"Leveraging Learning-based Content for Mobile Technology and Its Impact in Emerging Markets"

Oct

ober

17-

182013

Launch

Barcelona

FOUNDER

SLeveraging Learning-

based Content for Mobile Technology and Its Impact in Emerging

MarketsLouise M. Guido

CEO, ChangeCorp

PARTNE

RS

The ChallengeT

he C

hal

leng

e

22013 Launch, Barce lona, October, 17 th-18 th

① How to use mobile for community development?

① How to deliver scale, sustainability and impact through mobile?

① How to launch an effective mobile campaign?

① Is mobile a replacement for, supplement to; or new model for development

The

Mob

ile M

arke

t


FEATURE Phone2.5 billion

Low Cost Smart Phone450mm

Elite Smart Phone650mm

BASIC Phone2.5 billion

No phone1.2 billion

The

M4D

Ma

rke

t


No Phone750mm

BASIC Phone2.5 billion

The Mobile for Development Market

• Mobile for Development is Growing Over 800 live, mobile-enabled products or services Geographic focus of services, ex: mobile money in Africa, learning/education in Asia, health/agriculture globally

• New Business Models Emerging Donor funding most common in mHealth Business-to-Consumers, Business-to-Business services being sold directly to consumers for money, learning/skills training, entrepreneurship

•SMS Still Dominant, but New Technologies Emerging 67% of all M4D is SMS-based USSD, Mobile Web, Apps and even Web-based SMS

GSMA Intelligence Report, Scaling Mobile for Development, August 2013

Why Go Mobile?W

hy G

o M

obile


• 85% of the worlds’ population has access or owns a mobile phone

• Mobile is the tool of choice for cost effective scalability

• It must be sustainable – economically viable with long-term impact


Why Go Mobile?W

hy G

o M

obile


The world is changing…• Africa has only 15% Internet penetration / 70% access to mobile • Costs for smart phones, feature phones coming down• Growing middle class in emerging markets - more services, better products


Who Uses Mobile?M

OB

ILE

US

ER

S


Data Usage Youth 15-24China youth lead in mobile Internet usage | Messaging tends to skew female in the majority of markets

Mobile Youth Around the World, Nielsen, December2010

1st: Define the UserM

OB

ILE

US

ER

S


• Demographic ProfileWho are they, where do they live, what do they do, how old are they, what is their income, are they married, do they have children, what are their interests

• Holistic ContentRelevant to the user, multi-faceted; more than just that they are a “farmer” or they are a “pregnant woman”; what information do they need in addition to the service

• CommunityHow do they fnd out about the service, can they connect with others who receive the same service, how do they respond, what are the incentives to use the service

Mobile Youth Around the World, Nielsen, December2010

2nd: What type of service?SMS, Mobile Data, Apps, IVR, USSD, Android…H

ow to

Use

M4D



3rd: How to Apply Mobile for DevelopmentH

ow to

Use

M4D


• Focus on what the phone does, not what it is called

• Democratize data: “mobile data,” (free or small cost) versus SMS

• Convergence of price and functionality between lower-priced smart phones and feature phones

• Content is “king”

• What is the “user interface” or “user experience”

6 Questions to Ask Before Going MobileM

obile

Str

ateg

y


① Who is the USER – demographic profile

② What are you trying to ACHIEVE – behavior change, reach of training

③ What is the CONTENT – converting existing services to mobile platform

④ How will it be FUNDED – donor, business model

⑤ Who are your PARTNERS– telecom, government, integrator

⑥ What is the expected OUTCOME – reach, revenue, replicated

7 Keys to Developing a Mobile StrategyM

obile

Str

ateg

y


• Localise Content – relevant to the user’s demographic profile

• Scalable – reaches people in various markets across cultures

• Sustainable – has to be financially viable, defensible

• Commercial Value – align with socially responsible initiatives

• Partner Integration – develop win-win strategies that benefit

participants who support the ultimate mission

• Social Impact – achieves measurable results

• Available on any mobile platform, any phone

Best Practice #1C

HN

IA M

OB

ILE


Goal: long-term financialviability of farmers

China Mobile launched anagriculture service about market prices, jobs, etc.

Users pay USD$6.00 per year

Over 40 million users

Best Practice #2F

RO

GT

EK


Goal: inventory system for small retailers

Frogteck launched a tablet and barcode scanner for shopkeepers

Offers users inventory, metrics and billing

Integrates with payment providers, mobile operators, integrators and banks

Best Practice #3E

TIS

ALA

T


Goal: monitor pregnancy via mobile

Etisalat (a mobile operator) launched service to support pregnant women who cannot get to a clinic

Over 500 birth attendants trained

Over 20,000 pregnant women registered

Best Practice #4C

HA

NG

EC

OR

P


Goal: empowerment for women

SmartWoman launched as a paid service in Indonesia and Nigeria

Over 100,000 women receive daily messages on various topics

Offers content in one location

Multi-stakeholder platform

17

Are you ready for the future?