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Leveraging Learningbased Content for Mobile
Technology and Its
Impact in Emerging
Markets

Bc l n
ae
r o
a

PT
A N
RE
R
S

F NR
O D
U E
S

Louise M. Guido
CEO, ChangeCorp
The Challenge

① How to use mobile for community development?
① How to deliver scale, sustainability and impact through
mobile?

The Challenge

① How to launch an effective mobile campaign?
① Is mobile a replacement for, supplement to; or new
model for development

2013 Launch, Barce lona, Octobe r, 17 th -18 th

2
The Mobile Market

No phone
1.2 billion

BASIC Phone
2.5 billion

Elite Smart Phone
650mm
Low Cost Smart Phone
450mm

FEATURE Phone
2.5 billion

2013 Launch, Barce lona, Octobe r, 17 th -18 th

3
The Mobile for Development Market
No Phone

The M4D Market

750mm
• Mobile for Development is Growing
 Over 800 live, mobile-enabled products or services
 Geographic focus of services, ex: mobile money in Africa,
learning/education in Asia, health/agriculture globally

• New Business Models Emerging
BASIC Phone
2.5 billion
 Donor funding most common in mHealth
 Business-to-Consumers, Business-to-Business services being sold
directly to consumers for money, learning/skills training,
entrepreneurship
•SMS Still Dominant, but New Technologies Emerging
 67% of all M4D is SMS-based
 USSD, Mobile Web, Apps and even Web-based SMS

GSMA Intelligence Report, Scaling Mobile for Development, August 2013

2013 Launch, Barce lona, Octobe r, 17 th -18 th

4
Why Go Mobile?
• 85% of the worlds’ population has access or owns a mobile phone
• Mobile is the tool of choice for cost effective scalability

Why Go Mobile

• It must be sustainable – economically viable with long-term impact

GSMA Intelligence Report, Scaling Mobile for Development, August 2013

2013 Launch, Barce lona, Octobe r, 17 th -18 th

5
Why Go Mobile?

Why Go Mobile

The world is changing…
• Africa has only 15% Internet penetration / 70% access to mobile
• Costs for smart phones, feature phones coming down
• Growing middle class in emerging markets - more services, better products

GSMA Intelligence Report, Scaling Mobile for Development, August 2013

2013 Launch, Barce lona, Octobe r, 17 th -18 th

6
Who Uses Mobile?
Data Usage Youth 15-24

MOBILE USERS

China youth lead in mobile Internet usage | Messaging tends to skew female in the majority of markets

Mobile Youth Around the World, Nielsen, December2010

2013 Launch, Barce lona, Octobe r, 17 th -18 th

7
1st: Define the User

MOBILE USERS

• Demographic Profile
Who are they, where do they live, what do they do, how old are they, what
is their income, are they married, do they have children, what are their
interests
• Holistic Content
Relevant to the user, multi-faceted; more than just that they are a “farmer”
or they are a “pregnant woman”; what information do they need in
addition to the service
• Community
How do they fnd out about the service, can they connect with others who
receive the same service, how do they respond, what are the incentives
to use the service
Mobile Youth Around the World, Nielsen, December2010

2013 Launch, Barce lona, Octobe r, 17 th -18 th

8
2nd: What type of service?

How to Use M4D

SMS, Mobile Data, Apps, IVR, USSD, Android…

GSMA Intelligence Report, Scaling Mobile for Development, August 2013

2013 Launch, Barce lona, Octobe r, 17 th -18 th

9
3rd: How to Apply Mobile for Development
• Focus on what the phone does, not what it is called
• Democratize data: “mobile data,” (free or small cost) versus SMS

How to Use M4D

• Convergence of price and functionality between
lower-priced smart phones and feature phones
• Content is “king”
• What is the “user interface” or “user experience”

2013 Launch, Barce lona, Octobe r, 17 th -18 th

10
6 Questions to Ask Before Going Mobile
Who is the USER – demographic profile

②

What are you trying to ACHIEVE – behavior change, reach of training

③

What is the CONTENT – converting existing services to mobile platform

④

How will it be FUNDED – donor, business model

⑤

Mobile Strategy

①

Who are your PARTNERS– telecom, government, integrator

⑥

What is the expected OUTCOME – reach, revenue, replicated

2013 Launch, Barce lona, Octobe r, 17 th -18 th

11
7 Keys to Developing a Mobile Strategy
Localise Content – relevant to the user’s demographic profile

•

Scalable – reaches people in various markets across cultures

•

Sustainable – has to be financially viable, defensible

•

Commercial Value – align with socially responsible initiatives

•

Mobile Strategy

•

Partner Integration – develop win-win strategies that benefit
participants who support the ultimate mission

•

Social Impact – achieves measurable results

•

Available on any mobile platform, any phone

2013 Launch, Barce lona, Octobe r, 17 th -18 th

12
Best Practice #1
Goal: long-term financial
viability of farmers

CHNIA MOBILE

China Mobile launched an
agriculture service about
market prices, jobs, etc.
Users pay USD$6.00 per
year
Over 40 million users

2013 Launch, Barce lona, Octobe r, 17 th -18 th

13
Best Practice #2
Goal: inventory system for
small retailers
Frogteck launched a tablet
and barcode scanner for
shopkeepers

FROGTEK

Offers users inventory,
metrics and billing
Integrates with payment
providers, mobile
operators, integrators and
banks

2013 Launch, Barce lona, Octobe r, 17 th -18 th

14
Best Practice #3
Goal: monitor pregnancy
via mobile
Etisalat (a mobile operator)
launched service to
support pregnant women
who cannot get to a clinic

ETISALAT

Over 500 birth attendants
trained
Over 20,000 pregnant
women registered

2013 Launch, Barce lona, Octobe r, 17 th -18 th

15
Best Practice #4
Goal: empowerment for
women

CHANGECORP

SmartWoman launched as
a paid service in Indonesia
and Nigeria
Over 100,000 women
receive daily messages on
various topics
Offers content in one
location

2013 Launch, Barce lona, Octobe r, 17 th -18 th

16
Multi-stakeholder platform

Are you ready for the future?

17

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"Leveraging Learning-based Content for Mobile Technology and Its Impact in Emerging Markets"

  • 1. O oe 1 c br 7 t 1 28 0 L 1 a 3 u n c h Leveraging Learningbased Content for Mobile Technology and Its Impact in Emerging Markets Bc l n ae r o a PT A N RE R S F NR O D U E S Louise M. Guido CEO, ChangeCorp
  • 2. The Challenge ① How to use mobile for community development? ① How to deliver scale, sustainability and impact through mobile? The Challenge ① How to launch an effective mobile campaign? ① Is mobile a replacement for, supplement to; or new model for development 2013 Launch, Barce lona, Octobe r, 17 th -18 th 2
  • 3. The Mobile Market No phone 1.2 billion BASIC Phone 2.5 billion Elite Smart Phone 650mm Low Cost Smart Phone 450mm FEATURE Phone 2.5 billion 2013 Launch, Barce lona, Octobe r, 17 th -18 th 3
  • 4. The Mobile for Development Market No Phone The M4D Market 750mm • Mobile for Development is Growing  Over 800 live, mobile-enabled products or services  Geographic focus of services, ex: mobile money in Africa, learning/education in Asia, health/agriculture globally • New Business Models Emerging BASIC Phone 2.5 billion  Donor funding most common in mHealth  Business-to-Consumers, Business-to-Business services being sold directly to consumers for money, learning/skills training, entrepreneurship •SMS Still Dominant, but New Technologies Emerging  67% of all M4D is SMS-based  USSD, Mobile Web, Apps and even Web-based SMS GSMA Intelligence Report, Scaling Mobile for Development, August 2013 2013 Launch, Barce lona, Octobe r, 17 th -18 th 4
  • 5. Why Go Mobile? • 85% of the worlds’ population has access or owns a mobile phone • Mobile is the tool of choice for cost effective scalability Why Go Mobile • It must be sustainable – economically viable with long-term impact GSMA Intelligence Report, Scaling Mobile for Development, August 2013 2013 Launch, Barce lona, Octobe r, 17 th -18 th 5
  • 6. Why Go Mobile? Why Go Mobile The world is changing… • Africa has only 15% Internet penetration / 70% access to mobile • Costs for smart phones, feature phones coming down • Growing middle class in emerging markets - more services, better products GSMA Intelligence Report, Scaling Mobile for Development, August 2013 2013 Launch, Barce lona, Octobe r, 17 th -18 th 6
  • 7. Who Uses Mobile? Data Usage Youth 15-24 MOBILE USERS China youth lead in mobile Internet usage | Messaging tends to skew female in the majority of markets Mobile Youth Around the World, Nielsen, December2010 2013 Launch, Barce lona, Octobe r, 17 th -18 th 7
  • 8. 1st: Define the User MOBILE USERS • Demographic Profile Who are they, where do they live, what do they do, how old are they, what is their income, are they married, do they have children, what are their interests • Holistic Content Relevant to the user, multi-faceted; more than just that they are a “farmer” or they are a “pregnant woman”; what information do they need in addition to the service • Community How do they fnd out about the service, can they connect with others who receive the same service, how do they respond, what are the incentives to use the service Mobile Youth Around the World, Nielsen, December2010 2013 Launch, Barce lona, Octobe r, 17 th -18 th 8
  • 9. 2nd: What type of service? How to Use M4D SMS, Mobile Data, Apps, IVR, USSD, Android… GSMA Intelligence Report, Scaling Mobile for Development, August 2013 2013 Launch, Barce lona, Octobe r, 17 th -18 th 9
  • 10. 3rd: How to Apply Mobile for Development • Focus on what the phone does, not what it is called • Democratize data: “mobile data,” (free or small cost) versus SMS How to Use M4D • Convergence of price and functionality between lower-priced smart phones and feature phones • Content is “king” • What is the “user interface” or “user experience” 2013 Launch, Barce lona, Octobe r, 17 th -18 th 10
  • 11. 6 Questions to Ask Before Going Mobile Who is the USER – demographic profile ② What are you trying to ACHIEVE – behavior change, reach of training ③ What is the CONTENT – converting existing services to mobile platform ④ How will it be FUNDED – donor, business model ⑤ Mobile Strategy ① Who are your PARTNERS– telecom, government, integrator ⑥ What is the expected OUTCOME – reach, revenue, replicated 2013 Launch, Barce lona, Octobe r, 17 th -18 th 11
  • 12. 7 Keys to Developing a Mobile Strategy Localise Content – relevant to the user’s demographic profile • Scalable – reaches people in various markets across cultures • Sustainable – has to be financially viable, defensible • Commercial Value – align with socially responsible initiatives • Mobile Strategy • Partner Integration – develop win-win strategies that benefit participants who support the ultimate mission • Social Impact – achieves measurable results • Available on any mobile platform, any phone 2013 Launch, Barce lona, Octobe r, 17 th -18 th 12
  • 13. Best Practice #1 Goal: long-term financial viability of farmers CHNIA MOBILE China Mobile launched an agriculture service about market prices, jobs, etc. Users pay USD$6.00 per year Over 40 million users 2013 Launch, Barce lona, Octobe r, 17 th -18 th 13
  • 14. Best Practice #2 Goal: inventory system for small retailers Frogteck launched a tablet and barcode scanner for shopkeepers FROGTEK Offers users inventory, metrics and billing Integrates with payment providers, mobile operators, integrators and banks 2013 Launch, Barce lona, Octobe r, 17 th -18 th 14
  • 15. Best Practice #3 Goal: monitor pregnancy via mobile Etisalat (a mobile operator) launched service to support pregnant women who cannot get to a clinic ETISALAT Over 500 birth attendants trained Over 20,000 pregnant women registered 2013 Launch, Barce lona, Octobe r, 17 th -18 th 15
  • 16. Best Practice #4 Goal: empowerment for women CHANGECORP SmartWoman launched as a paid service in Indonesia and Nigeria Over 100,000 women receive daily messages on various topics Offers content in one location 2013 Launch, Barce lona, Octobe r, 17 th -18 th 16
  • 17. Multi-stakeholder platform Are you ready for the future? 17