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Using mobile technology to connect with hard to reach segments (Ramesh A)

uxindia
October 25, 2013

Using mobile technology to connect with hard to reach segments (Ramesh A)

Mobile technology is great boon to reach some part of hard to reach segment, such as daily workers in urban and rural areas, floating population.( men and women) across all sectors in India. There is great need to for information dissemination on vaccination, gender equality, girl child importance, family planning, banking and postal services, government schemes and policies etc in various languages ( vernacular) all India. Talk time in each vertical can be sponsored by organizations as part of CSR.

uxindia

October 25, 2013
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  1. Ramesh A,
    UXINDIA13 Conference Presentation

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  2. UX INDIA 2013
    Using
    to connect with hard to reach
    segments
    A.RAMESH

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  3. •Today, your cell phone has more
    computing power than all of NASA
    back in 1969 when it sent two
    astronauts to the moon.
    •Michio Kaku’s in his book,
    PHYSICS OF THE FUTURE

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  4. Hard to reach segments
    • Hard to reach audiences have been called obstinate
    ,recalcitrant ,chronically uninformed,disadvantaged,have-
    not,illeterate,malfunctional and information poor
    • Hard to reach are equated with the undeserved ,either no
    services are available or they fail to access the services
    are available(especially in health services)

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  5. • In India ,there are estimated 186 million households
    earning Rs 109 ( $2.2) a day. The penetration of
    insurance,savings,remittances and pension products for
    bottom of pyramid is extremely low.
    • ( Source: Economic times dated 6/9/13,article titled “
    Double bonanza)

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  6. hard to reach segment
    • We consider the following belong to hard to reach
    segments
    • Rural and urban poor
    • Migrant workers and children

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  7. Geographic
    location
    Village
    Content
    aggregation
    Organizations
    NGO’s ,private
    enterprises,
    telecom
    operators etc
    Hard to reach
    segment
    Mobile
    operators
    Sms/audio
    /mms/
    Health, government
    schemes, education,
    social
    marketing,savings,life
    insurance,
    entrepreneurship,
    Gender equality etc.
    Scope for CSR by
    sponsoring each
    vertical

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  8. Content for SMS/MMS/VOICE MAIL
    • Regular and other alerts ( ex - vaccination, place),procedures
    • GOVT schemes,
    • Personal finance ( savings-life insurance,poastal savings) (
    place, person)
    • Mobile bridge course ( children)
    • Gender equality (social sensitization)
    • Social marketing( anti alcohol, tobacco non tobacco
    consumption)
    • Preventive health ( children,women,old people) ( message-
    hands washing)
    • Preventive health (place, person) ( similar to just dial)
    • Entrepreneurship (place and tie up organizations for ex-
    enrolling for shakthi Amma project)(opportutnites)
    • Adult education
    • Mobile bridge courses for children

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  9. OUR MODEL
    free
    /sponsored
    Standard/nee
    d based
    Basic mobile
    phones Collaborators
    govt agencies,
    go local
    content
    providers and
    mobile network
    operators and
    IT companies
    Free
    /monthly /pay
    per use/
    Cause
    related
    Marketing
    corporate
    sponsors
    Impact
    Business
    model
    cost -cost
    Users
    Rural and
    urban poor
    Migrant workers
    and children
    Sex workers

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  10. Existing players
    • NOKIA LIFE TOOLS (2009)

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  11. Dr Reddy’s Foundation( DRF)
    • Constructed transit education centers ( temporary
    schools housed on construction sites ,where migrant
    labourers live and work. Currently over 4000 children( age
    6-14) with a residential bridge course ( RBC’s) curriculum
    in math's ,environmental science,english,telugu,and Hindi.
    • DRF operates 100 centres in seven mandals of Greater
    Hyderabad Municipal Corporation.

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  12. Residential bridge courses ( RBC’s)
    • These are designed to regularize schooling migrant
    children so that they will be able to better transition into
    the formal education system. DRF works closely with
    parents and children to encourage enrollment in RBC’s.

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  13. Literature review
    • This is borne out in medical and health research where
    hard to reach often appears in relation to the ability of
    health services to reach out to certain difficult to contact
    (or difficult to influence using existing techniques)
    segments of the population (Freimuth &Mettger 1990;
    Walsh et al. 1993; Faugier & Sargeant 1997;
    Burhansstipanov & Krebs 2005).
    • Here hard to reach are also equated with the
    ‘underserved’, which can mean that either there are no
    services available for these groups or, more often, that
    they fail to access the services that are available
    (Earthman et al. 1999; Barlow et al.
    2005;Burhansstipanov & Krebs 2005).

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  14. • Freimuth and Mettger (1990: 323) offer an
    • illustrative summary of prejudices: ‘Hard-to-reach
    audiences have been called obstinate, recalcitrant,
    chronically uninformed, disadvantaged, have-not,
    illiterate,malfunctional, and information poor’.

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  15. References
    • Freimuth, VS & W Mettger (1990) ‘Is there a hard-to-reach
    audience?’, Public Health Reports, 105(3): 232-238.
    • Earthman, E, LS Richmond, DJ Peterson, MS Marczak &
    SC Betts (1999) ‘Adapting evaluation measures for hard
    to reach audiences’, Children, Youth and Families
    • Barlow, JS, S Kirkpatrick, S Stewart-Brown & H Davis
    (2005) ‘Hard-to-reach or out-ofreach?Reasons why
    women refuse to take part in early interventions’, Children
    and Society, 19: 199-210.

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