• GSMA mWomen

    Striving and Surviving in Papua New Guinea: Exploring the Lives of Women at the Base of the Pyramid

    November 21, 2014 | | Oceania | Research
    The mobile industry – and indeed much of the world – knows little about the lives, struggles and aspirations of women in Papua New Guinea (PNG), particularly those living at the bottom of the pyramid (BoP). What are their greatest needs and aspirations? What challenges do they face in meeting the basic needs of their families? How are their decisions influenced by family, friends and community groups? And how might mobile services help to improve their daily lives and advance their hopes...
  • GSMA mWomen

    Snapshot: Maymay in Myanmar. How and why Ooredoo is targeting women

    September 30, 2014 | | Asia | Case Studies
    Growing mobile data penetration among low-income populations is a challenge for mobile operators (MNOs) across the developing world. However, the poor access to basic services within this segment presents a clear opportunity for advanced mobile services such as mHealth to fill that gap. In this document we outline how and why Ooredoo, supported by a GSMA mWomen Innovation Fund Grant, is using advanced mobile services to drive 3G uptake among women in Myanmar. Snapshot: Maymay in Myanmar...
  • GSMA mWomen

    Reaching half of the market: Women and mobile money

    September 10, 2014 | | Global | Research
    This publication addresses barriers that prevent women from accessing and using mobile money, and highlights some of the key tactics that mobile money providers can use to increase penetration amongst women. This is the first publication in a series of deeper insights into selected topics based on the findings of MMU’s 2013 State of the Industry Report on Mobile Financial Services. Download here...
  • GSMA mWomen

    Snapshot: Consumer Insights for Adolescent Girls – the case of BRAC in Bangladesh

    August 29, 2014 | | Asia | Case Studies
    Rural adolescent girls are an untapped market for mobile operators in countries like Bangladesh. However, creating a mobile service for them is challenging, as they are often a market segment that is difficult to reach due to existing social norms, and because there is limited existing data on this market segment. This case study looks at how Robi Axiata conducted in-depth consumer insights research with rural adolescent girls and other stakeholders in order to create a mobile education service ...
  • GSMA mWomen

    Snapshot: Grameen Foundation’s “Mobile Midwife” Service in Nigeria - How to generate and use consumer insights to localise mHealth content

    August 28, 2014 | | Africa | Case Studies
    Once a life-enhancing value-added service has reached scale in a market, the next step is to replicate it in other geographies. Grameen Foundation did this when they took their maternal and child health information service from Ghana to Nigeria. This snapshot outlines how they localised the content and tailored the service to a new target audience. It provides useful guidelines and recommendations for organisations wishing to replicate information services in new markets. Download here ...
  • GSMA mWomen

    The Power of Mentorship

    August 20, 2014 | | Global | Global | Presentations | Presentations
    The objectives of the mentorship programme at the GSMA are to leverage on the value of sharing experiences among women working in ICT through mentorship and to contribute to enlarge the presence of women in ICT. The presentation outlines the GSMA mentorship journey of 2013 and presents the key ingredients of successful mentoring. The Power of Mentorship...
  • GSMA mWomen

    Accelerating the Power of the Female Economy – Session Recording

    August 20, 2014 | | Global | Videos
    Accelerating the Power of the Female Economy – Session Recording...
  • GSMA mWomen

    mWomen Innovation Fund Grants

    June 24, 2014 | | Global | Research
    pdf
    The mWomen programme has awarded 11 Innovation Grants to operators and NGOs. The grants provide seed funding for the design and launch of economically sustainable products and services which increase women's access to and use of mobile phones and value-added services. This document summarises the 11 different services currently being developed, the commercial and social impact we expect to see and the insights we hope to be able to share with the wider mobile industry. Download here...
  • GSMA mWomen

    Women in Agriculture: a Toolkit for Mobile Services Practitioners

    June 18, 2014 | | Global | Tools
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    The ‘Women in Agriculture: a Toolkit for Mobile Services Practitioners', created in partnership with GSMA mAgri, is a resource for MNOs and members of the wider mobile ecosystem who are thinking to develop mobile agricultural services for rural women. The toolkit provides a step-by-step guide across each stage of the product development process, along with successful examples and recommendations. Download here...
  • GSMA mWomen

    Partnerships Insights Paper

    June 13, 2014 | | Global | Research
    pdf
    For operators to take advantage of the revenue potential found in underserved communities in emerging markets, the formation of efficient and effective partnerships between operators and social sector organizations that have long-standing networks and expertise in serving rural and marginalized populations is crucial. This Insights paper details best practices in pursuing, negotiating, designing and implementing social sector/operator partnerships to increase the social sector's understanding of...
  • GSMA mWomen

    Snapshot: MAMA in Bangladesh - Including men in mobile services for women

    April 17, 2014 | | Asia | Case Studies
    pdf
    In cultures where women's empowerment is a complex, challenging subject on both social and cultural levels, men can be the champions or detractors to any approach. MAMA tackles this issue by integrating men and other household members within their offerings. The Aponjon program (the local brand of MAMA in Bangladesh) aims to reach three million pregnant women, new mothers and their families within three years, achieving sustained improvements in knowledge, healthy behaviors and health outcomes. ...
  • GSMA mWomen

    Snapshot: Etisalat in Togo and Benin

    February 24, 2014 | | Africa | Case Studies
    pdf
    This document illustrates how mobile operators aim to reach rural women in emerging markets through innovative business models. This snapshot illustrates one such model, the "Weena" program, developed by Etisalat Group and launched by its Moov affiliates in November 2013 in Benin and Togo. Download executive summary Download full report Téléchargez la version française...
  • GSMA mWomen

    Insights: Tigo in Tanzania - Qualitative Research as a Way to Gain In-depth Consumer Understanding of Base of the Pyramid Women

    February 23, 2014 | | Global | Research
    pdf
    This insights paper draws on Tigo Tanzania’s experience in using qualitative research to gain a deep understanding of the resource-poor women’s segment.  It offers operators practical guidance on how to analyse existing customer data, and how to complement this with alternative forms of research.  It also describes how operators can use consumer insights to create “personas” which can help to ensure that the mWomen offerings clearly meet the wants and needs of their target market. D...
  • GSMA mWomen

    Case study: Dialog's 5 Star Partner Programme - Integrating women into the rural retail chain

    February 21, 2014 | | Global | Case Studies
    pdf
    Creating a rural network of trained female retailers can be an effective way for mobile operators to reach new rural women customers. This case study of Dialog's "5 Star Partner" programme in Sri Lanka reveals the social and commercial benefits and offers practical insights for operators seeking to replicate a similar approach in their own markets. Download executive summary Download full report ...
  • GSMA mWomen

    Snapshot: Turkcell in Turkey - Engaging women micro-entrepreneurs

    February 19, 2014 | | Asia | Case Studies
    pdf
    Women entrepreneurs are economically active and technologically savvy. Turkcell is tapping into this segment by helping women to start and grow their businesses. The initiative helps promote the participation of women in the economy and contributes to their empowerment by helping them start or expand businesses through a platform designed for female entrepreneurs. The programme aims to reach 100,000 women by 2016. Download here...
  • GSMA mWomen

    Transforming Women’s Livelihoods Through Mobile Broadband: A study on the value of mobile broadband for working women in the developing world

    February 19, 2014 | | Global | Research
    pdf
    This report is based on research that was designed to uncover and characterize the various forms of value that mobile broadband provides to working women in the developing world and identify the barriers that block feature phone owners from upgrading to smartphone use. The study is based on more than 1000 structured interviews with working women across five countries: Brazil, China, India, Indonesia, and Nigeria. Working women are segmented into five distinct, mutually exclusive groups, and the ...
  • GSMA mWomen

    GSMA mWomen Marketing Handbook

    February 27, 2013 | | Global | Tools
    pdf
    The GSMA mWomen Marketing Handbook, created in partnership with Altai Consulting, is a resource for mobile network operators and other members of the mobile ecosystem to improve their approach to marketing to low-income women in emerging markets. It offers an approach and examples from the mobile industry as well as other industries and the development community. Download: English | French...
  • GSMA mWomen

    Unlocking the Potential: Women and Mobile Financial Services in Emerging Markets – Executive Summary

    February 25, 2013 | | Global | Research
    pdf
    Executive summary of February 2013 report, produced in partnership with Visa Inc, which offers insights on women’s needs for financial management tools and use of mobile financial services in Indonesia, Kenya, Pakistan, Papua New Guinea and Tanzania.  It also contains implications for action for mobile financial service providers in any emerging market. Full report accessible here Download here...
  • GSMA mWomen

    Unlocking the Potential: Women and Mobile Financial Services in Emerging Markets

    February 25, 2013 | | Global | Research
    pdf
    This February 2013 report, produced in partnership with Visa Inc, offers insights on women’s needs for financial management tools and use of mobile financial services in Indonesia, Kenya, Pakistan, Papua New Guinea and Tanzania.  It also contains implications for action for mobile financial service providers in any emerging market. Download here  ...
  • GSMA mWomen

    Striving & Surviving: Exploring the Lives of Women at the Base of the Pyramid

    February 27, 2012 | | Global | Research
    pdf
    Full length research report surveying the wants, needs, aspirations and mobile uses of women living at the base of the pyramid (BoP), which are those living on under US$2 a day. Conducted in partnership with the Australian Agency for International Development (AusAID) and the United States Agency for International Development (USAID), with primary research undertaken by TNS, the research format brings the voices of BoP women to life through eight fictional, composite ‘Portraits’ of responden...
  • GSMA mWomen

    GSMA mWomen Research Toolkit

    February 27, 2012 | | Global | Tools
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    This toolkit contains all research tools used to create ‘Striving and Surviving: Exploring the Lives of Base of the Pyramid Women’ These include: Ethnography Observation Guide Focus Group Discussion Guides Opinion Leader Discussion Group Wants and Needs Questionnaire Download here...
  • GSMA mWomen

    Portraits: A Glimpse into the Lives of Base of the Pyramid Women

    February 27, 2012 | | Global | Research
    pdf
    This research report is the first to survey the wants, needs, aspirations and mobile uses of women living at the base of the pyramid (BoP), which are those living on under US$2 a day. Conducted in partnership with the Australian Agency for International Development (AusAID) and the United States Agency for International Development (USAID), with primary research undertaken by TNS, the research format brings the voices of BoP women to life through eight fictional, composite ‘portraits’ of res...
  • GSMA mWomen

    Impact Pathway for Mobile & Women

    February 26, 2012 | | Global | Research
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    The Impact Pathway for Mobile and Women explores how women can be empowered through ownership and effective usage of mobile phones, and how access for women to life-enhancing mobile services can lead to economic advancement, and enhanced power and decision-making abilities. To test this theory of change, the GSMA mWomen team in partnership with USAID and AusAID, commissioned PwC to undertake a review of relevant literature covering leading initiatives, programmes, and deployments known to be tak...
  • GSMA mWomen

    Realising the mWomen Opportunity: A Framework for Designing the mWomen Business Case

    February 26, 2012 | | Global | Research
    pdf
    This framework is designed to help MNOs gather evidence that women are valuable mobile subscribers and highlight best practices and proposed approaches to targeting these women. Though regional and local contexts will factor heavily into each MNO’s strategies, this document identifies commonalities among the emerging market MNOs and introduces a broad framework for analysis. The framework is designed to be an overview of possibilities across a mobile proposition lifecycle, providing a step-by-...
  • GSMA mWomen

    Uninor: Empowering Women through an Innovative Distribution Model

    November 30, 2011 | | Asia | Research
    pdf
    Evaluation of Uninor's innovative pilot program, Citizen Centre Enterprises (CCEs), which delivers business service through a network of women entrepreneurs in partnership with non governmental organisation Hand in Hand. The study focuses on the value that the CCE model creates for all parties by bringing women into the mobile value chain. This includes bringing increased sales for the operator and empowering and improving livelihoods for the women entrepreneurs. Download here...
  • GSMA mWomen

    Vodafone Qatar's Al Johara: empowerment through entrepreneurship

    June 24, 2011 | | Asia | Case Studies
    pdf
    Empowerment through entrepreneurship, this case study examines how Vodafone created a network of female sales agents who sell to other women whilst working within appropriate Qatari cultural norms. Download here...
  • GSMA mWomen

    Policy Recommendations to Address the Mobile Phone Gender Gap

    May 1, 2011 | | Global | Research
    pdf
    This paper summarises the GSMA mWomen recommendations for policymakers. Governments and policy makers have a critical role to play in empowering women through mobile technology and are a pivotal part of the ecosystem required for reducing the mobile phone gender gap in developing countries. Women’s empowerment is crucial for a country’s economic growth and development, mobile technology can contribute this in line with the Millennium Development Goals. Download here...
  • GSMA mWomen

    Women & Mobile: A Global Opportunity

    February 16, 2010 | | Global | Research
    pdf
    The report is the first global study of its kind. It endeavours to understand mobile usage by women subscribers in low and middle income countries and highlights the barriers facing women’s adoption of mobile technologies. It also shows that by extending the benefits of mobile phone ownership to women, a host of social and economic goals can be advanced. Key report findings include: Across all countries a woman is 21% less likely to own a mobile phone than a man. This figure increases to 2...
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