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1. Telecom use at the bottom of the pyramid in emerging Asia M is for Mobile: Exploring mobiles technology for social development Sesame Workshop New Delhi, 1 March 2011 Ayesha Zainudeen This work was carried out with the aid of a grant from the International Development Research Centre, Canada and UKaid from the Department for International Development, UK. With contributions from Telenor Research and Development Centre, Sdn. Bhd.
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7. Most have used a phone in the last 3 months Among BOP (OUTER SAMPLE)
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9. Many non-owners, still have mobile access within the household Access within the household Among BOP teleusers
20. Lower perceived benefit on economic factors (though still positive) Among BOP teleusers with personal incomes > 0 1=worsened 2 = slightly worsened 3=no change 4=slightly improved 5=improved Indians who use the phone for business activities see more benefits in terms of: making more money (also via sale of calls), ability to find out about employment, save money, improve efficiency of daily work
21. High use of mobiles for productive purposes (77%) Daily use Among BOP mobile owners 72% 31% 42% 21% 49% 32%
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24. What the BOP does with mobile phones: Currently not much beyond voice and text Among BOP mobile owners B’desh Pakistan India S’ Lanka Ph’pines T’land % of BOP mobile owners Taking phone calls 100% 100% 99% 100% 89% 100% Receiving phone calls 100% 100% 98% 100% 99% 100% Sending/receiving 'missed calls' 94% 84% 84% 73% 86% 39% Sending/receiving SMS (text messages) 32% 47% 33% 52% 100% 53% Sending/receiving MMS (picture messages) 1% 4% 4% 6% 13% 4% Sending/receiving emails 0% 0% 1% 0% 0% 1% Browsing the Internet 0% 1% 1% 2% 0% 2% Taking photos /video clips 4% 2% 1% 8% 4% 18% To play games (individual) 13% 18% 7% 21% 14% 17% To play games (interactive) 1% 1% 1% 1% 3% 1% To listen to the radio 0% 7% 3% 12% 5% 22% To listen to music (files which you have downloaded or been sent by others, not radio) 4% 5% 3% 7% 3% 22% To share content that you have created (E.g. ringtones, wallpapers, pictures, games and video clips) 1% 2% 2% 6% 5% 3% To send or receive or download or upload other content (E.g., ringtones, wallpapers, pictures, games and video clips) 0% 2% 3% 8% 10% 9% As an organizer (keep appointments, reminders, alarm and clock) 1% 7% 8% 4% 9% 14% To check my bill / credit balance 11% 40% 25% 50% 3% 39%
25. Mobile2.0 services: Awareness among BOP is poor in BD, PK and IN Among BOP teleusers Voting, competitions, reality shows, etc
34. www.lirneasia.net (search term: BOP) F ull dataset available at http://lirneasia.net/projects/2008-2010/bop-teleuse-3/ Photos by CKS Consulting Pvt Ltd
“ Teleuser” – anyone who had made or received a call (from any phone) in the previous three months SEC [socio-economic classification] determined by education and occupation of chief wage earner of the household, but also takes into account other factors (varies between countries), such as housing type, availability of household durables, etc Urban India : SEC D + E Rural India: R2 + R3 + R4 Except Philippines, where we only studied SEC E users because if we studied SEC D and E users, our target group would become close to 90% of the Filipino population Migrant samples included SEC group C users in some countries, recognizing that some SEC D / E households may have risen up to SEC C due to income infusions from household members working away from home Total SEC D + E for BD is 106,094,305; proportion of population aged 15-60 is about 58% of this number (2007) based on the actual population distribution for all SECs. Assumption : the distribution is normally distributed and its the same for SEC D + E.
Fieldwork Languages (12 in total) Bangladesh : Bengali (1) Pakistan: Urdu (1) India: Hindi, Gujarati, Bengali, Tamil, Kannada, Assamese, Tripuri (7) Sri Lanka: Sinhala, Tamil (2) Philippines: Tagalog, Cebuano, Illongo, Bisaya (4) Thailand: Thai (1)
Mean income: Excluding those w/o personal income: 65 78 64 98 88 126 USD/day equivalents: Personal: BD - 1.21 PK - 1.23 IN - 1.28 LK - 1.80 PH - 1.48 TH - 2.62 Household: BD - 3.90 PK - 4.22 IN - 3.30 LK - 5.02 PH - 4.24 TH - 5.73 Daily household income per HH member: 0.85 0.64 0.91 1.43 1.21 2.40 Income data collected in absolute numbers; if respondent was unable to provide an absolute number, a range was given. Mid-point of those ranges were taken as respondent’s income.
BOP/Outer sample: total number approached belonging to SEC D or E These numbers cannot be compared with the 2006 numbers because they were collected using a different methodology.
Takes a longer time to get to phone in rural areas, but most can still get to a phone in 5 minutes; situation has improved since 2006 (RURAL IN & PK had people travelling >60 minutes). Urban base in LK is too small to disaggregate into rural vs urban. Most often it costs them nothing additional to reach the phone (walking)
Top reasons for choice: Accessibility at any time Lower cost (largest concern in India); little difference between urban and rural India Lack of options Accessibility in any location Privacy Quality of connection Other
45% of Indian BOP has either their own mobile or access to a fixed phone in their house.
Second highest BOP growth in Sri Lanka Sri Lanka 78% Thailand 18% Philippines 17% Pakistan 12% (no 2006 comparison for Bangladesh)
Except for Sri Lanka, numbers are the same for mobile In Sri Lanka there is a one-point difference due to the significant number of fixed phones Philippines (SEC E only) needs further investigation
Mobile adoption determined by gender, personal income, education, top 5 contacts, PBI, (fixed phones, electricity and TV)
Fixed Those planning to get connected in the next year: 31% 18% 28% 41% 31% 47%
PK – increased inequality on mobile; IN and LK reduced PK– increased inequality on public access (more men using them)
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Higher and more frequent use of the mobile for business purposes among males, in all countries Though notable use by WOMEN in BD -- highest across all countries!
“ ring-in” tones , movie content and SMS supposed to be most popular in Indian market http://mobile.broadbandindia.com/2008/04/value-added-services-market.html CRBT (caller ring-back tones): This constitutes bulk of the VAS market share at 45% . This is a popular service in which the calling party hears music chosen by the called party (instead of the ringing sound). Voice portals: 13% market share. The fastest growing VAS service of all, this has in the last year, become as popular as CRBT. This service enables users to select music, jokes or other items of interest by dialing into an IVR. Premium SMS: Second largest revenue contributor at 32%. This is distinct from regular SMS, as it is typically A2P (application to peer) and meant for use in real-time polling, interactive TV, consumer marketing and requests, etc. Other data (e-mail, games, on-deck content): Users having phones with data capability (WAP and GPRS) can access e-mail and other content from their mobiles.
“ This is a list of kinds of services that can be accessed or obtained through telephones and computers. Please tell me whether you are aware that you can access the following services through telephones or computers?” Voting ~= “premium SMS”: real-time polling, interactive TV, consumer marketing and requests (http://mobile.broadbandindia.com/2008/04/value-added-services-market.html) m-Governance : Limited initiatives in India:& Limited spread; • Examples of some applications: (1) Agri-watch - To give agriculture market information (www.agriwatch.com) (2)Lifelines – A knowledge service to answer agriculture related queries (www.lifelinesindia.net) (3) Centre for Good Governance supports systems for Grievance Redress, Right to Information case tracking, Irrigation monitoring and Disaster Management system (http://unpan1.un.org/intradoc/groups/public/documents/un/unpan030559.pdf) “ ring-in” tones , movie content and SMS supposed to be most popular in Indian market http://mobile.broadbandindia.com/2008/04/value-added-services-market.html CRBT (caller ring-back tones): This constitutes bulk of the VAS market share at 45% . This is a popular service in which the calling party hears music chosen by the called party (instead of the ringing sound). Voice portals: 13% market share. The fastest growing VAS service of all, this has in the last year, become as popular as CRBT. This service enables users to select music, jokes or other items of interest by dialing into an IVR. Premium SMS: Second largest revenue contributor at 32%. This is distinct from regular SMS, as it is typically A2P (application to peer) and meant for use in real-time polling, interactive TV, consumer marketing and requests, etc. Other data (e-mail, games, on-deck content): Users having phones with data capability (WAP and GPRS) can access e-mail and other content from their mobiles.
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