L-R: Awards ceremony host Tim Minchin, Mr. Essa Alhaddad, Etisalat Group Chief Commercial Officer & GSMA mWomen Global Champion Cherie Blair

We’re delighted to announce that Etisalat Mobile Baby, a joint entry between Etisalat, Qualcomm, D-Tree International and Great Connection Inc, today was the winner of the inaugural mWomen Global Mobile Award for Best Mobile Product or Service for Women in Emerging Markets presented by GSMA mWomen Global Champion Cherie Blair.

Etisalat Mobile Baby is a complete suite of services enabling birth attendants and midwives to ensure safer pregnancies and deliveries by enabling them to quickly identify, communicate and act on obstetric emergencies. The product reduces the three delays that contribute to mothers and babies dying in or in the first month after childbirth. These delays are:

1 – the decision to seek care
2 – arrival at a health facility
3 – the provision of adequate care

To reduce these delays, Etisalat Mobile Baby uses mobile technology features in order to:

• Remotely monitor pregnancy evolution using ultrasound
• Identify and report danger signs during labour and delivery
• Pay for emergency transportation using money on the phone
• Communicate with the referral facility to indicate a woman’s need for emergency transfer and her requirements on arrival

In sub-Saharan Africa, 500,000 women die each year in pregnancy and the risk of maternal death is 50 times higher compared to developed countries. Studies also indicate that more than ¾ of maternal deaths take place during or within 24 hours of childbirth and that 4 million babies die during the first 28 days of life. Most women, especially in low-income countries continue to deliver at home for a variety of reasons including cost, preference, culture and lack of information. Home deliveries could be made safer by reducing the three delays mentioned above.

We’ll be sharing more information on the winning award entry and the shortlisted nominees over the next few weeks. Check back soon!