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mAgri Resources

Browse resources by topic (where applicable), region or type, such as case studies, presentations, research and white papers

  • mAgri

    Case Study: Vodafone Turkey Farmers' Club

    June 17, 2015 | | East Asia and Pacific | East Asia and Pacific | Case Study
    pdf
    Vodafone Turkey launched the Farmers’ Club at the end of 2009 in partnership with TABİT, a Turkish social enterprise focusing on ICT enablement for smallholder farmers. Vodafone aims to increase productivity and income of smallholder farmers by providing actionable information. It does so by offering agri VAS helping farmers improve their agricultural practices and gain access to markets, as well as special farmer tariffs. Building on the success of the Farmers’ Club, Vodafone Turkey has...
  • mAgri

    Micro Insurance in Mobile Agriculture: case study and takeaways for the mobile industry

    May 18, 2015 |
    pdf
    By zooming in on ACRE Africa mobile insurance service, this report explores the market opportunity and challenges to scale of index based micro insurance for crops. It also provides valuable insights for the stakeholders that aim to replicate the service in their respective markets. Download: Micro Insurance in Mobile Agriculture  ...
  • mAgri

    Case Study: Airtel Green SIM

    March 19, 2015 | | South Asia | Case Study
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    Green SIM is a packaged service offering available exclusively on the Airtel network which provides voice-based agricultural information to help rural farmers to improve their farming practices. Green SIM agriculture content services, as well its marketing and distribution are managed by IFFCO Kisan Sanchar Limited (IKSL) which is a joint venture between the Indian Farmers’ Fertiliser Cooperative Ltd (IFFCO), the largest farmers’ cooperative in India and Bharti Airtel, the largest mobile net...
  • mAgri

    Tigo Kilimo project update: insights from the midline

    March 17, 2015 | | Sub-Saharan Africa | Case Study
    pdf
    Tigo Kilimo is an agricultural value added service (Agri VAS) provided by mobile operator Tigo Tanzania since December 2012. It delivers information on agronomy, weather and market prices. This deep dive report explores service uptake and the customer base for this service at the time of the midline in May 2014. It gives recommendations for service improvement based on quantitaive and qualitative data sources. Download: Tigo Kilimo project update: insights from the midline The case stu...
  • mAgri

    Agricultural M2M: a platform for expansion

    March 9, 2015 | | Global | Research
    pdf
    In order to feed over 2.5 billion more people and prevent widespread famine in the next few decades, it is estimated that food production will need to increase by 70% by 2050, placing significant pressure on the agriculture sector. The demand for smarter and more efficient agriculture is therefore on the rise. Mobile technology is increasingly leading to the creation of innovative services and applications that are used throughout the agricultural value chain to help farmers make the most of ...
  • mAgri

    Market size and opportunity for agricultural value-added services

    February 27, 2015 | | Global | Research
    pdf
    Agri VAS has been developed to overcome the ‘information gap’ faced by farmers in developing countries as well as connect farmers with other key players in the agriculture value-chain. Farming still accounts for 47% of the workforce on average across emerging markets compared to 5% in developed ones, making it a key sector economically and socially. Unfortunately, the productivity levels of farmers in these regions is stymied by a variety of factors, including poor access to relevant market ...
  • mAgri

    mFarmer case studies

    February 24, 2015 | | Case Study
    pdf
    It’s been more than three years since the GSMA mAgri Programme launched the mFarmer Initiative in 2011 with the ambition to support the development and launch of Agri Value Added Services (VAS) at scale. Through a competitive application process, we selected four promising projects. The individual projects have reached various levels of scale and adoption; the combined outreach of the initiative is nearly 1.5 million users. While some of the challenges faced by the projects were unique to a...
  • mAgri

    Webinar: Insights from the mFarmer initiative

    February 2, 2015 |
    video
    The Mobile for Development mFarmer initiative has come to a close. Having reached nearly 1.5 million users in 2.5 years, many valuable lessons have been learnt. Our mAgri Analyst, Tegan Palmer, presents these learnings and insights in a webinar held on 21st January 2015. Quantitative and qualitative evidence was drawn from user behaviour, field interviews and phone surveys across four countries. Here we present lessons on what works and what doesn’t in designing, pitching and marketing mobile...
  • mAgri

    Early results from Orange Sènèkèla: data and insights from the baseline (version française disponible)

    November 3, 2014 |
    pdf
    Sènèkèla is an agricultural value added service (Agri VAS) which launched in Mali in July 2013. It offers a helpline, staffed by agricultural experts, covering a range of agricultural topics and market prices. It also includes a USSD channel for market prices launched in February 2014 but had not acquired any customers at the time of the baseline. The helpline had also reached few users at the time of the baseline. Those who had been connected to the service had mostly called only onc...
  • mAgri

    Early results from Airtel Kilimo: data and insights from the baseline

    October 27, 2014 |
    pdf
    Airtel Kilimo is an agricultural value added service (Agri VAS) developed and managed by Airtel Kenya. The service provides customised information about crops, weather and market prices to farmers in Kenya via their mobile phones. At the baseline, Airtel Kilimo had less than 7000 registered users, and more than 60% had not received content from the service. 30% of the total user base was active (had received information during May) and generating revenue for the service. 28% had received more...
  • mAgri

    mKisan project update: data and insights from the midline

    October 23, 2014 | | Case Study
    pdf
    mKisan is an agricultural value added service (Agri-VAS) which had been live in India since December 2012. The service offers push content in the form of SMS and access to two pull channels, an IVR menu and a helpline, on purchase of a subscription package which costs 1INR per day, purchasable in packs of 10, 20 or 30 days. In the year since the baseline mKisan’s user base has more than doubled in size. However, its most valued customer base, the IVR users, has not seen the same level of growt...
  • mAgri

    Guidelines for Agricultural Call Centres

    August 5, 2014 | | Global | Tool
    pdf
    This document is designed to guide the reader to understand the importance of agricultural information and advisory delivery via call centres. It then lays out a step by step process to follow in establishing a call centre. It is highly recommended that readers new to Agri VAS will as a start, review the Agri VAS Market Entry Toolkit and the Guidelines for Creating Agri VAS Content developed by the GSMA mAgri programme. Download here...
  • mAgri

    Women in Agriculture: a Toolkit for Mobile Services Practitioners

    June 18, 2014 | | Global | Tool
    pdf
    The ‘Women in Agriculture: a Toolkit for Mobile Services Practitioners', created in partnership with GSMA mWomen, 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...
  • mAgri

    Mobile user analytics: a case study in mobile agriculture

    May 30, 2014 | | Global | Tool
    link_icon38Website
    Mobile agriculture services are generating valuable data that could be used to identify areas for service improvement. GSMA mAgri and Mobile for Development Impact teams have used the data from a live deployment to demonstrate the potential that data analytics have for uncovering the service challenges to uptake. Analysis has used a customer journey framework to reveal the insights about the bottlenecks of service design, marketing and value proposition. Results of the exercise as well as t...
  • mAgri

    M4D Impact Webinar: Getting the most out of your data – mAgri Case Study

    May 28, 2014 | | Global | Presentation
    pdf
    These slides were presented at the GSMA Mobile for Development Impact webinar in May 2014. This webinar discusses the use of user analytics in mobile services intended for social impact creation in developing markets. First, highlighting a case study using real data from an anonymised mobile service offering information to farmers, the presentation then covers thoughts for the wider space of mobile services in terms of the prospects of better utilising user analytics and why it is of value to t...
  • mAgri

    Tigo Baseline Report Executive Summary

    March 31, 2014 | | Sub-Saharan Africa | Research
    pdf
    Tigo Kilimo is a value-added agricultural information service (Agri VAS) for famers in Tanzania. Mobile network operator, Tigo, developed and rolled out the service in partnership with TechnoServe, a non-profit with focus on helping smallholder farmers to access profitable value chains. Tigo also works with the Tanzanian Metrological Agency (TMA) and NURU, a provider of market price information. Tigo Kilimo has been partly funded and supported by the GSMA mFarmer initiative. Download here ...
  • mAgri

    mKisan Baseline Report Executive Summary: A snapshot of the mKisan service in March 2013

    January 30, 2014 | | South Asia | Research
    pdf
    mKisan is a mobile value-added agricultural service (Agri VAS) that provides farmers in India with practical, up-to-date advice and information on crop agronomy, animal health, weather forecasts and market prices for major crops through SMS and an interactive voice response (IVR) service. mKisan is operated by the mobile service provider Handygo with support from CABI and ILRI who provide agronomy and livestock content. Handygo has received funding from the GSMA Mobile for Development Foundation...
  • mAgri

    mAgri Webinar: Present & future of mobile technology for Agricultural Value Added Services (Agri VAS)

    December 6, 2013 | | Global | Presentation
    pdf
    These slides were presented during an mAgri team webinar on 5th December 2013 “Present & future of mobile technology for Agricultural Value Added Services (Agri VAS)”. You can also view a recording of the webinar. Download here The webinar covered: Insights from Agri VAS service providers who have created and deployed mobile information and advisory services for farmers. What technology are they using, what is working well, and what could be done better? Best practice around ...
  • mAgri

    Agri VAS Functional Requirements & Best Practice: SMS & IVR

    December 5, 2013 | | Global
    pdf
    The purpose of this document is to outline the different types of services that can be delivered by an Agri VAS provider using SMS and IVR channels. This will aid Agri VAS providers in identifying the types of services to include and how to plan for different scenarios that arise. The document also contains best practices for both SMS and IVR services. Download here...
  • mAgri

    Mobile Market Information for Agri VAS Operators: A Quick Start Guide

    September 27, 2013 | | Global | Research, Tool
    pdf
    The purpose of this document is to guide Agri VAS (Agriculture Value Added Service) operators in designing and developing a Market Information System (MIS) component for their Agri VAS.  Although the document will touch on the basics and background of generic MIS, it is encouraged that readers have a basic understanding of how conventional market information systems in developing countries work.  The focus will be on how to apply those concepts to mobile service delivery channels. Download ...
  • mAgri

    Guidelines for Creating Agri VAS Content

    April 30, 2013 | | Global | Research, Tool
    pdf
    This document is a guide for Agricultural Value Added Service (Agri VAS) providers in creating valuable and impactful agricultural content suitable for delivery through mobile channels. Smallholder farmers are usually the main target for this type of information services. This document sets out to guide the reader to first understand the scale and scope of different agricultural content requirements and, then lays out a step by step process to deliver on the requirements. It is highly recom...
  • mAgri

    mAgri Webinar: mAgri’s Highlights from Mobile World Congress 2013

    April 9, 2013 | | Global | Presentation
    pdf
    These are the slides presented during a webinar on 9th April 2013 “mAgri’s Highlights from Mobile World Congress 2013”. The webinar covered: Highlights from a panel discussion with China Mobile, Tigo Tanzania and Handygo technologies looking at “Taking Agricultural Value Added Services (Agri VAS) to Market”. Other innovative products in the Mobile Agriculture space that featured in the mAgri seminar at MWC. Highlights from M4D seminars: mWomen and Mobile Money for the Unbanked ...
  • mAgri

    mAgri Case Study: Nokia Life Agriculture Service

    March 11, 2013 | | Global | Case Study
    pdf
    By the end of February 2013 over 95 million people had experienced Nokia Life services. Launched in India in 2009, Nokia Life scaled to Indonesia in late 2009, China in May 2010, Nigeria in June 2011 and at the ...
  • mAgri

    mAgri Seminar at MWC13: Presentation Slides

    March 6, 2013 | | Global | Presentation
    pdf
    These slides were presented during the GSMA mAgri Seminar at Mobile World Congress 2013: Taking Mobile Agriculture Innovation to Market, on Monday 25 February 2013. Download here You will enjoy slides even more if combined with the recording of the session available here....
  • mAgri

    mAgri Seminar at MWC13: Service Profiles

    March 6, 2013 | | Global | Research
    pdf
    This document provides a summary of the mAgri services and products that featured in the mAgri Seminar at Mobile World Congress 2013: Taking Mobile Agriculture Innovation to Market, on Monday 25 February 2013. Download here...
  • mAgri

    mAgri Webinar: Exploring the Nokia Life Agriculture Service

    January 16, 2013 | | Global | Presentation
    pdf
    These slides were presented by Nokia Life representatives during a joint webinar with the GSMA mAgri team on 15th January 2013. The webinar covered key facts about Nokia Life and specifically, the Nokia Life Agriculture Service. Other topics covered in the webinar included the market need, the user journey, the depth and spread of the service, the content process, the ecosystem of partners and the Nokia Life users. Download here...
  • mAgri

    mAgri Webinar: Mobile market information systems for farmers: requirements for success

    October 9, 2012 | | Global | Presentation
    pdf
    These are the slides that accompany the mAgri Webinar on “Mobile market information systems for farmers: requirements for success” that took place on 9th October 2012. Download here...
  • mAgri

    Focus Note: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders

    October 2, 2012 | | Global | Research, White Paper
    pdf
    The purpose of this focus note is to introduce the gender theme to the Agri VAS community and share practical, actionable lessons on reaching women (with a focus on service design and marketing). The focus note summarizes insight and best practice provided by subject matter experts during a webinar “Designing & Marketing Mobile Information & Advisory Services for Women Smallholders”. Download here...
  • mAgri

    GSMA mAgri Infographic: Agricultural Productivity Gap & The Opportunity for Mobile

    September 5, 2012 | | Global | Research, Infographic
    pdf
    The purpose of this infographic is to highlight 3 main messages: A vast number of people in developing countries work in agriculture, far more than in the developed world. In fact 99% of all people working in agriculture live in developing countries Despite this huge proportion of labour force engaged in agriculture in the developing world, there is a productivity gap: in the developing world yields are 60% of those in the developed world Meanwhile, the growth of mobile phones in emergin...
  • mAgri

    mAgri Webinar: Designing & Marketing Mobile Information & Advisory Services for Women Smallholders

    June 27, 2012 | | Global | Presentation
    pdf
    These are the slides that accompany the mAgri Webinar on 'Designing & Marketing Mobile Information & Advisory Services for Women Smallholders' that occurred on June 27, 2012. Download Here  ...
  • mAgri

    Agricultural Value Added Services (Agri VAS): Market Entry Toolkit

    October 1, 2011 | | Global | Research, White Paper
    pdf
    This document explores the opportunities for Agricultural VAS* and covers emerging best practice on marketing, service design and business modelling. It is primarily addressed to Mobile Network Operators (MNOs), other service providers, and agricultural organisations who are looking to partner and launch Agri VAS. Download here...
  • mAgri

    Agricultural Value Added Services (Agri VAS): Market Assessment & User Needs

    October 1, 2011 | | Global | Research, White Paper
    pdf
    At the design stage of any new product or service, it is critical to understand the user’s needs and to identify the unique demographics that exist within the target market. This is especially crucial for Agri VAS as base of pyramid users tend not to be surveyed extensively. Download here...
  • mAgri

    Agricultural Value Added Services (Agri VAS): Service Design

    October 1, 2011 | | Global | Research, White Paper
    pdf
    Irrespective of the nature of the target market, a successful Agri VAS design will always endeavour to provide information that is timely, actionable and relevant. Download here...
  • mAgri

    Agricultural Value Added Services (Agri VAS): Marketing

    October 1, 2011 | | Global | Research, White Paper
    pdf
    When introducing new products and services, the role of marketing is twofold and serves to: 1. Understand the consumer and their changing information needs (continuously incorporating new insight into the marketing strategy and service design). 2. Drive consumer demand through advertising, sales and optimised distribution. Download here...
  • mAgri

    Agricultural Value Added Services (Agri VAS): Commercial Model & Business Case

    October 1, 2011 | | Global | Research, White Paper
    pdf
    Agri VAS should be set up with a long-term commercial and financial model in mind. Although many Agri VAS will leverage ‘seed’ funding for their initial piloting and start-up phases, it is important to avoid the ensuing strictures of donor dependence by adhering to a viable, sustainable business case. Download here...
  • mAgri

    mAgri Programme Case Study - M-Kilimo

    June 1, 2011 | | Sub-Saharan Africa | Case Study
    pdf
    In 2009 the GSMA Mobile for Development set up a farmer helpline, M-Kilimo, in Kenya with support from the Rockefeller Foundation. M-Kilimo (‘M-Agriculture’ in Swahili) is a farmer helpline where farmers can call agricultural experts to deal with their queries. The aim of the project was to test and prove the viability of agricultural value added services (Agri VAS). KenCall, the largest business process outsourcing (BPO) company in East Africa with significant experience of providing inform...

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