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GSMA mWomen design challenge 2012
 

GSMA mWomen design challenge 2012

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Gsma mWomen design challenge 2012 slides from mWomen

Gsma mWomen design challenge 2012 slides from mWomen

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    GSMA mWomen design challenge 2012 GSMA mWomen design challenge 2012 Presentation Transcript

    • GSMA mWomen Design Challenge
    • GSMA mWomen Design Challenge Overview A gender gap has emerged in the mobile technology revolution Women experience lower levels of Women are underserved by access to technology mobile services A woman is 21% less likely to own a mobile phone • 22% of those who did not want to own a mobile than a man in low- to middle-income countries. phone said the main reason was they “wouldn’t know how to use it” 300 • 2% of BOP women have ever used the mobile million Internet women Gender gap 300 million fewer women subscribers than men • 30% of women who do not own a mobile phone subscribers in low- and middle-income countries report not seeing the need 1.4 billion • Suggests services are not tailored to meet 1.1 billion subscribers subscribers their needs • 40% of women reported that a disadvantage of owning a mobile was that it allowed their family to Women Men “keep track” of them. (2.9 billion total) (2.9 billion total) Sources: GSMA and the Cherie Blair Foundation for Women, Women & Mobile: A Global Opportunity, 2010.. GSMA, Striving and Surviving: Exploring the Lives of BOP Women, 2012. Note: gender gap data is valid for 2009.RestrictedGSMA mWomen_M&E workshop_30 April 2012discussion_23 April 2012 - Confidential Information © GSMA 2011 mWomen_proposed M&E outcomes for 1
    • GSMA mWomen Design Challenge Overview Does it matter? Benefits of mobile to individual women1 Benefits of mobile on a global scale • 93% of women report feeling safer owning a • A lever for large-scale economic development mobile phone • A 10% increase in mobile phone penetration was linked to a 1.2% increase • 85% of women report feeling more independent in GDP in low- and middle-income with a phone countries 2 • 41% of women report greater access to greater • Women play a key role, as they often are income opportunities responsible for the health, education, economic stability and well-being of their families and communities • Mobile offers women access to health services and information, education, banking services, and tools for managing small businesses 1. GSMA and the Cherie Blair Foundation for Women, Women & Mobile: A Global Opportunity, 2010.. GSMA, Striving and Surviving: Exploring the Lives of BOP Women, 2012. 2. Deloitte, Global Mobile Tax Review 2006-07, accessed online December 2009.RestrictedGSMA mWomen_proposed M&E outcomes for discussion_23 April 2012 - Confidential Information © GSMA 2011 2
    • GSMA mWomen Design Challenge Overview Several factors hinder women’s use of phones (I) • Mobile interfaces have not been designed for illiterate or novice populations • Girls often lack access to education, complicating their ability to navigate the phones Technical literacy barriers • 22% of resource-poor women who did not want a mobile phone said it was because they wouldnt know how to use it’ • In some parts of the world, women’s use of phones can be perceived as challenging to traditional cultures • For example, husbands and fathers might consider mobile phones to be inappropriate Culture or unnecessary for their wives or daughters • 64% of resource-poor women report that their mobile phone makes their husband suspicious • 74% of married women who did not want a mobile phone said it was because their husband wouldn’t allow it Sources: GSMA and the Cherie Blair Foundation for Women, Women & Mobile: A Global Opportunity, 2010.. GSMA, Striving and Surviving: Exploring the Lives of BOP WomenRestrictedGSMA mWomen_M&E workshop_30 April 2012discussion_23 April 2012 - Confidential Information © GSMA 2011 mWomen_proposed M&E outcomes for 3
    • GSMA mWomen Design Challenge Overview Several factors hinder women’s use of phones (II) • The total cost of ownership inhibits resource-poor women from investing in mobile tools • Handset • Airtime • Services Cost • Mobile data is particularly costly, as it’s charged on a per megabyte rate • Power is a particular constraint, requiring resource-poor women to pay vendors to charge phones or to travel many miles to the nearest power source • 38% of base-of-pyramid women in GSMA research live off the electrical grid Perceptions • Many resource-poor women lack awareness of features beyond voice and SMS of value • For example, just 2% of resource-poor women report having used mobile internet • Resource-poor women’s priorities are family health, education and economic opportunities • They will value mobile services that meet these needs Sources: GSMA and the Cherie Blair Foundation for Women, Women & Mobile: A Global Opportunity, 2010.. GSMA, Striving and Surviving: Exploring the Lives of BOP Women, 2012.RestrictedGSMA mWomen_M&E workshop_30 April 2012discussion_23 April 2012 - Confidential Information © GSMA 2011 mWomen_proposed M&E outcomes for 4
    • GSMA mWomen Design Challenge Overview Smartphones are the future of the mobile revolution Growing 2nd Smartphone hand price points smartphone lower market • Shift from feature phones, which tend to offer little beyond voice and SMS tools Smartphones Proliferation of smartphones in Increased more accessible demand • Greater range of features and services emerging markets • Emergence of mobile as channel for internet in the developing world Increased Increased supply productionRestrictedGSMA mWomen_proposed M&E outcomes for discussion_23 April 2012 - Confidential Information © GSMA 2011 5
    • GSMA mWomen Design Challenge Overview So, what can we do now to stop women falling further behind as smartphones proliferate in the future?RestrictedGSMA mWomen_proposed M&E outcomes for discussion_23 April 2012 - Confidential Information © GSMA 2011 6
    • GSMA mWomen Design Challenge Overview Introducing the GSMA mWomen Design Challenge: Redefining the User Experience • Aims to meet the needs of resource-poor women by inspiring improved design of the smartphone user experience • Invites designers, programmers and innovators of all kinds to submit new designs for the standard Android smartphone launcher so it better meets the needs of resource-poor women • The more easily a woman can navigate her phone, the more she’ll use it, and the more she’ll realize value from the pre-installed apps, widgets, and other functionality that can enhance her and her family’s livesRestrictedGSMA mWomen_proposed M&E outcomes for discussion_23 April 2012 - Confidential Information © GSMA 2011 7
    • GSMA mWomen Design Challenge Overview The Design Challenge is one element of the GSMA mWomen Programme Promote improved mobile access and usage by resource-poor women in the developing world by • Encouraging an industry shift towards investing in women • Catalysing availability of life-enhancing value-added services to meet women’s needs • Promoting solutions that address women’s technical and cultural barriers to adoptionRestrictedGSMA mWomen_proposed M&E outcomes for discussion_23 April 2012 - Confidential Information © GSMA 2011 8
    • GSMA mWomen Design Challenge Overview How to design a better smartphone user experience for low-resource women What to design What to submit • Novel designs for organizing and navigating • Six screen graphics of the launcher and widget content and services for technically illiterate, demonstrating low-resource populations • Layout • Navigation • Should be based on key needs and constraints • Functionality facing resource-poor women, e.g. • Other design choices • Share a phone with family • Manage power consumption • Contact family members in an emergency • Text statement explaining the design choices reflected in the graphics • A simple, intuitive Android 4.0 launcher interface for users with low levels of technical literacy • Short video demonstrating how the design would be used • A graphical widget enabling the user to perform a common task, as suggested on the websiteRestrictedGSMA mWomen_proposed M&E outcomes for discussion_23 April 2012 - Confidential Information © GSMA 2011 9
    • GSMA mWomen Design Challenge Overview Judging criteria Intuitive: How easy is the system for someone who has never used a smartphone? Appropriate: To what extent does the solution address the barriers limiting women’s use of mobile technologies? Creative: How original is the idea relative to existing solutions in the marketplace? Viable: How realistic is commercialization of the proposed solution? Usable: How likely would a resource-poor woman be able to use the phone?RestrictedGSMA mWomen_proposed M&E outcomes for discussion_23 April 2012 - Confidential Information © GSMA 2011 10
    • GSMA mWomen Design Challenge Overview Winning designs will earn cash prizes and opportunities to commercialize their innovations Winners will be announced and featured at the GSMA Mobile World Congress in Barcelona on 25-28 February 2013 Grand prize winner: US$20,000 prize and a meeting with potential investors to discuss options for commercializing the concept 2nd place winner: US$10,000 prize Emerging talent winner: • Reserved to an entry from an individual entrepreneur or academic institutions in a low- or middle-income country • US$10,000 prizeRestrictedGSMA mWomen_proposed M&E outcomes for discussion_23 April 2012 - Confidential Information © GSMA 2011 11
    • GSMA mWomen Design Challenge Overview How to participate • Register on the challenge website • Use the online form to submit all materials • Deadline is 11:59pm GMT on Friday, 14 December, 2012 • Finalists announced and exhibited on http://designchallenge.mwomen.org/ in late January • More information on the website below http://designchallenge.mwomen.org/RestrictedGSMA mWomen_proposed M&E outcomes for discussion_23 April 2012 - Confidential Information © GSMA 2011 12