Some of Microsoft Corp.'s top researchers spend their time thinking about complex software, algorithms and security systems. Others contemplate azolla, an aquatic fern fed to cattle in the hopes of increasing milk production.
The azolla experts are part of a nine-person team at Microsoft Research India that approaches the technology of emerging markets in unconventional ways. These computer scientists say they have the freedom to forget about personal computers, or PCs, and software altogether as they tackle problems. Most often, they rely on a mix of sociology and empirical testing to see whether quirky ideas can make technology useful to those who have heretofore lived without it.
Unconventional approach: Kentaro Toyama, assistant managing director of Microsoft Research India. Toyama says an offbeat approach gives them some core knowledge about what works in emerging markets. Peter DaSilva/NYT
A project called Digital Green, for instance, flourished only after Microsoft tried a “Farmer Idol” approach—a rather rustic take on the
American Idol singing contest featuring local farmers.
Digital Green researchers have been distributing training DVDs to farmers in a dozen Indian villages. Villagers respond well to seeing their peers in the training sessions and will view multiple showings of the detailed presentations if a new farmer they recognize appears in each video. The farmers have been competing to stand out as local stars.
“The farmers love being on TV,” said Kentaro Toyama, assistant managing director of Microsoft Research India and the head of the Technology for Emerging Markets research group. “This gives us some core knowledge about what works in this particular environment.”
Microsoft feared that the farmers, who live about two hours outside Bangalore, would ignore the training advice unless it could prove a quick, valuable return. And so, one set of videos centres on azolla, which can cover the top of a water tank in about a week and lead to much higher milk production from cows.
Within four months, Microsoft will spin off Digital Green as an independent non-governmental organization. Rikin Gandhi, a computer scientist, plans to leave Microsoft to oversee the organization, which will champion the Digital Green methods throughout South Asia and Africa.
Microsoft is also extending the Digital Green ideas through another effort called Featherweight Computing, in which it is experimenting with electronic posters and cards that can be sent to farmers. These products include pictures and audio to remind farmers about techniques learnt through the videos.