An overview of the MMI tool, a business intelligence device built from the ground up to assist in the launch of mHealth services. Analysis covers comparative indexed views of country feasibility and launch potential for mhealth services providing solid quantified advice on market entry strategies and overall potential.

1. Research Consulting Insight
The Mobile Health
Maturity Index
Solutions for the modern digital
Healthcare environment
“A short introduction to the Mindshifts MMI mobile
Health feasibility evaluation tool”

2. Research Consulting Insight
Agenda
1. SECTION: What is the Mobile Health Maturity (MMI) tool?
– An overview of the tool, its usage proposition & the challenges
it tackles
2. SECTION: What are the methods used to evaluate the market
features?
– An exploration of some the methods used in the tool
3. SECTION: What are the main outputs and usage scenarios for the
MMI
– How the various outputs of the MMI are to be used in real-
world service launch
4. SECTION: Further Information
– Where to find additional information & access to the tool
Research Consulting Insight

3. Research Consulting Insight
What is the Mobile
Health Maturity (MMI)
tool?
Research Consulting Insight

4. Research Consulting Insight
MMI Mission Statement
“The Mobile Health Maturity Index (MMI) is an
insight and evaluation tool designed to gauge
mobile health service maturity”

5. Research Consulting Insight
The MMI Proposition
“It is unique in taking a 360⁰ view of target
markets, considering all qualitative and
quantitative indicator features impacting
launch of mHealth services”
The MMI is the only tool that considers all these
challenge vectors, incorporating quantitative
AND qualitative indicators

6. Research Consulting Insight
What are the methods
used to evaluate the
market features?
Research Consulting Insight

7. Research Consulting Insight
Deep Dive Methods
Currently there are 80 feasibility criteria covered
by the tool, ranging from mobile penetration to
consumer acceptance of mobile health services.
In all instances feasibility criteria are balanced
by use of weighting criteria to tackle the unique
characteristics and market nuances of each
country*
*e.g. social acceptance of mobile health services or degree of health ministry support

8. Research Consulting Insight
Deep Dive Questioning
feasibility criteria are split into feasibility groupings
(examples are included below)*
Technology Social/Economic/Health Hardware/Devices Regulation/legislation
Applicable network
coverage
Fibre backbones
linking medical sites
Number cell towers
coverage
Broadband
throughput
Geographical
coverage
5 year subs growth
rate
Average broadband
* The full list of feasibility criteria can be provided on request.
** Weighting is used for significant criteria and to take account of fundamental features within specific countries
Device penetration
No. shared devices
Use of devices by
CHWs
Penetration of
devices within health
facilities
Male female split
device ownership
Device operating
system
predominance
Use of diagnostic
Etc
Feasibility criteria include both qualitative and quantitative considerations**
Etc... Etc...
Per capita income
Out of pocket spend on
healthcare
GINI Co-efficient
Degree of NGO funding
Government spend on
health
Penetration of financial
services, mobile
payments, micro-
payments and micro-
commerce
Etc
Etc...
eHealth legislation
Electronic data
records migration
plan
e-prescription
legislation
Patient/data
protection legislation
Degree of health
Ministry/political
support for digital
health services
Etc...

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Methods In Detail
In each instance a unique probability distribution, or
S-Curve, is generated for the feasibility criteria.
An example of how this curve is generated and how
it is then used follows.

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Service development ExampleServicecomplexity(YAxis)
Time (X Axis) More Time
Addressable market penetration
SATURATED MARKET
MAINSTREAM MARKET
NICHE MARKET
Early adopters
Early followers
Mass adopters
Late adopters
Predominant Customer
Segment type
Status of market
development
The ‘VAS Development Feasibility’ criteria S-Curve
relies on an innovation diffusion model.

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Service development Example
Mobile services evolve at different points along a diffusion scale
becoming more complex over time, driven by increased use and the
interplay and development of customer segments, see below...
Servicecomplexity(YAxis)
Time (X Axis)
Less
complex
More
complex
Less Time More Time
Simple
Communication
Voice
SMS
Simple VAS
SMS Info
News
Horoscopes
Dating
42 other Service
categories
tracked.
Position of service on the diffusion scale
illustrates comparative complexity of
service and degree of customer
penetration

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Service development Example
Mobile health services also evolve at different points, driven by the
relentless development of mobile applications and services, see
below...
Servicecomplexity(YAxis)
Time (X Axis)
Less
complex
More
complex
Less Time More Time
SMS Health
Registration
Notification
IVR
Registration
Info services
30 other mHealth
service categories
tracked
Position of service on the diffusion scale
illustrates comparative complexity of
service and degree of customer
penetration

13. Research Consulting Insight
Service development Example
The MMI plots the status of mobile applications and services & the
corresponding status of mobile health service development in each
target country, shown below.
Servicecomplexity(YAxis)
Time (X Axis)
Less
complex
More
complex
Less Time More Time
Position of
mobile VAS
development
Position of mHealth
development

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Methods In Detail
VAS Development is derived by considering 42 VAS indicators
e.g. number of VAS service developers, and important enablers
e.g. penetration of compatible mobile devices.
Each indicator is allocated a score based upon a comparison of
the range for that indicator. The range is generated by
considering all the countries measured by the MMI and any
weighting criteria.
e.g.
Country A penetration = 65% population
Country B penetration = 35% population
Country C...etc
Range sits between X & Z with
median at Y – the country score
Allocated based on this range
Example weighting factor - a 0.5 weighting is added if a large number of devices
are of an advanced device type – this would counteract a low overall penetration
to some extent

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Methods In Detail
For more complex service considerations multiple
criteria are considered, e.g.
A score is then derived from the routed responses
to the questions
Example: Qs. Does the country offer mobile banking
Qs. What penetration of the population use the service
Qs. Can the service be defined as complex i.e. How many and what types of advanced
services are offered e.g. micro-transactions, micro-loans, device transaction (payments),
micro-insurance
Qs. Where does it rank against the best performing country for this indicator?
Qs. Where does it rank against the best performing country for this indicator?

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Methods In Detail
The VAS Development scoring criteria also
considers 30 mHealth service types and enablers
for these services e.g. customer acceptance of
mHealth services*.
The aggregate of each of these VAS evaluations
produces an index score that is then ranked
against other countries and plotted against the
innovation diffusion scale.
*How qualitative assertions are derived is discussed later in this presentation

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What are the main
outputs and usage
scenarios for the MMI?
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Bringing it all Together
The example of VAS Development given in the
preceding slides is just one of the feasibility
criteria groupings considered by the MMI.
By combining the feasibility criteria evaluations
the MMI user gains a view of the current state
of mHealth development in their target country,
reported as a feasibility index score.
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19. Research Consulting Insight
Qualitative as well as quantitative Input
“Objective analysis requires a combination of
quantitative and qualitative research inputs.”
The MMI uses multiple interviews from key
stakeholders including relevant ministries of
health, industry spokespersons/experts and
end-user panels made up of multiple socio-
economic segments and mHealth user
segments.

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Qualitative as well as quantitative Input
In so doing the MMI Feasibility score can be
refined and advanced to give a more insightful
view of target markets and decrease the risks
involved in market launch.
Unique Country specific features are also
calculated by using this approach, allowing for
the fine-tuning of feasibility scores using
weighting on important country-specific
features liable to impact mhealth service launch.

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The combined output
By comparing the feasibility index score against
other countries the MMI user gains insights on
the market potential (mHealth feasibility) of the
target country.
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OVERALL COMPARATIVE
FEASIBILITY SCORE**
0.48
0.4 0.7 1.0 1.2 1.50.1
VAS & MHEALTH
DEVELOPMENT
TECHNOLOGY
HEALTH BURDEN
SOCIOECONOMIC
* The full list of feasibility criteria can be provided on request
** Compared against total MMI countries
LEGISLATION/
REGULATION
LAWS/ PATIENT
PRIVACY
*
FEASIBILITYCRITERIA
INFRASTRUCTURE

22. Research Consulting Insight
Further Information
Paul Merry: mindshifts@gmail.com