Monday March 6, 2023

GSMA Gender Analysis Identification Toolkit (GAIT)

Person looking at mobile phone smiling, light is reflecting on face in dark room

Closing the gender gap in mobile usage could add an average of $28 billion to the mobile industry’s annual revenue. However, determining the gender of customers is often complicated by social norms and inaccurate data.

The GSMA’s Gender Analysis and Identification Toolkit (GAIT) uses a machine learning algorithm that analyses differences in mobile usage patterns to estimate the gender of subscribers to enable operators to predict the gender of their subscribers on an individual level.

With a clearer understanding of women’s usage patterns, operators can improve and tailor products and more effectively tap into new revenue streams from this significantly underserved market segment.

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