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.

Transcript

1. Ramesh A, UXINDIA13 Conference Presentation
2. UX INDIA 2013 Using to connect with hard to reach segments A.RAMESH
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
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)
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)
6. hard to reach segment • We consider the following belong to hard to reach segments • Rural and urban poor • Migrant workers and children
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
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
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
11. Existing players • NOKIA LIFE TOOLS (2009)
12. 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.
13. 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.
14. 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).
15. • 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’.
16. 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.