picnic festival 2011
DESCRIPTION
Presentation by Hajo van Beijma from Text to Change @ Picnic on day 3, September 16th as part of COMM: COMM is a meeting on the innovative, creative and technical applications and economic growth in the field of ICT and mobile phones, focusing on Africa. The session is about matchmaking, networking, inspiration and learning.TRANSCRIPT
Text to Change and the African Mobile MarketPICNIC, COMM: 16 September 2011
Hajo van [email protected]
+31 (0)20 8202058
Source: The EconomistSource: The Economist
The size of AfricaThe size of Africa
5.3 billion Mobile Phone subscriptions Globally (ITU,2010)
Over 1 Billion people in Africa
45% of Africans have access to mobile phones
5.3 billion Mobile Phone subscriptions Globally (ITU,2010)
Over 1 Billion people in Africa
45% of Africans have access to mobile phones
Mobile subscriptions: developing vs developed
Mobile subscriptions: developing vs developed
What is going on?What is going on?
mBankingmActivism
mGovernmentmAgriculturemEducation
mHealth
mBankingmActivism
mGovernmentmAgriculturemEducation
mHealth
AfricaAsia
South America
AfricaAsia
South America
SMSVoiceSMS
Voice
NGO founded in 2007 in Amsterdam
Social Mobile Service & Content provider
TTC develops Interactive and Incentive based mobile programs
Pioneer in mHealth in Africa
Mobile Tools for Health, Education & Social Impact: SMS, Voice, Data
NGO founded in 2007 in Amsterdam
Social Mobile Service & Content provider
TTC develops Interactive and Incentive based mobile programs
Pioneer in mHealth in Africa
Mobile Tools for Health, Education & Social Impact: SMS, Voice, Data
Text to Change has active programs in 6 countries (red) and upcoming programs in 8 more (yellow)Text to Change has active programs in 6 countries (red) and upcoming programs in 8 more (yellow)
Text to Change has active programs in 6 countries (red) and upcoming programs in 8 more (yellow)Text to Change has active programs in 6 countries (red) and upcoming programs in 8 more (yellow)
TitelTitel
Tekst gaat hier, sleep het vakje zoals je het wilt hebben.
Tekst gaat hier, sleep het vakje zoals je het wilt hebben.
Market activationsMarket activations
Educational promotionEducational promotion
Healthy families, communities, children
Healthy families, communities, children
TTC’s goals and amibitions
TTC’s goals and amibitions
Nutrition counselingNutrition counseling
Informed citizens who freely choose their
path of development
Informed citizens who freely choose their
path of development
Better agricultural services
Better agricultural services
Data collectionData collection
Transparency & Accountability
Transparency & Accountability
How many children die from diarrhoea every year?
1.780,0002.1,200,0003.1,700,000To reply send QUIZ <space><answer nr> to 8181
How many children die from diarrhoea every year?
1.780,0002.1,200,0003.1,700,000To reply send QUIZ <space><answer nr> to 8181
Well done! 1,700,000 children die of Diarrhoea every year. This can easily be prevented by good hygiene. Just by washing hands with lifebouy soap and water, we can reduce diarrhoeal deaths in children by an amazing 43%.
Well done! 1,700,000 children die of Diarrhoea every year. This can easily be prevented by good hygiene. Just by washing hands with lifebouy soap and water, we can reduce diarrhoeal deaths in children by an amazing 43%.Users participate in free
Health quizzes Users participate in free
Health quizzes
Incentives with monetary valueIncentives with monetary value
Examples:
•Airtime•Merchandise•Health products•Social incentives
Examples:
•Airtime•Merchandise•Health products•Social incentives
Mosquito netMosquito net
Barcelona shirtBarcelona shirt
AirtimeAirtime
Don’t guess the answers, learn the truth
Target: 15.000 Airtel subscribers HIV/AIDS Quiz Interactive, confirmation/correct answer Incentives: airtime and mobile phones Increase knowledge and uptake in testing Results: 20 % response rate Uptake in HCT of +40% at AIC Built our own platform + toll free short
code
Don’t guess the answers, learn the truth
Target: 15.000 Airtel subscribers HIV/AIDS Quiz Interactive, confirmation/correct answer Incentives: airtime and mobile phones Increase knowledge and uptake in testing Results: 20 % response rate Uptake in HCT of +40% at AIC Built our own platform + toll free short
code
EPMTCT/ Mother Reminder program in rural Uganda
EPMTCT/ Mother Reminder program in rural Uganda
Increase number of ANC visits to a minimum of 4.
Increase PMTCT uptake & adherence for HIV positive pregnant women
Increase number of women delivering at the health clinic
Provide postnatal support; examples: info about nutrition and hygiene.
Increase number of ANC visits to a minimum of 4.
Increase PMTCT uptake & adherence for HIV positive pregnant women
Increase number of women delivering at the health clinic
Provide postnatal support; examples: info about nutrition and hygiene.
Behavior Change CommunicationBehavior Change Communication MobilizationMobilization
Tomorrow is HAND WASHING DAY! Come join us to promote HAND WASHING at City Square. Competitions, quizzes, dance, come join the fun.
Tomorrow is HAND WASHING DAY! Come join us to promote HAND WASHING at City Square. Competitions, quizzes, dance, come join the fun.
InformationInformation
Wash your hands thoroughly & frequently with soap, especially after being in crowded public places and around food.
Wash your hands thoroughly & frequently with soap, especially after being in crowded public places and around food.
Behaviour Change Communication
Behaviour Change Communication MobilizationMobilization
Tomorrow is HAND WASHING DAY! Come join us to promote HAND WASHING at City Square. Competitions, quizzes, dance, come join the fun.
Tomorrow is HAND WASHING DAY! Come join us to promote HAND WASHING at City Square. Competitions, quizzes, dance, come join the fun.
InformationInformation
Wash your hands thoroughly & frequently with soap, especially after being in crowded public places and around food.
Wash your hands thoroughly & frequently with soap, especially after being in crowded public places and around food.
Data CollectionData Collection
Combining strengths: Good PartnershipsCombining strengths: Good Partnerships
Private SectorPrivate Sector Tech. Mobile partnerTech. Mobile partner
Content PartnersContent Partners
Mobile CommerceMobile Commerce
95% of all text messages are read within 4 minutes of receiving them
80% of consumers keep their mobile phone with them all day
Mobile commerce is predicted to reach $119 billion by 2015
69% of Africans comfortable with mobile advertising. This is the highest in world with the US and Europe at only 61%
95% of all text messages are read within 4 minutes of receiving them
80% of consumers keep their mobile phone with them all day
Mobile commerce is predicted to reach $119 billion by 2015
69% of Africans comfortable with mobile advertising. This is the highest in world with the US and Europe at only 61%
Why Mobile? Why Mobile?
• Campaigns targeted according to age, gender, district, and target audience.
• Two-way dialogue between brand and consumer, building a personal relationship.
• Integrates well with radio, print, billboard, online and TV campaigns.
• It’s viral: Consumers can forward messages about products to each other.
• Enables companies to create valuable databases for permission-based marketing.
• Instantaneous, delivering messages straight to consumer and enabling an immediate response.
• Interactive, engaging and affordable.
• Campaigns targeted according to age, gender, district, and target audience.
• Two-way dialogue between brand and consumer, building a personal relationship.
• Integrates well with radio, print, billboard, online and TV campaigns.
• It’s viral: Consumers can forward messages about products to each other.
• Enables companies to create valuable databases for permission-based marketing.
• Instantaneous, delivering messages straight to consumer and enabling an immediate response.
• Interactive, engaging and affordable.
Text to Change: Why does it work?
Simple in Concept, Powerful in Delivery;
Partnerships with mobile operators, telecom industry, NGO‘s, private sector and governments;
Software that will work in Africa;
Demand driven programs;
Local content;
Focus on the end-user.
Text to Change: Why does it work?
Simple in Concept, Powerful in Delivery;
Partnerships with mobile operators, telecom industry, NGO‘s, private sector and governments;
Software that will work in Africa;
Demand driven programs;
Local content;
Focus on the end-user.