Initial findings from GSMA mWomen Research
Title: Initial findings from GSMA mWomen Research
Author: Ranjula Senaratna Perera
Date (published): 08/02/2012
Date (accessed): 15/02/2012
Type of information: blog post
On-line access: yes (HTML)
"The topline findings from the initial stage of the GSMA mWomen Research in India, Egypt, Papua New Guinea and Uganda were presented recently. It explored the Wants and Needs of BOP Women through a qualitative study.
Some of the insights of ‘mobile as a tool’ are below.
Mobile use by BOP women seem to be driven by practical, utility-oriented needs such as family coordination and emergencies rather than the desire to socialize and ‘chat’.
Radio proved to be important as a kill-time feature of the mobile handset, an indication that greater emphasis should be placed on entertainment and infotainment services for women in addition to important life-enhancing services such as mHealth, mAgri, mobile money, etc.
BOP women had limited knowledge of VAS, including limited use of SMS…"
(Mobile value-added services (VAS) are those services that offer differentiation and the ability for mobile operators to charge a premium price.)