The Future of Mobile Services in Rural Emerging Economies             Secondary Research Document
Mobile Services in Rural Emerging Economies
FinanceHealthUtilitiesGovernanceEducationCommunication AccessAgricultureCommerce/ Entrepreneurship
Finance
M-PESA                                                                Description                                         ...
M-KESHO                                                                   Description                                     ...
SchoolPay                                                                       Description                               ...
Kilimo Salama                                                                        Description                          ...
M-SEWA                                                                    Description                                     ...
EkGaon                                                                 Description                                        ...
EKO                                                                     Description                                       ...
M-FinanceTake Aways• India lacks rapid progress when it comes to mobile financial services due to stringent regulations go...
Source of InformationM-PESA                                                                            M-SEWAhttp://kipsan...
Health
Nompilo                                                                        Description                                ...
SMS for Life                                                               Description                                    ...
Project Siwa                                                                 Description                                  ...
Medical Smart Card                                                                Description                             ...
iDART                                                                 Description                                         ...
Hospital-Patient Funding                                                                      Description                 ...
Medline                                                               Description                                         ...
SMS4Learning                                                                         Description                          ...
MoTeCH                                                                       Description                                  ...
Wellness World                                                                     Description                            ...
CycleTel                                                                       Description                                ...
Sana mobile                                                                Description                                    ...
Texting with a Purpose                                                                     Description                    ...
m4RH                                                                 Description                                          ...
Project Masiluleke                                                                   Description                          ...
mPedigree                                                                     Description                                 ...
Sparsh                                                                Description                                         ...
NETRA                                                                    Description                                      ...
M-HealthTake Aways• Mobile credits used as incentives for greater efficiency while updating data (SMS for Life) and moneta...
Source of InformationNompilo                                                                       iDARThttp://enterprise....
Source of InformationJeeyo Healthy                                                                  mDhilhttp://news.in.ms...
Utilities
Community Power                                                                      Description                          ...
Lifelink                                                                     Description                                  ...
NextDrop                                                                      Description                                 ...
M-UtilitiesTake Aways•   Introduction of M-PESA to remote communities by offering them payment option for electricity and ...
Source of InformationCommunity Powerhttp://s3.amazonaws.com/files.posterous.com/robjones/hzG8c2D1ATPfVGJMixtRZdty1B8Po9lUR...
M-Governance
Digital Village                                                                Description                                ...
Many to One SMS                                                               Description                                 ...
Paperless Admission System (SUST)                                                                    Description          ...
M-Distribution                                                                   Description                              ...
GovSMS Portal                                                                    Description                              ...
Durjog Satarka Bani                                                                    Description                        ...
M-GovernanceTake Aways• Provision of internet kiosks to improve employment opportunities through information dissemination...
Source of InformationDigital Villagehttp://www.itnewsafrica.com/2010/04/kenya-rolls-out-digital-village-project/http://ict...
Education
Fight Illiteracy                                                                    Description                           ...
Project Siwa                                                               Description                                    ...
Learn English                                                                        Description                          ...
English Seekho                                                                   Description                              ...
Learn English                                                                 Description                                 ...
BBC Janala Project                                                                   Description                          ...
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
Vodafone secondary research mobile services
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Vodafone secondary research mobile services

  1. 1. The Future of Mobile Services in Rural Emerging Economies Secondary Research Document
  2. 2. Mobile Services in Rural Emerging Economies
  3. 3. FinanceHealthUtilitiesGovernanceEducationCommunication AccessAgricultureCommerce/ Entrepreneurship
  4. 4. Finance
  5. 5. M-PESA Description M-PESA is Vodafone‟s mobile to-mobile/people- people money transfer services especially targeting customers without bank accounts. The M-PESA supports transactions such as deposits, withdrawals, money transfers and bill payments Customers are charged on a pay-as-you-go basis every time a transaction has been initiated.A customer at an M-PESA agent To deposit or withdraw money into this account one needs to go to an M-PESA agent and make a cashLocation: Kenya, Afganistan &Tanzania deposit or withdrawal which results in electronicDate of Launch: 2007 money being transferred to or debited from the M-Target: Mobile customers who do not have PESA account .access to banks or bank accounts This is confirmed by an SMS received by both theCategory: Network Application agent and the customer. One can then transferTechnology: SMS, USSD, WAP money to other mobile phone users by SMSService Provider: Vodafone transaction.Status: OperationalCost: Sending- $15 to another M-PESA Takeawaycustomer- $0.83 and to an Unregistered* • Enable monetary transactions for mobile userscustomer- $1.13 who do not have access to bank via M-PESA The Future of Mobile Services in Rural Emerging Economies 5
  6. 6. M-KESHO Description M-KESHO enhances the M-PESA service by providing customers the chance to save money using a direct link to Equity Bank an interest- bearing savings account that can also tap into loan and insurance facilities. It pays interest of 0.5%-3% depending on saved balance and does not have a limit on accountM-KESHO provides access to an savings account balances. TakeawayLocation: Kenya • Enable saving money, loans and insuranceDate of Launch: 2010 facilities via M-PESA accountTarget: Mobile customers who do not haveaccess to saving accounts in banksCategory: Network ApplicationTechnology: SMS, USSD, WAPService Provider: SafaricomPartner: Equity BankStatus: OperationalCost: Withdrawal cost KSH 30 = USD 0.40. M-PESA cash out fee, amounts less than $30 is anadditional KSH 25 = USD 0.33. full withdrawal isUSD 0.73. Equity also a KSH 5 = USD 0.07) forbalance inquiry and mini-statement. The Future of Mobile Services in Rural Emerging Economies 6
  7. 7. SchoolPay Description SchoolPay is a PesaPal service that helps customers pay for school fees on the internet safely using a mobile money account, credit card or paypal account. PesaPal also allows customers to buy goods and services from PesaPal enabled shops and make Internet payments using your mobile phone.SchoolPay helps parents pay school fees using mobile phones Takeaway • Enables schools improve their service deliveryLocation: Kenya and parents deposit fees via M-PESADate of Launch: 2010Target: Primary and Secondary Schools andParentsCategory: Network ApplicationTechnology: SMS, USSD, WAPService Provider: SafaricomPartner: PesaPalStatus: OperationalCost: The schools that have linked their accountsto the web-based platform pay Sh10,000 perterm. The Future of Mobile Services in Rural Emerging Economies 7
  8. 8. Kilimo Salama Description Kilimo Salama offers weather index/micro- insurance to small holder farmers in Kenya. This ‟pay as you plant‟ allows farmers to „‟try out‟ insurance. Weather stations ensure timely collection and reporting of weather data. Phone numbers linked to a weather station receive a confirmation of their payout through M-PESA via SMS.Kilimo Salama provides index-based insurance to small farmers Experience shows that as farmers learn to trustLocation: Kenya insurance, they expand their coverage and areDate of Launch: 2010 comfortable investing more in their farm, raisingTarget: Small Holder Farmer their productivity and increasing their food security.Category: Network Application TakeawayTechnology: SMS, USSD, WAP • Provision of index-based insurance forService Provider: Safaricom smallholder farmers and claim payments madePartner: Syngenta Foundation for Sustainable through M-PesaAgriculture and UAP Insurance LimitedStatus: Operational The Future of Mobile Services in Rural Emerging Economies 8
  9. 9. M-SEWA Description M-SEWA is a software set up in the bank‟s back end and enables it to be deployed on TATA Indicom phones. SEWA–Self Employed Women‟s Association and welfare runs a Micro Finance Institution (MFI) that collect micro savings from its various customers. The software reduces effort of duplication required in recording transaction by agents by updating it real time and the bank will have better knowledgeM-SEWA helps micro finance Institutions to manage data of funds available making the system seamless.Location: Ahmedabad, India TakeawayTarget: NGOs and other associations • Enable data management for micro finance viaCategory: Network Application application • Targeting existing services and provision ofTechnology: Software infrastructure and other management solutionsService Provider: Tata IndicomPartner: SEWA, Atom Technologies, IPTL andADC Krone The Future of Mobile Services in Rural Emerging Economies 9
  10. 10. EkGaon Description EkGaon allows central tracking and management of funds for the loan takers and the finance providing institutions. It is essentially a mobile based Management Information System (MIS) for loan agents. EkGaon is starting with finance but intends to expand to other use cases later. An NGO field officer helps the villagers withEk Gaon helps to track and manage funds microcredit and savings transactions through a software on their phones.Location: Tamil nadu, Rajasthan and India Once the transaction is complete the information isDate of Launch: 2002 stored as an encrypted SMS and transmitted inTarget: Illiterate and rural population – provide encrypted form across the mobile network to theaccess to financial service to BOP servers. It is decrypted on the servers within 2-3 seconds in the real time. The officer then issues aCategory: Network Application receipt to the client using a portable thermal printer.Technology: SMS, IVR and WAPPartner: Ek Gaon TakeawayStaus: Full scale with revenues of 1.5 crores in • Provision for financial service providers to track2008 and manage funds of the customers via SMS,Cost: EkGaon Gets paid 25 paise per transaction IVR and WAPby its partners The Future of Mobile Services in Rural Emerging Economies 10
  11. 11. EKO Description Eko India Financial Services Pvt. Ltd. provides business correspondent (BC) service through mobile banking for SBI and ICICI Bank It provides no-frills bank accounts and deposit, withdrawal and remittance services targeting non- banking customers through mobile handsets using USSD technology (e.g.*141# for mobile balance check) EKO makes a tiny commission on everyEKO provides financial services through mobile banking transaction it processes. When a customer opens an account, receives an Account Activation KitLocation: India containing an Okekey booklet. Post registrationDate of Launch: 2007 one can deposit and withdraw cash from theTarget: Communities with no access to banks nearest Eko CSP and conduct a host of otherCategory: Network Application transactions.Technology: USSD TakeawayPartner: EKO, State Bank of India and ICICI • Enable financial institutions to reach andBank facilitate services to the unbanked population viaStaus: Operational, Customer base 220,000 as of USSDNovember 2010 The Future of Mobile Services in Rural Emerging Economies 11
  12. 12. M-FinanceTake Aways• India lacks rapid progress when it comes to mobile financial services due to stringent regulations governing financing transactions• Most of the services are SMS based and people are sceptical of using voice for authentication• Usage of USSD in Financial services for secure transactions• Targeting people with poor access to formal financial services (M-PESA, M-KESHO, EKO)• Enable saving money, loans and insurance facilities (M-KESHO, EKO)• M-Finance services enable data management, track funds, and payment options for energy, school fees and micro-finance The Future of Mobile Services in Rural Emerging Economies 12
  13. 13. Source of InformationM-PESA M-SEWAhttp://kipsang.wordpress.com/2008/11/17/m-pesa-how-does-it-work/ http://www.tataindicom.com/download/aboutus/tele-edu-f2f-sewa.pdfhttp://enterprise.vodafone.com/products_solutions/finance_solutions/m-pesa.jsp M-Bankinghttp://technology.cgap.org/2008/06/17/why-has-m-pesa-become-so- http://www.medianama.com/2011/04/223-sbi-provides-mobile-banking-popular-in-kenya/ services-to-rcom-gsm-subscribers-sbi-mobile-banking-trends/http://www.medianama.com/2009/02/223-m-banking-vodafones-m- http://www.themobileindian.com/new-launches/338_RCom-launches-pesa-hits-regulatory-roadblock/ mobile-banking-with-SBIhttp://www.medianama.com/2009/02/223-m-banking-vodafones-m-pesa-hits-regulatory-roadblock/ SharedSolarhttp://technology.cgap.org/2010/08/02/in-35-minutes-learn-how-m- http://sharedsolar.org/pesa-reached-9-million-kenyans-in-3- http://www.mobileactive.org/case-studies/SharedSolar-mobiles-and-years/?utm_source=feedburner&utm_medium=feed&utm_campaign=F micro-gridseed%3A+cgaptechnology+%28CGAP+Technology+Blog%29 EkGaonM-KESHO http://www.ekgaon.com/http://financialaccess.org/node/2968 http://www.informationweek.in/Mobile/10-04-http://technology.cgap.org/2008/06/17/why-has-m-pesa-become-so- 06/ekgaon_chooses_mobile_platform_to_empower_villagers.aspx?pagpopular-in-kenya/ e=2http://area254.com/index.php/eng/Business/Finance/Kenya-Business- http://www.i4donline.net/articles/current-listing/Business-Services/Business-archives/Business-News/Is-Equity- article.asp?articleid=1862&typ=FeaturesBank-MKESHO-in-a-crisis http://www.microfinancefocus.com/news/2010/08/09/cloud-computing- is-way-forward-for-smaller-microfinance-organization-ekgaon/SchoolPay http://www.ekgaon.com/files/OutLook_Business.pdfhttp://allafrica.com/stories/201101200754.htmlhttps://www.pesapal.com/home/about EKOhttp://schools.pesapal.com/ http://eko.co.in/about_usKilimo Salamawww.syngentafoundation.org/db/1/928.ppthttp://allafrica.com/stories/201003050867.htmlhttp://kilimosalama.files.wordpress.com/2010/02/kilimo-salama-fact-sheet-final11.pdf The Future of Mobile Services in Rural Emerging Economies 13
  14. 14. Health
  15. 15. Nompilo Description A Community Care Worker (CCW registers a new patient electronically by assigning them a unique 2D barcode to them. Nompilo shows the CCW the type of information needs to be collected, including • personal information for administrative purposes • medical/ physiological data to support the treatment plan At each visit, the CCW scans the patient’s 2DMobile 2D barcode and reader used to update patient information barcode with their mobile phone to link the new data immediately to that patient‟s unique electronicLocation: South Africa ID in the back-end system.Date of Launch: 2010Target: Community Care Workers (CCW) Patient „s current and historical information can be viewed by the assigned district manager.Category: Network ApplicationTechnology: 2D barcode, mobile internet TakeawayService Provider: Vodafone • Usage of bar codes and mobile bar code readersPartners: GeoMed, Valley Trust, Choice Trust, to update patient informationZanempilo and Department of HealthStatus: Operational The Future of Mobile Services in Rural Emerging Economies 15
  16. 16. SMS for Life Description SMS for Life is a drug tracking solution for malaria. Once a week, automated reminder text messages are sent to each health facility to count their stock and send back their data. Free credits act as an incentive for timely response from the health centers. The system automatically sends a reminder text message in case of delay. Aggregated data is updated on a web-basedWoman accessing mobile phone dashboard.Location: Tanzania District medical officers can access this informationDate of Launch: 2010 via a computer or smart phones forTarget: Community Health Centers (CHC) • follow-up action • interrogate aggregated data to provide earlyCategory: Network Application warnings about potential new malaria outbreaksTechnology: SMS • move stocks to different parts of the region asService Provider: Vodafone demand requiresPartners: Novartis, Roll Back MalariaPartnership, IBM and Ministry for Health TakeawayStatus: Operational • SMS based data collection for drug tracking and stock management • Mobile credits used as incentives to increase efficiency of the data updation The Future of Mobile Services in Rural Emerging Economies 16
  17. 17. Project Siwa Description Project Siwa aims to empower a 23000 member isolated settlement in the Siwa using sustainable ICT solutions. The project develops tele-medicine services between the Centre of Excellence in „Shatby Paediatric Hospital‟ „in Alexandria University and Siwa Central Hospital. It is equipped with a point to point video conference solution connecting SIWA Central Hospital toMap showing Siwa Oasis provide remote consultation for child diseases.Location: Egypt Paediatric was targeted for the first pilot due to theDate of Launch: 2006 high rate of child mortality.Target: Siwa Community, especially children The tele-medicine initiative also seeks to improveCategory: Social initiative (non-mobile) the professional development of its medicalTechnology: Computer and Internet personnel through tele-consultancies with experts.Service Provider: Vodafone FoundationPartners: Egypt ICT Trust Fund, Ministry of TakeawayInformation and Communication Technology, • Usage of Video Conferencing for connectingWHO, Ministry of Health, Alexandria University remote patients to qualified doctorsand Siwa NGOStatus: Operational The Future of Mobile Services in Rural Emerging Economies 17
  18. 18. Medical Smart Card Description The prepaid card offered by Nairobis Pumwani Maternity Hospital enables holders to upload small amounts of money through the M-PESA cell phone money transfer facility. When women visit Pumwani, the cost of their medical care is deducted from their savings on the pre-paid card. The project focuses on key health topics • disease surveillanceWomen at the antenatal clinic • supply chains • human resourcesLocation: KenyaTarget: Women and Children It encourages families to save for childbirth andCategory: Network Application other health needsTechnology: M-PESA- SMS, USSD, WAP TakeawayService Provider: Vodafone • Offering tailored payment solutions over thePartners: Pumwani Maternity Hospital and UN existing M-PESA modelFoundationStatus: Operational The Future of Mobile Services in Rural Emerging Economies 18
  19. 19. iDART Description The intelligent dispensing of ART (Antiretroviral drugs) or iDART helps pharmacists provide patients the assistance and accurate dispensing of drugs. iDART software is used by pharmacists to • manage supplies of ARV stocks • print reports • manage collection of drugs by patients. Information about requirements and internal clinicalWomen accessing iDART software data such as identifying patients who have not collected their medication for an extended period ofLocation: South Africa time is sent to the government and internationalTarget: Pharmacies funders.Category: Web tools TakeawayService Provider: Vodafone Foundation • Facilitate pharmacies in remote public healthPartners: The RAITH Foundation, Johns Hopkins clinics, especially to dispense ARV drugsHealth and Education in South Africa, Bowman • Web based software solutionsGilFillan, and Cape Leadership Centre andInternet SolutionsStatus: Operational The Future of Mobile Services in Rural Emerging Economies 19
  20. 20. Hospital-Patient Funding Description Using M-PESA, CCBRT sends money to fistula survivors to cover travel costs to the hospital in Dar es Salaam for their repair surgery. The money is sent via SMS to fistula volunteer ambassadors, who may be former patients, health workers, or staff of nongovernmental organizations, to identify and refer women suffering from fistula for treatment. The ambassadors retrieve the money at the localHealth ambassador assisting patient M-PESA agent and buy bus tickets for the patients. When the patient arrives at the hospital, theLocation: Tanzania ambassador receives a small incentive, again viaTarget: Fistula patients M-PESA.Category: Social initiative TakeawayTechnology: M-PESA- SMS, USSD, WAP • Usage of M-PESA to provide monetaryService Provider: Vodafone incentives to Health workers/ambassadorsPartners: Comprehensive Community Based enabling more patients to overcomeRehabilitation in Tanzania (CCBRT) transportation problemsStatus: Operational • This also introduces many to M-PESA and the benefits of the same The Future of Mobile Services in Rural Emerging Economies 20
  21. 21. Medline Description Medline is a private emergency health service company serving approximately 400 locations. Vodafone users are given an option of a free subscription to Location Identification Service included in the Medline Health Package. When a Vodafone user who is also subscribed to this service calls Medline Emergency Center, their general location will be identified through the Vodafone technical infrastructure which covers 81Emergency health services cities.Location: Turkey This information will be viewed by Medline to directTarget: Emergency patients, Vodafone Medline paramedics to the area.subscribersCategory: location based network service TakeawayService Provider: Vodafone • Identification of subscriber location and provision of emergency servicesTechnology Voice callsPartners: MedlineStatus: Operational The Future of Mobile Services in Rural Emerging Economies 21
  22. 22. SMS4Learning Description SMS4Learning uses the Frontline SMS platform to reach out to healthcare workers immediately after training as well as during the gaps between in- person visits. SMS4Learning uses well-crafted and targeted text messages to support and reinforce learning objectives from training as well as the performance indicators used in the quality assurance process. TakeawaySMS4Learning interface showing instructions for health workers • Training based on SMS to healthcare workers to increase the quality of serviceLocation: AfghanistanDate of Launch: 2010Target: Healthcare workerCategory: Network ServiceTechnology: SMSPartners: USAID-funded SHOPS program (inparticular, Abt Associates and Marie StopesInternational)Status: Operational The Future of Mobile Services in Rural Emerging Economies 22
  23. 23. MoTeCH Description This service provides time-specific information to pregnant women and their families on pregnancy each week through SMS or voice messages in local languages. Information provided is a mixture of • alerts and reminders for care seeking • actionable information and advice to help deal with challenges during pregnancy • educational information, including milestones in foetal development, promotion of good healthWomen accessing information on prenatal and neonatal care practices, and songs about breastfeedingLocation: Upper Eastern, Central, Ghana TakeawayDate of Launch: 2010 • SMS and IVR solutions for providing qualityTarget: Mothers and New Born Babies prenatal and neonatal care • Songs are used as a medium to carryCategory: Network Service informationTechnology: SMS and VoiceService Providers: MTN, Vodafone, TigoPartners: Bill &Melinda Gates Foundation,Mailman School of Public Health, GrameenFoundation and Ghana Health ServiceStatus: OperationalCost: $ .03 (SMS), $.11 (GPRS, per MB) The Future of Mobile Services in Rural Emerging Economies 23
  24. 24. Wellness World Description Wellness World provides information on a daily basis to Uninor prepaid mobile subscribers around • heart care • womens health • diet and nutrition • HIV and sexually transmitted diseases • pain management • sexual health • stress, love, relationshipConsumer accessing health related information • adolescent issuesLocation: India To subscribe users have to dial in a code. This panTarget: Uninor prepaid mobile subscribers India service is available in Hindi and English,Category: Network Application 24/7, 365 days a year.Technology: SMS and IVR TakeawayService Provider: Uninor • SMS and IVR based 24/7 Health advice andPartners: Handygo Technologies Pvt. Ltd, counsellingVidyasagar Institute of Mental Health and Neuro-Sciences, GM Modi, and Jaipur Golden • Mera Doctor and Jeeyo health(Spice) are similar servicesStatus: Operational The Future of Mobile Services in Rural Emerging Economies 24
  25. 25. CycleTel Description Women can subscribe to CycleTel via SMS on the first day of the menses after which a text message is sent to her mobile indicating her fertility status as per the 8-19 day fertile window. Takeaway • Day to Day SMS based information targeting women helping them understand fertility cycleMobile phone with SMS on fertility statusLocation: Uttar, IndiaDate of Launch: 2010Target: Women in developing countriesCategory: Network ApplicationTechnology: SMSService Provider: Vodafone, Reliance & AirtelPartners: Institute for Reproductive Health,Georgetown UniversityStatus: Operational The Future of Mobile Services in Rural Emerging Economies 25
  26. 26. Sana mobile Description Sana application is used to do a large scale risk assessment for • cancer • cardiovascular disease • screen maternal complications (e.g. Preclampsia) • assess nutritional status of children. Equipped with the Sana application, ASHAs (community health workers) go door to door in and around Bangalore, asking questions and takingSana application interface pictures of oral lesions, which were evaluated by oral surgeons.Location: IndiaDate of Launch: 2010 TakeawayTarget: ASHAs, areas with lack of trained • Enabling Health Workers with mobilephysicians applications to capture information for screeningCategory: Web and mobile hybrid applicationTechnology: OpenMRSPartners: MIT‟s NextLabStatus: In 6 months, they were able to screen 400high-risk cancer patients. The Future of Mobile Services in Rural Emerging Economies 26
  27. 27. Texting with a Purpose Description Texting with a Purpose gave mobile phones to community health workers (ASHAs) in the Uttar Pradesh, India in order to track live births and deaths. The ASHAs filled out mobile forms and submitted them via SMS to a central database in order to better monitor maternal and neonatal health in the region. TakeawayFlow chart of how Texting with a Purpose work • Use of SMS to track births and deaths accurately and enable community health workers to monitorLocation: Uttar Pradesh, India maternal and neonatal health effectivelyDate of Launch: 2009Target: ASHAs, Pregnant Women and New BornsCategory: Network ApplicationTechnology: SMSPartners: Catholic Relief Services and Maternaland Neo-Natal Health Monitoring ProgramStatus: Operational The Future of Mobile Services in Rural Emerging Economies 27
  28. 28. m4RH Description The Mobile for Reproductive Health (m4RH) project is conceptualized as an automated, text- based system that is compatible with all mobile phones to maximize reach and access to family planning information. By sending a free SMS short code to 448, mobile phone users can access information about eight contraception methods and the location and phone numbers of nearby reproductive health clinics.Flow chart of how m4RH works Takeaway • Provision of information and assistance throughLocation: Kenya SMS on Family PlanningTarget: Married couplesCategory: Network ServiceTechnology: SMSService Provider: ZainPartners: Family Health International (FHI), Textto Change (TTC) The Future of Mobile Services in Rural Emerging Economies 28
  29. 29. Project Masiluleke Description Project Masiluleke helps reverse the HIV/AIDS and tuberculosis (TB) crises. It taps the cell phone as a high-impact, low-cost means to deliver healthcare information and catalyze increased testing. It uses text messages, delivering approximately 1,000,000 HIV/AIDS and TB messages each day, for 1 year, to the general public.Consumers receiving SMS related to HIV and TB These messages are broadcast in the unused free form of SMS space of “Please Call Me” (PCM),Location: South Africa widely used in South Africa and across theDate of Launch: 2008 continent.Target: Underprivileged communitiesCategory: Network Service The messages connect mobile users to existingTechnology: SMS HIV and TB call centres with trained operators providing callers with healthcare information.Service Provider: MTNPartners: Frog Design, Pop!tech, iTeach,Praekelt, Aricent and Nokia Siemens TakeawayStatus: Operational • Usage of Please Call Me service to encourage people to call for information and assistance on HIV and TB The Future of Mobile Services in Rural Emerging Economies 29
  30. 30. mPedigree Description The mPedigree program has been striving to establish an “Electronic Resource System” for Africa‟s under-resourced health sector. It is exploring means to bridge the continent to the Indian sub-continent and East Asia against the backdrop of fast expanding pharmaceutical trade between the two regions.User checking information of medicine on mobile phone Emphasizing the importance to consumers to query the origin of their medicines and to establishLocation: India and Ghana whether they are genuine or potential dangerousDate of Launch: 2007 imitations through basic text messaging usingTarget: Patients mPedigree‟s mobile phone platformCategory Network ApplicationTechnology: SMS and IVR TakeawayService Provider: Tata Indicom, MTN, Orange, • Support pharmaceutical trade and provideTigo & Airtel information related to medicines to patientsPartners: TED, HP, Expresso, Ashoka, World across regions via SMS and IVREconomic Forum, Glo & the Nigerian NationalAgency for Drug Administration & Control(NAFDAC)Status: Operational The Future of Mobile Services in Rural Emerging Economies 30
  31. 31. Sparsh Description Sparsh seeks to address young peoples use of pornography or uninformed peer advice to get information on sex-related topics. Deals with contents like puberty, menstruation, masturbation, first time sex, contraception, erectile dysfunction and sexually transmitted diseases. Sparsh is currently available in English, Hindi andSparsh endorsement poster Marathi languages.Location: India TakeawayDate of Launch: 2010 • SMS and IVR are used in combination toTarget: 13-30 years age group address issues and provide informationCategory: Network Application otherwise considered tabooTechnology: SMS and IVRService Provider: Tata DocomoPartners: Family Planning Association of India(FPAI)Status: OperationalCost: Customers can access this service for at Rs10 for 10 days by dialling 529222 The Future of Mobile Services in Rural Emerging Economies 31
  32. 32. NETRA Description NETRA allows users to get accurate prescriptions for vision problems in a cheap and accessible way through a clip-on camera lens and manipulable light displays. Eye patients look through a clip-on lens at a very close range and align the patterns displayed on a mobile phone screen. The number of manipulations needed to align the images reveals the level of refractive error in the users eye.Netra hardware attached to a mobile phone TakeawayLocation: India • Provide a cheap, portable way to diagnose vision disorders via mobile attachmentDate of Launch: 2011Target: Eye PatientsCategory Native application and hardwareService Provider: VodafonePartners: MIT Media LabStatus: On-goingCost: $ 2 The Future of Mobile Services in Rural Emerging Economies 32
  33. 33. M-HealthTake Aways• Mobile credits used as incentives for greater efficiency while updating data (SMS for Life) and monetary incentives for ambassadors enabling patients to reach health care services• Telemedicine• Facilitate the growth of pharmacies in remote public health clinics, especially to dispense ARV drugs• Identification of subscriber location and provision of emergency services (Medline)• Training based on SMS to healthcare workers to increase the quality of service• SMS and IVR based 24/7 Health advice and counselling• Provision of information and assistance through SMS on Family Planning• Usage of Please Call Me service to encourage people to call for information and assistance on HIV and TB• Support pharmaceutical trade and provide information related to medicines to patients across regions via SMS and IVR• SMS and IVR are used in combination to address issues and provide information otherwise considered taboo• Health sector has the highest number of services when it comes to mobile solutions• The target audience for m-health solutions are largely women and children• Approximately 1/3rd of m-health services are targeted at health care providers (not patients). These include assistance in monitoring, tracking, diagnosing, evaluating, and dispensing drugs• Information on precautionary measures through m-health services are more than on curative measures• Curative, consultation and monitoring and tracking.• m-health solutions are predominantly text based.• M-PESA services are currently used for transport, accommodation and bill payments - could potentially be used more The Future of Mobile Services in Rural Emerging Economies 33
  34. 34. Source of InformationNompilo iDARThttp://enterprise.vodafone.com/insight_news/2011-25-02-mobile- http://www.cell-life.org/dispense-idarttechnology-and-heathcare-south-africa.jsphttp://mhealth.vodafone.com/global/mhealth/solutions/mobile_flexible_working/field_force_enablement/community_care/index.jsp Hospital-patient fundinghttp://www.geomed.co.za/index.php?option=com_content&view=article http://africahealthitnews.com/blogs/?p=145&id=188&Itemid=130 http://www.cbmuk.org.uk/sites/default/files/uploads/press_releases/cell- phone-technology-leads-to-doubling-of-womens-fistula-surgeries-in-SMS for Life tanzania.pdfhttp://www.corporatecitizenship.novartis.com/patients/access-medicines/access-in-practice/sms-for-life.shtml Medlinehttp://www.rollbackmalaria.org/psm/smsNewsStory1.html http://mhealth.vodafone.com/global/mhealth/news_events/news/medlinehttp://mobilemarketingmagazine.com/content/sms-life-saves-lives- _location_identification_service.jsptanazania http://www.medline.com.tr/AcilDurumHizmetlerihttp://reliefweb.int/node/354041 SMS4LearningProject Siwa http://edutechdebate.org/meducation-initiatives/sms4learning- supporting-healthcare-providers-through-frontlinesmslearn/http://theentrepreneurialist.net/2011/01/29/vodafone-egypt-a-tale-of-profits-over-ethics/http://www.stockholmchallenge.org/project/2010/integrated-program- MeraDoctordevelop-siwa-oasis-using-ict http://mhealthventures.in/http://www.vodafone.com/content/index/about/sustainability/sustainable_societies/our_contributiontodevelopment/innovation_for_development. Mobile Technology for Community Health (MoTeCH)html MOTECH-Early-Lessons-Learned-March-2011-FINAL.pdfhttp://www.mb.com.ph/articles/290735/ict-rural-communities http://www.grameenfoundation.applab.org/section/ghana-health-worker-http://unpan1.un.org/intradoc/groups/public/documents/un- projectdpadm/unpan037162.pdf Wellness WorldMedical Smart Card http://www.healthtechzone.com/topics/healthcare/articles/174449-new-http://www.openideo.com/open/maternal-health/inspiration/improving- pan-india-service-provides-mhealth-services-country.htmaccess-to-health-information/ The Future of Mobile Services in Rural Emerging Economies 34
  35. 35. Source of InformationJeeyo Healthy mDhilhttp://news.in.msn.com/technology/article.aspx?cp- http://www.mdhil.com/documentid=5283215http://www.knowyourmobile.in/news/976049/spice_gears_for_mhealth_ mPedigreeservices.html http://www.mpedigree.net/mpedigree/index.php?option=com_content&vi ew=article&id=46&Itemid=53NETRAhttp://web.media.mit.edu/~pamp.. NETRAhttp://www.mobileactive.org/case-studies/netra http://web.media.mit.edu/~pamp.. http://www.mobileactive.org/case-studies/netraCycleTelhttp://www.irh.orghttp://mobileactive.org/resear...http://www.mobileactive.org/case-studies/family-planningSana Mobilehttp://www.mobileactive.org/case-studies/sana-mobilehttp://www.sanamobile.org/inde...Texting with a purposehttp://www.mobileactive.org/case-studies/texting-purpose-catholic-relief-services-use-mobiles-india-track-healthhttp://crs.org/m4RH - Mobile for Reproductive Healthhttp://www.fhi.org/hld/Mobile_Reproductive_Health/index.htmlProject Masilulekahttp://www.frogdesign.com/services/project-masiluleke.html#/images/project-m-gallery_7.jpghttp://www.frogdesign.com/press-release/poptech-unveils-project-masiluleke.htmlhttp://www.poptech.org/project_m The Future of Mobile Services in Rural Emerging Economies 35
  36. 36. Utilities
  37. 37. Community Power Description In remote areas with lack of power supply mobile base stations generate their own off-grid power to function. This has been achieved by running diesel generators at each site. Operators are even installing renewable energy equipment, such as wind turbines and solar panels, to power their base stations. Mobile network operators provide electricityMobile base stations generate their own off-grid power beyond the base station and into local communities which the GSMA Development Fund callsLocation: India and South Africa “Community Power”Target: Community in remote villages with lack ofelectricity Operators can provide excess power through theirCategory: Social initiative network infrastructure to the community for small needs like charging up mobile handsets largeService Provider: Vodafone household batteries and rechargeable lanterns.Partner: GSMA Development FoundationStatus: Operational Takeaway • Enable mobile network operators to provide affordable power supplies to people in remote areas without access to the electricity grid. The Future of Mobile Services in Rural Emerging Economies 37
  38. 38. Lifelink Description Lifelink allows consumers to access clean water by paying a small fee using their M-PESA accounts. Local community can buy water pumping system with borrowed money from the local bank. Each user of the system is provided a key fob, or smart card onto which the user can transfer money using their M-PESA account, which is then used to get water at the dosing station. The money from the transaction is stored atWater supply for community members Safaricom and monthly transferred to community bank account.Location: KenyaTarget: Community in remote villages with low The account is used to repay the loan with a smallaccess to water percentage of the loan that is transferred to aCategory: Network Application service account, that assures the community has enough money to after sales service, salaries,Technology: SMS, USSD, WAP profit sharing.Service Provider: SafaricomPartner: Local community organization, Grundfos, Takeawaymicro-financing institution • Small payments towards purchasing safeStatus: Operational drinking water are made through M-PESA • Introduction of M-PESA to to remote communities The Future of Mobile Services in Rural Emerging Economies 38
  39. 39. NextDrop Description NextDrop provides households with accurate and timely information about local piped water delivery over cell phones. This information comes from water utility employees who call IVR when they open valves to distribute water. These reports are used to generate real-time water availability updates and notifications 30-60 minutesNext Drop uses crowd sourcing to rely information in advance of water delivery.Location: Hubli, India Residents receive SMS updates 30-60 minutesTarget: Households awaiting drinking water prior to water deliveryCategory: Network ApplicationTechnology: SMS and IVR Takeaway • Vital daily information provided to the communityPartner: UC Berkley School of Information,School of Public Policy and Civil and via SMS and IVREnvironmental Engineering Department • Usage of SMS to feed data into the systemStatus: Operational about water timings and then informing the community The Future of Mobile Services in Rural Emerging Economies 39
  40. 40. M-UtilitiesTake Aways• Introduction of M-PESA to remote communities by offering them payment option for electricity and water• Vital daily information provided to the community via SMS and IVR (Next Drop)• Usage of SMS to crowd source data about water timings and relying that information to the community• There is a focus on enabling better access to clean drinking water and electricity The Future of Mobile Services in Rural Emerging Economies 40
  41. 41. Source of InformationCommunity Powerhttp://s3.amazonaws.com/files.posterous.com/robjones/hzG8c2D1ATPfVGJMixtRZdty1B8Po9lURtanJYbA33bMigX4GanpVS8fpNRe/gpfm_community_power11_white_p.pdf?AWSAccessKeyId=AKIAJFZAE65UYRT34AOQ&Expires=1310018682&Signature=H4W%2Bnp7uPPAqoQgWq7fm%2FuWQrK0%3Dhttp://www.vodafone.com/content/index/about/sustainability/sustainable_societies/our_contributiontodevelopment/innovation_for_development.htmlLifelinkhttp://www.cisco.com/web/about/ac79/docs/ps/PeopleCenteredICT_IBSG_0411FINAL2.pdfhttp://www.dcca.dk/graphics/publikationer/CSR/CSI_Report.pdfhttp://www.dcca.dk/graphics/publikationer/CSR/CSI_Cases.pdfNEXTDROPhttp://nextdrop.org//http://www.ischool.berkeley.edu/files/student_projects/nextdrop_final_report.pdf The Future of Mobile Services in Rural Emerging Economies 41
  42. 42. M-Governance
  43. 43. Digital Village Description Setting up centres with fast 3G internet access, scanners and 10-20 computers Kenya Data Networks (KDN) to set up smaller digital kiosks, running up to 5 computers at a divisional level. Telkom Kenya is working on rolling out 3G and CDMA mobile wireless technology to boost connectivity in the rural areasA digital village in KenyaLocation: Kenya TakeawayTarget: Unemployed rural community members • Provision of internet kiosks to improve employment opportunities through informationCategory: Internet centre disseminationTechnology: Computers, 3G and CDMAService Provider: Safaricom, Telkom, ZainKenya & Essar telecomsPartners: Kenyan Government initiativeStatus: Operational, Safaricom has established500 digital centres using 3G. The Future of Mobile Services in Rural Emerging Economies 43
  44. 44. Many to One SMS Description The application helps government ministries monitor labour at National Rural Employment Government Schemes (NREGS) work sites. The secretary of every Gram Panchayat , periodically sends an SMS in a prescribed format to a designated telephone number The SMS is automatically transferred to an electronic database and the information isMany to One SMS database displayed on a dynamic webpage.Location: India The Many to One SMS based reporting systemTarget: Gram Panchayat and GOI assists in reducing time delays in information-Category: Network Application, Web application gathering.Technology: SMSStatus: Operational Takeaway • SMS used to collect data from the people to use for labour monitoring by governmental bodies The Future of Mobile Services in Rural Emerging Economies 44
  45. 45. Paperless Admission System (SUST) Description Automated registration system and payment method for the applicant which does not require filling up traditional application form, bank draft even any attested documents. All information on the admission process can be accessed through typing SUST HELP and sending an SMS to 16222 number from any mobile phones. To apply for a particular unit, an applicant needs to type first three letters of his/her board, roll numberA registration confirmation SMS from SUST of the HSC examination, year and the units category, and send these to the same number.Location: IndiaDate of Launch: 2010 The information is processed and verified by theTarget: Students seeking admissions into Education Board and eligible candidates receive aUniversity confirmation message and specific balance will beCategory: Network Application deducted from the mobile number instantlyTechnology: SMS TakeawayPartner: Shahjalal University of Science and • SMS based registration systems to minimizeTechnology material and time requirement in educationalStatus: Operational institutions The Future of Mobile Services in Rural Emerging Economies 45
  46. 46. M-Distribution Description The m-Distribution application ensures transparency and proper distribution of food grains to all ration card holders, especially those below the poverty line. The application enables effective inventory management leading to the elimination of unethical practices including hoarding and arbitrary price escalation. TakeawayWomen waiting in line for ration • Mobile internet based inventory management in government food supply & distributionLocation: IndiaDate of Launch: 2010Target: Government officialsCategory: Network ApplicationTechnology: GPRSPartner: Food and Civil Supply Department ofKolhapur The Future of Mobile Services in Rural Emerging Economies 46
  47. 47. GovSMS Portal Description GovSMS Portal offers three services from three different government organizations • railway time table and train delay information • crop prices in popular market places • weather information. Takeaway • Bulk SMS solutions for providing information to the citizensGovSMS provides information on crop prices and weatherLocation: Sri LankaDate of Launch: 2009Target: Government and citizensCategory: Network ServiceTechnology: SMSPartner: Information and communicationtechnology agency of Sri Lanka (ICTA)Status: Operational The Future of Mobile Services in Rural Emerging Economies 47
  48. 48. Durjog Satarka Bani Description The DMIN (Disaster Management Information Network) web portal shares, coordinates and disseminates disaster management information, programs and guidelines from source down to the last mile. The portal enables DMIC to collect, analyze and disseminate information for risk reduction and emergency response. People receive warnings like flood on their cellDuryog Satarka Bani provides flood warnings phones through SMS.Location: Bangladesh TakeawayDate of Launch: 2009 • SMS used for alerting people of a particular areaTarget: Citizens against natural calamities and disastersCategory: Network ServiceTechnology: SMSService Provider: Grameen Phone and Tele TalkPartners: Comprehensive Disaster ManagementProgramme (CDMP), UNDP and Government ofBangladeshStatus: Operational The Future of Mobile Services in Rural Emerging Economies 48
  49. 49. M-GovernanceTake Aways• Provision of internet kiosks to improve employment opportunities through information dissemination• SMS is used in M-Governance services to collect data (Many to One SMS), register students (SUST), and provide critical information (Durjog Satarka Bani)• Mobile internet based inventory management in government food supply & distribution• All m-governance services are text based making it easier to record and compile information• M-Governance services make government process, such as data collection, more efficient for the government• There are currently no two-way interactions between government bodies and citizens The Future of Mobile Services in Rural Emerging Economies 49
  50. 50. Source of InformationDigital Villagehttp://www.itnewsafrica.com/2010/04/kenya-rolls-out-digital-village-project/http://ictupdate.cta.int/en/Links/Web-Resources/Kenya-rolls-out-digital-villageMany to One SMShttp://mbillionth.in/2010/07/24/many-to-one-sms/GPS/GSM Based Train Tracking Systemhttp://mbillionth.in/2010/07/24/gpsgsm-based-train-tracking-system/Paperless Admission System (SUST)http://mbillionth.in/2010/07/24/paperless-admission-system-sust/http://www.thedailystar.net/newDesign/news-details.php?nid=154679M-Distributionhttp://mbillionth.in/2010/07/24/m-%E2%80%93-distribution/http://test.defindia.net/project/m-distributionGovSMS Portalhttp://manthanaward.org/section_full_story.asp?id=964WWW.ICTA.LKDurjog Satarka Banihttp://www.dmic.org.bd/dmin/ The Future of Mobile Services in Rural Emerging Economies 50
  51. 51. Education
  52. 52. Fight Illiteracy Description Fight Illiteracy aims to eradicate illiteracy within 5 years. The program aims to educate 17 million people through young Egyptian volunteers. They will conduct SMS/USSD-based quizzes to track student progress & provide small incentives through M-Pesa UNESCO will provide the advanced syllabi and technologies to aid the initiative.Providing education through mobile phones Governmental support to turn it into a national illiteracy eradication campaignLocation: EgyptDate of Launch: 2011 TakeawayTarget: Illiterate citizens • Track progress in education through SMS & USSDCategory: Network Application • Encourage learning through incentives via M-Technology: M-PESA - SMS, USSD, WAP ??? PESAPartners: Vodafone Egypt Foundation, UNESCO,Life Markers Association and General Authority forLiteracy and Adult EducationStatus: In market The Future of Mobile Services in Rural Emerging Economies 52
  53. 53. Project Siwa Description Project Siwa provides technological interventions to deliver information relevant to the remote Siwa community in the areas of education, health and economic empowerment. According to custom women do not leave home for education. Egypt ICT-TF created a customized ergonomic embedded single CPU called Tabluter that runs for 4 independent users. It is used as mobile Educational Lab situated in individual homes.View of Siwa Oasis In education, the project supports Smart SchoolsLocation: Egypt and Libya that are fully equipped with computers, connectivityDate of Launch: 2006 and provides teachers capacity building. TheTarget: Women and youth computer labs are used as Community Learning Centres CLCs after school hours.Category: Social InitiativeTechnology: Computers TakeawayPartners: Vodafone Egypt Foundation, Egypt ICT • Provide information access through ICTs in orderTrust Fund (UNDP & Ministry Information and to aid socio-economic development & genderCommunication Technology (MCIT)), WHO, balance in the remote areas through computersMinistry of Health, Alexandria Unversity & SiwaNGOStatus: Operational The Future of Mobile Services in Rural Emerging Economies 53
  54. 54. Learn English Description Learn English is an interactive multi-lingual voice based language learning experience on mobile phones. Subscribers receive lessons over Interactive Voice Response(IVR) with important words of a lesson sent via SMS. Basic and advanced level modules are available and based on the user‟s profession, (for e.g., driver or a specific want such as attending an interview). User are given the freedom toLearn English application‟s Interface • gradually advance from one lesson to the nextLocation: India • self evaluate themselves through practice testsDate of Launch: 2009 • re-learn lessonsTarget: Customers with specific English language Takeawayrequirements • Enable users to learn a language via SMS andCategory: Native Application, Network Application IVRTechnology: IVR and SMSService Providers: Vodafone, Airtel and IdeaPartners: BPL mobile, Yahoo, IMS, Rediff.com,OnMobile, Success competition, Ideal, Yukti,Harper Collens, Britannica Mobile, CDAC,PEARSON, NokiaStatus: Operational The Future of Mobile Services in Rural Emerging Economies 54
  55. 55. English Seekho Description English Seekho is a language learning program that uses the instructional technology offered by a mobile phone. It‟s an IVR application, dialled from any mobile phone and accessible 24/7. The service is available for both pre-paid and post-paid subscribers. The application guides the user through audio clips that teach spoken English. It has 5 different levelsLearn spoken English through mobile phones namely Basic Course, Social Course, Professional Course, Advanced Course & Full Course.Location: IndiaDate of Launch: 2009 TakeawayTarget: Migrant workers and rural youth • Enable the underprivileged to learn the basic spoken English via IVRCategory: Network applicationTechnology: IVRService Providers: Tata DocomoPartners: IL&FS Education and TechnologyServices LimitedStatus: OperationalCost: Rs.20/- per month 60 paise per minute.One lesson 5-8 minutes costing Rs. 70-80 The Future of Mobile Services in Rural Emerging Economies 55
  56. 56. Learn English Description BSNL users can subscribe to the program by dialing 1255537. The content is available for Basic and Advanced English in nine Indian languages – Hindi, Tamil, Kannada, Marathi, Bengali, Gujarati, Punjabi, Telugu and Malayalam. Daily SMSs and practice tests are a part of the learning package.Women accessing mobile phone Takeaway • Enable spoken English learning in regionalLocation: India languages via SMS & IVRTarget: Rural communityCategory: Network applicationTechnology: SMS, IVR, speech recognitionService Provider: BSNLPartners: EnableM and OnMobileStatus: OperationalCost: Priced at Rs. 20 subscription & Rs. 0.30 perminute for the call. The Future of Mobile Services in Rural Emerging Economies 56
  57. 57. BBC Janala Project Description BBC Janala allows access to short (2-3 minute) audio lessons by calling a four digit short code. Return rate of first-time users of BBC Janala is 46% as compared to 5% for other mobile value- added services in Bangladesh. Takeaway • Provide English language lessons to citizens via callWoman accessing English lessons on mobile phone • Mobile lessons have especially being successful among womenLocation: BangladeshTarget: All citizens, especially womenCategory: Network ApplicationTechnology: Voice and SMSPartners: BBC World Service Trust, BBCLearning English funded by the Uks Departmentof International Development (Ukaid)Status: Operational, "over 3.5 million telephonecalls, over 100,000 web downloads"Cost: Single session lasts for 3 minutes andcharges are 3 pence The Future of Mobile Services in Rural Emerging Economies 57

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