GSMA mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders

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These are the slides that accompany the mAgri Webinar on 'Designing & Marketing Mobile Information & Advisory Services for Women Smallholders' that occurred on June 27, 2012.

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GSMA mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders

  1. 1. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders #magri 27.06.12Restricted - Confidential Information © GSMA 2011
  2. 2. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersObjective & Agenda Why target women? – Commercial – Social Highlights from mWomen Research Service Design for Women Marketing to Women Q&A Amol Jadhav, mAgri Project Manager, GSMA Development Fund Restricted - Confidential Information © GSMA 2011 #magri
  3. 3. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersExpert Panel Haven Ley, Senior Program Officer Bill and Melinda Gates Foundation Per Helmersen, Research Manager GSMA mWomen Sophia Huyer, Executive Director, WISAT - Women in Global Science & Technology Jemimah Njuki, Global Team Lead, Women in Agriculture (Pathways), CARE #magri Restricted - Confidential Information © GSMA 2011
  4. 4. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersWhy Target Women?Commercial Reasons &Examples Amol Jadhav, mAgri Project Manager, GSMA Development Fund #magri Restricted - Confidential Information © GSMA 2011
  5. 5. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersCommercial Reasons: Mobile Phone Gender Gap (300M ~$13B) #magri Restricted - Confidential Information © GSMA 2011
  6. 6. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersCommercial Reasons: Largest segment of labour forceStandard market segmentation and targeting exercises lead towomen smallholder Nigeria Kenya #magri Restricted - Confidential Information © GSMA 2011
  7. 7. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersCommercial Examples #magri Restricted - Confidential Information © GSMA 2011
  8. 8. mAgri Webinar: Designing & Marketing Mobile Information & AdvisoryCommunity Power for Mobile Services for Women Smallholders Why Target Women? Social Reasons & Examples Haven Ley Senior Program Officer Bill and Melinda Gates Foundation #magri Restricted - Confidential Information © GSMA 2011
  9. 9. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersFoundation Background Our investments in agricultural development We ask that our grantees center women farmer’s needs and proactively design approaches to reach and benefit them #magri
  10. 10. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersPrioritized social outcomes Poverty reduction – Finding models, approaches to increase women’s access to and control over agricultural resources can increase women’s contribution to overall household agricultural productivity. (FAO) – Caution that the link between women’s increased yields and poverty reduction is not direct and unmitigated. Nutritional improvement – In Rwanda and Malawi children from women-headed households were healthier than children from male-headed households, even when male-headed households had higher income. (IFPRI) Household health and welfare; cyclical impacts – Empirical literature examining intra-household resource allocation finds that mothers’ incomes have a larger impact on the well-being and education of children than fathers’ incomes. (Brookings) – Caution that we cannot over interpret WHY this is true only to suggest that mothers tend prioritize children’s education as an investment. #magri
  11. 11. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders Examples from our portfolioFarm Radio InternationalGrants to the CGIAR - Participatory Varietal Selection (PVS) #magri
  12. 12. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersA note . . .“Targeting women” or being responsive to women and men’s needs/preferences?Importance of including men in interventions working with women’s agricultural development, especially where information is the asset being shared. World Bank 2012, Time allocation of tasks between women and men #magri
  13. 13. mAgri Webinar: Designing & Marketing Mobile Information & AdvisoryCommunity Power for Mobile Services for Women Smallholders Highlights from the Striving & Surviving Report Per Helmersen Research Manager GSMA mWomen #magri Restricted - Confidential Information © GSMA 2011
  14. 14. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersThe Research:A Voice-of-the-Consumer GlimpseInto the Lives of Womenat the Base of the PyramidQualitative & quantitative study of BoP women (handset owners & non-owners) 50% urban & 50% rural Age 16 – 64 4 markets – PNG, India, Egypt, Uganda 2500 surveys FGDs with women (and men) Subsequently understanding IDIs with local informants (opinion the intersection between wants and needs on the one hand leaders) and mobile service offerings Ethnographies with a handful of women on the other. in each location #magri Restricted - Confidential Information © GSMA 2011
  15. 15. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders Their Needs and Priorities74% chose “a good education for Improved health being a life priority for overmy children” as one of their top five two-thirds of the womenlife priorities“Being a good wife” was the I wish I could save my own money”highest ranked of 40 attitudinal was a top desire ranking #1 out of 40statements attitudinal statements in Uganda and Papua New Guinea #magri Restricted - Confidential Information © GSMA 2011
  16. 16. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders Women’s aspiration for their childrenRankings of aspirations for children based on the percentage who picked the specific aspirations acrosscountries/regions surveyed #magri Restricted - Confidential Information © GSMA 2011
  17. 17. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersReported Barriers and Pain Points in their livesCultural barriers limiting access to basic and secondary education.Limited access to trusted information sources.Personal security issues on public transportation, in public spaces and in the home.Limited mobility (financial and cultural restrictions)Limited access to formal financial instruments to start or expand entrepreneurial activities incl. farming & petty trade. #magri Restricted - Confidential Information © GSMA 2011
  18. 18. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersWomen are sophisticated ‘financial managers’ in theirfamilies, but lack access to formal financial instrumentsChit funds (RoSCAs)Money GuardsLocal moneylendersLoans from friends, neighbors, familySavings in gold (coins, jewelry)Pawn shops‘Hidden stash’ TN, India #magri Restricted - Confidential Information © GSMA 2011
  19. 19. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersLocal moneylenders are often the only source of short term credit for female entrepreneurs and farmers.Repayment terms are often ‘negotiable’ Malawi #magri Restricted - Confidential Information © GSMA 2011
  20. 20. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders Village utility bill agents catering to womenPakistan #magri Restricted - Confidential Information © GSMA 2011
  21. 21. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders Self-reported access barriers Distance (lack of branch offices & ATMs, esp. in rural locations) Cost of accessing your funds (e.g. withdrawal charges) Lack of documentation (ID) Lack of trust in banks Cultural restrictions (mobility, access to handsets, decision making)The Global Findex Database: https://openknowledge.worldbank.org/handle/10986/6042 #magri Restricted - Confidential Information © GSMA 2011
  22. 22. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders How to reach them The mobile The role of TV The role of Internet gap women’s groups 2% of BOP women have  53% watched TV  28% visit women’s ever used the mobile  36% watched TV daily groups regularly, e.g. SHG, Internet Television is a crucial religious groups, etc. 23% are interested in source of information and  39% said “female friends” using the mobile Internet shared values. were a trusted information sourceA demand for relevant, TV can play a major role Engaging with theseaffordable and in communicating the groups will help mobileaccessible online benefits of mobile and operators and non-services, but recognize general information of governmentalthe barriers to Internet all sorts (e.g. health, organisations reachuptake. agri, finance, etc.). BOP women at scale #magri Restricted - Confidential Information © GSMA 2011
  23. 23. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders But be aware of… The power gap The SMS “utility The technical gap” literacy barrier 38% of BOP women 77% have made a mobile 22% of those who did live “off grid” without phone call not want to own a easy access to an 37% have sent an SMS mobile phone said the electricity source regardless of literacy levels main reason was they BOP women did not find “wouldn’t know how to the SMS service useful use it” Alternative mobile charging solutions will The technical literacy be key for many BOP Products targeted at barrier should be women to fully realise BOP women should addressed through the potential benefits be of demonstrable educational activities of mobile phone practical value and user-centric ownership designs* Based on Top 10 findings from Striving & Surviving report Restricted - Confidential Information © GSMA 2011
  24. 24. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders GSMA Online ResourcesPortraits: A Glimpse into the Lives of Base of the Pyramid WomenStriving and Surviving. Exploring the Lives of Women at the Base of the PyramidResearch Toolkit Available at www.mwomen.org/tools Restricted - Confidential Information © GSMA 2011
  25. 25. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders Designing Services for Women Smallholders Sophia Huyer, Executive Director WISATwww.wigsat.orgshuyer@wigsat.org #magri
  26. 26. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders Outline1. Entry points for ICT and gender in agricultural projects2. How to: Developing successful gender, ICT and agriculture initiatives #magri
  27. 27. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersGender and ICT entry points in agricultural projects Gender • Access to productive resources differences and • Women’s mobility and time inequalities in Constraints • Women’s lack of access to Income agriculture • Information, market prices, andImprove women’s services • Coordination with actors in the value access to chain agriculture • Transparency in governance, business registration, and land administration services and • Sex-disaggregated agricultural data agribusiness • Control over income and access to financing #magri
  28. 28. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders How to – Service design for women1. Gender analysis to identify opportunities for how ICTs can enhance current practices. Take into account:  Men’s / women’s different roles in the value chain  Differential access to resources  Services required to support these roles and access  Type of access to ICT/mobile use: – access vs ownership – pay-as-you-go – text vs voice #magri
  29. 29. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders ExamplesE.g. Zambia National Farmer Organization SMS-Based Information Services -Value to woman farmer, Grace:  Identify best pricing for products  Coordinate delivery and pickups with other producers and clients saves time and money.  It’s a big saving but it also reduces a lot of the risk involved with travelling to the city every time. Market Extension and Mobile Phones With Bangladeshi Women Chicken Farmers -> new leverage with traders Source: World Bank #magri
  30. 30. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders How to – Service design for women2. Develop appropriate content to meet the needs of women and men farmers.  Non-text-based approaches for lower literacy, less experience with non-local languages (e.g. English). – KenCall Kenya Farmer Helpline – Agri Helpline, India – Self-Employed Women’s Association, India #magri
  31. 31. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders How to – Service design for women3. Consider the connection of the mobile within a range of ICTs. WOUGNET Enhancing Access to Agricultural Information Community listening clubs in Niger4. Use ICTs to complement existing information channels. Women tend to use informal social and family networks, need access to formal information WOUGNET – Mobile and cassette Agri Helpline India #magri
  32. 32. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders How to – Service design for women4. Identify employment opportunities for women with agricultural-related ICT service providers M-Kilimo Content developers5. Collect sex-disaggregated data Use of and information solicited Owner vs user Data and transaction records can provide a basis for credit applications #magri
  33. 33. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders Thank you! www.wigsat.org shuyer@wigsat.org#magri
  34. 34. mAgri Webinar: Designing & Marketing Mobile Information & AdvisoryCommunity Power for Mobile Services for Women Smallholders Marketing Agriculture Services to Women Smallholders Jemimah Njuki, Global Team Leader Women in Agriculture Program (Pathways), CARE #magri
  35. 35. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersOutlineCommon sources ofinformation for women Marketing Services to Women – What to consider – Examples #magri
  36. 36. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersWhere do women get information? Women It is less common for women than Extension Home visits it is for men to visit demonstration Dst Ag meetings plots and attend DA-convened Demonstrations FTC Training meetings in which agriculture is Other (informal) discussed Men Gender gap is relatively narrow for receiving extension advice Extension through DAs’ visits to households Home visits Dst Ag meetings Demonstrations FTC Training #magri
  37. 37. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersMarketing Agricultural Services to Women: What to consider • Integrated • Text, Voice, information to • Interactive, services • Language • Discussion and feedback Information needs and Delivery of priorities for information women Balancing the Creating demand and demand the supply of • Participatory approaches information • Mobilizing through • Needs vs traditional media availability • Group based • Ours or theirs? approaches #magri
  38. 38. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders Marketing services to women: Combining Mobile and Human NetworksPallitathya Help-Line (Bangladesh) Grameen Foundation (Uganda) Communication system adapted to Grameen Foundation’s Community the needs of rural populations- Knowledge Worker (CKW) program uses health, education, legal services mobile phone applications and human networks "Mobile Operator Ladies" regularly CKWs are farmers chosen by their peers visit remote villages and gather questions that villagers formulate CKWs collect data via mobile phone-based surveys of the farmers they help, They perform or request help to improving the service and better research the information addressing farmer needs Return to the communities for Female CKWs more likely to reach female farmers (28%:18%) another round of consultations #magri
  39. 39. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersMarketing Services to Women: Multiple ApproachesKenya Agricultural Commodity ExchangeMarket Resource Centres: MRCs are information kiosks located in rural marketsSoko Hewani- The Supermarket On Air: Innovative Radio Programme to help clients to sell or buy, lease or rent agricultural and other commoditiesMobile Phone Short Messaging Service (SMS) : An MS service applies mobile telephony for market information delivery to users Interactive Voice Response Service (IVRS): Voice mail for delivery of market price information. #magri
  40. 40. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders Marketing Services to Women: Creating demand for InformationEnabling Rural Innovation in Africa9 country programWorking with women farmers to identify needs and priorities-value chains, informationTaking women farmer to the markets. – Valuing information, external linkages, multiple perspectivesInformation and services geared to these needsMultiple dissemination mechanisms—Food net, exchange visits, field visits, mapping tools #magri
  41. 41. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersMarketing Services to Women:Integrating the Multiple DimensionsPathways: Women in Agriculture (1)Using Collectives (9,033) to expand reach, identify priorities, gather feedbackIntegrated activities with multiple information needs: – Market engagement and economic activities, – Productivity, – Policy and advocacy – Women empowerment #magri
  42. 42. mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women SmallholdersMarketing Services to Women:Integrating the Multiple DimensionsPathways: Women in Agriculture (2)Multiple means for engaging women to access agricultural services – Public services-Agricultural Paraprofessionals in Tanzania – Linking with Farm Radio – Farmer Field SchoolsEvaluating impacts #magri
  43. 43. Q&A mAgri@gsm.org www.gsma.com/magri Twitter: @GSMAmAgri#magri Restricted - Confidential Information © GSMA 2011

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