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Lessons learnt include the following (1) private sector business models are challenging in low-resource settings; (2) you may pilot 'apples' but scale 'oranges'; (3) trade-offs are required between ideal solution design and affordability; (4) programme components should be reassessed before scaling; (5) operational viability at scale is a prerequisite for sustainability; (6) consider the true cost of open-source software; (7) taking informed consent in low-resource settings is challenging; (8) big data offer promise, but social norms a