When consumer insights research revealed that Tanzanian women wanted to improve their business skills, Tigo Tanzania responded by launching a mobile business school which provides a step-by-step guide on how to start and run a business. The content is delivered through recorded voice messages, and business concepts are explained through a mix of lessons and conversations between local characters. Early user feedback indicates that “Biashara ya Shule” is seen as valuable, relevant and engaging. The service was designed and launched in partnership with EduMe – the global educational service established by Tigo’s parent company, Millicom.
The case study outlines how Tigo Tanzania and EduMe designed and launched this innovative service, presents early commercial and social results, and offers practical recommendations to operators wishing to learn from this approach.