Picnic Festival 2011

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Presentation by Hajo van Beijma from Text to Change @ Picnic on day 3, September 16th as part of COMM: COMM is a meeting on the innovative, creative and technical applications and economic growth in the field of ICT and mobile phones, focusing on Africa. The session is about matchmaking, networking, inspiration and learning.

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  • Hugh potential market, ICT and mobile large potential investment opportunities, seeing people in Africa as potential client
  • 70 percent of mobile penetration in developing world Even those ones at the BOP have mobile phones Simple phones: SMS works on any phone, from basic to smartphone Smartphones have many possibilities, but we believe that SMS still has quite some unused possibilities
  • Growth rate in Africa is 60% a year
  • Afghan police salary (‘trusted agents’), mMoney, taxi Kenya transfer text message-based. Elections, information, polls, reporting. Internet connections bad, expensive computers not for everyone (radio best communication tool). Innovations because of need, demand.
  • To use enormous growth of mobile telephony to address health issues Not top-down. First large-scale in Uganda. Zero-rated services. Strong advocate of SMS, basic devices
  • More than 20 projects, due to developmental ICT Consortium we’re participating in. As business-like as possible, taking our goal into account, no direct developmental funding
  • Increase access to health and information, medicine adherence, improve health, educational, agricultural services, data collection. Only demand-driven programmes.
  • Health looking person can have HIV?
  • Impact: match phone numbers, also at AIC
  • Also health worker programmes, three-way. Medical adherence: pillboxes. TTC Platform.
  • Simple, based SMS, everyone understands (although illiteracy), not about the technique, content. Work with all providers. Partnerships, sharing knowledge, why it works. Challenge, always sustainability, try to continue when funding stops.
  • Picnic Festival 2011

    1. 1. Text to Change and the African Mobile Market PICNIC, COMM: 16 September 2011 Hajo van Beijma hvanbeijma@texttochange.com +31 (0)20 8202058
    2. 2. Source: The Economist The size of Africa
    3. 3. <ul><li>5.3 billion Mobile Phone subscriptions Globally (ITU,2010) </li></ul><ul><li>Over 1 Billion people in Africa </li></ul><ul><li>45% of Africans have access to mobile phones </li></ul>
    4. 4. Mobile subscriptions: developing vs developed
    5. 5. What is going on? mBanking mActivism mGovernment mAgriculture mEducation mHealth Africa Asia South America SMS Voice
    6. 6. <ul><li>NGO founded in 2007 in Amsterdam </li></ul><ul><li>Social Mobile Service & Content provider </li></ul><ul><li>TTC develops Interactive and Incentive based mobile programs </li></ul><ul><li>Pioneer in mHealth in Africa </li></ul><ul><li>Mobile Tools for Health, Education & Social Impact: SMS, Voice, Data </li></ul>
    7. 7. Text to Change has active programs in 6 countries (red) and upcoming programs in 8 more (yellow) Text to Change has active programs in 6 countries (red) and upcoming programs in 8 more (yellow)
    8. 8. Titel Tekst gaat hier, sleep het vakje zoals je het wilt hebben. Market activations Educational promotion Healthy families, communities, children TTC’s goals and amibitions Nutrition counseling Informed citizens who freely choose their path of development Better agricultural services Data collection Transparency & Accountability
    9. 9. <ul><li>How many children die from diarrhoea every year? </li></ul><ul><li>780,000 </li></ul><ul><li>1,200,000 </li></ul><ul><li>1,700,000 </li></ul><ul><li>To reply send QUIZ <space> </li></ul><ul><li><answer nr> to 8181 </li></ul>Well done! 1,700,000 children die of Diarrhoea every year. This can easily be prevented by good hygiene. Just by washing hands with lifebouy soap and water, we can reduce diarrhoeal deaths in children by an amazing 43%. Users participate in free Health quizzes
    10. 10. Incentives with monetary value <ul><li>Examples: </li></ul><ul><li>Airtime </li></ul><ul><li>Merchandise </li></ul><ul><li>Health products </li></ul><ul><li>Social incentives </li></ul>Mosquito net Barcelona shirt Airtime
    11. 11. <ul><li>Don’t guess the answers, learn the truth </li></ul><ul><li>Target: 15.000 Airtel subscribers </li></ul><ul><li>HIV/AIDS Quiz </li></ul><ul><li>Interactive, confirmation/correct answer </li></ul><ul><li>Incentives: airtime and mobile phones </li></ul><ul><li>Increase knowledge and uptake in testing </li></ul><ul><li>Results: 20 % response rate </li></ul><ul><li>Uptake in HCT of +40% at AIC </li></ul><ul><li>Built our own platform + toll free short code </li></ul>
    12. 12. EPMTCT/ Mother Reminder program in rural Uganda <ul><li>Increase number of ANC visits to a minimum of 4 . </li></ul><ul><li>Increase PMTCT uptake & adherence for HIV positive pregnant women </li></ul><ul><li>Increase number of women delivering at the health clinic </li></ul><ul><li>Provide postnatal support ; examples: info about nutrition and hygiene. </li></ul>
    13. 13. Behavior Change Communication Mobilization Tomorrow is HAND WASHING DAY! Come join us to promote HAND WASHING at City Square. Competitions, quizzes, dance, come join the fun. Information Wash your hands thoroughly & frequently with soap, especially after being in crowded public places and around food . Behaviour Change Communication Mobilization Tomorrow is HAND WASHING DAY! Come join us to promote HAND WASHING at City Square. Competitions, quizzes, dance, come join the fun. Information Wash your hands thoroughly & frequently with soap, especially after being in crowded public places and around food .
    14. 14. Data Collection
    15. 15. Combining strengths: Good Partnerships Private Sector Tech. Mobile partner Content Partners
    16. 16. Mobile Commerce <ul><li>95% of all text messages are read within 4 minutes of receiving them </li></ul><ul><li>80% of consumers keep their mobile phone with them all day </li></ul><ul><li>Mobile commerce is predicted to reach $119 billion by 2015 </li></ul><ul><li>69% of Africans comfortable with mobile advertising. This is the highest in world with the US and Europe at only 61% </li></ul>
    17. 17. Why Mobile? <ul><li>Campaigns targeted according to age, gender, district, and target audience. </li></ul><ul><li>Two-way dialogue between brand and consumer , building a personal relationship. </li></ul><ul><li>Integrates well with radio, print, billboard, online and TV campaigns. </li></ul><ul><li>It’s viral: Consumers can forward messages about products to each other. </li></ul><ul><li>E nables companies to create valuable databases for permission-based marketing. </li></ul><ul><li>I nstantaneous, delivering messages straight to consumer and enabling an immediate response. </li></ul><ul><li>I nteractive, engaging and affordable. </li></ul>
    18. 18. <ul><li>Text to Change: Why does it work? </li></ul><ul><li>Simple in Concept, Powerful in Delivery; </li></ul><ul><li>Partnerships with mobile operators, telecom industry, NGO‘s, private sector and governments; </li></ul><ul><li>Software that will work in Africa; </li></ul><ul><li>Demand driven programs; </li></ul><ul><li>Local content; </li></ul><ul><li>Focus on the end-user. </li></ul>

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