bridging the development divide · communication technology for development (ict4d): • on-demand...

Bridging the Development Divide

2!321 Service – Human Network International!- !

The Challenge !

HNI focuses on 3 important areas of Information & Communication Technology for Development (ICT4D): •  On-demand search engines for simple mobile phones •  Mobile data collection services for development

professionals •  Call centers to interview key informants

We work across all sectors to promote the free flow of information

between vulnerable groups and the humanitarian and development professionals dedicated to helping them.

Our Work


Photo Credit: Carla Antonini

How can we provide isolated people in the developing world with free

information at the time they need it?

“My child has a fever. What should I do?”

- Valisoa, Mother

“What are these little red bugs on my rice plants? ”

- Aina, Farmer

“My husband is abusing me. What rights do I have?”

- Georgette, Woman


The Challenge !

Source: ITU World Telecommunication. Estimates for 2014

Most people in Africa will not have Internet access any time soon

0

10

20

30

40

50

60

70

80

90

100

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Per 1

00 inhabitants

Internet use in Africa, 2005-2014


The Challenge !Adult illiteracy remains stubbornly high

5 in 10 women in Sub-Saharan Africa cannot read

Source: UNESCO Institute for Statistics, May 2013


The Challenge !

Source: ITU World Telecommunication. Estimates for 2014

Simple mobile telephones are everywhere…

7.1

0

1

2

3

4

5

6

7

8

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Billion

s

Popula<on

6.9

Mobile phone subscrip<ons


The Challenge !Across Africa…

69.3

Source: ITU World Telecommunication. Estimate 2014

0

10

20

30

40

50

60

70

80

90

100

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Per 1

00 inhabitants

Mobile phone subscrip/ons


The Challenge !

Photo Credit: Sylvester Johnson

Users access 3-2-1 and gain access to public service information in the local language anytime, anywhere, free of charge

Make public service information searchable via simple mobile phone


The Challenge !

A Simple Solution – 321 Service A search engine where there is no Internet


The Challenge !How does it work via voice? Callers dial 3-2-1 and listen to public service information in the local language

anytime, anywhere, free of charge

Users access 3-2-1 and gain access to public service information in the local language anytime, anywhere, free of charge

3-2-1 Message in local language

3-2-1 welcome message (English translation)

3-2-1 family planning choices (English translation)

3-2-1 advantages of family planning (English translation)


The Challenge !How does it work via text?

Breast milk is the only food that should be given during the first 6 months. It prevents them from sickness and malnutri/on.

Users dial *321# to access public service information in the local language anytime, anywhere, free of charge

Dial *321#

For Health, reply 1, Agriculture, reply 2, Nutri/on, reply 3, Family Planning reply 4


The Challenge !

The messages are made available on 321online.org •  Subscribers browse

content from their mobile phone at no charge

•  Optimized for feature phones and smartphones

•  Audio plays in browser

•  Downloadable as MP3 for offline listening or sharing

How does it work via the web?


The Challenge !

In Madagascar, users choose from 8 topics, 45 sub-topics and 500 messages

How many topics are there?

Health

Nutri<on

Treatment-‐ Children

Preven<on-‐Children

Adolescent Health

Treatment-‐Adults

Preven<on Adults

Women’s Health

Gender Equality

Dynamic Informa<on

Violence

Educa<on

Economic Opportunity

Informed Poli<cal Par<cipa<on

Agriculture

Rice

Cassava

Yam

Sweet Potato

Potato

Banana

Taro

Microfinance

What is a MFI?

Why borrow from a MFI?

Requirements to borrow from a MFI

Difference Loan Terms

Savings Accounts at MFIs

MFIs Near You

Water, Sanita/on, & Hygiene

Groundwater and environment

Clean drinking water

Water and Health

Sanita<on

Hygiene

Informa<on about the Ministry of

Water

Land tenure

Request Cer<ficates of

Ownership/Maps

Trader Ownership

Request Federal Land and Cer<ficates

Boundary Marking

Transfers

Cancela<on of Charges

Family Planning

Defini<ons and Importance

Benefits

Advice

Methods

Clinics Near You

Weather Emergency Preparedness and

First Aid

Emergency weather

informa<on

Weather emergency alert

levels

Injury emergency

Skin burn emergency

Hemorrhage emergency

General Informa<on about

emergency preparedness


How is it being used?

Voice – March ‘10 to Aug ’15 Unique Users 2 million Total Calls 10 million Average/month 2015 200,000

SMS - March ‘10 to Aug ‘15 Unique Users 3 million

Total SMS 36 million

Average/month 2014 800,000 USSD – Sept ‘12 to Aug ‘15 Unique Users 1.6 million

Total USSD 6 million

Average/month 2014 200,000

Every month, 200,000 people in Madagascar make 1 million+ information requests.

Source: User statistics provided by Airtel and HNI’s IVR software


The Challenge !

0

300000

600000

900000

1200000

1500000

1800000

2100000

2400000

2700000

3000000

Mar '10

Jun Sept Dec Mar '11




Jun Sept Dec

Total Callers

Total # SMS Users

Total # Voice Users

500,000 in 12 months

1,000,000 in 20 months

2,000,000 in 29 months

3,000,000 in 42 months

Unique 321 Service Users

How quickly did it grow?

Rapidly in spite of virtually no publicity or advertising

4,000,000 in 54 months


The Challenge !First Three Months After Launch Madagascar vs. Malawi

35000

625000

140000

1370000

0

200000

400000

600000

800000

1000000

1200000

1400000

1600000

Madagascar Malawi

Unique Users

Searches


The Challenge !How do we monitor the 3-2-1 Service?

With the VOTO platform, HNI can provide the following data on its 3-2-1 users:

1)  the date and time stamp of the 3-2-1 user’s query,

2)  the decision pathways of the 3-2-1 user,

3)  the duration of the 3-2-1 user’s call, and

4)  whether or not the 3-2-1 user listened to the entire key message

5)  the number of 3-2-1 users who opt-in for additional push

notifications regarding a specific topic (i.e., nutrition)

6)  the regional location of 3-2-1 users within the country

This new communication channel provides rich user data, detailing who and how messages are accessed on the Service!

!


The Challenge !Real-time Analytics

Real-time analytics


Measuring Impact

% of women who reported that the gender equality information…

…changed their lives or behaviors 62%

…improved their ability to make household decisions 91%

…added value to their lives 96%

Results of telephone interviews with 3-2-1 Service users who had listened to the gender content in Madagascar

Source: User statistics provided by Airtel and HNI’s IVR software

% of men and women who reported that the gender equality information…

…improved their knowledge on the importance of educa<on for girls 82%

…gave them a more favorable view of Airtel 88%


The Challenge !Where does HNI get the content? Organizations fund HNI to launch

their content on the 3-2-1 Service. Topics and Partners in Ghana

HNI identifies international and national experts who decide on the key messages. HNI then organizes the messages into IVR decision trees, transforms the messages to the appropriate formats for the SMS and USSD channels, and preforms the necessary pre-testing and finalization of the messages before they launch them on the Service.

Topic Funder/Partner

Sexual and Reproductive Health MSI & DKT

Family Planning MSI & DKT

Advice for Pregnant Women GSMA/Grameen

WASH TBD

Education TBD

Climate Change TBD


The Challenge !

Roles & Responsibilities

Launch the 3-2-1 Service, develop IVR decision trees, train in-country content developers

Deliver the 3-2-1 Service content for free to millions of subscribers

Decide on and fund the content development for the Service based on their relevant area of expertise

Provide technical input and contribute to the content development

Key Stakeholders and Organizations!

Government Ministries !

The Mobile Network Operator!

Offer the technological innovations for the 3-2-1 Service’s delivery and in-depth analyses of the 3-2-1 user data.


The Challenge !What are the terms of the deal?

Provides the content for free…

… makes content available for free

It’s simple


The Challenge !Why would Vodafone give away +$1 million per year of airtime?

Airtel’s Mo<va<on:

1. Customer retention (reduce Churn) 2. Generate revenue (increase ARPU) 3. Educate new users 4. Broad range of stakeholders

Also simple: It’s good business


The Challenge !

Who pays for the 3-2-1 Service?

Content! Marketing! Traffic!

B to B model!HNI Sells Space Sponsorships

Motivation: "Making their messages

available on simple mobile phones

Motivation: Reduce churn rate, Generate revenue,

Educate new users, CSR


The Challenge !A little promotion goes a long way


The Challenge !Where is 3-2-1 being implemented?


The Challenge !

What is innovative about this strategy?

Pull Strategy

Scalable

Sustainable Appropriate Technology

Cost Effective


The Challenge !

Thank you!

bridging the development divide · communication technology for development (ict4d): • on-demand...

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