EMCS Workshop-Cambodia

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A set of slides to support our workshops held in Pailin and Kampong Cham in November 2007. The workshops worked with farmers, silo managers, provincial officers around the use of sms to support the development of a market information system for maize and soy bean (EMCS)

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EMCS Workshop-Cambodia

  1. 1. ELECTRONIC MARKETING COMMUNICATION SYSTEM (EMCS) Dr Robert Fitzgerald Australian Institute of Sustainable Communities University of Canberra/ACIAR Project Leader <ul><li>EMCS </li></ul><ul><li>MAIZE </li></ul><ul><li>SOYBEAN </li></ul><ul><li>CASSAVA </li></ul>Using SMS to improve communication and exchange for Maize, Soya Bean & Cassava in Western Cambodia
  2. 2. MAP OF CAMBODIA
  3. 3. WORKSHOP - PART A <ul><li>2:00 – 2:15 Welcome and Introductions (Buntha) </li></ul><ul><li>2:15 – 3:00 Background to the EMCS Project (Dr Robert Fitzgerald) </li></ul><ul><li>3:00 – 3:30 What is SMS? </li></ul><ul><li>Why SMS? </li></ul><ul><li>Practical Demonstration of EMCS </li></ul><ul><li>Information On Demand - Getting Prices </li></ul><ul><li>3:30 – 3:45 Afternoon Tea </li></ul><ul><li>3:45 – 5:00 Getting Started: An EMCS Hands-on Session </li></ul><ul><li>Reading SMS </li></ul><ul><li>Sending SMS </li></ul><ul><li>Help & Welcome </li></ul><ul><li>Price Information & Codes </li></ul>
  4. 4. INTRODUCTION <ul><li>Aim: Broad focus on improving the marketing system and thereby improving the well-being of rural households and other participants in the non-rice cropping industry </li></ul><ul><li>Partners: Domestic Trade Division of the Ministry of Commerce, Department of Agro-industry of Ministry of Agriculture, Forestry and Fisheries (MAFF) and Cambodia Development Resource Institute (CDRI) </li></ul>
  5. 5. WESTERN CAMBODIA <ul><li>We addressed the lack of market information through the development of an Electronic Marketing Communications System (EMCS) based on the use of SMS technology and mobile phones </li></ul><ul><li>In Cambodia there is 75% coverage of mobile phones and 85% coverage of SMS </li></ul><ul><li>Similar projects working in the Philippines and South Africa </li></ul>
  6. 6. WHAT IS SMS? <ul><li>SMS stands for Short Message Service. It allows the sending and receiving of messages between mobile phones </li></ul><ul><li>All GSM phones support SMS </li></ul><ul><li>Can send up to 160 characters in one message </li></ul>
  7. 7. SMS <ul><li>SMS messages can also carry binary data </li></ul><ul><ul><li>e.g ringtones, pictures, operator logos, wallpapers, animations, business cards such as VCards and calendar entries such as VCal </li></ul></ul><ul><li>Text messaging is growing rapidly. It is a $35 billion US industry </li></ul><ul><li>By 2012 we will be exchanging about 3.7 trillion text messages per annum </li></ul><ul><li>Source: Portia Research, 2007 </li></ul>
  8. 8. WHY IS SMS USEFUL? <ul><li>Can send and read messages at anytime & anywhere </li></ul><ul><li>Messages can be sent to a mobile phone that is turned OFF or out-of-range </li></ul><ul><li>Minimal disruption to your work. You don’t have to read immediately </li></ul><ul><li>All GSM mobile phones can use SMS </li></ul><ul><li>Messages can be exchanged across different wireless networks (Mobitel, Camshin etc) </li></ul>
  9. 9. EMCS INFORMATION <ul><li>Stage 1 </li></ul><ul><li>Price and market information by region </li></ul><ul><li>Link buyers and sellers by region </li></ul><ul><li>Weather information </li></ul><ul><li>Question and Answer services </li></ul><ul><li>Stage 2 </li></ul><ul><li>Surveys and polls - feedback loops </li></ul><ul><li>Crop/production information </li></ul><ul><li>News and Alerts – e.g. Health Alerts </li></ul><ul><li>Requests for Information (fax back or mail out) </li></ul><ul><li>Build local service directories </li></ul>
  10. 10. EMCS DIAGRAM EMCS MOC Phnom Penh SMS Server Phnom Penh Pailin Kampong Cham AMIS Weather Service
  11. 11. SMS TRAINING WORKSHOP WELCOME TO EMCS CAMBODIA Your SMS Information Service *Price *Buyer/Seller list *Information *Help
  12. 12. EMCS CODES <ul><li>It is common for users of SMS to use abbreviations and codes to reduce typing and increase information density </li></ul><ul><li>Remember: One message can only contain 160 characters </li></ul><ul><li>Codes can be changed and developed </li></ul><ul><li>For example </li></ul><ul><ul><li>Battambang = BTB </li></ul></ul><ul><ul><li>Maize = M </li></ul></ul><ul><ul><li>Maize Price = MP </li></ul></ul>
  13. 13. EMCS CODES <ul><li>Region </li></ul><ul><li>BTB = Battambang </li></ul><ul><li>BMC =Bantey Meanchay </li></ul><ul><li>PLN = Pailin </li></ul><ul><li>KPC = Kampong Cham </li></ul><ul><li>KPT = Kampong Thom </li></ul><ul><li>PRV = Preah Vihear </li></ul><ul><li>PHP = Phnom Penh </li></ul><ul><li>THA = Thailand </li></ul>Location T = Town S = Silo B = Border
  14. 14. EMCS CODES <ul><li>Cash Crop </li></ul><ul><ul><li>M = Maize </li></ul></ul><ul><ul><li>S = Soybean </li></ul></ul><ul><ul><li>C = Cassava </li></ul></ul><ul><li>Quality - ( A, B or C) </li></ul><ul><li>Price - USD per metric tonne </li></ul>
  15. 15. SAMPLE EMCS MESSAGE 1 Text MAIZE (or MP) to EMCS ---MAIZE PRICE--- -----04.11.07---- BTB350TA BTB350SA BTB350BA BMC350TA BMC350BA BMC350SA PLN350TA PLN350SA PLN350BA ------EMCS ----- 1. Region 2. Price 3. Location 4. Quality
  16. 16. QUIZ #1 <ul><li>Explain the following Maize Price codes to your colleague: </li></ul><ul><ul><ul><ul><li>BTB350BA </li></ul></ul></ul></ul><ul><ul><ul><ul><li>BMC330SB </li></ul></ul></ul></ul><ul><ul><ul><ul><li>KPC340TA </li></ul></ul></ul></ul><ul><ul><ul><ul><li>PLN300SC </li></ul></ul></ul></ul>
  17. 17. SAMPLE EMCS MESSAGE 2 Text MAIZEBUY (MB) to EMCS --MAIZE BUYER-- ---03.11.07--- BTB012444555 BTB012444666 BMC012333555 BMC012423455 PLN012447855 PLN012444555 KPC012444123 KPT012444555 ---EMCS --- 1. Region 2. Phone
  18. 18. Quiz #2 <ul><li>Explain the following Maize Buyer messages to your colleague </li></ul><ul><ul><li>-MAIZE BUYER- </li></ul></ul><ul><ul><li>-----03.11.07---- </li></ul></ul><ul><ul><li>BTB012444555 </li></ul></ul><ul><ul><li>PLN012447855 </li></ul></ul><ul><ul><li>PLN012445655 </li></ul></ul><ul><ul><li>KPC012444123 </li></ul></ul><ul><ul><li>KPT012444555 </li></ul></ul><ul><ul><li>------EMCS ----- </li></ul></ul>
  19. 19. SMS BASICS <ul><li>Reading messages </li></ul><ul><li>Sending Messages </li></ul><ul><li>EMCS Practical </li></ul>
  20. 20. READING A MESSAGE <ul><li>When you have received text messages in standby mode, the number of new messages are shown on the display </li></ul><ul><li>Press Read to view the messages </li></ul><ul><li>Go to the Inbox menu when you want to read the messages </li></ul><ul><li>Use the scroll keys to browse through the message. </li></ul><ul><li>While reading the message, you can press Options for the following: Delete, Edit, Reply, Forward, Chat, Details, Use number and As reminder </li></ul>
  21. 21. ENTERING TEXT (2 WAYS) <ul><li>Numeric Keypad </li></ul><ul><li>Predictive Text - some phones have a built in dictionary and this is used for predictive text input, a tool that tries to 'guess' the word you want to type. </li></ul>
  22. 22. SENDING A MESSAGE <ul><li>Go to the Inbox menu or New Message </li></ul><ul><li>Enter Phone Number in TO: </li></ul><ul><li>Type your message </li></ul><ul><li>Press SEND </li></ul>
  23. 23. EMCS DIAGRAM EMCS MOC Phnom Penh SMS Server Phnom Penh Battambang Kampong Cham AMIS Weather Service
  24. 24. EMCS: PRACTICAL <ul><li>Read Welcome message from EMCS </li></ul><ul><li>Save the EMCS number to your phone </li></ul><ul><ul><ul><li>Name: EMCS </li></ul></ul></ul><ul><ul><ul><li>Number: 012 188 5800 </li></ul></ul></ul><ul><li>Create New Message: </li></ul><ul><ul><ul><li>TO: 012 188 5800 (or EMCS) </li></ul></ul></ul><ul><ul><ul><li>Type “HELP” and Send the message </li></ul></ul></ul>
  25. 25. WORKSHOP - PART B <ul><li>8:00 – 9:00 Introduction (Buntha) </li></ul><ul><li>Questions & Discussion of Issues (Sothea) </li></ul><ul><li>Price Information (Buntha) </li></ul><ul><li>9:00 – 10:00 EMCS Practical </li></ul><ul><li>Connecting Buyers & Sellers </li></ul><ul><li>Weather </li></ul><ul><li>Question & Answer </li></ul><ul><li>10:00 – 10:30 Discussion (Sothea) </li></ul><ul><li>10:30 – 11:00 Morning Tea </li></ul><ul><li>11:00 – 11:45 Discussion and Suggestions for Improvement </li></ul><ul><li>Better codes? </li></ul><ul><li>Better Services? </li></ul><ul><li>11:45 – 12:00 Where to next? & What do you need? </li></ul><ul><li>Conclusion </li></ul>
  26. 26. EMCS: PRACTICAL <ul><li>Text HELP </li></ul><ul><li>Text KEYWORD </li></ul><ul><li>Buyer/Seller </li></ul><ul><li>Weather </li></ul><ul><li>General practice & sharing of tips </li></ul><ul><li>Creating your own templates </li></ul>
  27. 27. EMCS DIAGRAM EMCS MOC Phnom Penh SMS Server Phnom Penh Pailin Kampong Cham AMIS Weather Service
  28. 28. WHERE NEXT? <ul><li>Stage 1 </li></ul><ul><li>Price and market information by region </li></ul><ul><li>Link buyers and sellers by region </li></ul><ul><li>Weather information </li></ul><ul><li>Question and Answer services </li></ul><ul><li>Stage 2 </li></ul><ul><li>Surveys and polls - feedback loops </li></ul><ul><li>Crop/production information </li></ul><ul><li>News and Alerts – e.g. Health Alerts </li></ul><ul><li>Requests for Information (fax back or mail out) </li></ul><ul><li>Build local service directories </li></ul>
  29. 29. DISCUSSION (SOTHEA) <ul><li>Better codes? </li></ul><ul><li>Better services? </li></ul><ul><li>What do you need? </li></ul>
  30. 30. EVALUATION <ul><li>Five questions (Robert) </li></ul><ul><li>Discussion (Sothea) </li></ul><ul><li>SMS Poll </li></ul>
  31. 31. MORE INFORMATION <ul><li>Contact: </li></ul><ul><li>Dr Robert Fitzgerald, Project Director </li></ul><ul><li>Australian Institute for Sustainable Communities </li></ul><ul><li>University of Canberra, AUSTRALIA </li></ul><ul><li>[email_address] </li></ul><ul><li>+61 4 18406531 (mobile) </li></ul><ul><li>+61 2 62012658 (office) </li></ul><ul><li>+61 2 62015360 (facsimile) </li></ul>

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