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GSMA mAgri Programme

GSMA’s mAgri Programme catalyses scalable, commercial mobile services that improve the productivity and

incomes of smallholder farmers and benefit the agriculture sector in emerging markets.

Why Agriculture?• Over 2.3 billion people in the world live in poverty and depend on smallholder farms for their livelihoods.

• Many of the 500 million underserved, smallholder farmers worldwide lack access to relevant, timely information.

• FAO has estimated that the number of undernourished people in Sub-Saharan Africa has grown from 175 million

to 239 million in the last 20 years, with 20 million added in the last 2 years. The problem is expected to worsen

due to increases in global food demand and food prices, scarcity of resources and climate change.

Vision

The mAgri Opportunities

Productivity Losses

Poor knowledge of agri-inputs, nutrition & technologies

Non-availability of prices for crops across markets

Lack of accurate weather information

Supply Chain Inefficiencies

Gap in supply-demand match

Intermediaries act in silos

Poor logistics – causing wastage

Financial Exclusion

Non availability of loans, payment facilities, savings

Non availability of insurance for protection against

crop failure

Key Challenges mAgri Applications & services

Information & Advisory service

Agriculture, livestock & nutrition services

Market prices

Weather forecast service

Supply Chain services

Raw materials sourcing and enhancement

Real time visibility of supplier networks

Track & trace facility of products in supply chain

Mobile Financial services for farmers

Payments enabled by m-payment facility

Availability of savings, credit products

Micro insurance for crops

* Source: The Mobile Economy India 2013, GSMA

The GSMA mWomen Programme

Promotes improved mobile access and use by resource-poor

women in the developing world:

• Encourages an industry shift towards investing in women

• Catalyses availability of life-enhancing value-added services

to meet women’s needs

• Promotes solutions that address women’s technical and

cultural barriers to adoption

Website: www.mwomen.org

Twitter: @GSMAmWomen

GSMA mWomen Programme’s sponsors:

Sizing the mWomen opportunity in 2010

Women are 21% less likely to own a phone than men

which represents a $13B missed opportunity……mobile gender gap persists due to…

High total cost of ownership

Low technical literacy amongst women

Low perceived value

Cultural barriers

GSMA mWomen have awarded 11 grants to MNOs and NGOs

mWomen Innovation Grants: Map

Countries awarded mWomen grantsAfrica: Mali, Nigeria, Benin, Togo, Cote D’Ivoire, Uganda, Tanzania, Madagascar

Asia: India, Bangladesh, Myanmar

with Airtel

with Vodafone Foundation

with Robi

with Airtel

Target of 1 million

women reached through

grant-funded offerings

mWomen provides practical research and tools to

build the ecosystem

Transforming Women’s Livelihoods through Mobile Broadband

Recent 2014 publications

Case StudiesInsight s & ToolsResearch reports

Mutual Value, Mutual Gain: Best Practices

from Successful Social Sector Partnerships with

Mobile Network Operators

Women in Agriculture: A Toolkit for Mobile Service Practitioners

The commercial opportunity

In emerging markets, women working in agriculture are an untapped market for mobile operators.

•As urban areas reach saturation in mobile penetration, rural markets represent high-growth opportunities for mobile operators

•Women comprise up to 50% of agricultural workers, an estimated 556 million potential users globally

The social opportunity

Agriculture is a major source of livelihood for most resource-poor populations in developing regions. Women play a core role in

agriculture, but underperform in terms of productivity largely because they lack access to resources such as finance, skills

training, and information services.

Mobile technology could bridge this gap, helping to:

• Increase productivity and incomes of rural women and their households

• Empower rural women in their households and communities and

• Improve livelihoods overall for underserved communities

Women in agriculture require a tailored approach because they:

• Play different roles in agricultural production and the household

• Have different price sensitivities and purchasing priorities than men

• Access information through different, often informal channels

• Are less likely to have access to technology due to cultural barriers, lower literacy levels, and less disposable income

Motivation for developing this toolkit

Target groups:

• Farmers

• Livestock keepers

• Agricultural labourers

• Small-scale processors

See Appendix A: Guide to Value Chain Analysis through a Gender Lens.

Perform research internally… Or outsource…

Example insight findings in the Toolkit…

Design to meet purchasing priorities… Curate content effectively…

Promote mAgri services as an income generating activity and a tool for empowerment… Explore community-based marketing channels…

Empower women with

information

One woman who uses Tigo

Kilimo said she can now

“bargain for a fair share of

the household’s income”now that she is informed of

the current market price for

the produce her family

harvests.

Thank you!

www.cabi.org

KNOWLEDGE FOR LIFE

Women in AgricultureCABI’s Perspective & Actions

Sharbendu Banerjee

Global Director-Mobile

What is CABI?CABI is a not-for-profit science-based development and information organization

UK 208 Netherlands 3 Switzerland 27 Bulgaria 1USA 3

Trinidad & Tobago 4

Kenya 37

Hungary 1 Serbia 1

Cameroon 1

India 24

Ghana 5 Uganda 1 Ethiopia 1

Australia 1

Malaysia 13

China 6

Pakistan 51

Brazil 2

Costa Rica 1

Chile 1

Projects should be gender

responsive, identifying

gender roles and issues

relevant to the project

CABI’s Gender Policy

• identify gender roles and issues

• consider this information throughout the project

cycle

• ensure gender disaggregated documentation

• collect gender disaggregated data

• facilitate meaningful participation of relevant

stakeholders, including marginalised groups

(e.g. women, youth)

• ensure that project budgets contain adequate

resources to cover all measures taken to

ensure that a project is gender responsive

How we are Mainstreaming Gender (examples)● Gender Adoptive Messaging (GSMA mAgri)

● Gender Messaging Policy based upon the

● Study done on Gender Dynamics in Indian Agriculture (IKSL 2010)

● Gender tagged messages; mKisan 2014

● Women Livelihood Sustainability; (Direct2Fund Scale up)

● Part of DFID funded project in India & Kenya

● Capacity building of village women in entrepreneurship

● Enabling women as anchor point for mobile products

● Target to have 100 women entrepreneurs in India by 2014, followed by

Kenya

How we are Mainstreaming Gender (examples)● Nutrition Sensitive agro-advisory (GSMA mAgri& mNutrition)

● Mass awareness about women and child health issues

● Indigenous nutrient rich fruits & vegetables cultivation

● Basic home hygiene

● Fostering formation of women knowledge sharing groups

● Capacity building for Disaster Resilience in north east India (GOI)

● Home seed bank

● Contingency crop plan

● Post disaster health and hygiene awareness

● Capacity building of women self help groups in post disaster re-settlement.

Key Challenges

Lack of Evidence for Impact

Inability to correlate information with adoption

User experience unknown

Less unique women users

Small addressable marketUnviable business

propositionLess interest by mobile

industry

Lack of engagement with women users

Lack of access to Handset

Inability to purchase talk time

Social impediments Unclear Branding

Gender sensitive planning provides a

critical foundation for implementation; a

project should be designed in a way

that provides equitable benefits and

promotes gender equality….

What Next • Generating Consumer Insight

• Capturing gender disaggregated raw data

• Study and research on gender dynamics of farm

production system

• Establishing more efficient feedback loop

• Branding

• Building in-house and collaborative capacity in women-

centric communication development

• Cross-leveraging communication channel (e.g. health

workers to promote agri-message)

• Distribution Channel

• Building women groups as CUG

• Mobile wallet for women to buy airtime

• Using women farmer as brand ambassador

How we are planning to use the

Toolkit (examples)

www.cabi.org

KNOWLEDGE FOR LIFE

For more information, please visit

www.direct2farm.org

Facebook: www.facebook.com/Direct2Farm

LinkedIn: www.linkedin.com/groups/CABI-DIRECT2FARM

Twitter : www.twitter.com/Direct2Farm

WordPress: www.Direct2Farm.wordpress.com

CABI Blogs: www.cabiblog.typepad.com

Thank You

Questions?