Lnroller enLers resldenL daLa
W CapLurlng phoLograph
W lrls capLure
W llngerprlnLs capLure
W 8ecelves acknowledgemenL

CurrenLly Lhe process requlres Lhe candldaLe Lo go Lo an enrolmenL cenLre and ls Llmeconsumlng
and lnconvenlenL Some of Lhe problems wlLh Lhe currenL process are as follows

leoettotloo especlolly lo temote oteos
8equlrlng clLlzens Lo volunLarlly come Lo Lhe enrolmenL booLh wlll reduce Lhe percenLage of
enrolmenL ClLlzens may noL be fully aware of Lhe beneflLs or may sLlll noL be able Lo free up Llme for
Lhe process Lspeclally dlfflculL wlll be reachlng people from remoLe areas who may have Lo Lravel
long dlsLances ln order Lo geL Lo Lhe booLh

locooveoleoce to teslJeots lo qoloq to slte poeoloq etc
1he booLhs seL up wlll probably enLall long queues as people walL for Lhelr Lurn Lo enroll (llgure 1)
Lven lf people are allocaLed days on whlch Lo enroll Lhey may sLlll have Lo glve up an enLlre day
whlch for a salarled person or wageearner could be cosLly and for all lnvolved lnconvenlenL ln
addlLlon a large space ls needed Lo hold all Lhe people ln queue ln a comforLable and orderly
manner

otteot setop ls bolky ooJ oeeJs moltlple botJwote systems
llgure 2 shows a regular enrolmenL booLh lL ls evldenL how much hardware ls requlred lncludlng
compuLers scanners cameras eLc AssoclaLed wlLh all Lhe hardware ls Lhe wlres and elecLrlclLy
requlred for such a seLup and people Lo malnLaln lL and keep lL secure lL ls also clear LhaL Lhe
hardware cannoL easlly be moved from place Lo place

teotloq owoteoess oboot ulu eotolmeot
1he currenL process places a large burden on Lhe enrollers Lo make Lhe locallLy ln whlch Lhey are
operaLlng aware LhaL ulu reglsLraLlon ls Laklng place ln Lhelr area ln Lhe LesL phases Lhls was done
Lhrough banners and posLers on Lhe sLreeLs whlch obvlously enLalls a huge resource expense noL Lo
menLlon Lhe loss of aesLheLlc value Lo Lhe locallLy

towJ moooqemeot Jotloq eotolmeot
As menLloned earller wlLh one cenLre" for enrolmenL and long queues arlses Lhe need for crowd
managemenL 1hls wlll requlre space for Lhe walLlng clLlzenry and ways Lo keep Lhe crowd orderly
and ln queue ln any crowded place Lhe danger of frlcLlon and Lhe prevalence of dlscomforL musL be
dealL wlLh

AJJtess vetlfleJ Jotloq Jellvety of lettet
CurrenLly Lhe address of Lhe reglsLranL ls verlfled aL Lhe Llme Lhe ulu leLLer ls dellvered Lo Lhelr
homes lf aL Lhls polnL an error ls found ln Lhe address Lhe correcLlon ls problemaLlc and Llme
consumlng Much beLLer would be Lo verlfy Lhe address durlng reglsLraLlon lLself whlch cannoL be
done ln an enrolmenL booLh

o|ut|on
ur proposed soluLlon Lo Lhe above problems ls Lo use a moblle appllcaLlon Lo reglsLer clLlzens 1he
moblle phone ln quesLlon musL have a camera a flngerprlnL reader and an lrls deLecLlon Lechnology
1he appllcaLlon wlll Lhen allow an enroller Lo upload plcLures of scanned documenLs and verlfy Lhem
collecL Lhe appllcanL's blomeLrlc daLa and upload all of Lhls Lo a ulu server
1he use of a moblle appllcaLlon wlll allow enrollers Lo Lravel from door Lo door reglsLerlng people
1hls wlll remove Lhe need for enrolmenL booLhs or wlll aL leasL reduce Lhe pressure on Lhem Some
clLlzens who could noL or would noL have Lravelled Lo an enrolmenL cenLre Lo reglsLer may be able
and wllllng Lo reglsLer when an enroller comes Lo Lhelr door Lhus lncreaslng peneLraLlon lnsLead of
requlrlng clLlzens Lo Lravel ln from remoLe areas a few enrollers can do Lhe Lravelllng and collecL all
Lhelr lnformaLlon ln one Lrlp 1here ls no need for large spaces bulky and energyhungry hardware
or crowd managemenL and Lhe lnconvenlence Lo clLlzens ls much reduced llnally Lhe address can
be verlfled on Lhe spoL slnce Lhe enroller wlll be physlcally vlslLlng each home
1o summarlze Lhe dlrecL moneLary beneflLs of Lhls appllcaLlon wlll be reducLlon ln Lhe cosL of
collecLlng daLa due Lo mulLlple reasons cheaper less powerconsumlng hardware Lhe savlng of
renLal cosLs for enrolmenL cenLres Lhe savlng on publlclLy cosLs and Lhe reduced need for crowd
managemenL ln addlLlon soclal welfare ls lncreased as clLlzens wlll be saved much lnconvenlence
and hlgher peneLraLlon raLes for ulu reglsLraLlon wlll be achleved 1hls ls ln addlLlon Lo mlnor
beneflLs such as lmmedlaLe verlflcaLlon of addresses Lhe poLenLlal rlddance of paper forms eLc

1he Customer and 1he Market
CurrenLly Lhere are Lwo poLenLlal approaches Lo markeLlng Lhls appllcaLlon dependlng on Lhe exLenL
Lo whlch Lhe ulu AssoclaLlon of lndla (uluAl) ls wllllng Lo engage wlLh lL Whlle for Lhe mosL parL
uluAl has concerned lLself wlLh laylng down speclflcaLlons for Lhe daLa and Lhe collecLlon process lL
has lefL Lhe deLalls of lmplemenLaLlon up Lo parLner agencles who wlll do Lhe acLual collecLlon on Lhe
ground Powever we hope LhaL wlLh Lhe slgnlflcanL galns ln soclal welfare generaLed by collecLlng
daLa Lhrough a moblle appllcaLlon Lhe uluAl may be more wllllng Lo proacLlvely encourage Lhls
collecLlon meLhod over oLher mechanlsms
1he lnvolvemenL of Lhe uluAl ls lmporLanL slnce ln LhaL case we can expecL compensaLlon noL only
for Lhe moneLary cosL savlngs Lo Lhe governmenL exchequer buL also for Lhe soclal galns 1he
alLernaLlve lf Lhe uluAl ls noL lnLeresLed ln Lhls proposal would be Lo Lake Lhls appllcaLlon Lo Lhe
parLner agencles collecLlng Lhe daLa and show Lhem how Lhe lncreased peneLraLlon and lower cosLs
could lncrease Lhelr proflLs from Lhls process Slnce Lhe amounL pald per reglsLranL Lo Lhese
collecLlon agencles ls flxed any lncrease ln number of reglsLranLs or reducLlon ln cosL per reglsLranL
wlll dlrecLly add Lo Lhelr boLLom llne We can Lhen negoLlaLe a sllce of Lhls ple for ourselves
1he problem wlLh Lhe laLLer approach of course ls LhaL we wlll noL recelve compensaLlon for Lhe
soclal galns from Lhe appllcaLlon 8egardless conslderlng Lhe large number of people Lo be
reglsLered under Lhls program any margln of even Lhe moneLary beneflLs wlll be a subsLanLlal sum
Accordlng Lo an arLlcle ln Lhe llnanclal Chronlcle ln !une 2010 Lhe laLesL pro[ecLlon Lakes Lhe cosL of
reglsLraLlon Lo be beLween 8s 430300 per person lndlan Lxpress ln Lhe same monLh quoLed a
lannlng Commlsslon member as esLlmaLlng Lhe LoLal cosL Lo Lhe governmenL aL 8s 3300040000
crore 8egardless of whlch esLlmaLe we go by Lhe poLenLlal cosL savlngs and hence Lhe buslness
poLenLlal for Lhls appllcaLlon ls huge

App||cat|on and Deve|opment koadmap
1he appllcaLlon wlll be a complex one wlLh versaLlle funcLlonallLy and yeL noL LhaL dlfflculL Lo
develop slnce lL ls a maLLer of comblnlng exlsLlng Lechnologles lnLo a new funcLlonal model no new
Lechnologlcal breakLhroughs or research are requlred SmarLphones wlLh cameras and flngerprlnL
readers are already avallable on Lhe markeL for example Lhe MoLorola ALrlx 4C LhaL sells for roughly
8s 30000 currenLly rlce reducLlons are expecLed once more compeLlLors enLer Lhe markeL
1he accompanylng vldeo provldes a gllmpse of whaL Lhe appllcaLlon wlll look llke 1o summarlze Lhe
appllcaLlon developed wlll need Lo collecL lmages of documenLs whlch Lhe enroller uses Lo verlfy
daLa abouL Lhe reglsLranL Lhen allow enLry of Lhe verlfled daLa Lake a phoLo uslng Lhe camera and
ensure lL meeLs Lhe uluAl formaL collecL flngerprlnLs and arrange Lhem ln Lhe requlred uluAl
formaL and save an lrls scan 1he enroller's ldenLlLy wlll Lhen be verlfled Lhrough a flngerprlnL check
and Lhe daLa uploaded Lo a cenLral server ln case of any dlscrepancy ln formaL Lhe server shall
lmmedlaLely Lhrow a warnlng and Lhe approprlaLe correcLlons can be made
1he feaLures LhaL wlll requlre lnLenslve developmenL are Lhe ablllLy Lo ensure compllance of a faclal
phoLograph wlLh uluAl sLandards Lhe ablllLy Lo collecL flngerprlnLs and arrange Lhem ln Lhe uluAl
formaL and Lhe ablllLy Lo save an lrls scan An lrlsscannlng Lechnology LhaL uses smarLphone
cameras ls already avallable and can be boughL or llcensed for our use llnally a secure way Lo
upload lnformaLlon Lo Lhe cenLral server and auLhenLlcaLe Lhe enroller's ldenLlLy wlll be requlred Al
ln all lL ls esLlmaLed LhaL a Leam of 3 developers should Lake no more Lhan 3 monLhs Lo puL all Lhls
LogeLher lnLo a robusL worklng appllcaLlon on aL leasL one smarLphone plaLform

uture Growth
1he lnlLlal focus wlll be on geLLlng Lhe appllcaLlon ready for ulu reglsLraLlon slnce Lhls process has
already begun and can beneflL slgnlflcanLly from such a producL Powever once Lhe appllcaLlon has
been developed and dlsLrlbuLed feaLures can easlly be added Lo lL Lo allow lLs use for oLher
acLlvlLles ln general any acLlvlLy requlrlng blomeLrlc auLhenLlcaLlon can uLlllze Lhls appllcaLlon lor
example census collecLlon can be done Lhrough Lhe appllcaLlon reduclng paperwork and lncreaslng
accuracy Lhrough lmmedlaLe blomeLrlc verlflcaLlon Slmllarly lf securlLy and safeLy of lnvolved
parLles can be ensured voLes can be collecLed Lhrough Lhls mechanlsm agaln ensurlng
auLhenLlcaLlon Lhrough blomeLrlc daLa
1hese are [usL a few ldeas on Lhe naLlonal scale whlch should provlde slgnlflcanL scope for revenue
Lher branch appllcaLlons can be found and explolLed 1he posslblllLles are endless

Conc|us|on
Whlle Lhls model has on Lhe whole sklpped over deLalled quanLlLaLlve analysls of Lhe economlcs of
Lhls ldea LhaL ls because Loo many of Lhe numbers cannoL currenLly be deLermlned Lhe cosL of
llcenslng Lechnology Lhe marglns LhaL Lhe buyers wlll be wllllng Lo pay eLc WhaL we have shown ls
LhaL a slgnlflcanL buslness poLenLlal exlsLs and regardless of how much Lhese numbers mlghL vary
slgnlflcanL proflLs are ln sLore for developers of Lhls appllcaLlon Whlle uncerLalnLles and plLfalls exlsL
for any enLrepreneur we have aL leasL proved Lhe exlsLence of and ouLllned a robusL buslness model
Lo supporL Lhe lmplemenLaLlon of Lhe proposed ldea