CycleTel™ in India: From Proof-of-Concept to Deployment


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CycleTel™ in India: From Proof-of-Concept to Deployment

  1. 1. CycleTel™ in India: FromProof-of-Concept toDeployment Meredith Puleio & Victoria Jennings Institute for Reproductive Health, Georgetown University mHealth Working Group Meeting January 18, 2011
  2. 2. CycleTel™ ConceptFacilitate use of theStandard Days Method® byalerting women of their fertiledays via SMSTarget AudienceWomen/couples who:- are non-method ortraditional FP method users- own a mobile phone- send/receive SMS
  3. 3. From Formative Research to Deployment Continuou Product s M&E Launch Test Market Technology Developme ntProof-of-ConceptTesting
  4. 4. Structure of CycleTel Proof-of-Concept 3 Phases ObjectivesFocus Group  Understand phone use patterns  Determine potential interest amongDiscussions target audience54 participants  Explore appropriate messaging and preferences for the serviceCognitive Interviews  Verify comprehension of messages18 participants  Adapt and finalize messagesManual Testing  Enroll women for 2 cycles to assess26 women/couples in feasibility, satisfaction and correctLucknow method use (using FrontlineSMS80 women in New Delhi open source software)  Troubleshoot problems and determine how to improve service  Determine target audience
  5. 5. Value of Formative Research ―I am mostly free at that time of ―This is an idea day. It maintainsEstablished Need & Demand that can change privacy.‖ – Both men and women are interested your life!‖ –Male Female 100% wanted to continue the service All would recommend to friendsDetermined Product DesignBefore Investing SignificantResources 100% said it was the right # of messages Timing of messages should be between 5-10pm Messages should be in Hinglish Hotline is a necessity 100% of users would pay for the service on top of the normal cost for sending messages (range: Rs25-50 per month)
  6. 6. Beyond Proof-of-Concept: Identifying Partners Software development company Hosting environment SMS gateway provider v. telecoms Call center support SMS aggregator Research organization(s) Marketing agencies Donors Ministry of Health? Government Officials? Non-profit organizations
  7. 7. Mapping Development & Deployment Partners
  8. 8. What’s in a Tech Partner? Agile—constant feedback & communication loops How do they describe & embody innovation? Local knowledge of technology/mobile environment Importance of global scope Social impact interest
  9. 9. Planning for Sustainable Scale-up Decide ―ownership‖ Establish technical advisory group Apply a model for scale- up Plan for M&E of scale-up Test business models Identify & mitigate risks along the way The ExpandNet/WHO Scaling-Up Model Refer to
  10. 10. Key Considerations for Launching an mHealth Application Value of formative research & leveraging open source software Deployment environment is much more complex than anticipated Don’t underestimate timeline of events & value of solid partners Plan, talk, listen, plan: People are willing to help! Look to ―new product development‖ literature Citation: Chris Blow, Ushahidi Community Member Available at: 2010/05/19/allocation-of-time- deploying-ushahidi/
  11. 11. Thoughts? Ideas? Emailmp447@georgetown.ed u