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