Social Implications of Mobile Technology in Emerging Markets

Michelle WallsUniversity of Washington

MCDM, Fall 2009

People say a lot about mobile technology and emerging markets…

C.K. Prahalad

“Cell phones are a part of the lives of the rich and poor alike…as a result, awareness of the conditions and nuances of the Bottom of the Pyramid is increasing.”

Richard Ling

“Mobile communication allows us to participate in social interactions that were previously reserved for only those who where physically present….participation has been given a new dimension.”

Clay Shirky

“When we change the way we communicate, we change society.”

That’s great, but…

What is meant by “emerging markets?”

“Countries that are now at the bottom of the global economic system…five billion of the six billion people in the world.”

Paul Collier

“The invisible, unserved market…the world’s poorest consumers.”

C.K. Prahalad

“Mobile penetration in emerging markets has grown 321% compared to 46% in developed countries.”

Jonathan Donner

That’s great, but…

What about the social implications?

• A survey of small enterprises in Rwanda found 1/3 of calls/SMS are business related.

• Remainder of usage is to talk with friends and family.

• Stronger business relationshipsare formed:• Micro-coordination*: build stronger

relationships with those you alreadyknow.

Blurring of Livelihoods

*concept by Richard Ling

• Your interaction across the mobile phone can help identify and describe your relationship.

• Can determine power and status by the user’s etiquette to interrupt face to face conversations to answer the phone.

• Straight Talk Foundation in Uganda enables teens to use SMS to gain knowledge about sex, a taboo topic.

• Teens in Sudan are often staying up late to partake in the “free minutes.”

Pursuit of Relationships

• Midwives Mobile-Phone Project in Indonesia– “Indonesia has the highest maternal mortality ratio amongst

Southeast Asian countries.”– “In 2006, 9.7 million children who died were under 5 years

old, of which 4 million did not live past their first month.”– Mobile technology can bridge the gap between information

and field implementation by being a:1. producer of opportunity2. enhancer of capabilities3. enabler of social ties4. generator of knowledge

• Enhance social, professional and trust engagement between healthcare workers, providers and community.

Family Communication

*Statics provided by the World Health Org 2007 and UN Children’s Fund 2007

Technology Value Diagram

• Bridging the gap between information and implementation:

*From study: Midwives and Mobiles

Other Social Impacts of Technology

• Human Development Report measures:

• Mobile phones as a status symbol• Provide security and early warning

*Benkler, Wealth of Networks

Health & Life Expectancy

Education & Literacy

GDP per capita Growth

*

So, what do we know now?

• The adoption and growth of mobile technology in developing worlds is good.

• Mobile technology offers a door to a world outside communities, which allows for innovation and educational opportunities.

• “Ritual interaction is still a central function of the collective.” (Ling)

• Access to information is key for innovation!

• Despite all the different cultures around the world, the importance of communication is universal.

Questions?

Continue the conversation at:• mishy79.wordpress.com• Alwayswithyou.tv