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GSMA Documents

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

  • GSMA mWomen

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

    April 17, 2014 | | South Asia | Case Study | Women and mobile, Value added services
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    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.

    Download here

  • GSMA mWomen

    Snapshot: Etisalat in Togo and Benin

    February 24, 2014 | | Sub-Saharan Africa | Case Study
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    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 here

  • 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 | | Sub-Saharan Africa | Case Study
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    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.

    Download here

    See also the Full Research Report

  • GSMA mWomen

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

    February 21, 2014 | | South Asia | Case Study
    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 here

  • GSMA mWomen

    Snapshot: Turkcell in Turkey - Engaging women micro-entrepreneurs

    February 19, 2014 | | Case Study
    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

    GSMA mWomen Marketing Handbook

    February 27, 2013 | | Global | Tool | Consumer insights
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    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 | Women and mobile, Financial Inclusion, Mobile Money, Consumer insights, Education
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    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 | Women and mobile, Financial Inclusion, Mobile Money, Consumer insights, Education
    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 | Women and mobile, Health, Education, Mobile money, Financial inclusion, Agriculture, Consumer insights, Policy
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    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 respondents, interspersed throughout a detailed review of the macro-level data from which the portraits were constructed.

    Download here

  • GSMA mWomen

    GSMA mWomen Research Toolkit

    February 27, 2012 | | Global | Tool | Women and mobile, Entrepreneurship, Employment, Education, Health, Mobile money
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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 | Women and mobile, Education, Health, Mobile money, Financial inclusion, Agriculture, Consumer insights, Policy
    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 respondents, shown against a backdrop of the macro-level data from which the portraits were constructed.

    It is the brief version of a longer research report entitled ‘Striving & Surviving: Exploring the Lives of Women at the Base of the Pyramid’

    Download here

  • GSMA mWomen

    Impact Pathway for Mobile & Women

    February 26, 2012 | | Global | Tool | Women and mobile, Health, Education, Financial inclusion, Agriculture, Consumer insights, Policy, Employment, Entrepreneurship
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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 taking place. Data from the literature review has been captured and catalogued against indicators defined within the Mobile and Women Impact Pathway. By highlighting where concentrations of data exist, as well as gaps, the pathway can serve as a repository of information that can be used by development practitioners, donors, academics and mobile network operators alike.

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  • GSMA mWomen

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

    February 26, 2012 | | Global | Research, Tool | Women and mobile
    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-step tool that can be picked up at any time in an MNO’s segmentation strategy design. A key finding of the GSMA mWomen Programme’s research is that the mWomen opportunity does not sit within any one specific MNO department. In fact, the mWomen opportunity – like any other form of market segmentation — must inherently sit across all departments for commercial success. Thus the framework allows executives to find the opportunities, barriers, strategies and tools most relevant to them.

    Download here

  • GSMA mWomen

    Uninor: Empowering Women through an Innovative Distribution Model

    November 30, 2011 | | South Asia | Case Study | Women and mobile, Education, Entrepreneurship, Employment
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    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 | | Middle East and North Africa | Case Study | Women and mobile, Entrepreneurship, Employment, Education
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    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 | White Paper | Women and mobile, Policy, Education, Value added services
    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 | Women and mobile, Education, Health, Mobile money, Financial inclusion, Agriculture, Consumer insights, Policy
    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 23% if she lives in sub-Saharan Africa, 24% if she lives in the Middle East and 37% if she lives in South Asia
    • 93% of women reported feeling safer because of their mobile phone
    • 85% of women reported feeling more independent because of their mobile phone
    • 41% of women reported having increased income and professional opportunities once they owned a mobile phone
    • Women in rural areas and lower income brackets stand to benefit the most from closing the gender gap

    Download: English | Turkish

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