Agricultural Information through ICT and Media (AIIM) Digital Telephony Project Introduction David Sanders Lead Media/ICT Consultant
Why Rural? Rural markets drive Kenyan macro economic growth Single Largest Employment Sector 14 million Adult Dependent 6 Million Smallholders 80% Dairy Production 60% Export Horticulture 70% Food Crops 80% Fisheries Account for 30% GDP And Growing..
What do we want to achieve? <ul><li>‘ Seek to increase the quantity and quality of income of rural businesses (mainly agricultural related), through the creation and evolution of quality mass and niche media programming and support media channels’ </li></ul>
What does this mean? Increasing Business Transactions amongst Farmers Increasing the market for products & services Making media work for their audiences Stronger linkages between CPs, investors and media Increasing value for media, investors, CPs
What are we doing here? Build Linkages Educate Represent Audiences Monitor Evaluate Represent Donor Create Value Facilitate Process
How do we do it? By building partnerships with… Radio Stations Mass/Niche Media Audience Research Digital Telephony Web Development Print Media Commercial Advertisers Content Owners Content Partner Profits Additional Media
The First Programme ….. Service delivered by … Kenya Broadcasting Co. Mali Shambani Weekly Radio Broadcast Interactive Audience Content/ Feedback Researched Content Driven by Farming Cycles Content Provider Partnerships Integrated Research Battery Commercial Investors
Key first phase highlights Achievements to date….. Upwards 1.5 million Household Listeners /show 70% + Listener Group Satisfaction 109 Content Provider Partnerships Behavioural Change * 96% say ‘programme useful’ 97% say ‘programme enjoyable’ 80% have ‘learned new things’ 52% have changed practices * Research International June 06
The Next Level Sub sectoral programming Local Languages Varied/sharing of radio formats 4 Radio Service Providers E- Wakulima Web Portal/ VPN Single Source Portal for Kenya Agriculture Both Radio and Community related Dedicated content management system SMS IVRS Custom SIM One SMS & 0900 service per radio SP Wakulima SIM – News/Tips/Prices/Alerts/Weather Localised SMS applications
Who are we working with? Radio Salaam Mbaitu FM Kass FM Coro FM Kiswahili Kikamba Kalenjin Gikuyu Coastal Fisheries Tree Fruit Horticulture Maize Dairy Dairy Livestock
Effective Research….. The project talks to the People…. Weekly 210 member Tele-research panel Bi-monthly Listener Panels 1300 National Household Survey Experiential Programme Media Ratings Case study Portfolio The most researched programming initiative in Kenyan media …. Dedicated Email Live Web Interface SMS SMS to Web IVRS Radio Partner Survey 1400 Households Footprint Specific
What we hope to achieve Create increased demand led interactive media content Ensure that content results in IMPACT amongst target groups Build a sustainable business model Bring together content owners and media houses Demonstrate the potential mass value of rural populations
Why are we talking OPPORTUNITIES FOR RURAL GROWTH UNIQUE INTERACTIVE MEDIA OPPORTUNITY OPPORTUNITY TO DRIVE RURAL NUMBERS CREATE STRONG SCALABLE REVENUE STREAMS Reasons To Buy Market Barriers Dynamic Apps Portfolio Demand Driven
Digital Telephony …… Media Drivers Knowledge Acquisition Access to Business Services Direct Trading Content Providers Financial Applications Service Providers Market pricing Logistics options Reduction of Production costs Best practise New markets/ Agri - Weather Private sector Retail networks Improved use of Inputs Market Alerts M-marketing Online auctions Commodities Market Identification/ locations Payments Credit Throughputs
KEY ISSUES …….. Access to Technology Sustainable Price Points Robust Contract Agreements Certification Content Cost Benefit Attribution Mobile Subscribers/ Coverage Internet Penetration Rural Communications Skills Availability IVRS Premiums Online Comms SMS Premiums TIME! Sustainable Information supply chains Revenue drivers Applications Development Investment Verification of Buyers/sellers Veracity of Product quality Contract Agreements Business Model: Networks Management Profit focus Acquisition/ Aggregation Audience Perception Needs Management Cost/benefit
Our Options Work direct with a mobile network provider Proprietary product exclusivity Network owned applications Media channel joint business modeling + Advertising investment commitment CSF – Must be congruent with network strategy Work through MVAS Open all networks – aggregated opportunity Media/ICT provider owned Run as profile centers from mid term Network Comment – low risk, reduced competitive advantage
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