Locally Relevant Content

Promoting the development of online content and services that are relevant to local populations

Mobile internet adoption rates are often higher in markets which have vibrant digital ecosystems offering end users online content and services that are localized and relevant to their needs. Sometimes it is sufficient for an application or online service to be made available in the local language. In other cases there can be a strong demand for online content or services that meets a very specific need – money transfer, agriculture or healthcare for example. Policy can also be an important enabler through support for in–country hosting and internet exchange points of presence and support for open and unrestricted access to the internet. Public administrations can also lead the way by developing effective e-Government services.

Market research carried out by the GSMA has identified that a (sometimes perceived) lack of locally relevant content is a key factor behind low mobile internet adoption rates in a number of Latin American markets.

The Locally Relevant Content Team works with the Mobile Industry and external stakeholders to identify the key characteristics of online content and services required by underserved population groups across different country markets and stimulate the development of the local digital ecosystem to address these needs.