Women and Mobile A Global Opportunity

Women & Mobile: A Global Opportunity
A study on the mobile phone gender gap in low and middle-income countries
The Cherie Iair Ioundalion for Women slrenglhens lhe
caacily of vomen enlrereneurs in counlries vhere lhey
Iack equaI oorlunilies. Il secihcaIIy heIs vomen
enlrereneurs hII lhe ga in lhe economy commonIy
referred lo as missing middIe smaII and medium
enlerrises. The Ioundalion vorks in arlnershi vilh
IocaI organisalions lo deveIo and imIemenl |oinl
ro|ecls roviding vomen enlrereneurs vilh access
lo business deveIomenl looIs, nelvorks and hnance.
vvv.cheriebIairfoundalion.org
The GSMA reresenls lhe inleresls of lhe vorIdvide
mobiIe communicalions induslry. Sanning 219
counlries, lhe GSMA uniles nearIy 8OO of lhe vorIds
mobiIe oeralors, as veII as more lhan 2OO comanies
in lhe broader mobiIe ecosyslem. To hnd oul more visil
vvv.gsmvorId.com. Il aIso roduces lhe remier
induslry evenls incIuding lhe MobiIe WorId Congress
in arceIona and lhe MobiIe Asia Congress. Visil lhe
congress vebsiles vvv.mobiIevorIdcongress.com and
vvv.mobiIeasiacongress.com lo Iearn more.
VilaI Wave ConsuIling rovides slralegy consuIling
lo acceIerale suslainabIe grovlh in emerging markels.
Through highIy seciaIised consuIlanls and heId
leams around lhe deveIoing vorId, lhe comany
rovides slralegy consuIling and markel inleIIigence
lo Iorlune 5OO hrms and gIobaI foundalions. VilaI
Wave ConsuIling's vork is focused secihcaIIy on
lhe inlerseclion of lechnoIogy and emerging markels.
The hrm engages vilh cIienls in loic areas such as
mServices, eHeaIlh, micro-hnance, remillances, Iov-
cosl devices, and aIlernalive business modeIs.
1 GSM Association
Executive Summary 06
Introduction 11
A Critical First Step Mobile Phones and the Gender Gap 11
Women and Mobile Phones: A Winning Combination for Development 11
Dening the Gender Gap 12
A Brief Note About Methodology 13
Closing the Mobile Phone Gender Gap 15
Gender Gap Hotspots: South Asia, the Middle East and Africa 16
Tomorrows Subscribers Will Largely Be Women 18
Case Study: Mobilink and UNESCO use SMS to Improve Female Literacy in Pakistan 19
Case Study: Roshan Finds that Culturally Sensitive Marketing Builds a Connection of Trust 20
Women Benet from Mobile Phone Ownership 21
I Feel Safer Because I Own a Mobile Phone 21
I Feel More Connected Because I Own a Mobile Phone 22
I Feel More Independent Because I Own a Mobile Phone 22
Mobile Phones Unlock Economic Opportunities 22
Mobile Phones Enable Womens Voices to be Heard 23
Case Study: Project Zumbido uses Mobile Phones to Create Virtual Communities in Mexico 24
Case Study: Rural Women in Kosovo Mobile-ise for a Say in Their Constitution 25
Mobile Phone Ownership and Usage 26
Five Key Traits Predict Mobile Phone Ownership 26
Women Who Borrow or Do Not Use Mobile Phones 28
Barriers to Mobile Phone Ownership 31
Case Study: Tostan and UNICEF build Literacy and Leaders with SMS-Based Community Forum 32
Womens Mobile Phone Ownership 33
Five Demographic Groups of Particular Interest 33
Case Study: Banglalink Speaks to Womens Aspirations 35
Women at the Base of the Pyramid (BOP): The Final Frontier 36
Case Study: WOUGNET Amplies Traditional Communications with Mobile Phones in Uganda 37
Rural Women at Work: Demand Restrained by Income 38
Case Study: The Women of SEWA Prot from Investments in Information 39
Women in the Home: The Largest and Most Diverse Group 40
Case Study: MTN Develops Solutions that Address the Global Diversity of Homemakers 41
Women at School: Heavy SMS Users and a Willingness to Spend 42
Case Study: Malaysian Operator Maxis Makes the Mobile a Lifestyle device 43
Career Women: Using Mobile Phones to Create Opportunities 44
A Geographic Perspective on Women and Mobile Phones 45
Recommendations and Next Steps 47
Appendix A: Key Terms and Concepts 50
Appendix B: Methodology 51
Figures 53
Endnotes 54
Table Of Contents
2 GSM Association 2
ver lhe asl hve years, lhe mobiIe induslry has made
exlraordinary rogress in bringing lhe benehls of conneclivily
lo mosl of lhe deveIoing vorId. Across Africa, Asia and
Lalin America, mobiIe hones have enabIed more lhan lvo
biIIion eoIe lo become more roduclive and efhcienl, bul
lhere vas groving anecdolaI evidence lo suggesl lhal vomen
in lhese regions veren'l benehlling as much as men.
To beller undersland lhe exlenl of lhe gender ga in mobiIe
usage and vhy il has occurred, lhe GSMA DeveIomenl
Iund |oined forces vilh lhe Cherie Iair Ioundalion for
Women, vhich shares our beIief lhal eoIe al lhe base of
lhe economic yramid need lo be emovered vilh lhe righl
looIs lo hnd emIoymenl and buiId businesses lhal viII
enabIe lhem lo evenluaIIy escae overly. Among lhe mosl
imorlanl of lhese looIs is a mobiIe hone.
Togelher, lhe GSMA DeveIomenl Iund, lhe Cherie Iair
Ioundalion and VilaI Wave ConsuIling have roduced lhis
groundbreaking reorl lhal reveaIs for lhe hrsl lime lhe
exlenl of lhe gender ga in mobiIe usage in many Iov and
middIe income counlries. The research lhe hrsl delaiIed
gIobaI sludy of ils kind shovs lhal a femaIe in a Iov or
middIe-income counlry is 21/ Iess IikeIy lo ovn a mobiIe
hone lhan a maIe.
In Iine vilh lhe Third IN MiIIennium DeveIomenl GoaI on
gender equaIily, cIosing lhis ga vouId emover more vomen, enabIing lhem lo be beller connecled vilh
famiIy and friends, vhiIe heIing lhem oblain aid-for vork or run lheir ovn businesses. Grealer usage of
mobiIe hones by vomen vouId slimuIale sociaI and economic grovlh, vhiIe generaling incremenlaI subscriber
and revenue grovlh for mobiIe oeralors.
Indeed, il is cIear lhal beller serving vomen vouId be benehciaI lo mobiIe oeralors' businesses. This reorl
shovs lhal lhere are 3OO miIIion fever femaIe subscribers lhan maIe subscribers vho have mobiIe hone
coverage, bul don'l have a handsel. If oeralors couId |usl bring mobiIe hone enelralion among vomen on
a ar vilh enelralion among men, lhis reorl shovs lhey vouId coIIecliveIy earn IS$13 biIIion in addilionaI
revenues each year.
So, hov can lhe mobiIe induslry cIose lhe gender ga` ur research has found lhal cosl and a ercelion lhal
il isn'l necessary lo ovn a mobiIe hone are lhe lvo biggesl barriers lo connecling more vomen in deveIoing
counlries. Through our nev mWomen rogramme lhe GSMA viII vork vilh ils members (incIuding lhe vasl
ma|orily of mobiIe oeralors in lhe deveIoing vorId) lo lackIe lhese barriers and dramalicaIIy boosl lhe number
of vomen vho can benehl from ovning and having access lo a mobiIe hone. Through lhis rogramme, ve viII
bring logelher gender exerls, mobiIe oeralors and aIicalion roviders lo exchange besl raclice and lriaI
romolions designed lo increase femaIe ovnershi of mobiIe hones. The GSMA is fuIIy commilled lo cIosing
lhe gender ga.
Rob Convay, Chief Lxeculive fhcer, GSMA
!
GSM Association
3 GSM Association
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4 GSM Association
Acknowledgements
The GSMA DeveIomenl Iund, lhe Cherie Iair Ioundalion for Women and VilaI Wave ConsuIling vouId Iike
lo lhank everyone vho has generousIy shared lheir insighls and knovIedge lo inform lhis reorl.
|rcm inc mc|i|c ic|cccmmunicciicns in!usirq, uc incn|. CIaire Thvailes, AirleI: Anuma Sune|a, Amrica MviI,
LnleI: MicheIIe errios, IDLA: Iradee Shrivaslava, KenCaII: NichoIas Nesbill, Nokia: }oh }oseh, Younghee
}ung, Shivani Marvaha and Vineel Tane|a, rascom TeIecom HoIding: Naguib Saviris, ManaI AbdeI-Hamid,
Yasmine Negm and Ashraf HaIim, TeIefnica: en|amn SaImon and CeciIia Maria Vega IsIas, TeIenor (Cororale
and Iakislan): Hanne CeciIie Geirbo, Ier HeImersen, Syed Nasir Imam ukhari and Imair Mohsin, Zain: Chris
GabrieI, Dr Aziza AI Ahmadi, Yasmin eI Moslehy and Inge Nieuvenhuis.
From the non-prot sector, we thank: CARL InlernalionaI: Tony Gaunl and Maude Massu, CoIumbia Iniversily
(Larlh Inslilule): Ialricia MechaeI, InlernalionaI Cenler for Research on Women: Kim rooks and }anna
McDougaII, InSTLDD: Mary }ane Marcus, xford Iniversily (Said usiness SchooI): Linda Scoll, VilaI Voices:
AIyse NeIson, WorId ank: Tina George, Women's Learning Iarlnershi: Isha VenkalachaIIam, Women's WorId
anking: en SheII.
Wc crc cspccic||q grcicju| jcr inc crgcnisciicns inci !ctcic! c!!iiicnc| iimc cn! cjjcri uiin us cn inc ccsc siu!ics, unicn
grcci|q cnricn inc rcpcri. 1ncn| qcu ic angIaIink: Irum IqbaI and Nahsa Iaruq, Maxis: Kee Saik Meng, MobiIink:
iIaI Sheikh, Sadia Khurram, Asma Lzdi and mar Manzur, MTN Grou: Iravashani Govender, Sanlie olha,
Tinashe A.K. Molsi and }ennifer Roberli, Roshan: Karim Kho|a and Iarah Kur|i, SeIf-LmIoyed Women's
Associalion (SLWA): Reema Nanavaly, }yoliben Macvan and Rushi Laheri, Toslan: GuiIIaume Debar (}okko
Inilialive), Lrica Kochi (INICLI) and Terra WeikeI (INICLI), Women of Iganda Nelvork (WIGNLT): Dr.
Dorolhy keIIo, Women for Women InlernalionaI: Zainab SaIbi, Ma|Iinda MazeIIiu, Corey ser and NicoIe
Weaver, Zumbido: Anna Kydd (SHM).
We aIso lhank lhe Queen of lhe Hashemile Kingdom of }ordan, Rania AI AbduIIah, for her conlribulion.
5 GSM Association
6 GSM Association
Executive Summary
300 Million Fewer Female than Male Subscribers: A US$13 Billion Opportunity
MobiIe hone ovnershi in Iov and middIe-income
counlries has skyrockeled in lhe asl severaI years. ul
a voman is sliII 21/ Iess IikeIy lo ovn a mobiIe hone
lhan a man. This hgure increases lo 23/ if she Iives in in
Africa, 24/ if she Iives in lhe MiddIe Lasl, and 37/ if
she Iives in Soulh Asia. CIosing lhis gender ga vouId
bring lhe benehls of mobiIe hones lo an addilionaI 3OO
miIIion vomen. y exlending lhe benehls of mobiIe
hone ovnershi lo more vomen, a hosl of sociaI and
economic goaIs can be advanced.
Nine in Ten Women Feel Safer Because of
Their Mobile Phones
MobiIe hone ovnershi rovides dislincl benehls
lo vomen, incIuding imroved access lo educalionaI,
heaIlh, business and emIoymenl oorlunilies.
Women surveyed across Iov and middIe-income
counlries on lhree conlinenls beIieve lhal a mobiIe hone heIs
lhem Iead a more secure, connecled and roduclive Iife. This
survey has aIso found lhal:
! Irom India lo SenegaI lo Kosovo, vomen are using lhe over
of mobiIe hones lo unIock economic oorlunilies
! Women business ovners in arlicuIar erceive lhe hone
as an essenliaI roduclivily looI, vilh more lhan haIf saying
lhey have used a mobiIe hone lo earn addilionaI income
! 85/ of vomen reorl feeIing more indeendenl because of
lheir mobiIe hone.
From connecting communities and
transforming communications, to enhancing
well-being and opening up trade, the mobile
phone is revolutionising business practices in
Jordan, especially for those in rural areas. But
its potential around the world is yet untapped.
This comprehensive report is a crucial rst step
for budding business women in developing
countries; it proves how important it is to
bring women into the conversation and close
the gender gap in accessing mobile phone
technology. This issue has been on hold for
too long! I look forward to the day when
women everywhere benet from this powerful
development tool.
Rania Al Abdullah,
Queen of the Hashemite Kingdom
of Jordan
Women reresenl nearIy lvo-lhirds of lhe
unlaed markel for mobiIe grovlh. MobiIe
oeralors aiming lo be markel Ieaders in
hve years lime musl exceI al bringing on
nev femaIe subscribers.
2
/
3
}oshua Haynes
7 GSM Association
Revenue Opportunities Range from US$740 Million in Latin America to US$4 Billion in
East Asia
CIosing lhe mobiIe gender ga by adding 3OO miIIion vomen subscribers in Iov and middIe-income counlries
viII bring signihcanl sociaI benehls lo vomen and lheir famiIies as veII as IS$13 biIIion immediale incremenlaI
revenue (ARII or average revenue er user) lo mobiIe oeralors.
The incremenlaI revenue oorlunily ranges from IS$74O miIIion in Lalin America lo IS$4 biIIion in Lasl Asia.
The grealesl incremenlaI gains for vomen can be made in Soulh Asia, lhe MiddIe Lasl and Africa, lhe lhree
regions vhere lhe gender ga is lhe biggesl.
The Iong-lerm oorlunily is even Iarger. ver lhe nexl hve years, lvo oul of every lhree olenliaI nev
subscribers viII be vomen. y connecling aII of lhese vomen, mobiIe oeralors have lhe olenliaI lo add 6OO
miIIion subscribers and boosl lheir coIIeclive annuaI revenues by IS$29 biIIion.
8 GSM Association
The Landscape of Female Mobile Phone Ownership and Usage
Inderslanding lhe faclors lhal delermine vhich vomen ovn or
use a mobiIe hone is essenliaI lo lhe adolion of slralegies lo
exand ovnershi.
FIvc spccIc Iactnrs inuence vhelher or nol a voman ovns a
mobiIe hone in Iov and middIe-income counlries:
1 HousehoId income
2 Irban1ruraI Iocalion
3 Age
4 ccualion
5 Lducalion IeveI.
HousehoId income and vhelher a voman Iives in an urban or
ruraI Iocalion have lhe mosl inuence over vomen's mobiIe
hone ovnershi rales. Ior examIe, a voman in an urban area
is 23/ more IikeIy lo ovn a mobiIe hone lhan a voman in a
ruraI area, even if lhe lvo vomen are lhe same age and have lhe same income, educalionaI IeveI and occualion.
Income has a simiIar inuence on mobiIe hone ovnershi rales, every addilionaI IS$1OO in monlhIy househoId
income increases a voman's IikeIihood of ovning a mobiIe hone by 13/. Age, occualion and educalionaI
IeveIs aIso Iay a roIe.
Barriers to Mobile Phone Ownership
There are nearIy haIf a biIIion vomen in Iov and middIe-income counlries vho access mobiIe hones lhrough
borroving and more lhan lvo hundred and hfly miIIion vho have yel lo make use of a mobiIe hone al aII.
These vomen lyicaIIy see borroving as convenienl and rareIy ay for lhe service lhey use. Their famiIiarily
vilh mobiIe hones, hovever, makes lhem a good candidale for ovnershi.
The reasons vomen cile for nol ovning a mobiIe hone incIude lhe cosl of handsels and service, a Iack of need
for a mobiIe hone and fear of being abIe lo masler lhe lechnoIogy. CuIluraI issues, such as lhe lradilionaI roIes
of men and vomen, are aIso a faclor in vomen's mobiIe hone ovnershi and can deIay or even revenl a
voman's acquisilion of a mobiIe hone. Slralegies lhal address lhese concerns are essenliaI lo encourage more
vomen lo ovn a mobiIe hone and are incIuded in lhe recommendalions of lhe reorl.
Orascom Telecom has deep roots in the
developing countries in which it operates and
realises that in order to have a systematic
understanding of how mobile technology can
empower women, you need to look at both
individual and societal characteristics. Both
levels of analysis can identify either barriers or
enablers of adopting mobile technology.
Naguib Sawiris,
Executive Chairman,
Orascom Telecom Holding
0% 25% 50% 75% 100%
13% 3% 3% 10% 20% 8% 42%
Handset costs too much Monthly service cost too expensive No need - everyone is local No need - use a landline phone
Lack family/spouse permission Fear of the technology All other reasons (eight total)
What are the top reasons why you do not own a mobile phone
(respondents that do not benet from mobile phone ownership)
9 GSM Association
Key Female Demographic Groups
Calegorising vomen by demograhic lrails enabIes a deeer underslanding
of differences in mobiIe hone ovnershi rales and usage allerns. The
calegorisalion aIso sheds Iighl on lhe barriers revenling lhe differenl grous
of vomen from ovning mobiIe hones and olenliaI soIulions for overcoming
lhem.
Lach grou of vomen has a unique sel of needs lhal can be addressed vilh a mobiIe
hone. TaiIored slralegies can be imIemenled lo address lhese needs and move more vomen inlo ovnershi.
Increasing avareness of hov mobiIe hones can imrove lheir slandard of Iiving viII resonale vilh Wnmcn
at thc Basc nI thc PyramId (BOP) (vomen vilh househoId incomes of Iess lhan IS$75 er monlh) and Rura!
Wnmcn at Wnrk. AeaIing lo feeIings of safely, conneclion and modernily, and osilioning lhe mobiIe hone
as more lhan a communicalion looI are lvo slralegies lo increase ovnershi amongsl Wnmcn In thc Hnmc.
Wnmcn at 5chnn! are IikeIy lo ovn a mobiIe hone, and vilh lheir heavy use of SMS, are good candidales for
sociaI rogrammes deIivered via SMS messages. Carccr Wnmcn, a grou aIready using mobiIe hones, rovide
a gIimse inlo lhe fulure rohIe of femaIe mobiIe hone ovners as educalionaI and rofessionaI oorlunilies
for vomen lo exand.
Overview of the Demographic Groups
Women in ruraI areas and
Iover income brackels sland
lo benehl lhe mosl from
cIosing lhe gender ga.
! 14-74 years old
! Urban and Rural
! 26% own a mobile phone
! ARPU/month: US$5.43
! SMS sent/month: 18
! % who pay for own
service: 54%
! Though ownership rates
are low, more than half of
these women have
exposure to mobile
phones through
borrowing
! More than a third express
concern about being able
to use the technology
! 21-27 years old
! Urban
! Nearly 90% own a mobile
phone
! % who pay for own
service: 51%
! Heavy users: Students
spend 10% more than
the average woman on
mobile services, or 11%
more than average as a
percent of their
household income
! Expensive handsets:
Students invest heavily in
handsets
! 21-49 years old
! Urban
! % who pay for own
service: 98%
! Coverage slightly more
important than price or
convenience
! Two-thirds have used
their phone to find
employment
! ARPU higher than any
other group
! 14-74 years old
! Rural
! % who pay for own
service: 77%
! Use of phone to find
employment is 70%
higher than average
! Greatest investment:
nearly 35% say that they
have reduced spending
in other areas to pay for
mobile phone, suggesting
high perceived value
! 21-74 years old
! Urban and Rural
! % who pay for own
service: 45%
! Largest and most diverse
segment
! Many say they don t need
a mobile phone because
they are connected
locally or via landline
! Younger, wealthier
homemakers more likely
to own
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n
g
u
i
s
h
i
n
g

C
h
a
r
a
c
t
e
r
i
s
t
i
c
s
21-27 years old 21-49 years old 21-74 years old 14-74 years old
Rural Women at Work
K
e
y

U
s
a
g
e

F
i
g
u
r
e
s

(
O
w
n
e
r
s
)
*Excludes homemakers
14-74 years old
Women at the BOP Women in the Home Women at School Career Women
10 GSM Association
Recommendations and Next Steps
The GSMA DeveIomenl Iund, in arlnershi vilh lhe Cherie Iair Ioundalion for Women, underlook lhis
sludy in order lo undersland vomen's ovnershi of mobiIe hones in Iov and middIe-income counlries as veII
as lhe benehls mobiIe hones can bring lo deveIomenl. The reorl makes lhe case for emovering vomen
lhrough mobiIe lechnoIogy.
The research hndings suggesl sles lhal can increase vomen's ulake of mobiIe hones, lhey aIso highIighl
queslions lhal viII require furlher research and coIIaboralion. DeveIoing a comrehensive Ian for emovering
vomen vilh mobiIe hones viII require lhe invoIvemenl of aII slakehoIders from lhe rivale, non-rohl and
ubIic seclors. Lach slakehoIder viII need lo lake sles on lheir ovn, bul aIso vork logelher.
An Agenda for Action:
MnbI!c Tc!ccnmmunIcatInns Industry
!"SecihcaIIy address vomen in segmenlalion slralegies and markeling laclics
! Iosilion lhe hone as a Iife enhancing and income-generaling looI
! Indersland and oerale vilhin lhe IocaI cuIlure
! Leverage aIlernalive hnancing mechanisms and channeIs.
Dcvc!npmcnt CnmmunIty
! Leverage aIlernalive hnancing mechanisms and channeIs
! Creale innovalive rogrammes lo increase lhe ulake of mobiIe hones amongsl vomen
! Iromole lhe mobiIe hone as an effeclive deveIomenl looI vhich creales educalion, heaIlh,
emIoymenl, banking and business oorlunilies
! HeI idenlify cuIluraIIy reIevanl and accelabIe vays of romoling mobiIe hone ovnershi amongsl
vomen.
Pn!Icymakcrs
! Shifl lhe lax burden avay from lhe ooresl in sociely of vhich vomen are lhe ma|orily
! Creale incenlives for lhe deveIomenl of mobiIe services lhal benehl vomen.
A!! 5takchn!dcrs
! CoIIaborale for maximum imacl
! Designale high-rohIe chamions of mobiIe hones for vomen
! Conducl furlher research lo advance underslanding of vomen and mobiIe hones.
11 GSM Association
Introduction
A Critical First Step
Irom farmers lo business ovners, lhe mobiIe hone
is roviding vomen vilh informalion vhen and
vhere lhey need il. Women vho ovn mobiIe hones
are becoming increasingIy deendenl on lhem. Lven
some of lhe ooresl vomen in lhe vorId are viIIing
lo invesl lheir Iimiled funds in mobiIe hone services
because of lhe hnanciaI and sociaI benehls lhey
bring. Yel many vomen arlicuIarIy in Iov and
middIe-income counlries sliII do nol benehl from
lhe osilive imacl lhal ovning a mobiIe hone can
have on lheir Iives and IiveIihoods.
Il has Iong been beIieved lhal fever vomen lhan
men ovn mobiIe hones in Iov and middIe-income
counlries. ul lhere is IillIe reIiabIe dala lo verify and
quanlify lhe size and imacl of lhis difference. olh
sociely and induslry couId benehl from equaIising
maIe and femaIe mobiIe hone ovnershi rales given
lhe imorlanl roIe vomen and mobiIe hones Iay in
socio-economic deveIomenl.
The reorl is a crilicaI hrsl sle in delermining hov
mobiIe hones can advance lhe socio-economic
deveIomenl of vomen. The reorl oulIines hov
many vomen ovn mobiIe hones and hov lhey use
lhem. Il aIso highIighls hov many vomen do nol ovn
mobiIe hones and lhe reasons vhy. The research
hndings suggesl concrele sles lhal can increase lhe
ulake of mobiIe hones amongsl vomen and aIso
raise queslions lhal viII require furlher research and
coIIaboralion. Maing a comrehensive Ian for
emovering vomen vilh mobiIe hones viII require
lhe invoIvemenl of slakehoIders from lhe rivale,
non-rohl and ubIic seclors.
Mobile Phones and the Gender Gap
I used lo vonder aboul lhis machine caIIed a
mobiIe hone, bul once I began lo use il, I reaIised
ils many advanlages. I can immedialeIy caII lhe
vhoIesaIe markel lo inquire aboul rices and Iace
direcl orders. I have eIiminaled lhe middIeman. I
am nov recognised as a businessvoman, groving
and seIIing sesame seeds and nol |usl as somebody's
vife or sisler. }asuben MaIek, a member of lhe SeIf
LmIoyed Women's Associalion (SLWA), Gu|aral,
India.
This quole encasuIales hov far lhe use of mobiIe
hones by vomen has advanced in lhe asl decade.
Whal vas once seen as a Iuxury for urban consumers
in veaIlhy counlries has nov become a looI lhal
louches lhe Iives of vomen from remole farming
communilies lo leeming megacilies. Lmovering
lhese vomen vilh lhis crilicaI looI reresenls an
enormous sociaI and commerciaI oorlunily.
Women Are the New Face of Mobile Subscribers
The number of mobiIe hone ovners in Iov and
middIe-income counlries has skyrockeled in lhe asl
severaI years. ul lhere are sliII 1.25 biIIion aduIls
in lhese counlries lhal Iive in areas vilh mobiIe
nelvork coverage lhal have nol yel benehled from
mobiIe hone ovnershi. The ma|orily of lhese
eoIe are vomen. Women reresenl bolh overfuI
socio-economic change agenls and a ma|or markel
oorlunily for mobiIe oeralors. As lhe mobiIe
revoIulion conlinues lo affecl eoIe al aII IeveIs of
lhe economic yramid, one lhing is cIear: thc Iacc
nI thc ncw subscrIbcr nvcr thc ncxt scvcra! ycars
Is Icma!c.
Women and Mobile Phones: A Winning
Combination for Development
A vide range of sociaI and economic goaIs can be
advanced by exlending lhe benehls of mobiIe hone
ovnershi lo more vomen. This is due in arl lo lhe
ubiquily of mobiIe hones in Iov and middIe-income
counlries and lheir conneclion lo economic and
business grovlh. Il is aIso due lo lhe acknovIedged
roIe lhal emovered vomen Iay in imroving
slandards of Iiving for aII members of sociely.
The Link between Mobile Phones and Economic Growth
In |usl a fev years, mobiIe hones have surassed
lradilionaI media such as radio, leIevision and
comulers lo become lhe mosl accessibIe form of
lechnoIogy in Iov and middIe-income counlries.
In less than a decade mobile phones in Pakistan have
gone from being a toy for the rich to a tool for the
successful.
Bilal Sheikh, CMO for Mobilink,
Pakistan
12 GSM Association
MobiIe hones connecl eoIe and rovide lhem vilh
informalion lhal is usefuI in lheir daiIy Iives. There
is considerabIe evidence lhal grealer mobiIe hone
enelralion rales are associaled vilh fasler economic
grovlh, |ob crealion and rohlabIe businesses.
Researchers in academia, deveIomenl organisalions
and rivale business have discovered lhe foIIoving :
!
! A sludy ubIished by consuIlancy DeIoille in
2OO7 found lhal a 1O/ increase in mobiIe hone
enelralion rales is Iinked lo an increase in Iov
and middIe-income counlry GDI of 1.2/
! A 2OO6 vum sludy found lhal lhe mobiIe induslry
had aIready crealed 3.6 miIIion |obs (direclIy and
indireclIy) in India and vas execled lo add a
miIIion more |obs annuaIIy
! A survey in Soulh Africa and Lgyl commissioned
by Vodafone in 2OO5 found lhal 62/ of businesses
in Soulh Africa and 59/ in Lgyl allribuled
increased rohls lo mobiIe hones.
Those slalislics indicale a slrong Iink belveen
increases in mobiIe hone enelralion and fasler
economic and business deveIomenl.
Empowering Women Leads to Social and Economic
Development
Lvidence has been mounling for decades lhal
emovering vomen Ieads lo osilive economic and
sociaI change. Some of lhe mosl overfuI vays lo
advance deveIomenl cenlre on increasing vomen's
access lo educalion, heaIlh care and hnanciaI services,
vhich in lurn aIIovs lhem lo imrove lheir quaIily
of Iife and lhal of lheir famiIies. The imorlance
of vomen as socio-economic change agenls is
demonslraled by some key slalislics:
! A 2OO8 LCD reorl ciles evidence lhal vomen
direcl u lo 9O/ of lheir income lo lheir famiIies
and communilies
! The Iood and AgricuIluraI rganisalion noled in
2OO9 lhal vomen are crilicaI for food securily as
lhey cuIlivale u lo 8O/ of lhe food in many Iov
and middIe-income counlries
! The Inler-American DeveIomenl ank reorled
in 2OO6 lhal chiIdren of emIoyed molhers have
a 5/ grealer educalionaI allainmenl lhan olher
chiIdren in lhirleen oul of hfleen Lalin American
counlries.
MobiIe hones are a looI for economic grovlh, and
invesling in vomen imroves lhe overaII veII-
being of famiIies. Lmovering more vomen vilh
mobiIe hones can acceIerale sociaI and economic
deveIomenl.
Dening the Gender Gap
This sludy dehnes and quanlihes lhe gender ga in
mobiIe hone ovnershi in Iov and middIe-income
counlries. Il rovides recommendalions lo differenl
slakehoIders on hov il can be cIosed. The gender ga
is besl underslood by Iooking al lhe rale of mobiIe
hone ovnershi amongsl femaIes reIalive lo lhal
of maIes (Iigure 1). As il is exressed in lhis reorl,
lhe gender ga is dehned as hov much Iess IikeIy a
voman is lo ovn a hone lhan a man. The rocess of
quanlifying lhis ga is iIIuslraled in Iigure 1.
Figure 1: Calculation of the Mobile Phone Gender Gap
Ior examIe, if 4O/ of aII maIes and 3O/ of aII femaIes
vilhin a secihc geograhy ovn a mobiIe hone, il
can be said lhal vomen are 25/(1) Iess IikeIy lhan
men lo ovn a mobiIe hone. The gender ga is lhus
25/(see endnole iv)! To cIose lhe ga an addilionaI
MobiIe hones are a looI for economic grovlh,
and inveslmenls in vomen imrove lhe veII-
being of famiIies and communilies. Lmovering
more vomen vilh mobiIe hones can acceIerale
sociaI and economic deveIomenl.
!
"
Male
Mobile Phone
Owners
Female
Mobile Phone
Owners
Gender
Gap
Male
Mobile Phone Owners
(1) Within a specic geography own a mobile phone, it can be said that women are 25% less likely than men to own a mobile phone. The gender gap is thus 25%.
13 GSM Association
1O/ of lhe femaIe ouIalion vouId have lo acquire
mobiIe hones. This vouId bring mobiIe hone
ovnershi rales lo 4O/ for each gender, achieving
gender arily.
Why Is the Gender Gap Important?
The reorl concIudes lhal lhe disarily in ovnershi
belveen maIes and femaIes reresenls a Iosl sociaI
and commerciaI oorlunily. E!ImInatIng thc gap
and achIcvIng gcndcr parIty In mnbI!c phnnc
nwncrshIp wnu!d rcsu!t In hundrcds nI mI!!Inns nI
ncw subscrIbcrs, a bcnct tn mnbI!c npcratnrs, tn
thc wnmcn thcmsc!vcs and tn thc sncIctIcs In whIch
thcy !Ivc.
A Brief Note About Methodology
The hndings and case sludies vilhin lhis reorl are
based on lhree sources of dala: heId research, in-
delh inlervievs and lhird-arly secondary dala.
IieId research vas conducled vilh more lhan 2,OOO
vomen surveyed across four Iov and middIe-
income counlries on lhree conlinenls (oIivia,
Lgyl, India and Kenya). AroximaleIy 4O in-delh
inlervievs vere conducled vilh execulives in lhe
mobiIe leIecommunicalions induslry, Ieaders of non-
rohl organisalions and academics across a diverse
sel of Iov and middIe-income counlries. Third-
arly dala sources such as lhe GSMA's WireIess
InleIIigence dalabase, Iniled Nalions slalislics and
lhe InlernalionaI TeIecommunicalions Inion's (ITI)
WorId TeIecommunicalions Indicalors 2OO8 dalabase
vere accessed aIong vilh olher secondary sources lo
galher and vaIidale demograhic and mobiIe hone
usage slalislics.
To quanlify lhe currenl size and vaIue of lhe gender
ga vilhin Iov and middIe-income counlries, a
modeI vas formuIaled and ouIaled vilh dala
from 149 Iov and middIe-income counlries. The
modeI caIcuIales lhe vaIue of cIosing lhe gender ga
and mainlaining conlinued arily in maIe and femaIe
subscribers over lhe Iong lerm. The caIcuIalions are
based on lhe assumlion lhal lhe olenliaI markel
is comrised of vomen from 14-74 years oId vho
Iive in areas vilh mobiIe coverage. y Iale 2OO9,
mobiIe nelvorks vere eslimaled lo cover 89/ of lhe
ouIalion of Iov and middIe-income counlries.
The caIcuIalions are based on lhe number of mobiIe
hone subscribers. AIlhough some vomen in Iov
and middIe-income counlries have a mobiIe hone
subscrilion, or SIM, bul nol a handsel, lhe dominanl
modeI is one subscrilion er handsel. This reorl
lherefore, uses lhe lerm mobiIe hone ovner (or
ovner) inlerchangeabIy vilh mobiIe service
subscriber (or subscriber). Ior more informalion
on melhodoIogies, Iease see Aendix .
There are 3OO miIIion fever femaIe subscribers
lhan maIe subscribers in Iov and middIe-
income counlries.
14 GSM Association
}oshua Haynes
15 GSM Association
Closing the Mobile Phone Gender
Gap
MobiIe communicalion has exanded raidIy over
lhe asl severaI years vilhin Iov and middIe-income
counlries. Afler discounling subscribers vilh muIliIe
SIM cards, lhere are 2.5 biIIion mobiIe subscribers in
lhese counlries. This reresenls 43/ of lhe 5.8 biIIion
residenls. Around 1.4 biIIion of lhese subscribers are
men, vhereas onIy 1.1 biIIion are vomen (Iigure 2).
Women in Iov and middIe-income counlries oflen
begin using mobiIe hones Ialer lhan maIe members
of lhe famiIy and are Iess IikeIy overaII lo ovn a
mobiIe hone. This is desile lhe facl lhal mobiIe
hone ovnershi can bring a vide range of sociaI
and economic benehls lo vomen and lheir famiIies.
Figure 2: Number of Women and Men that Benet from
Mobile Phone Ownership in Low and Middle-Income
Countries
To quanlify lhe gender ga, one musl undersland lhe
breakdovn of maIe and femaIe subscribers. Today,
1.4 biIIion, or 48/ of lhe 2.9 biIIion maIes in Iov
and middIe-income counlries, benehl from mobiIe
hone ovnershi. In conlrasl, |usl 1.1 biIIion, or
38/, of lhe 2.9 biIIion femaIes in lhese counlries have
mobiIe hones. This equaIs a mobiIe hone gender
ga of 3OO miIIion vomen. These 3OO miIIion vomen
are aduIls (14 -74 years oId) vho Iive in areas vilh
mobiIe nelvork coverage. The difference in hgures
belveen lhe men and vomen in lerms of mobiIe
hone enelralion means lhal vomen in Iov and
middIe-income counlries are 21/ Iess IikeIy lo ovn
a mobiIe hone lhan a man.
f lhe remaining 3.3 biIIion cilizens of Iov and
middIe-income counlries, lhere are 75O miIIion
femaIes, or 26/ of aII femaIes, vho couId bul do nol
yel benehl from mobiIe communicalions. This is lhe
size of lhe currenl lolaI olenliaI markel of vomen
subscribers in lhese counlries. In comarison, lhere
are onIy around 5OO miIIion men, or 17/ of aII maIes,
in lhe lolaI olenliaI markel of maIe subscribers in
lhese same counlries. The 2.O5 biIIion individuaIs lhal
remain Iie oulside mobiIe nelvork coverage areas or
are under lhe age of 14 and over 74 years oId. These
individuaIs are nol considered arl of lhe olenliaI
markel.
CIosing lhe mobiIe gender ga by adding 3OO miIIion
nev vomen subscribers in Iov and middIe-income
counlries can bring immediale incremenlaI revenue
lo mobiIe oeralors as veII as signihcanl sociaI
benehls lo lhe vomen and lheir famiIies.
The 3OO miIIion vomen of lhe currenl gender ga
resenl lhe nexl vave of mobiIe subscribers. Many of
lhese vomen are in Iover-income brackels and have
Iess disosabIe income lhan currenl subscribers. In
lhe shorl-lerm, lhese vomen are execled lo send
Iess lhan currenl subscribers ay er monlh for
mobiIe services. Through an anaIysis of lhe survey
resuIls, il is eslimaled lhal lhese nev subscribers
viII send sIighlIy over haIf, or 51/, of vhal currenl
mobiIe ovners send.
A voman is 21/ Iess IikeIy lo ovn a mobiIe
hone lhan a man in Iov and middIe-income
counlries.
CIosing lhe mobiIe hone gender ga
reresenls a IS$13 biIIion incremenlaI, annuaI
revenue oorlunily for mobiIe oeralors in
Iov and middIe-income counlries, vilh lhe
grealesl olenliaI gains in Soulh Asia, lhe
MiddIe Lasl and Africa.
Countries Countries
!"#$%&
'()
!"#
$%$&
'"#
$%'&
2.9 billion Females
300 million
Women
2.9 billion Males
1.1 billion
subscribers
1.4 billion
subscribers
Gender Gap
There are 300 million
fewer female
subscribers than male
subscribers in low and
middle-income
countries
Total number of females and males in low and middle-income countries
16 GSM Association
This IeveI of sending is cross-vaIidaled via a
slalislicaI modeI vhich redicls lhal, on average,
ARII (average revenue er user) viII be Iover
as femaIe enelralion IeveIs increase and Iover-
income vomen adol lhe lechnoIogy. To caIcuIale
lhe vaIue of cIosing lhe gender ga on a gIobaI IeveI,
il is assumed lhal each of lhe 3OO miIIion nev femaIe
subscribers viII generale 51/ of lhe counlry's
reseclive average ARII (see lhe MelhodoIogy
overviev in Aendix for furlher exIanalion
of lhe caIcuIalion of lhe 51/ hgure). n average,
lhis equaIs sIighlIy Iess lhan IS$4 er monlh or
IS$44 er year for each of lhe 3OO miIIion femaIe
subscribers in incremenlaI annuaI revenues (ARII)
for mobiIe oeralors in Iov and middIe-income
counlries. Caluring lhese vomen vouId lherefore
resuIl in IS$13 biIIion in incremenlaI, annuaI
revenues for mobiIe oeralors.
!
Gender Gap Hotspots: South Asia, the
Middle East and Africa
The grealesl gains for vomen can be made in Soulh
Asia, lhe MiddIe Lasl and Africa. Across Iov and
middIe-income counlries, vomen are 21/ Iess IikeIy
lo ovn a mobiIe hone lhan a man. n a regionaI
IeveI, lhere is a greal deaI of diversily in lhe size
of lhe gender ga (Iigure 3). Ior inslance, in Lalin
America, a smaII gender ga of 1/ can be allribuled
lo reIaliveIy high overaII mobiIe enelralion rales
and seciaI condilions such as lhose found in Mexico,
vhere emigralion has Iefl many vomen as lhe head
of househoId. ConverseIy, lhe gender ga is mosl
rofound in Soulh Asia vhere 137 miIIion fever
vomen lhan men en|oy lhe benehls of mobiIe hone
ovnershi.
The varialions in lhe gender ga generaIIy corresond
vilh overaII IeveIs of economic deveIomenl and a
voman's roIe and arlicialion in sociely, incIuding
IeveIs of educalion and vorkforce arlicialion. As
viII be discussed in lhe Mc|i|c Pncnc Ouncrsnip cn!
Uscgc seclion, income and urbanisalion, lvo asecls
of economic deveIomenl, are lhe mosl imorlanl
delerminanls of femaIe mobiIe ulake. CuIluraI
issues, such as lradilionaI roIes of men and vomen
can aIso faclor in lhe ga, deIaying or even revenling
a voman's acquisilion of mobiIe hones. In Soulh
Asia, aII of lhese forces are al Iay. The region as a
vhoIe has one of lhe Iovesl er-caila income IeveIs
and one of lhe Iargesl ercenlages of ils residenls
in ruraI areas. India, one of lhe more deveIoed
counlries in lhe Soulh Asia region, has lhe highesl
mobiIe gender ga of lhe four counlries incIuded in
lhe survey (see lhe A Gccgrcpnic Pcrspcciitc cn Wcmcn
cn! Mc|i|c Pncncs seclion).The mobiIe gender ga
is even more exlreme in counlries such as Iakislan
and Afghanislan vhere lradilionaI femaIe roIes are
hrmIy rooled, Ieaving vomen vilh IillIe conlroI over
lhe urchase of a mobiIe hone. eralors in lhese
counlries, such as MobiIink and Roshan, are crealing
innovalive camaigns and rogrammes lhal address
vomen and men in cuIluraIIy aroriale vays (see
ages 19, 2O).
A voman is 23/ Iess IikeIy lo ovn a mobiIe
hone lhan a man if she Iives in Africa, 24/
if she Iives in lhe MiddIe Lasl, and 37/ if she
Iives in Soulh Asia.
17 GSM Association
Figure 3: Gender Gap: Size and Immediate Revenue Opportunity (ARPU) by Region
TOTALS TOTALS
Gender Gap: 21%, 300 million women Gender Gap: 21%, 300 million women
Mkt. Opportunity: US$13 billion Mkt. Opportunity: US$13 billion
2009 subscribers: 2009 subscribers:
1.4 billion males 1.1 billion females
2009 population 2009 population
2.9 billion males 2.9 billion females
Western Europe (for
comparison purposes)
Western Europe (for
comparison purposes)
Gender Gap: 0% (estimate) Gender Gap: 0% (estimate)
156 million males 162 million females
E. Europe & Central Asia E. Europe & Central Asia
Mkt. Opportunity: US$1.6 billion Mkt. Opportunity: US$1.6 billion
East Asia & Pacific East Asia & Pacific
Mkt. Opportunity: $US4 billion Mkt. Opportunity: $US4 billion
1 billion males 956 million females
Middle East & N Africa Middle East & N Africa
Latin America & Caribbean Latin America & Caribbean
Mkt. Opportunity: US$739 million Mkt. Opportunity: US$739 million
Sub-Saharan Africa Sub-Saharan Africa
South Asia South Asia
Gender Gap: 37%,124 million women Gender Gap: 37%,124 million women
18 GSM Association
Irom a revenue erseclive, lhe incremenlaI
oorlunily for mobiIe oeralors for cIosing lhe
mobiIe gender ga ranges from IS$74O miIIion in
Lalin America lo IS$4 biIIion in Lasl Asia (Iigure 4).
CumuIalive service revenue oorlunily is grealesl
in Iov and middIe-income counlries in Lasl Asia and
lhe Iacihc, Soulh Asia and Sub-Saharan Africa. These
lhree regions reresenl nearIy IS$9.5 biIIion, or over
7O/ of lhe IS$13 biIIion revenue oorlunily in Iov
and middIe-income counlries.
Figure 4: Regional Incremental, Annual Revenue
Opportunity (ARPU)
!
Tomorrows Subscribers Will Largely Be
Women
ver lhe nexl hve years, ouIalion grovlh and
lhe exansion of mobiIe nelvorks viII increase lhe
number of olenliaI femaIe subscribers belveen 14
lo 74 years oId vho Iive in areas of mobiIe nelvork
coverage. In 2O14, lhere viII be veII over a biIIion
vomen in Iov and middIe-income counlries, u from
75O miIIion loday. Al lhe same lime, mobiIe oeralors
are ro|ecled lo add nearIy 9OO miIIion unique nev
subscribers by 2O14. Assuming lhal lhe mobiIe gender
ga is cIosed and arily is mainlained belveen lhe
genders, lvo oul of lhree nev subscribers, or nearIy
6OO miIIion oul of lhe 9OO miIIion nev subscribers
lo be added by 2O14 viII be vomen. y connecling
aII of lhese vomen, even al lhe reduced ARII IeveI,
mobiIe oeralors couId boosl lheir coIIeclive annuaI
revenues by IS$29 biIIion. Success in caluring lhis
markel viII necessilale largeled efforls lhal address
vomen's needs and overcome lheir erceived and
reaI barriers lo mobiIe ovnershi.
IncremenlaI revenue oorlunilies range from
IS$74O miIIion in Lalin America lo IS$4 biIIion
in Lasl Asia.
Women reresenl nearIy lvo-lhirds of lhe
unlaed markel for mobiIe grovlh. MobiIe
oeralors aiming lo be markel Ieaders in 5 years
lime musl exceI al bringing on nev femaIe
subscribers.
US$0
US$3
US$7
US$10
US$13
Regional Incremental Revenue Opportunity TOTAL
US$13.0
US$1.6
US$0.7
US$3.6
US$1.9
US$4.0
US$1.5
B
i
l
l
i
o
n
s
19 GSM Association
Pakistan
Mobiles Boost Female Literacy
Mobilink, SMS for Literacy
Mobilink and UNESCO teamed up to use SMS messages to improve young womens literacy
Demonstrating the positive impact of mobile phones on girls lives can help
overcome community resistance to female ownership
Pakistani mobile operator Mobilink, a subsidiary of Orascom, has learned a great deal about attitudes regarding women and mobile
phones, especially as penetration rates soared in Pakistan over the last several years. In addition to creating a product tailored specically
for the womens market several years ago, Mobilink has sought to demonstrate the power of mobile phones to improve literacy rates
for adolescent girls in rural areas of Pakistan where reading materials are often scarce. Yet there is often resistance to girls having the
independence that mobile phones symbolise.
For four months in 2009, Mobilink partnered with UNESCO and a local non-
governmental organisation (NGO), Bunyad, on a pilot project in a rural area
of southern Punjab province involving 250 females aged 15-24 who had
recently completed a basic literacy programme. Each of the girls was provided
with a low-cost mobile phone and prepaid connection. Teachers were trained
by Bunyad to teach students how to read and write using mobile phones. The
company set up a system for the NGO to send out SMS messages in an effort
to maintain and improve participants literacy, which often lapses because of
inadequate access to interesting reading material. Crucially, the low-cost phones
were enabled to send and receive messages in Urdu, the local language, rather
than in English. The girls received up to six messages a day on a variety of
topics including religion, health and nutrition, and were expected to practise
reading and writing down the messages and responding to their teachers via
SMS. Monthly assessments of participants learning gains were conducted to
assess impact.
Programme organisers encountered considerable resistance on the part of
parents and community leaders to the idea of allowing girls to have mobile
phones, largely due to the conservative social norms of the area. This resistance
began to soften, however, once people began to see the nature of the messages
the girls were receiving and the benets the programme conferred. Exams
taken by the girls participating in the programme showed striking early gains in
literacy, with the share of girls receiving the lowest scores dropping nearly 80%.
Participants and their families are even taking advantage of other features of the
phones, including the calculator. While 56% of learners and their families initially maintained negative feelings toward the programme,
87% were satised with its results by the end. Families also appreciated the greater sense of security that being able to contact their
daughters or wives provided. Users can pay US$6 to buy their phones at the end of the programme and continue receiving text messages,
and Mobilink, UNESCO and Bunyad plan to expand the programme further.
The success of this programme demonstrates how mobile phones can be used to increase the reach and effectiveness of basic education
programmes. It also illustrates the fact that suspicion of mobile phones can be overcome by showing parents and leaders how mobiles
can be used to transmit culturally sensitive information whilst increasing girls sense of security.
20 GSM Association
Afghanistan
Speaking to Women with Words that Resonate
Roshan, Aali for Mother
Afghan mobile operator Roshan launches a series of culturally-appropriate promotions for women that emphasise family
and security
Culturally sensitive marketing builds a connection of trust
Roshan, which means light in Dari and Pashto, is Afghanistans largest mobile network operator. With the Aga Khan Fund for Economic
Development as a majority shareholder, the company matches its nancial objectives with a strong commitment to the development of
the country. Boosting mobile phone use among women is not only seen as a revenue opportunity, as no other operator in Afghanistan
was targeting the womens market, but also provides an opportunity to benet one of the countrys most marginalised segments.
Prevailing cultural attitudes in Afghanistan impose very traditional roles on men and women. Society is family-oriented, with men
controlling most of the familys assets and spending decisions; women occupy the traditional role of sister, wife and mother. Company
research indicated that for men, the primary reason for a woman to have a mobile phone would be to provide a connection between
herself and her family, or in some cases, her workplace. Use outside this
circle is often viewed with suspicion.
Working within these cultural expectations, Roshan launched the Aali for
Mother Campaign in April 2009. The promotion was based on SIM Aali,
their agship mass market tariff plan, but offered a Family and Friends
option at reduced rates with a focus on women while accenting the
themes of motherhood and family.
Marketing messages were targeted at both men and women, and as
shown in the advert emphasised the mobile phones role in enabling
women to attend to family responsibilities. Advertisements showed
depictions of women in traditional gender roles, like singing a lullaby to
her child, and positioned men as the gift bearer.
Since the launch, the percentage of women among new Roshan
subscribers has continued to grow to approximately 18% today. It is
estimated that Roshan has the highest number of female subscribers
in Afghanistan. The campaign has also further established Roshan as a
trusted brand. Through its commercial and corporate social responsibility
efforts, the company continues to promote the economic empowerment
of women in Afghan society through a variety of initiatives including the
Womens Public Calls Ofces project. Roshan has stayed within cultural
boundaries even while expressing and showing themes of modernity and
progress. And with the success of Aali for Mother, Roshan is looking at
providing more products and promotions tailored to women, built around
the Family and Friends offering.
!
21 GSM Association
Women Benet from Mobile Phone Ownership
MobiIe hone ovnershi rovides dislincl benehls lo vomen such as imroved access lo educalionaI, heaIlh,
business and emIoymenl oorlunilies. Women surveyed across Iov and middIe-income counlries on lhree
conlinenls beIieve lhal a mobiIe hone heIs lhem Iead more secure, connecled and roduclive Iives (Iigure 5).
Figure 5: Positive Outcomes and Feelings Associated with Mobile Phone Ownership
!
!
% of respondents (mobile phone owners) that answered the below statements positively
Figure 5: Positive Outcomes and Feelings Associated with Mobile Phone Ownership
% of respondents (mobile phone owners) that answered the below statements positively

41%
85%
93% 93%
I feel safer I feel more connected
with friends and
family
I feel more
independent
I have increased
my income or
professional
opportunities
I Feel Safer Because I Own a
Mobile Phone
Women mobiIe hone ovners of every age,
Iocalion and socio-economic slalus cile lhe
increased feeIing of safely and securily lhal
comes vilh mobiIe hone ovnershi. The
need for safely can be high in some areas
of Iov and middIe-income counlries vhiIsl
lhe resources lo handIe lhreals lo il may be
scarce. Silualions lhal may have reviousIy
rovoked anxiely for vomen or lheir maIe
reIalives have been in some cases reduced
or eIiminaled lhrough lhe resence of a
communicalion Iine. Reinforcing lhe vay in
vhich mobiIe hones address lhis universaI
need is a comeIIing vay lo communicale
lhe benehls of a mobiIe hone lo bolh
vomen and men.
Nine in len vomen reorl feeIing safer
and more connecled because of lheir
mobiIe hone.
Putting Minds at Ease Wins Hearts Too
Idea Cellular, India
Staying on top of the market in Indias ultra-competitive mobile phone
scene requires keeping an eye on its fastest-growing demographic
groups. Idea Cellular, one of Indias ve biggest mobile operators
with over 50 million subscribers, has pursued a bigger slice of
womens growing share of Indias subscriber base by learning what
women in different age groups, professions and regions need in a
communications device. Several years ago, Idea unveiled a Womens
Card that included several innovative features designed to address
what a research study and anecdotal information indicated was
womens top concern when it came to mobiles: concern about not
being able to reach family members if they ran out of airtime. To
meet that need, Idea created a feature that allowed women to dial
a three-digit code to have a Please call immediately SMS sent to
three designated people who could then call the sender, and another
that allows negative balance calls by women who have run out of
balance. Use of the SMS alert was extensive, and both female and male
subscribers appreciated the sense of security provided by the feature.
22 GSM Association
I Feel More Connected Because I Own a
Mobile Phone
Communicaling vilh famiIy and friends is a
core aclivily of everyday Iife. Al lhe same lime,
deveIomenl and gIobaIisalion are making
individuaIs more mobiIe, reducing lhe lime famiIy
members send logelher al home. In some areas,
migralion of famiIy members lo cilies or even abroad
is dislancing lhese individuaIs from lheir famiIies and
friends. In lhis environmenl, a mobiIe hone can be
an essenliaI looI for mainlaining conlacl vilh Ioved
ones. Nine in len vomen surveyed reorl feeIing
more connecled vilh friends and famiIy because lhey
ovn a mobiIe hone.
The men in lhe famiIy aIso areciale lhis IeveI of
conneclion. AImosl aII of lhe homemakers vho
received a mobiIe hone from lheir husbands nole
lhal il vas given lo lhem so lhal lhey couId beller
slay connecled vilh famiIy and friends.
I Feel More Independent Because I Own
a Mobile Phone
As grovlh lakes hoId in Iov and middIe-income
counlries, more oorlunilies are crealed for vomen
oulside of lhe home. Women increasingIy have lhe
chance lo go lo schooI, vork oulside lheir homes or
even hnd emIoymenl oulside of lheir immediale
lovns and viIIages. A mobiIe hone can heI fosler
a sense of indeendence. Women need lo lake
advanlage of lhese oorlunilies by using lhe mobiIe
hone as a looI lo slay in louch vilh lheir famiIy
al home. f vomen mobiIe ovners surveyed, 85/
reorl feeIing more indeendenl because of lheir
mobiIe hone.
AddItInna! Rcscarch Arca 1
There are many advanlages a voman
exeriences lhrough ovning a mobiIe
hone from lhe abiIily lo Ieave home lo go
lo vork or schooI lo feeIings of success. A
beller underslanding of hov ercelions of
indeendence imrove vomen's veII-being
viII inform camaigns designed lo increase
ovnershi.
A mobile phone is not a luxury anymore, it is a necessity.
Michelle Berrios,
Entel S.A., Bolivia
Kenya Farmers Helpline or Huduma Kwa Wakulima
Kencall, Kenya
For a twenty-ve cent call on their mobile phone, farmers in Kenya can
save several dollars by getting practical advice on their farming and
livestock strategies. For instance, farmers have called to ask why their
chickens are attacking each other and were informed that they were
overcrowded. This type of concrete advice provides an enormous return
for the farmer. Around 43% of the calls to Kencalls Kenya Farmers
Helpline or Huduma Kwa Wakulima are from women farmers, who
rarely, if ever, receive expert assistance from extension workers or other
agricultural professionals. Kencalls CEO, Nicholas Nesbitt, calls this
just-in-time information and reports that farmers are investing in
making these calls because they believe they will see a concrete return.
Mobile Phones Unlock Economic
Opportunities
The informalion, communicalion and services
rovided by a mobiIe hone are heIing vomen
save lime and money, imrove roduclivily, increase
relurns-on-inveslmenl and maximise househoId
resources. A voman can creale and lake advanlage of
nev oorlunilies lo increase income for herseIf and
her famiIy via a mobiIe hone. Iour in len vomen
surveyed across Iov and middIe-income counlries
reorl en|oying increased economic or rofessionaI
oorlunilies due lo ovning a mobiIe hone.
Nokia
I always carry my mobile phone
when I go out because I can call
my mother in case I am late. I call
my neighbors mobile phone and
ask her if she can walk over to
our house and nd my mom so
that I can talk to her.
23 GSM Association
Mobile Phones are Womans Business Lifeline
Women business ovners in arlicuIar erceive
lhe hone as an essenliaI roduclivily looI and are
lherefore more IikeIy lo ovn a mobiIe hone. Ior
examIe:
! 8O/ of business ovners in lhe survey benehl from
mobiIe hone ovnershi comared lo onIy 63/
of non-business ovners
! usiness ovners reorl lhal lhey are lvo-and-a-
haIf limes more IikeIy lo use lheir mobiIe hone lo
earn income lhan non-business ovners (Iigure 6)
! usiness ovners in lhe survey are aIso much more
IikeIy lo be inleresled in receiving services such as
nolihcalions of money lransfers via lheir mobiIe
hones lhan non-business ovners (67/ vs. 41/).
Figure 6: I have Earned Additional Income with My Mobile
Phone
(all respondents)
Mobile Phones Enable Womens Voices
to be Heard
Women in many Iov and middIe-income counlries
have hisloricaIIy had a smaIIer roIe lhan men in lhe
oIilicaI shere or have been excIuded aIlogelher.
MobiIe hones are nov roviding vomen vilh a
mechanism lo become aclive in lheir communilies
and nalions. Today mobiIe hones are being used by
vomen lo organise, advocale change and arliciale
in oIilics and communily affairs. MobiIe hones are
aIso being used lo buiId and slrenglhen vomen's
suorl nelvorks oulside of lheir immediale famiIies.
The Zumbido and Women for Women InlernalionaI
case sludies on ages 24 and 25 iIIuslrale hov, from
Kosovo lo Mexico, mobiIe hones are emovering
vomen sociaIIy and heIing lhem slrenglhen lies
vilh lheir communilies.
Women are using lhe over of mobiIe hones
lo make lheir voices heard and lo increase
lransarency in oIilicaI rocesses
Sludies inlo lhe direcl and indirecl Iinks
belveen femaIe mobiIe hone ovnershi and
lhe economic imacl on famiIies can advance
lhe underslanding of lhe benehl a mobiIe hone
can have on vomen and sociely.
My Project Zain
Zain, Saudi Arabia
Through My Project Zain, mobile operator Zain has given women in Saudi
Arabia the opportunity to open and successfully manage businesses in the
mobile phone industry. For Dr. Aziza H. Al Ahmadi, the originator of this
initiative, it was essential to provide women with both the raw materials
to launch the business as well as management, business and know-how
training and ongoing advice to ensure its continued success. Entrepreneurs
such as Gada in Jeddah have thrived in this programme. Gada was able
to secure promotional deals with major retail outlets and soon plans to
hire three or four additional women to join her team. Gada notes that
before this project, I felt I had some nancial problems, but today I
work a lot on this project because it has changed my life and increased
my family income. Thus far, Zain has helped launch 38 women-owned
businesses in Saudi Arabia and it plans to increase that number this year.
An example from one of Orascom Telecoms operations demonstrates
how mobile technology is used as a tool of social and economic
empowerment. In Pakistan, we have implemented the Lady Health
Worker (LHW) project in which we provided females in rural areas with a
low-cost mobile phone bundled with a pre-paid SIM to help reduce infant
mortality rates. LHWs can now communicate with their supervisors, basic
and district health units, hospitals and ambulances. This example and
the ability of the mobile phone to provide an additional source of income
have resulted in the acceptance of mobile phones.
Naguib Sawiris, Executive Chairman,
Orascom Telecom Holding
(all respondents)
0%
15%
30%
45%
60%
Business Owners Non-business Owners
28%
55%
%

r
e
s
p
o
n
d
e
n
t
s
24 GSM Association
Mexico
Mobile Phones Reduce the Distance for People in Need
SHM, Zumbido
Project Zumbido, an mHealth project for HIV/AIDS patients in Mexico, leveraged the anonymity provided by mobile
phones to build virtual support groups for those struggling with the social isolation of their disease.
Mobile phones create virtual communities for HIV+ patients
Social isolation can intensify the impacts of any serious medical condition, leading to anxiety, depression or even a failure to follow
prescribed medical treatments. Support groups that promote social relationships among patients help counter these negative impacts.
Forming and maintaining these groups can be costly and logistically difcult, especially in rural areas and for women that juggle childcare,
housework and jobs.
When studying this situation among HIV/AIDS patients in Mexico, SHM, a UK-based consultancy, realised the mobile phone could address
these issues. In initial focus groups, SHM found that women tended to suffer more than men from stigma and discrimination associated
with their condition and were more reluctant to share their personal stories in face-to-face group settings. The mobile phone was the
perfect tool to address these concerns as it provided both an instant and private form of communication and greater accessibility than
other media.
To test their assumptions, SHM developed Project Zumbido (buzz
in Spanish) in 2007 as a three-month pilot in the Mexican state
of Jalisco. An initial group of 40 participants was divided into four
smaller groups, each with a mix of men and women from urban
and rural locations. SHM provided the groups with mobile phones,
unlimited text messages and group messaging software that allowed
participants to send their individual messages to every member of
their pre-dened group.
Even though many of the participants particularly the women
hadnt used SMS or even a mobile phone before, they quickly grasped
the technology. The pilot was particularly empowering for women.
One woman from a rural area had felt extremely isolated. She had
three children and few friends, and she was from a very conservative
town where she had never been able to attend school. Membership
in the group was so important to her that she used an alphabet poster and help from her friends to learn how to write and send text
messages. Her group encouraged her both to continue to learn to use the phone and to improve her writing skills. By the end of the
project, she had sent an average of 15 text messages per day, more than any other participant.
By the end of the three-month pilot, group members had sent an average of 80,000 text messages per month. SHM clearly proved their
concept, as programme participants reported greatly improved emotional states and better compliance with their drug regimens. Many
of the women are still using the phones to arrange personal meetings with former group members. The continued use of SMS-based
support groups will hinge on them being less costly than physical support groups. However Project Zumbido demonstrates that mobile
phones can empower women by reducing the distances between people in need of community. Said one woman, My group gave me
courage to make some decisions in my life.
25 GSM Association
Kosovo
Rural Women Mobile-ise for a Say in Their Constitution
Women for Women International
Using mobile phones to give women a voice in Kosovos new constitution.
Women connected by mobile phones make their voices heard
In the heady days after Kosovo declared its independence in February 2008, the edgling states leaders began establishing the foundations
of a new governing order. Among the many voices clamoring to make their opinion heard, those of rural and marginalised women were
perhaps the most frequently underrepresented in the halls of power. So when Women for Women International country director Hamide
Lati saw that a public forum for input into a new constitution included few women, she leapt into action.
Lati spent days arguing with the constiutional commission that womens interests, and especially those of rural women, needed to be
represented. The commission nally relented but gave organisers less than 48 hours to mobilise women in rural areas and transport them
to Drenas, where the forum was being held and the consitution drafted. In such a short period, the only method of communication that
could accomplish such a task was the mobile phone. Women for Women staff began contacting graduates of their programs on their
mobile phones and encouraging them to phone other women in their
area. Organisers succeeded in gathering 250 women from around the
country to participate in the forum.
The results were dramatic. A number of the women spoke to the group
about the need to consider womens issues in drafting the constitution.
One of them, Habibe Gerxhaliu, a mother of four whose husband was
killed during the war, raised important points about the necessity of
having the new Constitution address gender equality and make special
provisions for the many women widowed as a result of the war. The
constitution approved in April 2008 includes Article 7, which enshrines
this equality and guarantees womens participation in all aspects of
public life.
Women for Women organisers attribute the success of this effort in part to the role played by mobile phones. Majlinda Mazelliu, deputy
director of Women for Women International in Kosovo said Thanks to the power of the mobile phone, we managed to mobilise 250
women within 48 hours. This was critical, because if we had to go door-to-door, we could have reached maybe only half that number
within the time we had.

26 GSM Association
Mobile Phone Ownership and
Usage
Iurlher underslanding of lhe faclors lhal inuence
vho ovns or uses a mobiIe hone is essenliaI lo
lhe adolion of any slralegy lo increase ovnershi.
This seclion Iooks al variabIes lhal shae lhe mobiIe
hone Iandscae and hov lhey affecl lhe vay in
vhich hones are used. Il aIso dislinguishes belveen
a) vomen vho ovn mobiIe hones, b) vomen vho
do nol ovn bul use mobiIe hones (borrovers) and c)
vomen vho have yel lo make use of mobiIe hones.
Il idenlihes lhe reasons vhy some vomen do nol yel
ovn or even borrov mobiIe hones.
Five Key Traits Predict Mobile Phone
Ownership
Il is imorlanl lo undersland vhal faclors inuence
ovnershi in order lo increase vomen's mobiIe
hone ovnershi rales. A range of faclors incIuding
demograhic lrails, alliludes and access lo olher
means of communicalion aII delermine a voman's
IikeIihood of ovning a mobiIe hone. Cerlain
demograhic faclors, hovever, veigh more heaviIy
lhan olhers in mobiIe hone ovnershi.
Iive secihc faclors IargeIy diclale vomen's mobiIe
hone ovnershi in Iov and middIe-income
counlries:
1 HousehoId income
2 Irban1RuraI Iocalion
3 Age
4 ccualion
5 Lducalion IeveI.
Lach one of lhese hve faclors has an indeendenl
inuence on ovnershi rales. These demograhic
characlerislics are more rediclive of vomen's mobiIe
hone ovnershi rales lhan olher faclors such as lhe
voman's hnanciaI and decision-making over or
inleresl in lhe avaiIabiIily of vaIue-added services.
Iive faclors have lhe grealesl inuences on
vomen's mobiIe hone ovnershi in Iov and
middIe-income counlries: househoId income,
urban1ruraI Iocalion, age, occualion and
educalion IeveI.
Income and Location: The Most Important of the Five
Factors
The survey resuIls shov lhal regardIess of educalion
IeveIs, ruraI1urban Iocalion, occualion and age,
every addilionaI IS$1OO in monlhIy househoId
income increases lhe IikeIihood of ovnershi by
13/. NearIy 8O/ of vomen surveyed in lhe highesl
income brackels ovn a mobiIe hone, vhereas lhal
hgure faIIs lo onIy 4O/ for lhose surveyed in lhe
Iovesl brackel (Iigure 7).
Figure 7: Ownership and Usage by Income Level
(100% equals the total number of respondents)
WhiIsl income redicls acluaI ovnershi, il does
nol necessariIy delermine a voman's abiIily lo use
a mobiIe hone. A Iarge roorlion of vomen in Iov
and middIe-income counlries borrov mobiIe hones
from souses, olher famiIy members or friends. In
conlrasl vilh ovnershi, vomen in Iover income
brackels are more IikeIy lo borrov a mobiIe hone
lhan veaIlhier vomen.
The olher ma|or faclor in delermining ovnershi
is vhelher a voman Iives in an urban area or a
ruraI one (aII ruraI areas incIuded in lhis survey
have mobiIe coverage). When aII olher faclors (age,
income, occualion and educalion IeveI) are equaI,
an urban voman is 23/ more IikeIy lo ovn a hone
lhan a ruraI voman. When acluaI disarilies in lhese
variabIes are hgured in, lhe urban vomen surveyed
are lvice as IikeIy lo ovn a hone as ruraI vomen
(Iigure 8).
There are severaI reasons lhal couId exIain lhe
disarily in ovnershi rales, incIuding service
avaiIabiIily and exosure lo lhe lechnoIogy. Many
ruraI residenls receive mobiIe hone coverage
Iong afler lheir urban counlerarls. MobiIe hone
nelvorks are generaIIy inslaIIed hrsl in urban areas,
0%
25%
50%
75%
100%
<=US$124 US$125-199 US$200-299 US$300-499 US$500+
Stated Income Level
Benefit from Ownership
Borrowers
Yet to Make Use
27 GSM Association
vhere eoIe are highIy concenlraled, eIeclricily
is generaIIy reIiabIe and relaiI oulIels exisl or are
reIaliveIy easy lo eslabIish. The Iag in access lo mobiIe
lechnoIogy in ruraI areas resuIls in Ialer adolion.
Figure 8: Ownership and Usage by Location
Anolher reason for lhe disarily in ruraI1urban
mobiIe hone ovnershi rales couId be lhe reIalive
Iack of exosure lo lhe lechnoIogy in ruraI areas.
MobiIe hones are seen everyvhere from dovnlovn
angkok lo }ohannesburg and Mexico Cily. Irom
eoIe laIking on lheir mobiIe hones in lhe slreel
lo biIIboards and slore fronls romoling lhem,
lechnoIogy is omniresenl. As one moves oul lo more
ruraI areas, lhere is far Iess evidence of lechnoIogy.
Lack of exosure couId Iead lo Iess avareness of lhe
mobiIe hone's fealures and benehls, resuIling in
Iover adolion.
NolabIy, borrover rales are nearIy four limes
higher in ruraI areas comared lo urban areas. This
demonslrales lhal vhiIsl lhe ga in ovnershi rales
is Iarge belveen ruraI and urban areas, lhe ga in
usage rales is signihcanlIy Iover.
Age: Ownership Peaks in the Late 20s and Early 30s
vners oulnumber borrovers and vomen vho have
yel lo make use of a mobiIe hone in aII age brackels
of lhis survey. As seen in Iigure 9, ovnershi rales
eak amongsl survey resondenls aged 28-36 years
oId. MobiIe hone ovnershi rales are lhe Iovesl
amongsl vomen over 5O years oId.
Figure 9: Ownership and Usage by Age
Il is cIear is lhal lhe number of vomen vho have
yel lo make use of lhe mobiIe hone increases
dramalicaIIy vilh age. Women surveyed belveen
5O and 74 years of age are Iess IikeIy lo eilher ovn
or use a mobiIe hone. y conlrasl, rales of usage
(vhich encomasses borroving as veII as ovning)
are highesl amongsl vomen surveyed belveen 1427
years of age.
The hnding suggesls lhal vhiIsl younger vomen are
Iess IikeIy lo ovn a mobiIe hone, lheir high rales
of borroving indicale lhal lhey are comforlabIe
using lhem. Iaclors olher lhan age, lherefore, are
revenling lhese younger vomen from moving inlo
ovnershi.
Occupation: Professionals and Business Owners More
Likely to Own Mobile Phones
ccualion has a slrong inuence on mobiIe
hone ovnershi rales, indeendenl of income,
age, Iocalion and educalion IeveI. InsurrisingIy,
vomen vorking in rofessionaI or adminislralive
osilions demonslrale lhe highesl IeveIs of mobiIe
hone ovnershi. IemaIe business ovners aIso
demonslrale high IeveIs of mobiIe hone ovnershi,
based on lhe need lo be in louch vilh cuslomers and
suIiers. LaslIy, sludenls regisler reIaliveIy high
IeveIs of ovnershi and usage (borroving) as veII.
Sludenls are exosed lo differenl lyes of lechnoIogy
lhrough lheir inslilulions and sludies. This exosure
and lhe facl lhal many of lheir friends are IikeIy lo
ovn a mobiIe hone viII bolh inuence ovnershi
rales.
Women in ruraI areas and Iover income
brackels sland lo benehl lhe mosl from cIosing
lhe gender ga in mobiIe communicalions.
0%
25%
50%
75%
100%
Rural Urban
%

r
e
s
p
o
n
d
e
n
t
s
Borrowers
Yet to Make Use
0%
25%
50%
75%
100%
14-20 21-27 28-36 37-49 50-74
%

r
e
s
p
o
n
d
e
n
t
s
Age Bracket
Borrowers
Yet to Make Use
28 GSM Association
Al lhe olher end of lhe ovnershi scaIe, homemakers,
arlisans and farmers demonslrale signihcanlIy Iover
IeveIs of ovnershi. Homemakers, by dehnilion, slay
al home more lhan mosl olher vomen and may nol
be avare of aII benehls offered by a mobiIe hone.
InlereslingIy, aIlhough vomen engaged in agricuIlure
ovn hones al a rale far Iover lhan vomen in olher
occualions, lheir high rale of borroving indicales
lhal lhey are frequenlIy abIe lo make use of hones.
Education: A Consistent Correlation
WhiIsl age and occualion leII a Iess obvious slory
aboul ovnershi and usage, educalion leIIs a more
Iinear one. Wilhoul excelion, ovnershi IeveIs
rise as a voman's educalion IeveI increases. The
effecl is eseciaIIy dramalic al lhe exlremes, vhere
ovnershi rales sland al over 9O/ for vomen vilh a
coIIege degree, comared lo |usl over 2O/ for lhose
surveyed vilh no schooIing. Rales of non-use aIso
shov a sleady increase as educalion IeveIs decIine.
Women Who Borrow or Do Not Use
Mobile Phones
To move more vomen inlo mobiIe hone ovnershi,
one musl undersland lhe faclors lhal inuence
ovnershi as veII as ncu vomen are using mobiIe
hones. Some vomen access lhe lechnoIogy via
borroving ralher lhan ovnershi. These vomen
couId be lhe nexl vave of fulure subscribers.
Women Who Borrow Mobile Phones
Shared usage of nev roducls such as mobiIe hones
and comulers is exlremeIy common in Iov and
middIe-income counlries vhere consumers are rice-
sensilive and lechnoIogy is generaIIy adoled Ialer
lhan in deveIoed markels. In lhese counlries, nearIy
haIf a biIIion aduIl vomen (belveen 14 and 74 years
oId) vho Iive in areas vilh mobiIe nelvork coverage
access mobiIe hones lhrough borroving. These
vomen, vho are referred lo as borrovers in lhis
reorl, are lhe mosl IikeIy lo acquire lheir ovn mobiIe
hone in lhe fulure, as lhey have aIready been exosed
lo ils caabiIilies and benehls. Inderslanding lheir
needs and characlerislics is cruciaI lo underslanding
hov lo unIock lhis Iarge nev subscriber base.
There are lvice as many borrovers in ruraI areas as
in urban areas. This is due lo lhe Iover ovnershi
rales in ruraI areas bul couId aIso be because many
ruraI communilies relain a more communaI sense
of Iiving. NearIy aII of lhe borrovers in lhe survey
reorled lhal lhey borroved lhe mobiIe hone from
onIy one erson, lyicaIIy a househoId member. If a
voman is married, lhis erson is her souse, if she
is singIe, she borrovs from her arenls or sibIings.
RareIy, if ever, do vomen ay for lhese services.
Women borrovers in lhe survey do nol erceive lhal
borroving someone eIse's hone is inconvenienl.
Tvo-lhirds of lhem reorl lhal il is very or somevhal
convenienl. Less lhan hve ercenl beIieve il is very
inconvenienl.
Whal is inleresling is lhe Iink belveen convenience of
borroving and frequency of usage. As Iigure 1O
shovs, lhere is a slrong correIalion belveen hov
convenienl il is lo borrov a mobiIe hone and hov
much one uses il. ecause il is IikeIy more convenienl
lo use a mobiIe hone if you ovn one ralher lhan
borrov one, borrovers couId acluaIIy use a mobiIe
hone more lhan lhey anliciale if lhey acquire
one. Increased usage vouId have bolh sociaI and
commerciaI benehls. Iurlher exIoralion is required
lo comare borrovers' redicled versus acluaI usage
once lhey acquire a mobiIe hone.
NearIy haIf a biIIion vomen in Iov and middIe-
income counlries access mobiIe hones lhrough
borroving, making lhem lhe mosl IikeIy lo
move inlo ovnershi.
orrovers do nol benehl from lhe fuII range
of caabiIilies of lhe mobiIe hone. They may
miss oul on lhe deIivery heaIlh, hnanciaI and
educalionaI services rovided via lhe mobiIe
hone.
29 GSM Association
Figure 10: Convenience and Frequency of Borrowing:
How Convenient Is it for You to Borrow Someone Elses
Mobile Phone?
(borrowers only)
orrovers eslimale lhal lhey vouId send Iess lhan
haIf of vhal currenl ovners in lhe survey reorl
sending er monlh on a mobiIe hone service
(ARII or average revenue er user). Iarl of lhe
reason vhy borrovers anliciale sending Iess on
mobiIe services (ARII) is robabIy due lo lhe facl
lhal lhey are Iess IikeIy lo be aying for lhis service
lhemseIves (Iigure 11). AImosl 6O/ of lhem reorl
lhal a souse or arenl vouId ay for lheir mobiIe
hone service. This hgure vas even higher for
vomen vho have yel lo make use of a mobiIe hone.
This means lhal rogrammes designed lo increase
vomen's usage viII oflen need lo address men as
veII as vomen.
Figure 11: Who Does or Would Pay for Your Mobile Phone
Service
olh ovners and borrovers lend lo receive more
caIIs lhan lhey make and very fev have ever
accessed lhe Inlernel via a mobiIe hone. Where lhe
lvo lyes of users differ signihcanlIy is on lhe use
of lexl messaging services. NearIy 8O/ of aII mobiIe
hone ovners surveyed reorled lhal lhey use lexl
messaging services.
y conlrasl, Iess lhan a quarler of borrovers use lexl
messaging. orrovers are lherefore nol benehling
from lhe fuII range of services offered from a mobiIe
hone. This discreancy viII become increasingIy
imorlanl as lexl messages are used lo deIiver
educalion, heaIlh and hnanciaI services in Iov and
middIe-income counlries.
Women Who Do Not Use Mobile Phones
NearIy 27O miIIion vomen, or 15/ of aII aduIl vomen
(belveen 14 and 74 years oId) lhal Iive in areas vilh
mobiIe nelvork coverage, never use a mobiIe hone.
These vomen are IabeIIed Yci ic Mc|c Usc of mobiIe
hones in lhis reorl.
When asked vhy lhey have never borroved a
mobiIe hone, nearIy haIf reorl lhal lhey do nol
feeI a need for one. Some vomen said lhis is because
lheir communicalions circIe is IocaI (39/ of lhese
resondenls). lher vomen have a IandIine hone
lhal fuIhIs lheir communicalion needs (15/ of lhese
resondenls). Anolher reason for nol borroving
a mobiIe hone is sociaI in nalure: vomen are
embarrassed lo ask. LslabIishing a cuIlure of shared
ovnershi couId direclIy address lhis issue.
0%
25%
50%
75%
100%
Owners Borrowers Non-users
I do or would
My spouse or parent does/would pay
Someone else does or would pay
Irogrammes designed lo increase vomen's
ovnershi of mobiIe hones need lo largel
men as veII as vomen. Souses or arenls are
IikeIy lo ay for lhe mobiIe hone service of
nev subscribers.
The deveIomenl communily and mobiIe
induslry couId conducl research lo delermine
hov usage and lhe erceived vaIue of a mobiIe
hone increases once a voman acquires a mobiIe
hone and hov lhal erceived vaIue changes
over lime. This viII imrove lhe underslanding
of deveIomenl and revenue olenliaI for
moving lhese vomen inlo ovnershi.
%

r
e
s
p
o
n
d
e
n
t
s
!"
#$"
$!"
%$"
&!!"
Very convenient Somewhat convenient Not very convenient Inconvenient Very inconvenient
%
r
e
s
p
o
n
d
e
n
t
s
Always
Sometimes (more than 3 times per month)
Rarely (less than once a month)
!"
#$"
$!"
%$"
&!!"
Very convenient Somewhat convenient Not very convenient Inconvenient Very inconvenient
%
r
e
s
p
o
n
d
e
n
t
s
Always
Sometimes (more than 3 times per month)
Rarely (less than once a month)
30 GSM Association
A minorily of vomen vilhin lhis calegory erceive
lhal mobiIe hones are difhcuIl lo use (Iigure 12).
This ercelion increases dramalicaIIy vilh age, and
nearIy eighl oul of len vomen aged 5O years and
above beIieve lhal il vouId be somevhal or very
difhcuIl lo use a mobiIe hone.
Figure 12: Perceived Ease of Using a Mobile Phone: How
Easy Do You Think it Would be for You to Use a Mobile
Phone?
(100% equals all respondents who have yet to make use of a mobile phoNE)
IemaIe borrovers may be lhe nexl vave of
subscribers, bul vomen vho have yel lo make use
of mobiIe hones eslimale lhal lhey vouId send
more er monlh on a mobiIe service (Iigure 13).This
suggesls lhal currenl non-users Iace a high vaIue on
mobiIe hone services.
Figure 13: Estimated Monthly ARPU (Average)
(respondents that borrow and have yet to make use oF mobile phones)
0%
25%
50%
75%
100%
14-21 21-27 28-36 37-49 50-74
%

r
e
s
p
o
n
d
e
n
t
s

Age Group
Easy or very easy
Not very difficult
Somewhat or very difficult
Unknown or no answer
Age Group Age Group
0%
25%
50%
75%
100%
14-21 21-27 28-36 37-49 50-74
%

r
e
s
p
o
n
d
e
n
t
s

Age Group
Easy or very easy
Not very difficult
Somewhat or very difficult
Unknown or no answer
Borrower Yet to Make Use
US$3.91
US$3.09
NearIy lvo-lhirds of vomen vho have nol used
mobiIe hones reorl lhal lhey do nol have immediale
Ians lo urchase a mobiIe hone. Yel one-lhird of
lhese vomen noled lhal lheir use of mobiIe hone
services couId be acceIeraled if lhe handsel vere
rovided al a discounl or even for free. ecause lhere
is IillIe correIalion belveen iniliaI handsel rice and
ARII, faciIilaling lhe iniliaI urchase of a Iov-cosl
handsel is a good vay for oeralors lo generale
service revenues lhal ay off in lhe Iong lerm.
IaciIilaling lhe iniliaI urchase of a Iov-cosl
handsel is a good vay for oeralors lo generale
service revenues lhal ay off in lhe Iong lerm.
31 GSM Association
Barriers to Mobile Phone Ownership
Though a number of faclors are al Iay, as shovn in Iigure 14, lhe rice of handsels and service and lhe erceived
Iack of need for a mobiIe hone are lhe mosl rominenl barriers lo mobiIe hone ovnershi. Ior a fev vomen,
generaIIy younger ones, ermission by care laker Iays a roIe, and for olhers, generaIIy more malure vomen,
fear of lhe lechnoIogy inhibils lheir usage.
Figure 14: What Are the Top Reasons Why You Do Not Own a Mobile Phone
(respondents that do not benet from mobile phone ownership)
0% 25% 50% 75% 100%
13% 3% 3% 10% 20% 8% 42%
Handset costs too much Monthly service cost too expensive No need - everyone is local No need - use a landline phone
Lack family/spouse permission Fear of the technology All other reasons (eight total)
Cost of Handsets Still a Stumbling Block
Desile lhe roIiferalion of Iov-cosl handsels, riced
al IS$2O in some Iov and middIe-income counlries,
lhe iniliaI cash oulIay for buying a handsel is lhe
mosl commonIy ciled barrier lo ovning a mobiIe
hone by vomen in lhe survey. Lven lhose vho
borrov hones and have reIaliveIy high incomes
cile lhe cosl of handsels as lhe main barrier lo mobiIe
hone ovnershi.
The cosl of a mobiIe hone service is aIso an obslacIe
lo ovnershi. This hnding boIslers lhe case lhal
affordabiIily, or lhe reIalionshi belveen incomes
and lhe cosl of service, is crilicaI lo increasing lhe
number of vomen vho benehl from mobiIe hones.
Hov is affordabiIily dehned for vomen in Iov and
middIe-income counlries` The curve in Iigure 15 vas
deveIoed from lhe consumer survey and reresenls
an eslimaled demand curve. This curve demonslrales
lhal vhen lhe rice of a mobiIe hone service is Iess
lhan 5/ of househoId exendilures, ovnershi IeveIs
amongsl lhe femaIe ouIalion begin lo increase
dramalicaIIy.
Figure 15: Percent of Women who Own Mobile Phones vs.
ARPU as % of Household Expenditure
!
Perceived Lack of Need is a Barrier
Aside from cosl, lhe erceived Iack of need for a
mobiIe hone vas lhe second mosl commonIy given
reason for nol ovning or borroving. The vomen vho
cile no need as a reason for nol ovning a mobiIe
hone generaIIy have access lo a IandIine hone or
Iive in cIose roximily lo everyone vilh vhom lhey
vish lo communicale. This reason vas commonIy
ciled by homemakers and femaIe farmers.
There are indicalions lhal a Iack of knovIedge
aboul lhe fuII range of benehls of mobiIe hones is
lhe Iargesl barrier for many of lhese vomen. ne
lhird of vomen vho reorl nol needing a mobiIe
hone because lhey have a IocaI sociaI circIe admil
lhal lhey fear lhe lechnoIogy. The fear is based on
concerns vilh lhe IeveI of Iileracy (basic or lechnicaI)
required lo use lhe device. LducalionaI rogrammes
and simIe roducl design are bolh slralegies lhal
address lhis concern. A iIol rogramme in SenegaI
run by lhe NG Toslan and suorled by INICLI
(see case sludy on age 32) rovides an examIe of
hov vomen can Iearn hov lo use mobiIe hones
vhiIsl imroving lheir Iileracy and becoming change
agenls in lheir communily.
Ior vomen vho ovn or have access lo IandIine
hones, changing lhe ercelion of no need can
hinge on inlroducing innovalive services lhal bring
vaIue lo lhe cuslomer, beyond basic communicalions.
Iosilioning lhe mobiIe hone as a roduclivily looI
or a heaIlh or educalionaI resource is IikeIy lo have
more imacl lhan Iovering rices or increasing
hnancing olions for lhe vomen.
0%
70%
0% 8% 15% 23% 30%
%

o
f

w
o
m
e
n

t
h
a
t

o
w
n

a

m
o
b
i
l
e

p
h
o
n
e

ARPU as % of Household Expenditures
32 GSM Association
Senegal
Building Literacy, Building Leaders
Tostan/UNICEF, Jokko Initiative
Tostan and UNICEF launch the Jokko Initiative, which uses SMS technology to reinforce womens literacy skills and build
their condence as social change agents

Creating demand for mobile phones by demonstrating their benets
Family and community are at the centre of life in rural Senegal. In the past, limited literacy and inadequate technology have made it
difcult for women to be leaders in civic life, but the NGO Tostan and UNICEF have teamed up for a project in Senegal that is tackling
these challenges and allowing women to be a force for social change
in their communities.
The Jokko Initiative (Jokko means communication in Wolof, one of
Senegals national languages) is a two-year pilot programme that trains
participants of Tostans non-formal education program on using mobile
phones. Part of Jokko is a community forum tied to Tostans literacy and
maths programme. One of its unique features is users ability to send an
SMS message to a central server, where it is then sent out to an entire
community of other users.
Community members can send out messages on a range of topics of
interest to the community, including vital events like births or deaths,
service announcements and even poems. Many of the messages pertain
to local events organised by women in the groups, and some deal with
income-generating activities, allowing women to promote their goods
to other participants. The program reinforces the literacy skills of women
who often have little access to written material and whose reading
and writing skills might otherwise lapse. But it also allows women,
who comprise 80% of Tostans participants, to organise themselves to
effect change, by allowing the diffusion of ideas widely and cheaply.
Organisers hope that this tool will connect women and girls across
broader communities to create advocacy and support networks for
decisions pertaining to girls health and well-being, such as promoting
girls education, delaying marriage and abandoning female genital
cutting.
One of the most powerful lessons from this project has been the use of local references to teach people how to use the phone. In
community sessions, trainers used the visual of a mango tree to help users understand the idea of a phone menu and the transmission of
their messages to members of the wider community.
Tostan and UNICEF hope to have over 200 villages using the platform in a year. Despite being in its early stages, positive results are
already evident. Guillaume Debar of Tostan says that women, especially older women, are proud of their ability to use the phones and
serve as an example to their daughters and granddaughters. Women who may not otherwise have been aware of the various benets
of using mobile phones now want to use them, which illustrates the fact that demand for mobile phones can be created through
demonstrations of their many benets to a community.
33 GSM Association
Womens Mobile Phone Ownership
The revious seclions rovide a cIear iclure of
lhe scaIe of lhe oorlunily invoIved in cIosing lhe
gender ga and exlending lhe benehls of mobiIe
hone ovnershi lo aII vomen. To gain a richer
erseclive on ncu lo achieve lhese goaIs, il is
essenliaI lo have a deeer underslanding of lhe
femaIe ouIalion. Lxamining secihc demograhic
grous and usage allerns rovides richer insighls
on hov differenl vomen use mobiIe hones. Il aIIovs
for lhe idenlihcalion of ovnershi barriers affecling
differenl grous of vomen, vhich can heI Iead lo
olenliaI soIulions for overcoming lhem.
Five Demographic Groups of Particular
Interest
This seclion Iooks al hve ma|or demograhic grous
of vomen, each of vhich vas idenlihed lhrough a
slalislicaI anaIysis of reIevanl demograhic and
behaviouraI characlerislics. The demograhic grous
are dehned beIov and oulIined in Iigure 16:
!! !Wcmcn ci inc |csc cj inc pqrcmi! (BOP) incIudes
aII vomen vhose househoId incomes are beIov
IS$75 er monlh, and incIudes aII occualions,
educalion IeveIs, ages and rofessions incIuded in
lhis survey
!! !Rurc| ucmcn ci ucr| incIudes any voman vho
resides in ruraI areas, is belveen 14 and 74 years
of age, Iives in a househoId vilh an income IeveI
of belveen IS$75 and IS$5OO er monlh and
vho is nci a homemaker
!! !Wcmcn in inc ncmc incIudes aII vomen vho are
homemakers belveen lhe ages of 21 and 74 years
of age, reside in urban cr ruraI areas and Iive in a
househoId vilh an income IeveI of belveen IS$75
and IS$1,OOO er monlh
!! !Wcmcn ci scncc| incIudes aII vomen vho are
sludenls belveen lhe ages of 14 and 27 years of
age, reside in urban areas and Iive in a househoId
vilh an income IeveI of belveen IS$75 and
IS$5OO er monlh
!! Ccrccr ucmcn incIudes vomen vho cIassify
lhemseIves as rofessionaIs, reside in urban areas,
are belveen 21 and 49 years of age and Iive in
a househoId vilh an income IeveI of belveen
IS$2OO and IS$75O er monlh.
Understanding womens usage patterns is essential
before you can look at strategies to increase the uptake.
Claire Thwaites,
mobile communications policy expert
Figure 16: Overview of Pertinent Demographic Groups
! 14-74 years old
! Urban and Rural
! % who pay for own
service: 54%
! Though ownership rates
are low, more than half of
these women have
exposure to mobile
phones through
borrowing
! More than a third express
concern about being able
to use the technology
! 21-27 years old
! Urban
! Nearly 90% own a mobile
phone
! % who pay for own
service: 51%
! Heavy users: Students
spend 10% more than
the average woman on
mobile services, or 11%
more than average as a
percent of their
household income
! Expensive handsets:
Students invest heavily in
handsets
! 21-49 years old
! Urban
! % who pay for own
service: 98%
! Coverage slightly more
important than price or
convenience
! Two-thirds have used
their phone to find
employment
! ARPU higher than any
other group
! 14-74 years old
! Rural
! % who pay for own
service: 77%
! Use of phone to find
employment is 70%
higher than average
! Greatest investment:
nearly 35% say that they
have reduced spending
in other areas to pay for
mobile phone, suggesting
high perceived value
! 21-74 years old
! Urban and Rural
! % who pay for own
service: 45%
! Largest and most diverse
segment
! Many say they don t need
a mobile phone because
they are connected
locally or via landline
! Younger, wealthier
homemakers more likely
to own
D
e
s
c
r
i
p
t
i
o
n
D
i
s
t
i
n
g
u
i
s
h
i
n
g

C
h
a
r
a
c
t
e
r
i
s
t
i
c
s
21-27 years old 21-49 years old 21-74 years old 14-74 years old
Rural Women at Work
K
e
y

U
s
a
g
e

F
i
g
u
r
e
s

(
O
w
n
e
r
s
)
*Excludes homemakers
14-74 years old
Women at the BOP Women in the Home Women at School Career Women
34 GSM Association
Ownership Rates by Demographic Group
Iigures 17 and 18 comare ovnershi rales and ARII of lhe hve demograhic grous lhal are exIored furlher
in lhis seclion. These hgures indicale lhal lhere are ma|or differences in lhe ovnershi and usage allerns of lhe
various grous. The case sludy shovs an examIe of an oeralor vho used differenlialed caIIing rales lo allracl
nev mobiIe hone ovners and vaIue added services lo increase usage by exisling ones.
Figure 17: Percent of Women who Benet from Mobile Phone Ownership by Demographic Group
(100% equals all respondents in the specic segmenT)
US$0
US$3.25
US$6.50
US$9.75
US$13.00
Women at the BOP Women in the Home Rural Women at Work Women at School Career Women
A
v
e
r
a
g
e
S
t
a
t
e
d
M
o
n
t
h
ly
A
R
P
U
Figure 18: Average Stated Monthly ARPU by Demographic Group
(Respondents that own a mobile phone)
(100% equals all respondents in the specic segmenT)
0%
25%
50%
75%
100%
Women at the BOP Rural Women at Work Women in the Home Women at School Career Women
%

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Borrowers
Yet to Make Use
35 GSM Association
Bangladesh
Speaking to Womens Hopes and Needs
Banglalink, Ladies First
To motivate adoption of mobile telephony and build a foundation of trust, Banglalink launched Ladies First, a product
that offered a comprehensive package of services to three distinct segments of women consumers and was promoted
with a culturally-sensitive marketing communications plan.
Culturally sensitive marketing builds a connection of trust
Banglalink launched in 2005 with a mission to make mobile telephony more accessible and affordable for the masses. But Bangladesh is
a ercely competitive market with wide cultural differences between urban and rural areas, men and women, and even among women
from differing socio-economic conditions.
To differentiate themselves in this competitive environment, the company developed a broad segmentation strategy that included a focus
on women, a previously underserved segment. In a market abundant with male-oriented marketing strategies. Banglalink believed that
promotions for women would help them stand out from their competition.
The company conducted extensive market research and identied three distinct consumer segments among Bangladeshi women
college students, working women and housewives each with their own communication needs and lifestyle choices. The research also
helped guide the companys marketing messages by revealing that women responded favorably to seeing portrayals of themselves in
aspirational, rather than stereotypical, roles.
The company launched its pioneering Ladies First product
in late 2005, offering pre-paid connection with special call
rates as well as customised value-added services, such as
store discounts and information services (e.g., cooking and
rst aid tips) accessible via short message codes, relevant
for each segments lifestyle needs. Marketing campaigns for
each segment showed positive and empowered depictions
of women. Banglalink kept the Ladies First brand visible
through ongoing sponsorship of women-oriented events
like International Womens Day.
Banglalink customers have shown tremendous support for the Ladies First promotion. Based on this success, Banglalink continues
to prominently feature positive depictions of women in their marketing communications, and the Ladies First service has also been
exported to Mobilink, Banglalinks sister company in Pakistan. Promotions aimed at other segments of their diverse population have
taught the same lesson: all successful promotions begin by understanding the cultural differences and communication needs of the target
audience.
36 GSM Association
Women at the Base of the Pyramid
(BOP): The Final Frontier
Women vilh lhe Iovesl incomes are lyicaIIy some of
lhe Iasl lo benehl from advancemenls in lechnoIogy.
This hoIds lrue for mobiIe hones. Women vilh
househoId incomes beIov IS$75 er monlh comrise
lhe Iovesl-income grou in lhe survey. InsurrisingIy,
lheir ovnershi rales are far Iover lhan lhose of olher
demograhic grous. As shovn in Iigure 19, |usl one-
quarler of lhe Iovesl-income vomen ovn a mobiIe
hone, comared lo nearIy haIf of vomen in lhe nexl
income brackel, vho earn IS$75-125 er monlh.
The vasl ma|orily of Wcmcn ci inc BOP reside in ruraI
areas, are nol emIoyed and did nol allend secondary
schooI. Those lhal are emIoyed lend lo vork in
agricuIlure and service induslries, e.g. seamslresses
or slreel vendors.
Figure 19: Percent of Women in the Lowest Income
Brackets who Benet from Mobile Phone Ownership
(all respondents with a household income of <=US$125 per month)
BOP in the study was dened as Socio Economic Classication (SEC) groups D
and E. Samarajiva, Rohan., Zainudeen, Zainab., Iqbal, Tahani. and Ratnadiwakara,
Dimuthu. Whos Got the Phone? The Gendered Use of Telephones at the Bottom
of the Pyramid Paper presented at the annual meeting of the International
Communication Association, TBA, Montreal, Quebec, Canada, May 21, 2008.
Women in lhis income brackel vho ovn mobiIe
hones lend lo urchase lhe hones lhemseIves and
acquire lhem rimariIy lo slay connecled vilh friends
and famiIy members. More lhan haIf of lhe vomen
ay for lheir ovn mobiIe hone service and acquire
hone cards al relaiI oulIels. n average, lhey send
aImosl 1O/ of lheir monlhIy househoId income on
lheir mobiIe hone service.
Desile Iov mobiIe hone ovnershi rales amongsl
lhe vomen in lhis income brackel, a Iarge number
aIready make use of lhis looI. More lhan haIf of
lhe vomen in lhis income brackel reorl lhal lhey
borrov mobiIe hones. A smaII ercenl are heavy
users, borroving daiIy, vilh lhe ma|orily using lhe
hone onIy a fev limes a monlh. These vomen
erceive borroving as convenienl because lhey lend
lo borrov from immediale househoId members, i.e.,
souses, arenls or sibIings.
Sludies conducled by LIRNLasia in Soulh and
Lasl Asian counlries hnd fev differences in lhe
frequency, average Ienglh and urose of mobiIe
hone caIIs by men and vomen al lhe I. In
Iakislan lhere are acluaIIy signihcanl differences
in maIe and femaIe usage allerns. The aulhors
assume lhese differences are due lo cuIluraI and
socielaI norms in Iakislan. Iurlher invesligalion
inlo lhe differences belveen maIe and femaIe
usage allerns can be usefuI in chaIIenging re-
exisling assumlions aboul maIe and femaIe
usage allerns and ARII rales.
f lhe vomen vho have yel lo make use of lhe hone
in lhis income grou, more lhan one-lhird exress
concerns vilh lhe comIexily of lhe lechnoIogy or
lhe IeveI of Iileracy required lo use lhe device.
asic needs are aIso a rimary concern for vomen
in lhis Iovesl income brackel. More lhan 8O/ noled
lhal if given a gifl of IS$2O, lhey vouId send il on
basic needs such as food, cIolhing and medicine.
Yel lhese vomen and lheir famiIies are invesling in
reIaliveIy exensive consumer goods. NearIy nine
in len of lhe vomen in lhis income grou have a
leIevision al home and four in len ovn a slove,
refrigeralor and1or radio. The resence of lhese
consumer goods demonslrales lhe abiIily of members
of lhese househoIds lo secure signihcanl funds if lhe
erceived need is greal enough. This means lhal Iov-
income vomen vho do nol benehl from ovnershi
are IikeIy lo viev mobiIe hones as a necessily before
lhey viII be viIIing lo invesl in lhem.
f lhe vomen vho have yel lo make use of lhe
hone in Wcmcn ci inc BOP grou, more lhan one-
lhird exress concerns vilh lhe comIexily of lhe
lechnoIogy or lhe IeveI of Iileracy required lo use lhe
device. The Igandan organisalion WIGNLT (see
case sludy on age 37) is addressing unfamiIiarily
vilh mobiIe hones by inlroducing lhem in shared
usage silualions and in combinalion vilh more
lradilionaI media such as radios.
!"
#$"
$!"
%$"
&!!"
<=US$75 US$75-US$125
%

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Monthly Stated Household Income
Could benefit
37 GSM Association
Uganda
Mobile Phones Amplify Traditional Communications in Rural Uganda
WOUGNET
The Women of Uganda Network introduces mobile phones to supplement traditional methods of communicating
information to women about agriculture.
Combining mobile phones with traditional information channels
boosts the effectiveness of both
In the northern areas of Uganda, agriculture remains the primary activity of nearly all inhabitants, and women have long been the
backbone of the agricultural sector. But long delays in transmitting needed information about agricultural and market conditions have
often held back the economic potential of the region and limited womens ability to provide for themselves and their families.
The Women of Uganda Network was formed in 2000 by several womens groups in the country with the goal of leveraging the power of
information and communications technology (ICT) to disseminate information more quickly and accurately. In 2005, WOUGNET began
working with twelve rural women farmers groups in the Apac district on an initiative that uses mobile phones to extend the reach
and effectiveness of more traditional information channels. Each
of twelve groups in the district was equipped with a mobile
phone and a radio cassette player, which would allow women to
participate in a popular local agricultural radio show, communicate
with agricultural extension workers and share information with
each other. The initiative is supported by the Technical Centre for
Agricultural and Rural Cooperation ACP EU (CTA) and Hivos.
The use of SMS messaging was a critical part of the programme.
While the womens groups were provided with free airtime for
the rst six months, they were responsible for covering airtime
costs after this period. Voice calling rates remain high in Uganda,
so WOUGNET trained the women on how to use lower-cost SMS
to ask questions of local agricultural organisations and extension
workers. Information on farming techniques and practices is also
sent out in SMS form to the groups in Luo, the local language, and
is then further disseminated by word of mouth, which helps overcome the barrier posed by illiteracy. Also essential to the programmes
success was the stipulation that phones remain in the custody of a designated woman in each of the groups, which prevents their
unauthorised use and promotes ownership of ICTs by women.
Since the beginning of the programme, the groups have grown and prospered. One of them, formed in 2006, has increased its goat
herd from six to 40 and branched out into honey production and sunower cultivation. The groups have also been able to earn income
by charging members and non-members for unrelated phone calls and battery charging. The men in these areas have been generally
supportive due to the extra income the programme provides.
Dorothy Okello, WOUGNETs Coordinator, thinks that the initiative has worked because the mobile phones were used to complement
communication channels, such as radio shows and extension workers, with which the women already felt comfortable. She said: The
mobile phones we introduced had to complement, not replace, other modes of communication. People were already used to the radio
because it was the primary way of getting information when mobile phones were used mostly by men or thought of as devices for
socialising.
But women have continued to pay for airtime even after the end of the subsidy because of the value demonstrated in transmitting
information. The project demonstrates that nding a way to marry mobile technology to existing practices can reap a bumper crop of
benets.

38 GSM Association
Rural Women at Work: Demand
Restrained by Income
RuraI vomen vho vork oulside lhe home form
one of lhe mosl inleresling demograhic grous in
lhe survey. Their ovnershi and ARII IeveIs are
comarabIe lo lhose of homemakers and sIighlIy
beIov lhe average for lhe survey.
More lhan a lhird of ruraI vomen vorking oulside
lhe home vho ovn mobiIe hones say lhal lhey have
reduced olher exendilure lo ay for lheir mobiIe
service. This is 7O/ higher lhan lhe comarabIe slalislic
for vomen as a vhoIe (Iigure 2O). These vomen are
aIso more IikeIy lhan eilher sludenls or homemakers
lo ay for mobiIe service lhemseIves. This suggesls
grealer conlroI over lhe choices lhey make regarding
usage and choice of oeralor. WhiIsl ARII is Iover
for ruraI vomen vorking oulside lhe home lhan il is
for grous such as sludenls or rofessionaIs, ARII
as a ercenlage of househoId income is higher for
lhis demograhic grou. This IeveI of inveslmenl in
mobiIe services demonslrales lhal ruraI vomen Iace
grealer reIalive vaIue on mobiIe services lhan urban
vomen vorking oulside lhe home do.
for farmers, a subsel of ruraI vomen vorking oulside
lhe home. Iarmers' ARII as a share of income is 37/
higher lhan average. Iarmers use mobiIe hones lo
imrove lheir farming raclises and maximise lhe
saIe of lheir goods. Their IeveI of sending suggesls
lhey vaIue mobiIe hones immenseIy.
WhiIsl mobiIe hone ovnershi IeveIs and ARII for
ruraI vomen vorking oulside lhe home lraiI lhose
of olher demograhic grous, lhe resonses indicale
lhal ruraI vomen vho do ovn mobiIe hones
vaIue lhem highIy (Iigure 21), a facl iIIuslraled by
lhe vay lhe vomen of lhe SeIf LmIoyed Women's
Associalion (SLWA) in India are using hones lo
imrove lheir slandard of Iiving (see case sludy on
age 39).
Il is crilicaI lo demonslrale lo ruraI vomen lhal mobiIe
hones are looIs lhal can imrove lheir slandard of
Iiving lo move more of lhem inlo ovnershi.
lher hndings indicale lhal ruraI
vomen vorking oulside lhe home
are using lheir mobiIe hones lo
imrove lheir slandard of Iiving. The
ercenlage of ruraI vomen vorking
oulside lhe home lhal have found
emIoymenl or generaled addilionaI
income as a resuIl of ovning a mobiIe
hone is aboul a lhird higher lhan il
is for lhe olher demograhic grous.
This number is arlicuIarIy slriking
Move more ruraI vomen inlo ovnershi by
demonslraling lhal mobiIe hones are looIs
lhal can imrove lheir slandard of Iiving.
Figure 21: Stated Monthly ARPU as a % of household (HH) Income
Figure 20: Because of My Mobile Phone, I Have...
(all respondents and those in the Rural Women at Work segment that own a mobile phone) (all respondents and those in the Rural Women at Work segment that own a mobile phone)
0%
10%
20%
30%
40%
Reduced spending in other areas to pay for my mobile phone service Found or kept employment opportunities
33%
20%
55%
34%
%

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Rural Women at Work
All respondents
Figure 21: Stated Monthly ARPU as a % of household (HH) Income
Women in the Home Career Women Rural Women at Work Women at School Women at the BOP
9%
4.1%
3.5%
3.2%
3%
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39 GSM Association
India
Raising the Incomes of Agricultural Workers by Raising Awareness
SEWA
The Self Employed Womens Association of India discovers that women will invest in the information that mobile phones
can deliver if it raises their incomes and improves their lives
Proting from investments in information
In the information age, knowledge equals power and, increasingly, prot. While money is often scarce for the millions of Indian women
who make their living in the informal sector, a leading womens organisation is learning that women will invest in information provided
through mobile phones if it improves their livelihoods.
The Self Employed Womens Association (SEWA) is a trade union comprised
of more than 1.1 million women members in India (about 600,000 in
Gujarat state) who work in the informal sector. One of SEWAs objectives is
to achieve livelihood security for its members, which it denes as having
work, income, food and social security. Enhancing womens bargaining
position is one of the mechanisms it employs to achieve these goals. The
mobile phone is an excellent tool for achieving these objectives, and a
survey in Gujarat state revealed that nearly one-third (about 177,000) of
SEWA members owned mobile phones.
The agricultural sector provides a powerful demonstration of how
information delivered using mobiles can increase womens incomes. Each
day, SEWA sends agricultural workers SMS messages with up-to-date spot
and future commodity prices for each market so they can determine when
and where to get the best price for their produce. This also enhances the
womens ability to do both crop planning and make informed harvesting
decisions. For women that do not have a mobile phone, a SEWA member
posts the prices on a PC-based notice board in the village. Women have
not only been able to increase their incomes, but they have also saved
money by not having to travel in order to get the latest market prices.
Similarly, workers on the salt pans use mobiles to get the latest market
information and decide their selling strategy on this basis.
SEWA is also pilot-testing a cell phone-based management system, which
uses an interactive voice response (IVR) system rather than SMS, since
not all of its members are language or technology-literate. In addition to
commodity prices, this system also provides members with information
on SEWA-administered microloans. The results of the pilot test are impressive, with 20,000 women having used this system. We were
surprised at how much poor, rural women were hungry for communication and information, said Reema Nanavaty, Director, Economic
& Rural Development of SEWA.
Even with the extremely competitive mobile phone rates in India, a phone call or SMS message is a signicant investment for SEWA
members. These women are making the investment because they recognise that their livelihoods, and the lives of their families, will
improve as a result of the information they obtain from their mobile phone. These womens experiences demonstrate that opening the
door to increased income will open the door to increased mobile phone adoption and usage.

Women in the Home Career Women Rural Women at Work Women at School Women at the BOP
9%
4.1%
3.5%
3.2%
3%
A
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%

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40 GSM Association
Women in the Home: The Largest and
Most Diverse Group
The Iargesl grou in lhe survey consisls of homemakers.
This demograhic grou reresenls nearIy haIf of aII
of lhe survey resondenls and conslilules a signihcanl
and diverse roorlion of lhe mobiIe hone markel.
The oorlunily in lhis demograhic grou is lo bring
lhe benehls of mobiIe hone ovnershi lo nearIy 4O/
of lhe homemakers currenlIy vilhoul lhem. To do so,
one musl undersland and devise slralegies laiIored lo
lheir unique needs and vanls.
Homemakers in lhe survey are fairIy average in lheir
ovnershi IeveIs and alliludes. ul vhen revieving
lheir mobiIe hone usage, lhey aear unique. They
are lhe Ieasl IikeIy lo ay for lheir mobiIe service
lhemseIves, and nearIy one-lhird received lheir mobiIe
hones as a gifl from lheir souses. The main urose
of lhe gifl vas lo ensure lhal lhe vomen couId slay
connecled vilh famiIy and friends (Iigure 22).
Figure 22: My Spouse Gave Me a Mobile Phone to...
(100% equals all homemakers that received the phone as a gift from their spouses)
Homemakers are more IikeIy lhan lhe average voman
lo say lhal lhey do nol need a hone eilher because
everyone vilh vhom lhey need lo communicale
is IocaI or because lhey have a IandIine. And lhey
are Iess IikeIy lo say lhey have cul back on olher
exendilure in order lo have a mobiIe hone. AII of
lhe hndings indicale lhal many homemakers do nol
yel see lhe vaIue of ovning a mobiIe hone.
Ion furlher invesligalion inlo lhe homemaker
demograhic grou, a more nuanced iclure emerges,
eseciaIIy as vilh regards lo lhe feeIings homemakers
associale vilh mobiIe hone ovnershi. Age imacls
hov homemakers viev a mobiIe hone. Younger
homemakers are more IikeIy lo say lhal ovning
a mobiIe hone makes lhem feeI indeendenl.
n lhe olher hand, a higher ercenlage of young
homemakers say lhal a famiIy member vouId ob|ecl
lo lhem ovning a hone (Iigure 23)
Figure 23: Would Anyone in Your Family Object to You
Having Your Own Mobile Phone?
(all housewives that answered positively to this question)
More malure homemakers, meanvhiIe, are more
IikeIy lo say lhal lhey do nol ovn a mobiIe hone
because lhey are afraid of eilher lechnoIogy in generaI
or of lhe inlerface of mobiIe hones. Income IeveIs
aIso Iay a roIe in lhe benehls Women in lhe Home
erceive from mobiIe hone ovnershi. More afuenl
vomen are IikeIy lo say lhal mobiIe hones make
lhem feeI safer or more secure, and homemakers vilh
more educalion say lhal mobiIe hone ovnershi
makes lhem feeI more indeendenl.
Ior lhe homemakers lhal have yel lo acquire mobiIe
hones, aeaIing lo secihc feeIings viII be comeIIing.
Souses aIso Iay a roIe in lhe acquisilion and usage of
lhe lechnoIogy and viII need lo undersland lhe vaIue
of lhe hone for lheir vives and famiIies. LaslIy, lhere
is olenliaI lo osilion lhe mobiIe hone as more lhan
a communicalion looI lo calure lhe imaginalions of
vomen vho eilher aIready have IandIine hones or
communicale in reIaliveIy IocaI circIes. The case sludy
on age 41 shovs hov muIlinalionaI oeralor MTN is
crealing camaigns lhal address lhe unique needs of
homemakers in ils differenl markels.
!"
#$"
$!"
%$"
&!!"
Communicate with family and friends
94%
!"
#!"
$!"
%!"
&!"
21-27 28-36 37-49 50-74
%
r
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p
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d
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t
s
Age Group
AeaIing lo feeIings of scjciq, ccnncciicn cn!
mc!crniiq, and osilioning lhe mobiIe hone
as more lhan a communicalion looI are lvo
slralegies lo increase ovnershi amongsl
homemakers.
Inderslanding lhe benehls of mobiIe
hones in lhe IocaI conlexl can heI vilh lhe
deveIomenl of cuIluraIIy-sensilive camaigns
and rogrammes largeling vomen.
41 GSM Association
Africa, Middle East and Central Asia
Thinking Globally and Acting Locally
MTN, Her&Home
Multi-national operator MTN Group developed a global segmentation framework that could be customised to each of its
markets in order to address its diverse customer base. The companys regional subsidiaries then used this framework to
roll out locally-tailored promotional programmes for women identied as belonging to the Her & Home segment.
Developing solutions that address the diversity of womens
communications needs drives revenue and subscriber growth
MTN Group provides mobile phone services to more than 108 million subscribers in Africa and the Middle East through a network of
subsidiaries in 21 countries. With such a varied marketplace, the company recognised the need for a global segmentation framework that
would provide a better understanding of its customer base and could be applied across all the areas they serve.
Through a mix of qualitative and quantitative research, the company developed a framework identifying six unique segments common
across all of its markets. The research identied
stay-at-home women as an underserved
market and one with high potential for new
subscriptions and increased usage.
The global segmentation model also included
key value propositions and guidelines for
each of the six segments as they relate to
key business issues such as pricing, products,
sales and distribution, communications
and more. It is up to each of the regional
subsidiaries to prioritise the segments and
bring these value propositions to life.
For example, MTN Afghanistan has set up
women-only retail stores, run by women for
women. This female-only retail environment
was key to achieving success in the female
market segments in this country, where
cultural norms strongly discourage contact
between unrelated men and women. In
Liberia, meanwhile, the MTN operator
recognised that women in the Her&Home segment need regular contact with a small circle of family and friends. Therefore, new tariff
plans were developed aimed specically at this segment which would offer discounted calling during relevant times of day and preferential
rates for a select group of mobile numbers. The communications were also specically designed to appeal to this segment need a need
to be closer.
Through its research and market segmentation strategies, MTN is reaching stay-at-home women in unique ways in each market it serves.
In addition to driving revenue opportunities and subscriber growth, the company believes its focus on the womens market is a crucial
element in building its brand as a socially progressive company.
Copyright The Switch Design Company (Pty) Ltd. 2008
Connect with friends
and family.
MTN
Campaign Roll Out
Free to be closer
Billboards
42 GSM Association
Women at School: Heavy SMS Users and
a Willingness to Spend
Sludenls sland oul as a demograhic grou for severaI
reasons. Their ovnershi and usage rales exceed lhe
average of olher vomen in aII bul lhe highesl income
brackel (Iigure 24). Sludenls send more on lheir
handsels as a ercenlage of income lhan any olher
demograhic grou. Their ARII aIso exceeds lhal of
olher vomen by more lhan 1O/.
The main reason lhal lhe ARII of sludenls is
above average is lheir heavy use of SMS messaging.
WhiIsl lhe caII voIume for sludenls is near or even
sIighlIy beIov lhal of lhe average, as demonslraled
in Iigure 25, femaIe sludenls send nearIy lhree limes
as many lexl messages as lhe average femaIe mobiIe
hone ovner. This heavy use of SMS makes femaIe
sludenls good candidales for sociaI rogrammes
lhal invoIve SMS, as lhe MaIaysian oeralor Maxis
has demonslraled vilh ils Her Maxis service offering
(see case sludy on age 43 and for mobiIe services
deIivered via lexl message.
Figure 24: Mobile Phone Ownership by Stated Household
Income: Students and All Respondents
(100% equals all students or all respondents in the survey)
Some of lhese characlerislics can be allribuled lo
lhe facl lhal sludenls overvheImingIy beIong lo lhe
lvo youngesl age brackels and reside in urban areas,
vhere mobiIe hone use is highesl. Hovever, barriers
remain for sludenl ovnershi and use. Aboul 37/ of
sludenls vho do nol ovn a mobiIe hone cile lhe cosl
of eilher lhe handsel or monlhIy service as a reason.
And 23/ say lhey have no need because of access lo a
IandIine or a sociaI circIe lhal is moslIy IocaI.
CuIluraI issues are aIso a faclor. Around 39/ of
sludenls vho do nol ovn a mobiIe hone say lhal lhe
rimary reason is because a famiIy member vouId
ob|ecl lo lhem doing so. In addilion, onIy around
haIf of sludenls ay for lheir ovn service, meaning
a arenl or souse exercise some IeveI of conlroI of
lheir usage habils as veII.
Figure 25: Number of SMS Messages Sent per Month
(Mobile Owners Only)
IemaIe sludenls are good candidales for SMS-
based sociaI rogrammes and services.
Women at the BOP Women in the Home Career Women Rural Women at Work Women at School
133
61
55
26
17
43 GSM Association
Malaysia
Making the Mobile the Indispensable Lifestyle Device
Maxis
Malaysian mobile operator Maxis has reaped success by teaming with content providers to deliver information that
women can use in their daily lives.

Delivering bite-sized content relevant to womens lives can be key
to stimulating uptake of value-added services
While poorer low and middle-income countries continue to add female mobile subscribers, wealthier nations such as Malaysia have not
only succeeded in reaching nearly 100% penetration in its population, but in closing the gender gap in mobile ownership. This means that
Malaysias major mobile carriers can no longer rely on a growing subscriber base to fuel growth in revenues and prots.
With so much of the population using mobile phones, mobiles have moved from being merely communication tools to all-around
lifestyle devices. Maxis, Malaysias largest mobile operator by market share, anticipated this shift several years ago and began adopting
a segmentation strategy that would increase ARPU by enticing customers to use more value-added services. To address the important
female market, in 2006 the company created Her Maxis, a mobile portal offering lifestyle content relevant to women. The lessons the
company has learned from its experience with
Her Maxis have shed light on how to deliver
content that women, as well as other segments,
are willing to spend money on.
Her Maxis lets women access content that
appeals to their lifestyle in a number of different
areas. In addition to diversions such as jokes,
horoscopes, games and a service that noties
women of hot shopping deals, Her Maxis offers
useful content in areas such as health and
beauty, fashion and relationships. This appeals
especially to teenage girls and women in their
early twenties, who are the heaviest users of
mobile portals in Malaysia.
Early on, Maxis used a generic content provider
to supply this information, but the carrier shifted
strategy and soon began partnering with two
prominent womens magazines, Female and
Seventeen. According to Kee Saik Meng of Maxis, we realized that magazines are authorities on lifestyles for different segments,
including women. By partnering we could offer fresh content to our subscribers, and the magazines could reach women without access
to the physical magazine, so this was a good t for them too.
Providing relevant content requires understanding what different women nd useful in their everyday life. Older women are interested in
different content than teenagers, so Maxis is working to develop content such as tips for working women and video recipes. Delivering
bite-size batches of information is critical, in part because large downloads can be time-consuming and might be interrupted. With about
50,000 users and a projected 100% annual growth rate over the next few years, Her Maxis has become an important and growing
offering for Maxis. Its success indicates that delivering convenient information in a format women can use is a good path toward making
mobiles the indispensable device in womens lives.
44 GSM Association
Career Women: Using Mobile Phones to
Create Opportunities
AIlhough lhey are lhe smaIIesl of lhe demograhic
grous revieved, nearIy aII rofessionaI vomen ovn
a mobiIe hone and lhey send much more lhan lhe
average voman. These vomen viev lheir mobiIe
hones as indisensabIe looIs for success ralher lhan
simIy devices for keeing in louch vilh friends and
famiIy.
IrofessionaI vomen's ARII, al nearIy IS$13 er
monlh, is by far lhe highesl amongsl lhe demograhic
grous reresenled in lhe survey. Il is nearIy 5O/
higher lhan lhe ARII reorled by sludenls and
aroximaleIy doubIe lhal of homemakers and ruraI
vomen vorking oulside lhe home. IrofessionaIs aIso
rank near lhe lo in lhe rice lhey ay for handsels
and in lhe number of caIIs lhal lhey make each monlh.
A fuII 98/ of vomen in lhis demograhic grou ay
for lheir mobiIe service lhemseIves, meaning lhey
are IikeIy lo have conlroI over vhich oeralor lhey
choose and lhe amounl of money lhey send.
Value-added Services for Mobile Phone Owners
Telenor Pakistan
One value-added service which is popular among Telenor Pakistans female subscribers is cooking recipes. Ten to eleven thousand
subscribers dial into an interactive voice response (IVR) system per day to listen to new recipes. Approximately 30% of callers are repeat
users. The service is moderately priced and is targeted towards homemakers. However, the service is useful for other demographic
groups such as working women trying their hands at cooking as well. Usman Javaid, Director Marketing at Telenor Pakistan believes
that demographic group specic VAS will have an increasingly important role in driving the growth of mobile sector, in years to come.
In addilion, as shovn in Iigure 26, lvo-lhirds of
rofessionaI vomen vho ovn a mobiIe hone say lhal
lhey have used lheir hone lo hnd emIoymenl, more
lhan doubIe lhe roorlion for olher demograhic
grous. IrofessionaI vomen aIso say lhal lheir mobiIe
oeralor's coverage is very imorlanl lo lhem and
lhal rice is nol lhe mosl imorlanl consideralion
in lheir decision vhen seIecling an oeralor. These
lvo lrails differenliale lhem from olher demograhic
grous.
The hndings highIighl lhal lhe ma|orily of
rofessionaI vomen viev lhe mobiIe hone as
an economic necessily and use il heaviIy. Given
lheir aeaIing allribules, caluring and relaining
rofessionaI vomen viII be crilicaI for oeralors
in lerms of fulure grovlh and rohlabiIily. The
characlerislics of rofessionaI vomen rovide a
gIimse inlo lhe rohIe of femaIe mobiIe hone
ovners in lhe fulure as educalionaI and rofessionaI
oorlunilies for vomen exand.
Figure 26: I Have Found Employment Opportunities or Customers Because of My Mobile Phone
(Respondents that own a mobile phone)
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#$"
$!"
%$"
&!!"
Women in the Home Women at School Women at the BOP Rural Women at Work Career Women
%

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e
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o
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t
s

w
h
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45 GSM Association
A Geographic Perspective on
Women and Mobile Phones
Surveys of vomen from four Iov and middIe-income
counlries reresenling differenl regions and cuIlures
oIivia, Lgyl, India and Kenya informed lhe
hndings in lhis reorl. WhiIsl aggregaled survey
resuIls vere used lo inform overaII concIusions, lhere
are some inleresling differences in lhe demograhic
and cuIluraI conlexl shaing vomen's mobiIe
hone usage in each of lhe counlries. HighIighled
in lhis seclion are some of lhe unique allerns for
vomen's mobiIe hone usage evidenl in lhe IocaI
environmenls. Nole: sources for GDI, ouIalion
and mobiIe hone enelralion dala are conlained in
lhe endnoles .
Bolivia
2009 GDP per capita US$1,716
Population 9.9 million
Adjusted mobile penetration 42%
Female mobile penetration 38%
Male mobile penetration 47%
Mobile gender gap 19%
Cncnging jcmc|c rc|cs un!crsccrc cuncrsnip pciicrns in
inc ur|cn-!cmincni cntircnmcni
oIivia is lhe mosl urbanised counlry incIuded in lhe
sludy, vilh 66/ of ils ouIalion residing in urban
areas. A Iarge urban ouIalion is characlerislic of
olher counlries in lhe Lalin America & Caribbean
region. The mobiIe hone gender ga vas found lo
be lhe Iovesl in oIivia, vhere vomen are 19/ Iess
IikeIy lo ovn a mobiIe hone lhan men. Iurlhermore,
aduIl oIivian vomen Iiving in areas vilh mobiIe
nelvork coverage vere more IikeIy lo ovn a hone
lhan lhose in lhe olher lhree counlries surveyed.
The higher mobiIe hone ovnershi rales are IikeIy
lo be a reeclion of lhe rohIe of vomen Iiving in
urban sellings. The roIe of vomen in lhese areas is
lransforming as economies grov and cilies allracl
more residenls. oIivian vomen surveyed vere
more IikeIy lo be in lhe vorkforce. They reorl lhe
highesl ersonaI income and conlribule more lo
overaII househoId income lhan vomen in lhe olher
lhree counlries. The Iarge number of oIivian vomen
vho vork couId aIso be lhe reason vhy mosl mobiIe
hone ovners in lhe survey ay for lheir ovn mobiIe
services. veraII, oIivian vomen reorl lhe highesl
ARII, bolh in absoIule lerms and as a ercenlage of
househoId income, of vomen in lhe four counlries.
This couId be due in arl lo lhe reIaliveIy high mobiIe
service rales in oIivia bul aIso lo an increasing
abiIily lo ay lheir ovn biII.
Egypt
Population 83 million
Cu|iurc| ccnsi!crciicns |cnin! ucmcns mc|i|c uscgc
Lgyl has lhe highesl er caila income of lhe four
counlries in lhe survey. VirluaIIy aII Lgylians
Iive in areas vilh mobiIe nelvork coverage, and il
has lhe highesl mobiIe enelralion rale (55/ of aII
Lgylians) of lhe counlries surveyed. Lgyl is aIso a
counlry vhere lradilionaI roIes for maIes and femaIes
are revaIenl. More lhan haIf of Lgylian vomen
surveyed are homemakers. TradilionaI femaIe roIes in
lhe househoId heI exIain lhe reIaliveIy Iarge mobiIe
enelralion ga belveen men and vomen. A voman
is 26/ Iess IikeIy lo ovn a mobiIe hone lhan a maIe
in Lgyl. Iurlhermore, Lgyl has lhe highesl rales of
vomen vho have yel lo make use of a mobiIe hone.
WhiIsl Lgylian vomen surveyed Iay a ma|or roIe in
househoId decision-making, more vomen received a
mobiIe hone as a gifl lhan vomen in lhe olher lhree
counlries. In addilion, nearIy a quarler of aII vomen
surveyed reorl lhal a famiIy member vouId ob|ecl
lo lhem having mobiIe hone.
Lgylian vomen vho ovn a mobiIe hone dedicale
a signihcanl orlion of lheir income lo lhe handsel
and services. These vomen reorl aying lhe highesl
rice for lheir handsel, bolh in lerms of lolaI rice
and as a ercenlage of income, of vomen in lhe four
counlries. They are second, afler oIivia, in lerms of
lhe amounl lhey send on mobiIe services, bolh in
absoIule lerms and as a orlion of lheir househoId
income.
46 GSM Association
India
Population 1.2 billion
Icu scrticc ccsis !ritc jcmc|c mc|i|c pncnc uscgc, |ui |cu
cuncrsnip rcics prctci|
India has a Iarge ruraI ouIalion vilh 7O/ of
ils cilizens residing in ruraI areas. India aIso has
lhe Iargesl share of vomen surveyed vho are
homemakers (around 7O/). RuraI vomen and
homemakers have been found lo have Iover rales
of mobiIe hone ovnershi lhan urban vomen
and lhose vho vork or are in schooI. Indian
demograhics, combined vilh ils Iov overaII mobiIe
enelralion, heI exIain vhy Iess lhan 3O/ of aII
Indian vomen currenlIy ovn a mobiIe hone.
The Indian mobiIe markel is herceIy comelilive vilh
some of lhe Iovesl service rales in lhe vorId. These
Iov rales seem lo be heIing lo drive inleresl and
usage of lhe mobiIe hone amongsl vomen. WhiIsl
a reIaliveIy Iov ercenlage of vomen in India ovn
a mobiIe hone overaII, lhose lhal do ovn a hone
use lhem more lhan mobiIe ovners in lhe olher lhree
counlries.
In addilion, mosl vomen in lhe survey lhal do nol
ovn a mobiIe hone borrov hones from famiIy
and friends. Desile Iarge ruraI and homemaker
ouIalions, Indian vomen are becoming exosed lo
and benehling from mobiIe hones.
Kenya
2009 GDP per capita US$842
Population 39.9 million
Wcmcn crc rcccgnising inc tc|uc cj mc|i|c scrticcs
In Kenya, lhe inlroduclion of innovalive services
offered via lhe mobiIe hone is changing vomen's
vievs lovards lhem. Kenyan vomen indicale a very
slrong inleresl in mobiIe services. These vomen
have ersonaIIy seen lhe mobiIe hone acl as an
informalion resource and lransaclion looI.
AImosl eighl in len Kenyan vomen reorled an
inleresl in mobiIe services such as money lransfers,
scheduIing doclors' aoinlmenls and receiving
recies and beauly lis. Iarl of lhis inleresl may be
fueIIed by lhe success of services such as M-ILSA
and Za, SMS-based money lransfer services vilh
miIIions of subscribers in Kenya.
The inleresl in lhese services may aIso be driven by lhe
counlry's geograhic makeu. f lhe four counlries
incIuded in lhe survey, Kenya has lhe highesl share of
ouIalion (78/) Iiving in ruraI areas. InlereslingIy,
il aIso has lhe Iovesl disarily belveen ruraI and
urban mobiIe hone ovnershi rales.
Demand for lransaclionaI services such as money
lransfer over lhe mobiIe hone is higher for vomen
in ruraI areas, vhere infraslruclure is Iess deveIoed.
Lxosure lo mobiIe hones by vomen in lhese
regions may be heIing lo drive broad avareness and
inleresl in lhese nev services.
Earning Money by Saving Time
Zain, Kenya
Stella, housecleaner in
Nairobi: Zap allows me
to send money to my
family. I dont have to get
on a bus for hours or ask
a friend or family member
to deliver the money. I
simply send the money by
Zap and it arrives fast. I sometimes had to take time off
work to take money home. Now I can send it through
Zap and instead of travelling, use the time to work and
make more money. My family is better off with Zap.
47 GSM Association
Recommendations and Next Steps
CIosing lhe mobiIe hone gender ga viII bring
subslanliaI benehls lo vomen, lheir famiIies
and sociely al Iarge. Members of lhe mobiIe
leIecommunicalions induslry aIso sland lo gain from
lhe addilion of lhese nev cuslomers. To reaIise lhis
oorlunily, dedicaled slralegies and rogrammes
musl be crealed and imIemenled.
Aclions musl be laken by aII ma|or slakehoIders lhe
mobiIe leIecommunicalions induslry, deveIomenl
organisalions and oIicymakers lo reaIise lhe
mWomen oorlunily. The recommendalions are
organised by slakehoIder, bul lhey aIso incIude a Iisl
of slralegies aIicabIe lo aII enlilies.
Mobile Telecommunications Industry
Specically address women in segmentation
strategies and marketing tactics
As basic as il seems, lhe hrsl crilicaI sle is lo
formaIIy incIude vomen in markeling slralegies
and laclics. TradilionaIIy, lhe mobiIe induslry has
segmenled and largeled cuslomers by age, Iocalion
and1or socio-economic IeveI. nIy recenlIy have
a handfuI of oeralors begun lo adol gender-
orienled aroaches. Targeling camaigns lo vomen
lo increase femaIe ulake can be a fundamenlaI
sle lovard imroving vomen's Iives vilh mobiIe
hones.
Position the phone as a life enhancing and income
generating tool
The socio-economic benehls of using mobiIe hones
have been demonslraled lhroughoul lhe reorl:
vomen feeI safer, beller connecled, and generale
addilionaI income. The mobiIe hone induslry can
emhasise lhese benehls and highIighl success slories
lo overcome cosl concerns on lhe arl of bolh vomen
and olenliaI hnancing arlners.
Understand and operate within local culture
The roIe of vomen varies from one cuIlure lo anolher,
and so do lhe secihc markeling messages lhal
comeI vomen lo acquire a mobiIe hone. Women
are aIso nol aIvays lhe soIe decision-makers vhen
il comes lo mobiIe hone ovnershi. In many Iov
and middIe-income counlries, men have signihcanl
inuence over lheir vives and daughlers' urchases
of mobiIe hones. Addressing men and lheir concerns
as veII as vomen and lheir asiralions lhrough
markeling rogrammes viII conlribule lo boosling
adolion of mobiIe hones by vomen.
Leverage alternative nancing mechanisms and
channels
Microhnance inslilulions (MIIs) focus on roviding
Ioans lo vomen, arlicuIarIy lo suorl income-
generaling inilialives. MobiIe communicalions
comanies couId arlner vilh MIIs and exlend
lheir reach inlo more ruraI and underserved areas.
MIIs, once famiIiarised vilh hov mobiIe hones
can be used as roduclivily looIs, couId bundIe
Ioans and lraining for vomen. IemaIe enlrereneurs
vouId lhen be abIe lo invesl in a hone as arl of an
enlerrise ackage lo |umslarl a nev business or
exand an exisling one.
Development Community
Leverage alternative nancing mechanisms and
channels
Microhnance inslilulions (MIIs) are veII-osilioned
lo be hnancing arlners. MIIs generaIIy make
Ioans lo vomen lo assisl lhem vilh income-
generaling inilialives. As a hrsl sle, MIIs viII
need lo undersland hov mobiIe hone ovnershi
conlribules lo osilive business resuIls. MIIs couId
lhen inlegrale mobiIe hones inlo Ioan rogrammes.
This viII make il easier for vomen, arlicuIarIy in
ruraI and agricuIluraI communilies lo oblain Ioans
for mobiIe hones. Lending circIes from Consorcio
in raziI lo Huis in China and Gameyas in Lgyl
are aIso revaIenl amongsl vomen across Iov and
middIe-income counlries and are anolher avenue lo
exIore.
Create innovative programmes to increase womens
mobile ownership rates
rganisalions focused on vomen's emovermenl
can direclIy romole mobiIe hone ovnershi as a
arl of lheir rogrammes. Ior examIe, non-rohl
organisalions have given lheir femaIe granlees
mobiIe hones so lhal lhey couId arliciale in
48 GSM Association
virluaI suorl grous and receive cro and vealher
informalion. The vomen reciienls vere resonsibIe
for urchasing lheir ovn mobiIe hone services,
bul lhe handsels vere donaled. Whelher hones
are donaled, Ioaned or hnanced, gelling lhem inlo
vomen's hands is a fundamenlaI sle lovards
enhancing vomen's Iives and IiveIihoods.
Promote the mobile phone as an effective
development tool that creates education, health,
employment, banking and business opportunities
Irom HIV1AIDS avareness lo increasing vomen's
Iileracy and civic engagemenl, mobiIe hones are
Iaying a crilicaI roIe in addressing some of lhe
grealesl chaIIenges in Iov and middIe-income
counlries. DeveIomenl organisalions couId benehl
from exIoring lhe olenliaI of mobiIe hone-enabIed
services lo advance lheir sociaI missions. As more
mobiIe honeenabIed services are crealed, vomen
viII have addilionaI incenlives lo invesl in mobiIe
hones.
Help identify culturally relevant and acceptable
ways of promoting mobile phone ownership
amongst women
Resislance lo mobiIe hones, or indeed any
lechnoIogy, can oflen be reduced lo fear of lhe
unknovn. DeveIomenl organisalions can address
lhis concern in severaI vays. CuIluraIIy-sensilive and
IocaIised lraining, such as lhe use of mango lree rools
branching oul lo convey lhe idea of a hone menu,
is a good melhod for reducing anxiely over Iearning
lo use lhe lechnoIogy. Anolher olenliaI soIulion is
encouraging younger vomen, vho are oflen earIy
adolers of mobiIe hones, lo heI lheir oIder famiIy
members and friends vilh mobiIe hone usage.
These aroaches, and olhers, are vorlh exIoring
lo unIock lhe olenliaI of mobiIe hones for aII
vomen.
Policymakers
Shift the tax burden away from the poorest in
society of which women are the majority
Governmenls have considerabIe inuence over lhe
affordabiIily of mobiIe hones and services lhrough
reguIalion and laxalion oIicies. There are severaI
concrele sles lhey can lake lo Iover cosl as a barrier
for lhe ooresl in sociely, eseciaIIy benehling
vomen. Taxalion is one of lhe mosl immediale. In
many counlries, high excise rales, lariffs or even
Iuxury laxes eIevale lhe rice of handsels and ul
lhem oul of range for many oor vomen. Shifling
lhe burden of laxalion avay from lhe ooresl cilizens
vouId move more vomen inlo ovnershi, increase
enlrereneurshi and have signihcanl sociaI and
famiIy benehls.
Measures lo reduce or eIiminale laxes al lhe relaiI
IeveI have been shovn lo signihcanlIy increase
mobiIe enelralion, vilh aII lhe sociaI benehls lhis
brings, and have been shovn lo be revenue osilive
for governmenls.
Create incentives for the development of
mobile services that benet women
Anolher vay oIicymakers can advance lhe adolion
of mobiIe hones is lo creale oIicy framevorks and
rogrammes lhal encourage lhe deveIomenl of
mobiIe services such as mobiIe banking and mobiIe
heaIlh. Ior inslance, a governmenl couId inlegrale
mobiIe hone-enabIed heaIlh services inlo ils overaII
ubIic heaIlh rogramme. Il couId aIso exand lhe
avaiIabiIily of mobiIe hone-enabIed governmenl
services lo increase lhe allracliveness of mobiIe
hone ovnershi for vomen.
All Stakeholders
Collaborate for maximum impact
CIosing lhe gender ga viII require coIIaboralion
and cooeralion across aII slakehoIders. Lach has a
unique erseclive, sel of assels and knovIedge base
lhal, if combined, can have a muIliIying effecl.
!
Designate high-prole champions of mobile
phones for women
Lach slakehoIder has a roIe in increasing lhe visibiIily
of lhe benehls and vaIue of mobiIe hones for vomen.
High-rohIe chamions can sread avareness and
overcome scelicism. MobiIe induslry Ieaders,
deveIomenl organisalions and oIicy makers can
designale veII-resecled individuaIs lo romole
vomen's mobiIe hone ovnershi. LxamIes of
49 GSM Association
olenliaI chamions incIude induslry Ieaders,
aclivisls for vomen's emovermenl, high-ranking
governmenl ofhciaIs or symboIic or cuIluraI Ieaders.
Conduct further research to advance
understanding of women and mobile phones
Deeer knovIedge of lhe imacl of mobiIe hones
on vomen's Iives can increase lhe caacily of lhe
mobiIe ecosyslem and deveIomenl communily
lo reaIise lhe mWomen oorlunily. AII ecosyslem
aclors, incIuding lhe mobiIe induslry, deveIomenl
organisalions and oIicymakers, can sonsor research
inlo lhe vays in vhich mobiIe hones emover
vomen. Such research is usefuI for guiding oulreach
aclivilies lo vomen and in convincing olhers in
osilions of inuence lo suorl aclion aimed al
increasing vomen's ulake.
Suggested areas of further research include:
! LxIoralions of lhe many asecls of indeendence
olenliaIIy offered by a mobiIe hone from lhe
abiIily lo Ieave home and allend schooI lo feeIings
of success
! Sludies inlo lhe direcl and indirecl Iinks belveen
femaIe mobiIe hone ovnershi and lhe economic
imrovemenl of famiIies
! An examinalion of hov usage and lhe erceived
vaIue of a mobiIe hone increases once a voman
acquires a mobiIe hone and hov lhal erceived
vaIue changes over lime
! Comaralive sludy of lhe differences in mobiIe
hone usage allerns and behaviours amongsl
men and vomen in Iov and middIe-income
counlries
! Research lo delermine hov mobiIe hones can
benehl vomen in IocaIIy-secihc conlexls.
An Agenda for Action:
MnbI!c Tc!ccnmmunIcatInns Industry
!"SecihcaIIy address vomen in segmenlalion slralegies and markeling laclics
! Iosilion lhe hone as a Iife enhancing and income-generaling looI
! Indersland and oerale vilhin lhe IocaI cuIlure
! Leverage aIlernalive hnancing mechanisms and channeIs.
Dcvc!npmcnt CnmmunIty
! Leverage aIlernalive hnancing mechanisms and channeIs
! Creale innovalive rogrammes lo increase lhe ulake of mobiIe hones amongsl vomen
! Iromole lhe mobiIe hone as an effeclive deveIomenl looI vhich creales educalion, heaIlh,
emIoymenl, banking and business oorlunilies
! HeI idenlify cuIluraIIy reIevanl and accelabIe vays of romoling mobiIe hone ovnershi amongsl
vomen.
Pn!Icymakcrs
! Shifl lhe lax burden avay from lhe ooresl in sociely of vhich vomen are lhe ma|orily
! Creale incenlives for lhe deveIomenl of mobiIe services lhal benehl vomen.
A!! 5takchn!dcrs
! CoIIaborale for maximum imacl
! Designale high-rohIe chamions of mobiIe hones for vomen
! Conducl furlher research lo advance underslanding of vomen and mobiIe hones.
50 GSM Association
Appendix A: Key Terms and Concepts
ARPU: Average revenue er user. ARII is used lo describe lhe lolaI amounl of money lhal a mobiIe oeralor
receives from ils subscriber base divided by lhe lolaI number of ils subscribers. Il is aIso used in lhis reorl lo
describe lhe amounl lhal one sends or vouId send on mobiIe services.
Basc nI thc PyramId (BOP): In lhis reorl, I is used lo describe individuaIs vilh a househoId income of Iess
lhan IS$75 er monlh.
BnrrnwIng & Bnrrnwcrs: Ised lo describe an individuaI's use of a mobiIe hone lhal does nol beIong lo lhem. A
borrover refers lo an individuaI vho does nol ovn a mobiIe hone bul uses anolher erson's mobiIe hone.
DcmngraphIc Grnups: Ised in lhis reorl lo calegorise vomen based on a sel of slalislicaIIy reIevanl
characlerislics: rofession, househoId income, urban1ruraI Iocalion and occualion.
Gcndcr Gap: Is hov much Iess IikeIy a femaIe is lo ovn a hone lhan a maIe.
Lnw and MIdd!c-Incnmc CnuntrIcs: IncIudes aII counlries cIassihed as Iov income, Iover-middIe income or
uer-middIe income by lhe WorId ank. These counlries have a 2OO8 gross nalionaI income (GNI) er caila
of IS$11,9O5 or Iess.
MnbI!c Phnnc 5ubscrIbcr vs. MnbI!c Phnnc Owncr: MobiIe hone subscriber is used lo describe an individuaI
lhal subscribes lo mobiIe services. A mobiIe hone ovner is a erson lhal ovns a mobiIe hone handsel
and subscrilion. ecause mosl individuaI subscribers aIso have a mobiIe handsel, lhe lerms mobiIe hone
subscriber and mobiIe hone ovner are used inlerchangeabIy in lhis reorl.
MnbI!c Usagc: Refers simIy lo using a mobiIe hone, regardIess of vhelher lhe user ovns or has borroved lhe
hone.
mWnmcn: The use of mobiIe hones by vomen. Il is aIso used lo dehne a heId of inleresl lo furlher underslanding
of vomen's mobiIe usage.
PntcntIa! Markct: IndividuaIs vho are abIe and IikeIy lo urchase a mobiIe hone and service. This incIudes
vomen belveen lhe ages of 14 and 74 years oId vho do nol currenlIy ovn a mobiIe hone and Iive in areas vilh
mobiIe nelvork coverage.
!
51 GSM Association
Appendix B: Methodology
Methodologies Used
Core hndings in lhis reorl are derived from dala coIIecled lhrough rimary and secondary research, incIuding
lhird arly dalabases, exerl inlervievs and more lhan 2,OOO in-erson consumer surveys. AnaIylicaI lechniques
vere used lo quanlify and characlerise vomen's ovnershi and usage of mobiIe hones, delermine lhe vaIue of
equaIising maIe and femaIe ovnershi rales and highIighl besl raclices in increasing mobiIe hone ovnershi
amongsl vomen. The sludy focuses excIusiveIy on Iov and middIe-income counlries.
Expcrt IntcrvIcws: Iorly in-delh inlervievs vere conducled vilh exerls across lhe vorId, incIuding senior
reresenlalives from lhe mobiIe leIecommunicalions induslry, vomen's deveIomenl organisalions and
academics. These inlervievs served lo coIIecl anecdoles and dala on besl raclices in increasing vomen's mobiIe
hone ovnershi and lhe imacl mobiIe hones are having on lhe vomen's Iives, famiIies and IiveIihoods.
Iindings from lhese inlervievs vere lhe basis for lhe case sludies conlained in lhis reorl. The exerl inlervievs
aIso served lo rovide dala lo cross-vaIidale and suorl eIemenls of lhe markel sizing modeI.
5tatIstIca!!y-sIgnIcant Cnnsumcr 5urvcys In Fnur CnuntrIcs: More lhan 2,OOO vomen vere surveyed across
four Iov and middIe-income counlries oIivia, Lgyl, India, and Kenya vhich reresenl a cross-seclion
of cuIlures and regions. The surveys vere adminislered lo a slalislicaIIy-signihcanl and demograhicaIIy-
reresenlalive samIe of vomen belveen lhe ages of 14 and 74 years oId. Il incIuded bolh vomen vho currenlIy
subscribe lo mobiIe hone services and lhose lhal do nol. The survey did nol incIude vomen vho Iived in areas
vilhoul mobiIe coverage. The survey samIe incIuded vomen of differenl ages, income IeveIs and geograhic
Iocalions (urban, eri-urban and ruraI areas). The survey inslrumenl incIuded queslions on vomen's mobiIe
hone ovnershi, mobiIe hone usage allerns, references, and, for lhose lhal do nol ovn a mobiIe hone,
obslacIes lo ovnershi. Dala galhered lhrough lhe cuslomer surveys informed key conlenls of lhe reorl,
incIuding lhe markel sizing, characlerisalion and segmenlalion anaIysis.
Markct 5IzIng: A markel sizing modeI vas deveIoed lo caIcuIale lhe currenl size and vaIue of lhe gender ga
in 149 Iov and middIe-income counlries. The modeI aIso caIcuIaled lhe vaIue of cIosing lhe ga and mainlaining
arily in maIe and femaIe subscribers in lhe Iong lerm. The sizing modeI is anchored in counlry-IeveI dala on
maIe and femaIe subscribershi galhered lhrough rimary research (lhe slalislicaIIy-signihcanl heId surveys
and exerl inlervievs), lhird-arly markel research sludies and academic sludies. More lhan a dozen dala
oinls vere used lo delermine lhe ralio of maIe lo femaIe subscribers in each of lhe lhree WorId ank cIassihed
income grous (Iov income, Iover-middIe-income and uer-middIe-income). The ralios (veighled based
on ouIalion size) vere aIied lo ouIalion dala from Iniled Nalions slalislics (INDATA) and ad|usled
mobiIe subscriber dala (nole: originaI dala on lolaI mobiIe conneclions vere galhered from lhe GSMA's WireIess
InleIIigence dalabase and vere ad|usled lo remove duIicale subscrilions). This enabIed lhe delerminalion
of lhe lolaI number of femaIe and maIe subscribers, mobiIe enelralion by age and gender and lhe mobiIe
enelralion ga belveen men and vomen bolh in lerms of ercenlage and absoIule number of subscribers.
Cross-checks of resuIling hgures againsl ouIalion grous vilh mobiIe nelvork coverage vere used for quaIily
conlroI. (Nole: gender and age grous are assumed lo be dislribuled equaIIy under mobiIe nelvork coverage.
MobiIe nelvork coverage dala for 2OO7 vere galhered from lhe InlernalionaI TeIecommunicalions Inion's
WorId TeIecommunicalions Indicalors 2OO8 dalabase. Given mobiIe exansion, mobiIe coverage IeveIs have
been ad|usled lo aroximale currenl mobiIe coverage rales. The hnaI gender ga vas caIcuIaled lo be 3OO
miIIion vomen (acluaI vaIue equaIs 3O2 miIIion, hovever acluaI hgures in lhis reorl incIuded in lhis seclion
in arenlheses have been rounded for simIicily).
52 GSM Association
To delermine lhe immediale annuaI revenue oorlunily reresenled by cIosing lhe currenl gender ga in Iov
and middIe-income counlries, an annuaIised ARII vas caIcuIaled. This hgure vas caIcuIaled based on lhe
amounl lhal non-ovners of a mobiIe hone in lhe consumer survey reorl said lhey vouId send if lhey ovned
a mobiIe hone, vhich lolaIIed 51/ of reorled sending by mobiIe ovners. Therefore, 51/ of nalionaI ARII
(average ARII for 2OO9) vas used. This hgure vas cross-vaIidaled via a slalislicaI modeI redicling ARII IeveIs
corresonding lo differenl femaIe enelralion IeveIs. Il is consislenl vilh lhe lrend of ARIIs decrease as Iover-
income subscribers become cuslomers. The 3OO miIIion (3O2 miIIion) vomen in lhe ga limes lhe annuaIised
ARII rale er counlry (equivaIenl lo IS$44 on average) equaIs a IS$13 biIIion (IS$13.3 biIIion) oorlunily.
The markel sizing modeI vas aIso used lo caIcuIale lhe vaIue of cIosing lhe ga and mainlaining arily in
maIe and femaIe subscribers in lhe Iong lerm. Iirsl, lhe cumuIalive subscriber grovlh from 2OO9 lo 2O14 vas
caIcuIaled lolaIIing 9OO miIIion (893 miIIion) unique subscribers. These subscribers vere lhen broken oul by
gender. This modeI assumes lhal lhe currenl gender ga of 3OO miIIion (279 miIIion afler discounling in areas
vilh insufhcienl mobiIe grovlh) viII be cIosed hrsl. The remaining 6OO miIIion (615 miIIion) nev subscribers
viII be sIil evenIy amongsl men and vomen. The annuaIised ARII of 51/ of lhe nalionaI ARII for 2OO9 vas
again used lo delermine lhe commerciaI vaIue of lhese nev subscribers, equivaIenl lo an average annuaI vaIue of
IS$49. The 6OO miIIion (586 miIIion) olenliaI nev femaIe subscribers limes lhe annuaIised ARII rale of IS$49
(average ARII rale is higher in lhe Iong-lerm as more vomen are coming from higher-ARII regions) equaIs a
IS$29 biIIion (IS$28.6 biIIion) Iong-lerm oorlunily.
CharactcrIsatInn and 5cgmcntatInn nI thc mWnmcn OppnrtunIty: A quanlilalive anaIysis of lhe heId consumer
surveys vas used lo characlerise vomen in lerms of lheir mobiIe hone ovnershi, usage and ercelions. A
variely of slalislicaI looIs muIliIe regression anaIysis, grahicaI survey resonse anaIysis, and recision
demograhic segmenlalion vere used lo idenlify lhe erlinenl demograhic grous. Irecision segmenlalion
anaIysis is an ileralive rocess of rehning and narroving markel demograhic grous by idenlifying lhe cIuslers
of eoIe vilh common or correIaled characlerislics. The rocess began vilh an exhauslive segmenlalion modeI
(vomen vho benehl from mobiIe hone ovnershi, borrovers and vomen yel lo make use of mobiIe hones),
vhich vas lhen narroved dovn lo lhe demograhic grous mosl in need and IikeIy lo resond lo mobiIe
cuslomer acquisilion efforls. This melhodoIogy resuIled in an in-delh characlerisalion of key demograhic
grous, incIuding delaiIed rohIes conlaining demograhic, behaviouraI and alliludinaI allerns as lhey reIale
lo lheir Iives (generaIIy) and mobiIe communicalions (secihcaIIy). An income cIass, Women in lhe I, vas
added lo lhe demograhic grous given ils slralegic imorlance in lhis sludy.
54 GSM Association
Endnotes
i The WorId ank cIassihed counlries by er caila gross nalionaI income (GNI). Counlries vilh a 2OO8
GNI er caila of IS$11,9O5 or Iess are considered Iov or middIe-income counlries. WorId ank Counlry
CIassihcalions. Accessed on December 28, 2OO9. Relrieved from hll:11veb.vorIdbank.org
ii Sources: The sources for lhe buIIel oinls in lhis seclion are:
1sl buIIel oinl: DeIoille. (2OO7). !"#$%"&'#$(")&*%+&,)-().&/0012/003. Iage 24. Accessed on December 28, 2OO9.
Relrieved from hll:11vvv.gsmvorId.com
2nd buIIel oinl: havnani, Asheela. Won-Wai Chiu, Rovena. }anakiram, Subramaniam & SiIarszky, Ieler.
(15 }une 2OO8). *4)&5#")&#6&7#$(")&84#9):&(9&:;:<%(9%$")&5;5%"&8#-)5<=&5)>;?<(#9. WorId ank. Accessed on December
28, 2OO9. Relrieved from hll:11sileresources.vorIdbank.org
3rd buIIel oinl: Africa: The Imacl of MobiIe Ihones. Moving lhe debale forvard. (March 2OO5). The
Vodafone IoIicy Iaer Series, Number 3. Accessed on December 28, 2OO9. Relrieved from: vvv.vodafone.com
iii The sources for lhe buIIel oinls in lhis seclion are:
1sl buIIel oinl: LCD. (2OO8) !)9>)5&)@;%"(<=A&)78#.)5(9B&.#7)9&:#&<4%<&>)-)"#87)9<&(:&)66)?<(-). Accessed on
December 29, 2OO9. Relrieved from hll:11vvv.oecd.org
2nd buIIel oinl: Inler-American DeveIomenl ank. (2OO6, March). C;:<%(9(9B&D)-)"#87)9<&6#5&%""A&E+8%9>(9B&
F??)::&<#&E?#9#7(?&F?<(-(<=&%9>&C#?(%"&C)5-(?):G I.119. Accessed on December 28, 2OO9. Relrieved from hll:11
idbdocs.iadb.org
3rd buIIel oinl: Iood and AgricuIlure rganizalion. H#7)9& %9>& I##>& C)?;5(<=. Accessed on December 28,
2OO9. Relrieved from: hll:11vvv.fao.org
iv The caIcuIalion of lhe gender ga is as foIIovs: 4O/ (maIe mobiIe hone ovners) minus 3O/ (femaIe mobiIe
hone ovners) = 1O/, 1O/ divided by 4O/ (maIe mobiIe hone ovners) = 25/ gender ga. In lhis case il can
be said lhal vomen are 25/ Iess IikeIy lhan men lo ovn a mobiIe hone.
53 GSM Association
Figures
Iigure 1: CaIcuIalion of lhe MobiIe Ihone Gender Ga
Iigure 2: Number of IemaIes and MaIes Who enehl from MobiIe Ihone vnershi in Lov and MiddIe-Income
Counlries
Iigure 3: Gender Ga: Size and Immediale Revenue orlunily (ARII) by Region
Iigure 4: RegionaI IncremenlaI, AnnuaI Revenue orlunily (ARII)
Iigure 5: Iosilive ulcomes and IeeIings Associaled vilh MobiIe Ihone vnershi
Iigure 6: I Have Larned AddilionaI Income vilh My MobiIe
Iigure 7: vnershi and Isage by Income LeveI
Iigure 8: vnershi and Isage by Localion
Iigure 9: vnershi and Isage by Age
Iigure 1O: Convenience and Irequency of orroving: Hov Convenienl Is il for You lo orrov Someone LIse's
MobiIe Ihone`
Iigure 11: Who Does or WouId Iay for Your MobiIe Ihone Service
Iigure 12: Ierceived Lase of Ising a MobiIe Ihone: Hov Lasy Do You Think il WouId be for You lo Ise a MobiIe
Ihone`
Iigure 13: Lslimaled MonlhIy ARII (Average)
Iigure 14: Whal Are lhe To Reasons Why You Do Nol vn a MobiIe Ihone`
Iigure 15: Iercenl of Women vho vn MobiIe Ihones vs. ARII as a / of HousehoId Lxendilure
Iigure 16: verviev of Ierlinenl Demograhic Grous
Iigure 17: Iercenl of Women vho enehl from MobiIe Ihone vnershi by Demograhic Grou
Iigure 18: Average Slaled MonlhIy ARII by Demograhic Grou
Iigure 19: Iercenl of Women in lhe Lovesl Income rackels lhal enehl from MobiIe Ihone vnershi
Iigure 2O: ecause of my MobiIe Ihone, I Have...
Iigure 21: Slaled MonlhIy ARII as / of HousehoId (HH) Income
Iigure 22: My Souse Gave Me a MobiIe Ihone lo...
Iigure 23: WouId Anyone in Your IamiIy b|ecl lo You Having Your vn MobiIe Ihone
Iigure 24: MobiIe Ihone vnershi by Slaled HousehoId Income: Sludenls and AII Resondenls
Iigure 25: Number of SMS Messages Senl er Monlh
Iigure 26: I Have Iound LmIoymenl orlunilies or Cuslomers ecause of My MobiIe Ihone
For further information please contact
mwomen@gsm.org
GSMA London Ofce
T +44 (0) 20 7356 0600
www.gsmworld.com/mwomen
February 2010

Women and Mobile A Global Opportunity

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