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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?
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