mLearningResearchUganda                          PreliminaryFindings                          September2011               ...
UgandaResearchStructure                                                   Week1             Week2               Week3     ...
Inflationhit21.4%inAugust2011 ThefirstthingBakabulinditoldmewhenIarrivedisthat1kg ofsugarisnow6,000Ush(2.05US$)and1litreof...
Highinflationiscausingstrikesin                                                                                       univ...
iTel                                                                                                                      ...
Therehasbeena                                                                                                             ...
Persecond                          Persecond                 Persecond                         Persecond                  ...
ItisaPushMarketCustomersembracepromotionsofferedbyMNOs.Marketingworks!CustomersareverypricesensitiveandthereisnoloyaltytoM...
HumanbeingsareNOTsustainable,buttheyareadaptable                1,000UGX(0.34                                             ...
Devices                                                                                                                   ...
ApproachtoMNOs                          Itisacompetitivemarket.MNOsare                          onlyinterestedinideasthata...
m4dInitiatives                    YouthCentres                                                                            ...
ExpertInterviewsMNOsITM4DNGOs/IAAcademiaUXMarketResearchMonday, 26 September 11
ExpertInterviewInsights                          Manyissuesarestructural.Theinfrastructurein                          Ugan...
ExpertInterviewInsights                           Feedbackisessential.Youneedatwo-way                           learningpr...
ExpertInterviewInsights                          Weneedtorethinksustainability                          MNOsperceiveCSRina...
Kiwa                          Kiwa is 24. He is a teacher at All Saints                          private primary school in...
Socialgraphandbalancesheet                                                                                                ...
FocusGroup                                                                                              setuplearning8Focu...
FocusGroupInsightsCollaborativelearningisseenasthebestwayPeoplehaveathirsttolearnandtheywillmaketheefforttolearnifyougivet...
FocusGroupInsights                          Religionisanimportantpartinlivesof                          youth             ...
3%1%                       n.SIM                                                   1                                      ...
Therightcontent,channelandtypeoflearningfor everyperson                          Games                                    ...
NextStepsGhana                     MoroccoIndia    AnalysedataOctober                   November                        De...
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mLearning Initial Findings - Uganda October 2011

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mLearning Initial Findings - Uganda October 2011

  1. 1. mLearningResearchUganda PreliminaryFindings September2011 L.Dawes,N.D’EliaMonday, 26 September 11
  2. 2. UgandaResearchStructure Week1 Week2 Week3 Week4 17 ExpertInterviews Urban Rural Urban 5 In-depthInterviews Qualitative Quantitative ReviewResearch Tools Urban Rural 8 FocusGroups Urban Rural 300 QuantitativeSurveys Mobile 1,000 SurveyMonday, 26 September 11
  3. 3. Inflationhit21.4%inAugust2011 ThefirstthingBakabulinditoldmewhenIarrivedisthat1kg ofsugarisnow6,000Ush(2.05US$)and1litreofpetrolis 3,900Ush(1.35US$)ReportsfromtheUgandaBureauofStatistics(UBOS)indicatethatbypresstimeAugustinflationratehasrisento21.4percent,upfromtherevisedrateof18.8percentinJulyduetoescalatingsugar,meatandchickenprices.Thisisthehighestinflationratein18years.““Thegovernmentneedstocomeoutandfixpricesoffuelmainlydiesel.Ifthiscanbefixed,theninflationwillgodown.Wealsoneedtotryandincreaseourproductionplusreduceimportationofgoodsinordertofightthesealarminginflationlevels”-Prof.NicksonKamukama,afinancialliteracyconsultantfromMakerereUniversityBusinessSchool“UnfortunatelyitmayevenworsenbecausetheconsumptionpatternsofUgandansarestillbad.Ourexportsarebecominglessandlesseachdayyetwestillimportflashyandusuallyexpensivecommodities.Underthissituation,Inflationwillgohigher,”-AugustusNuwagaba’s,aneconomistfromMakerereUniversity DailyMonitorMonday, 26 September 11
  4. 4. Highinflationiscausingstrikesin universitiesandschoolsTheGreatEastAfricanteacherrevoltInKenyaandUgandatheyarealreadyonstrike;inTanzania,theyarepreparingto.Regionalgovernments,asleepinclass,havemissedafundamentalequation.KENYA:200,000downtools,demandinghiringof28,000newcolleaguesUGANDA:Teachersonstrikeforsecondweekinarow,wanta100%payriseTANZANIA:TTUultimatumtogovernmenttopay27M$-16M$ofitsalaryarrears TheEastAfrican,Sept122011 Monday, 26 September 11
  5. 5. iTel 50K 1998 2010as 2008 1997 2008 Airtel 0.5%n.connections 7.2M 2.3M 2.0M 1.9M 0.7M marketshare 51% 16% 14% 13% 5% In1998MTNUganda InMarch2010,Bharti Launchedin2008,Warid Formergovernment OrangeUgandalaunchedin launchedcommercial struckadealtobuy Ugandaofferalarge telecomoperator, 2009andhaspositioneditself servicesinUganda,just Zain,theKuwaitfirms varietyofcheapcalltariffsUgandaTelecomisa asthenumberoneInternet sixmonthsafter mobileoperationsin15 andarepopularamongst jointventurebetweenaservicesproviderinthecountry. acquiringandsigning Africancountries.Zain theyouthmarket.Not LAPGreenofLybia, CurrentlyOrangehavea ofthelicense.MTNhas previouslyacquiredthe necessarilyknownfor whichowns69%of customerbaseof700kbut sincegrowntobethe pan-africanoperator beingthemostreliable UTL,andtheUgandan withthepenetrationoffeature leading Celtel.3rebrandings networkinUganda,their Government,which phonessettogrowrapidlyover happenedwithin4 affordableratesstillmake ownstheremaining thenextfewyears,their telecommunications years. themthethirdbiggest 31%. leadingedgeondataservices companyinUganda MNOinUgandawitha couldseetheircustomeralso servicingan customerbaseof2 growingjustasrapidly. extensive7Millioncust Millionusers. omersandgrowing.Monday, 26 September 11
  6. 6. Therehasbeena pricewar...and aswithallwarsit isunsustainablePlayersinthetelecommunicationsectoraretakingadirecthitfromthefallingshillingandinflation,whichhasmadeitimpossibletomakenewinvestments.Inflationhasbeenrisingoverthelastcoupleofmonthshittinganewhighof21.4percentinAugust,whilethedollarhastemporarilyheldthelocalunitatShs2850/900.Allleadingmobilephoneserviceproviders-MTN,Warid,AirtelandUtlhaverecentlyrevisedtheirtariffsnorthwardscitingrisingcostsofdoingbusinessinthecountry. Monday, 26 September 11
  7. 7. Persecond Persecond Persecond Persecond Persecond Voice Pakalast Endobo MTNZone KinoKika Unlimitedtalk Kawa SMS WebSMS FreeTXT MoooSMS MoooSMS emailSMS MobileInternet Standarddata Smartlink Mobileweband Internet Data (unlimited bundle everywhereand Bundle bundle) bundle MobileMoney Zap BeeraKo M-Sente VASandOther FBfree FBZero KyabaTooGood SwingMa2Beat CallMe GoogleSMS MusicZone SuperCombo Me2U TalkSMS Loyalty EzetopCheapdealsonvoice-24hfor0.35US$orforaweekfor2.05US$-offeredbymostoperatorsAffordabledatabundle-UTLoffers100MBfor0.10US$3MobileMoneyServices-MTNMobileMoney,AirtelZapandUTLM-SenteFBfree-FBZeroonMTN,m.facebookonOrangeInnovativeVASproductsandofferings-BeeraKo,SwingMa2Bead,Loyalty,etc.SuperCombo-Orangeistheonlyoperatorofferingafullbundle(voice,sms,data)Monday, 26 September 11
  8. 8. ItisaPushMarketCustomersembracepromotionsofferedbyMNOs.Marketingworks!CustomersareverypricesensitiveandthereisnoloyaltytoMNOsWecannotthinkofserviceswithoutconsideringcurrenttariffsMonday, 26 September 11
  9. 9. HumanbeingsareNOTsustainable,buttheyareadaptable 1,000UGX(0.34 300UGX(0.10US$) US$)for24hrs or foraninfotainment freetalk SMS NickasBentnerhasvowednevertoreturntoArsenal Difficulttomeasure,Churn afterfinalisinghisloanswitchtoSunderland.CarlosTevez Therearefewexceptions Reduction? saysheexpectstoreturntoactionforManchesterCity againsoon.ManchesterCityKoloTourecompletesdrugs banThereareveryfewpremiumservices.MNOsoftenneedtoconsiderindirectbenefitstoachievetruesustainability.Monday, 26 September 11
  10. 10. Devices 299,000 UGX Needaphonewith4SIMs,TV,dataaccess, bluetooth,memorycard,radio,torch,mp3, video,etc... 103 US$ Greymarkethandsetsarebooming allforjust120,000UGX andtherearestrongnewplayersonthe market(Tecno,Spice,etc.) 41 US$ 90% SingleSIM SingleSIM SingleSIM Data Android Torch Bluetooth 521MB RadioFM Camera/Video GPS Datacard Datacard Ovi etc. 29,000 UGX 160,000 UGX 450,000 UGX 10 US$ 55 US$ 155 US$ 39,000 UGX 7,999 KES InKenyaHuaweiIDEOSis 13.5 US$ nearly50%cheaper 84 US$ PricesincreasedonmostofOrange phonesduringourresearchMonday, 26 September 11
  11. 11. ApproachtoMNOs Itisacompetitivemarket.MNOsare onlyinterestedinideasthatare innovative,sustainableandcanprovide acompetitiveadvantageontheir competitors MNOsarewillingtooffertheir infrastructure,marketingresources andsupporttheproductdevelopment MNOsprovidethegreatest opportunitytoachievescaleMonday, 26 September 11
  12. 12. m4dInitiatives YouthCentres Community GoogleSMS U-Connect nameinitiative CU@School KnowledgeWorkers BirthregistrationPrimarilyfocusedondatacollectionandregistration,UNICEFhasimplemented InUganda,absenteeismratesreach20% MTN,GoogleandStraightTalkpartneredthefreeofchargeserviceUreportwhich TexttoChange(TTC)combinesthe ­–30%andcosttheUgandan toimplementandinitiativearoundisanSMS-basedforumdesignedto increasinggrowthofmobiletelephony governmentUS$30millioneveryyear. deliveringcurrentandpracticalprovideUgandanyouthwithaplatform withtheneedforbetterhealthcare TotryandovercomethisMakerere informationandadvicearoundsexual GrameenFoundationhavejustwrappedtoraiseissuesthatconcernthem.The projects,innovativeeducation,economic UniversitysupportedbyTwaweza,have reproductivehealthtoyouthsinUganda. upthefirstphaseoftheirfinancialUreportinitiativeaimstoensurethatthe developmentandtransparency.TTCuses developedthemobileinitiative SRHinformationwascompiledona literacyproject,aninitiativedesignedtoconcernsraisedbytheyouthareheard SMStosendoutandreceiveinformation CU@Schooltotracktheattendancerates databaseandyouthswereabletosend teachthelastmileaboutfinancialbybothpolicymakersandthelarger onsuchissuesinnotonlyUgandabut ofpupilsandteachersalike.EachFriday anquestionviaSMStoafreeshortcode servicesandeducatethemonsaving.developmentcommunity.Thelongterm othercountrieswithinAfricaandSouth theheadteacherstypeinattendance askingfordetailsandadvice.The Grameenhavealsorolledouttheobjectiveistohighlighttheoutcomesof America. figuresofboysandgirlsandofmaleand initiativewasinitiallyverypopularand CommunityKnowledgeWorkerprojectthesedialoguesbyusingvarious TexttoChangehaschosentouseSMSas femaleteachers,usingasimplepre- extendedpastSRHtogeneralhealth thatseekstouselocalpersonswithinachannelsincludingthemedia. itdeliveryplatformduetocost- loadedformontheirmobilephone.The questionsbuttheservicedroppedoff communitytoreachthoseinremoteUreportersprovidebasicinformation effectiveness,scalability,convenience, formisthensentandthenumbersare afterotherfee-payinginitiatives(ie. villagesaboutagriculturalinformationaboutthemselveswhentheyregister broadreachandwidespreadpopularity automaticallyenteredinadigital MobileMoney)wereintroduced. viamobilesthathavebeenpreloadedwiththesystemthusthereishuge inthedevelopingworld.Moreover,all database,replacinganypaperformsand withsoftwarethatisupdatedregularlyopportunitytoenhanceknowledgeand basicphonesareabletoreceiveSMS.To separatemanualdataentry.Resultson withfarminginformationandunderstandingofyouthinUgandaby overcometheilliteracybarriersTTChas theinitiativeareduenextmonthbut disseminatedintothecommunity.capturingdetailswithinadatabase. alsoimplementedIVRservices. currentinsightssuggestthattherehas ContentUNICEFhavealsolaunchedinternet Participationisfree,easilyaccessibleand beenareducedrateofabsenteeisminkiosksthatarelocatedatlocalyouthand anonymous. the100schoolstheprojecthasbeen Partnershipobjectivesscoutgroupsthatprovideinformationto launchedin. Technicalsupportusersandcanbeaccessedforfree..Monday, 26 September 11
  13. 13. ExpertInterviewsMNOsITM4DNGOs/IAAcademiaUXMarketResearchMonday, 26 September 11
  14. 14. ExpertInterviewInsights Manyissuesarestructural.Theinfrastructurein Ugandaispoor.Iftherearenojobsthenaportal becomesredundant Thereisagapbetweentheoreticalschoolingand theskillsthatittakestoentertheworkforce 80%ofbusinessesfailwithinthefirstyear.Reasons beingfinancialliteracyandlackofcustomercare.Monday, 26 September 11
  15. 15. ExpertInterviewInsights Feedbackisessential.Youneedatwo-way learningprocess MobileMoneyisthekillerapp.Trytolinkall newservicestotheMoneyportfolio Servicedesignneedstobeuser-centric Greymarkethandsetsaregrowingrapidly Thefuturelieswiththeuptakeofdata services,butnotallMNOsarereadyto supportthemMonday, 26 September 11
  16. 16. ExpertInterviewInsights Weneedtorethinksustainability MNOsperceiveCSRinasustainableway Grouplearningisoftenthepreferredoption Beclearaboutthecontentthatisprovidedandensure theusersexpectationsaremet Thereisaclearlackofpreparatorylifeskillsforthose enteringtheworkforceMonday, 26 September 11
  17. 17. Kiwa Kiwa is 24. He is a teacher at All Saints private primary school in Bulenga, Uganda. He lives on-site at the school and currently teaches P4 level although is trained to teach all primary levels. He has also worked as a carpenter, is a photographer and in his spare time out of teaching hours, he drives a boda boda for extra money. He has no children but would one day like some with his girlfriend Prose, who is currently studying accounting. He speaks to her most days on his mobile and sees her on weekends. He is from a big family of 18 and keeps close contact with many of his siblings. He would one day like to open up his own business supplying building materials to construction companies.Monday, 26 September 11
  18. 18. Socialgraphandbalancesheet Kiwa Accommodationisprovidedbytheschool Kaggua Moses Jim 170KUGXteachersalary Brotherinlaw- 35KUGXbodabodawe Friends Sam 20KUGXphotographer Customers bodaand Sister-Mele 225KUGX 77 US$ photography Girlfriend Brothers- 100KUGXFoodandleisure NcombeBaka 40KUGXPetrol Business Family 15KUGXUtilities Simon 45KUGXMobile Otherbrothers 200KUGX 69 US$ andsisters Father Josephine Harriet GraceMonday, 26 September 11
  19. 19. FocusGroup setuplearning8FocusGroups:Urban/Rural,Low-Med/Med-HighEducation,Beginner/TekkyRecruitmentandscreeningKISSPrinciple-don’tmakeeasyassumptionsGroupthinkingMonday, 26 September 11
  20. 20. FocusGroupInsightsCollaborativelearningisseenasthebestwayPeoplehaveathirsttolearnandtheywillmaketheefforttolearnifyougivethemthetools Thereisavastgapbetweengraduatesandthose inemployment.Keylifeskillsarenotlearntin formalplacesofeducation. Beinnovative-providerewardsordefineloyalty schemestoincentiviseusage Loyaltyistofriendsandfamily,nottoMNOs Monday, 26 September 11
  21. 21. FocusGroupInsights Religionisanimportantpartinlivesof youth Mostpeoplearenotlookingforthe dreamcareer,butforajob Forthoseseekingajob,wordofmouth isoftentheonlyway Conmenarerifeandtrustisanissue, especiallyinruralareas Manystillbelievemythsaround mobilesbeingahealthriskMonday, 26 September 11
  22. 22. 3%1% n.SIM 1 2 MobileSurvey 3 n=1,000MobileDataUsers 12% 4 5+ 42% Nokiarepresents50%ofthemarket Majorityofmobiledatausersaremale(87.5%) 42% Thereisastrongcorrelationbetweenlevelof educationandmobiledatausage-85%has 4% secondaryeducationandhigher Whatkindofeducationalservices wouldbeofgreatestinteresttoyou? 2/3ofthedatausersarestudents,10%is 8% 18% Languagetraining unemployed Financialliteracy Skillsdevelopment 16% Readingmaterial Healtheducation 15%oftherespondentsuseMobileMoney 14% Tutoring/Mentoring services Other 15% 84%woulddefinitely/surelybeinterestedin learningthroughmobilephones 25% 2% 5mostimportantactivitieson 5topcontentyouwouldbe Whatkindofemploymentservices wouldbeofgreatestinteresttoyou? mobile: interestedin: 1.Voice(75%) 1.Music(71%) Jobsearchinformation 2.SocialNetworking(47%) 19% 23% 2.Browsing(50%) Perspectiveemployer Internshipopportunities 3.SMS(49%) 3.Education(46%) Careersadvice 4.Music(40%) 4.Games(44%) Interviewtecnique 5.SocialNetworking(25%) 5.Entertainment(42%) Other Preferredwayforlearningvia 14% mobile: 23% 1.MobileInternet(77%) 2.SMS(52%) 3.Voice(38%) 18% 4.SocialNetworking(35%) 5.Apps(25%)Monday, 26 September 11
  23. 23. Therightcontent,channelandtypeoflearningfor everyperson Games Other VAS Health literacy Content Language courses Data Channel Life skills SMS Career Advice Financial Literacy Voice Self-learning Methodology Group-learning The last mile Rural UrbanMonday, 26 September 11
  24. 24. NextStepsGhana MoroccoIndia AnalysedataOctober November DecemberAnalysedataJanuary FebruaryMonday, 26 September 11

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