{"id":5910,"date":"2021-04-20T11:07:13","date_gmt":"2021-04-20T10:07:13","guid":{"rendered":"https:\/\/www.gsma.com\/about-us\/regions\/africa\/gsma_resources\/safaricoms-maisha-ni-digital-campaign"},"modified":"2021-04-20T11:07:13","modified_gmt":"2021-04-20T10:07:13","slug":"safaricoms-maisha-ni-digital-campaign","status":"publish","type":"gsma_theme_resources","link":"https:\/\/www.gsma.com\/about-us\/regions\/africa\/gsma_resources\/safaricoms-maisha-ni-digital-campaign\/","title":{"rendered":"Safaricom\u2019s Maisha Ni Digital Campaign"},"content":{"rendered":"<p><strong>A holistic approach to address the barriers preventing Kenyan women from using mobile internet<\/strong><\/p>\n<p>In Kenya, affordability of mobile-internet enabled handsets, lack of knowledge and digital skills and relevance of content are the three main barriers preventing women from using mobile internet. To address those barriers, Safaricom, in partnership with Google, launched Maisha Ni Digital (\u201cLife Is Digital\u201d), a holistic campaign to drive adoption and use of mobile internet. In 2019, the campaign introduced the most affordable 4G handset in Kenya for less than US$40, operating on Android Go, combined with customer support (both face-to-face and in-print), simplified internet activation, and relevant content and use cases.<\/p>\n<p>This case study assesses the impact of the Maisha Ni Digital campaign on women\u2019s adoption and use of mobile internet as well as the commercial benefits for Safaricom. It also provides key lessons learned and practical recommendations for mobile operators and other stakeholders committed to reaching more women with internet-enabled devices. The study used a mixed-methods research design, reaching out to more than 650 Safaricom customers, either via a phone survey or qualitative interviews.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A holistic approach to address the barriers preventing Kenyan women from using mobile internet In Kenya, affordability of mobile-internet enabled handsets, lack of knowledge and digital skills and relevance of content are the three main barriers preventing women from using mobile internet. To address those barriers, Safaricom, in partnership with Google, launched Maisha Ni Digital [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"template":"","meta":{"image":"https:\/\/www.gsma.com\/about-us\/regions\/africa\/wp-content\/uploads\/2021\/06\/Capture-2.png","json":{"gsma_resources_type":"Document","gsma_resources_thumb":"[5418]","gsma_resources_file":"[]","gsma_resources_multi":null,"gsma_resources_wgr":null,"gsma_resources_video":null,"gsma_resources_image":"[]","gsma_resources_url":"https:\/\/www.gsma.com\/solutions-and-impact\/connectivity-for-good\/mobile-for-development\/gsma_resources\/safaricoms-maisha-ni-digital-campaign\/","gsma_resources_date":"20\/04\/2021","gsma_resources_button":"Download"}},"tags":[],"resource_categories":[],"algolia_discover_type":[2220],"class_list":["post-5910","gsma_theme_resources","type-gsma_theme_resources","status-publish","hentry","algolia_discover_type-resource"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Safaricom\u2019s Maisha Ni Digital Campaign - GSMA Africa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gsma.com\/about-us\/regions\/africa\/gsma_resources\/safaricoms-maisha-ni-digital-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Safaricom\u2019s Maisha Ni Digital Campaign - GSMA Africa\" \/>\n<meta property=\"og:description\" content=\"A holistic approach to address the barriers preventing Kenyan women from using mobile internet In Kenya, affordability of mobile-internet enabled handsets, lack of knowledge and digital skills and relevance of content are the three main barriers preventing women from using mobile internet. To address those barriers, Safaricom, in partnership with Google, launched Maisha Ni Digital [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gsma.com\/about-us\/regions\/africa\/gsma_resources\/safaricoms-maisha-ni-digital-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"GSMA Africa\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/gsma\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@GSMA\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Safaricom\u2019s Maisha Ni Digital Campaign - GSMA Africa","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.gsma.com\/about-us\/regions\/africa\/gsma_resources\/safaricoms-maisha-ni-digital-campaign\/","og_locale":"en_US","og_type":"article","og_title":"Safaricom\u2019s Maisha Ni Digital Campaign - GSMA Africa","og_description":"A holistic approach to address the barriers preventing Kenyan women from using mobile internet In Kenya, affordability of mobile-internet enabled handsets, lack of knowledge and digital skills and relevance of content are the three main barriers preventing women from using mobile internet. 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