asia women & mobile: a global...

Karen Coppock Vice President of Professional Services

Vital Wave Field Teams

Latin AmericaArgentinaBrazilChileCosta RicaDominican RepublicMexicoPeru

AsiaIndiaChinaCambodia

Eastern EuropeEstoniaUzbekistanUkraine

AfricaEgyptSouth AfricaNigeriaKenya

Middle EastUnited Arab Emirates

United StatesCalifornia (Headquarters)

Women & Mobile: A Global Opportunity

March 2010

© 2010 Vital WaveTM

Proprietary and Confidential: Do not copy or distribute.

Agenda

Why women and mobile phones?1

mWomen opportunity: social and commercial2

Mobile phone ownership and usage3

Five demographic groups of particular interest4

Agenda for Action5

1

© 2010 Vital Wave ConsultingTM


Photo: Vital Wave

Women & Mobile PhonesA Winning Combination for Development

Why Women?

• Women direct up to 90% oftheir income in their familiesand communities(OECD, 2008)

• Women are critical for foodsecurity as they cultivate upto 80% percent of the food inmany low and middle-incomecountries(Food and AgriculturalOrganisation noted in 2009)

• Children of employedmothers have a 5% greatereducational attainment thanother children in 13 out of 15Latin American countries.(Inter-American DevelopmentBank, 2006)Photo: SEWA

Sources: Further details in notes

Why Mobiles?

• A 10% increase in mobile phonepenetration rates is linked toan increase in low and middle-income country GDP of 1.2%(Deloitte, 2007)

• The mobile industry hadalready created 3.6 million jobs(directly and indirectly) in Indiaand was expected to add amillion more jobs annually(Ovum, 2006)

• 62% of businesses in SouthAfrica and 59% in Egypt attributed increased profits to mobile phones (Vodafone, 2005)

2010 Vital Wave

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ApproachIs there a mobile phone gender gap? How to close it?

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• Mobile phone gender gap is calculated based on secondary data from 149 lowand middle-income countries and more than 2,000 surveys conducted in four countries.

• Recommendations and case studies are based on 40 in-depth interviews with executives inthe mobile telecommunications industry, leaders of non-profit organisations and academics

Field Research SitesLow and Middle-income countries

Bolivia

Kenya

Egypt

India

NOTE: The World Bank classifies low and middle-income countries as those with a gross national income of <$11,905



mWomen Case StudiesEmpowering Women with Mobile Phones and Services

SEWA, IndiaProfiting from investments in information

SHM - zumbido, Mexico

Mobile phones create virtual

communities for HIV patients

Roshan, Afghanistan

Culturally sensitive marketing builds

trust

Maxis, MalaysiaRelevant bite-sized

content can stimulate uptake of

value-added services

MTN, AfricaAddressing diversity

of women’s communications

needs drives revenue, subscriber

growth

Mobilink, Pakistan

Mobiles’ positive impact on girls lives

helps overcome resistance to

female ownership

WOUGNET, Uganda

Combining mobiles with traditional info. channels

boosts effectiveness of both

Tostan/UNICEF, Senegal

SMS technology reinforces literacy, builds community and confidence

Women for Women

Interen’l, Kosovo

Mobiles organise women and give

them a voice in new constitution

Women are using the power of mobile phones to unlock economic opportunities and make their voices heard. Mobile operators are also tailoring services and offerings specifically for women.

Banglalink, BangladeshLadies First

campaign based on fact that culturally sensitive marketing

builds trust

Source: Vital Wave Survey Analysis, November 2009 – Bolivia, Egypt, India, Kenya & interviews with mobile network operators, academics & development organizations.

NOTE: Case studies will be interspersed throughout the report 4



Photos: SEWA, Kencall & Mobilink

Definitions: Gender GapGender Gap Formula

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A female in a low or middle-income country is 21% less likely to benefit from

mobile phone ownership than a male



mWomen Opportunity - CommercialThe Value of Closing the Gender Gap

There are 300 million fewer female subscribers than male subscribers in low and middle-income countries

This gender gap represents $13B in unrealized, incremental mobile phone service revenues per year (ARPU).

Number of Females and Males that Benefit from Mobile Phone OwnershipIn Low and Middle-income Countries

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© 2010 Vital Wave ConsultingTM


Incremental revenue opportunity ranges from US$740M in Latin America to US$4B in East Asia. The greatest

incremental gains for women can be made in South Asia, the Middle East and Africa

mWomen Opportunity - CommercialImmediate Opportunity: Largely Concentrated in Asia

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2010 Vital Wave

$4.0

$1.6

$0.7

$1.5

$3.6

$1.9

$13

$0

$2

$4

$6

$8

$10

$12

$14

Cum

ulat

ive

Annu

al S

ervi

ce R

even

ue (U

S$B)

Cumulative Gender Gap Service Revenue Upside

TOTAL

Sub-Saharan Africa

South Asia

Middle East & North Africa

Latin America & the Caribbean

Eastern Europe & Central Asia

East Asia & Pacific



Impact & Learnings• Expressing themes of modernity andprogress while staying within culturalboundaries can increase acceptanceof mobile phone use

Case StudyRoshan - Speaking to Women With Words That Resonate

Photo: Roshan

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Marketing within cultural norms

Country - Afghanistan

Objective – Boost revenue and benefit amarginalised segment of society by increasing mobile phone use among women

Techniques Used – Marketing messagestargeted at both men and women emphasised how the mobile phone can enable women to attend to family responsibilities

Results - The percentage of women amongnew subscribers has grown to approximately 18%. It is estimated that Roshan has the highest number of female subscribers in Afghanistan. The campaign has further established Roshan as a trusted brand.



mWomen Opportunity - CommercialWomen Are the New Face of Mobile Subscribers

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• Women represent nearly two-thirds ofthe untapped market for mobile growth

• Mobile operators aiming to be marketleading in five years time must excel atbringing on new female subscribers

Photo: Tostan

²³∕



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Mobile phone ownership provides tangible benefits to women:Of the women that own a mobile phone in the survey,

• Nine in ten women report feeling safer and more connected because of their mobilephone

• 85% of women report feeling more independent because of their mobile phone• 41% report enjoying increased economic and professional opportunities due to owning a

mobile phone.

mWomen Opportunity - SocialMobile Phone Ownership Provides Tangible Benefits to Women

Note: Survey respondents were women aged 14-74 that live in areas with mobile coverage

93% 93% 85%

41%

I feel safer I feel more connected with friends and family

I feel more independent I have increased my income and professional

opportunities

Positive Outcomes & Feelings Associated with Mobile Phone Ownership (respondents* that own a mobile phone)



Women’s mobile phone ownership in low and middle-income countries can be predicted by a combination of five statistically significant factors:

Location, household income, education, occupation, and age.

Mobile Phone Ownership & UsageFive factors determine women’s mobile phone ownership

Household income

Age

Occupation

Education level

Location (rural/urban)

Photo credit: Mobilink, *Note: Survey respondents were women aged 14-74 that live in areas with mobile coverage.

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Mobile Phone Ownership & UsageDemand for Mobile Phones is Strongly Linked to Affordability

Female mobile phone ownership increases 13% per each US$100 in additional monthly household income.

Demand for female mobile phone ownership begins to rise when ARPU falls below approximately 5% of household expenditures

National ARPU as a percent of household expenditures

0%

10%

20%

30%

40%

50%

60%

70%

0% 5% 10% 15% 20% 25%

Mob

ile p

enet

ratio

n of

the

fem

ale

popu

latio

n (%

)

13%

13%

Demand

13%

*Note: Survey respondents were women aged 14-74 that live in areas with mobile coverage

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A woman in an urban area is 23% more likely to own a mobile phone than a woman in a rural area...

...even if the two women are the same age and have the same income, educational level and occupation.

Mobile Phone Ownership & UsageFemale Ownership is Highly Correlated with Urban Location

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rural Urban

Location by Ownership and Usage Groups

% o

f r re

spon

dent

s

Owners Borrowers Yet to Make Use

Ownership and Usage Status by Location100% equals the total number of

respondents* in the survey (2,000)

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Mobile Phone Ownership & Usage Understanding Borrowers & Non-Users

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There is a strong correlation between convenience of borrowing and usage rates, which suggests that if borrowers owned a mobile phone, they may use it more than they anticipate. Yet it is less likely that Borrowers and Women Yet to Make Use of mobile phones will pay for their own service.

Very convenient Somewhat convenient Not very convenient inconvenient Very inconvenient

Rarely (less than once a month)Sometimes (more than 3 times per month)Always

0%

10%

20%

30%

40%

50%

60%

70%

I pay/would pay for my mobile phone service

Owner Borrower Yet to make use



Mobile Phone Ownership & UsageMoving Women into Ownership - Barriers

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The reasons women cite for not owning a mobile phone include:• Cost of handsets and service• A lack of need for a mobile phone• Fear of being able to master the technology

Cultural issues, such as the traditional roles of men and women, are also and can delay or even prevent a woman’s acquisition of a mobile phone.

What are the top reasons why you do not own a mobile phone?(respondents that do not benefit from mobile phone ownership)



Women’s Mobile Phone OwnershipFive Demographic Groups of Particular Interest

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• Age: 14-74 years old

• Urban and Rural

• ARPU/month:US$5.43


• Urban



• Urban



• Rural



• Urban and Rural


Rural Women at Work

Women at the BOP

Women in the Home

Women at School

Career Women

*Note: Survey respondents were women aged14-74 that live in areas with mobile coverage

0%

20%

40%

60%

80%

100%

Women at the BOP Rural Women at Work Women in the Home Women at School Career Women

% o

f res

pond

ents

in

the

grou

p

Mobile Phone Ownership by Demographic Group(100% equals all respondents* in the specific group)

Owners Borrowers Yet to Make Use



Photo: SEWA

Demographic SegmentsRural Women at Work Highly Value Mobile Phone Services

“We were surprised at how much poor, rural women were hungry for communication and information.”

- Reema Nanavaty, SEWA

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0%

10%

20%

30%

40%

50%

60%

Reduced spending in other areas to pay for my mobile phone service

Found or kept employment opportunities

% re

spon

dent

s tha

t an

swer

ed p

ositi

vely

Because of my Mobile Phone, I have... (all respondents* that own a mobile phone)

Rural Women at Work All respondents



Profiting from investments ininformation

Impact• 20,000 women have saved time andimproved earnings due to SEWA’sservices

Case StudySEWA

ObjectiveEnhancing women’s bargaining position as well as their crop planning and harvesting decisions by providing them with crucial information

CountryIndia

Techniques UsedSMS messages and IVR systems provide commodity prices and micro-finance loan information to SEWA members

LearningOpening the door to increased income will open the door to increased mobile phone adoption and usagePhoto: SEWA

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Demographic SegmentsSub-groups Within the Women in the Home

Photo: MTN

The largest segment in the survey, but trends emerge within segment, especially by age:

• Younger homemakers feel more modern with phones• Among homemakers who have yet to make use of phones, cost looms large

for the young, while older homemakers are more likely to be afraid thanthey anticipate

• For those that received mobile phones as gifts, 94% received them fromtheir spouse

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94%

0%

20%

40%

60%

80%

100%

Communicate with family and friends

My Spouse Gave Me a Mobile Phone to…

(100% equals all housewives that received the phone as a gift from

their spouses)

0%

20%

40%

60%

80%

100%

21-27 28-36 37-49 50-74

I feel very modern or hip because I own a mobile phone

(Women in the Home that agreed with this statement)



Call to Action

Mobile Communications Industry• Specifically address women in segmentation strategies and marketing tactics• Position the phone as a life enhancing and income-generating tool• Understand and operate within the local culture• Leverage alternative financing mechanisms and channels• Encourage the transfer of phones to women.

Development Community• Leverage alternative financing mechanisms and channels• Create innovative programmes to increase the uptake of mobile phones amongst women• Promote the mobile phone as an effective development tool which creates education,

health, employment, banking and business opportunities• Help identify culturally relevant and acceptable ways of promoting mobile phone

ownership amongst women.Policymakers

• Shift the tax burden away from the poorest in society of which women are the majority• Create incentives for the development of mobile services that benefit women.

All Stakeholders• Collaborate for maximum impact• Designate high-profile champions of mobile phones for women• Conduct further research to advance understanding of women and mobile phones.

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Full report now available at:http://vitalwave.com/articles-and-presentation/

For more information, email [email protected]

Women & Mobile: A Global Opportunity

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www.gsmworld.com/our-work/mobile_planet/development_fund/mwomen.htm www.cherieblair.org

http://vitalwaveconsulting.com/insights/articles/women.htm�

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