Alibaba users roped into national water quality survey
Alibaba Group Holding, the e-commerce giant founded by Ma, is asking the public to participate in mapping water quality across the country to raise environmental awareness.
China's battle against pollution is getting some help from Jack Ma Yun's 500-million-strong army of mobile internet users.
With palm-sized testing kits sold through the company for about 65 yuan (HK$82), volunteers can measure pollutants in freshwater sources and upload the data to a digital map via smartphones.
The programme, still in its initial stage, may prove to be a test of the government's resolve in cleaning up the environment.
While harnessing the world's largest group of internet users might help the cause, the data could also shine a critical light on the government's performance in particular regions or cities.
"The message that it gets out to the Chinese people is, 'Yes, you can measure this stuff, you have the right to find out what's in your water, what's in your air,' and that you have the right to ask your government to do something about it," Judith Shapiro, author of China's Environmental Challenges, said.
By collecting and publicising information about local pollution, Alibaba could rankle officials who are responsible for those districts and threaten companies that are responsible.