Vodafone Idea India Sakhi Service

Mitigating Women’s Safety Concerns with Mobile: Vodafone Idea India Sakhi service

phone, they are far less likely for women. The service has Introduction than men to use it beyond three features: emergency basic voice calls, especially alert, emergency balance and for more transformational private recharge. With Sakhi, services like mobile internet.1 Vodafone India has two main aims: to respond to the threat Mobile has transformed the The gender divide in mobile of gender-based violence in lives of billions of people, but ownership and use is driven India and to develop services not everyone has benefited by a complex set of social, that respond to the needs equally. In low- and middle- economic and cultural of women. Since its launch income countries, 433 million barriers. These barriers can be in October 2018, the Sakhi women still do not own a classified by five dimensions service has already reached mobile phone and half of of mobile access and use: millions of women, making these women live in South accessibility, affordability, a significant contribution to Asia. Although the number usability, relevance, and safety their well-being and delivering of women who have access and security. commercial value to the to and use mobile phones operator. has increased significantly To address women’s safety in recent years, a wide and concerns and remove some

Case Study persistent gender gap remains of the barriers women Continued on page 2 in mobile ownership and face to owning and using use across low- and middle- a mobile phone, Vodafone 1. GSMA, 2019, The Mobile Gender Gap Report 2019 income countries. Even when India launched Sakhi, a women do own a mobile mobile-based safety service

Overview of gender and Findings from the research Recommendations for mobile in Uttar Pradesh, Page 8 to 21 decision makers India Page 4 to 7 Page 22 CONNECTED WOMEN CASE STUDY

This report presents the findings of on women’s mobile adoption and use, socio-economic classes who own a an evaluation of the early impact of documenting early evidence of social smartphone, feature phone or basic Sakhi and provides some practical impact as well as the effect on the phone. (see methodology on the recommendations for mobile Vodafone brand. following page ). operators and other stakeholders interested in reaching female This case study is a result of Sakhi subscribers, as defined in this customers with a similar service. interviews, ethnographic immersions report, are adult female customers Conducted in Uttar Pradesh in and peer triads conducted with of Vodafone who have subscribed to February 2019, the research aims to subscribers and non-subscribers the Sakhi service, which launched in assess the impact of the proposition of Sakhi from middle and lower October 2018.

Key findings from the research Our research in Uttar Pradesh found that:

• Vodafone India’s Sakhi proposition taps into a key motivation for mobile adoption: safety through connectivity.

• Current Sakhi subscribers tend to be aspirational and value personal agency, and often become advocates of Sakhi. Word of mouth between women appears to have been a primary driver of early subscriptions.

• Sakhi increases women’s sense of confidence and strengthens their belief that change and new opportunities are possible.

• Sakhi has had a positive impact on the Vodafone brand. Vodafone India’s data demonstrates that the Sakhi service has had a positive influence on brand loyalty and increased mobile use.

2 Qualitative methodology to measure Sakhi’s appeal and early impact

16 ethnographic immersions with Sakhi users

PERI-URBAN VARANASI – KHAMARIA Large village with restricted mobility for women and 4 peer triads with 4 peer triads with higher perception of risk competition non- LUCKNOW Vodafone non-users users of Sakhi URBAN of Sakhi Tier 1 city with high mobility for women

LUCKNOW PERI-URBAN – BARABANKI VARANASI High mobility for Tier 2 city with women but higher relatively higher perception of risk mobility for women

2 expert interviews 3 interviews with (local community leaders) mobile retailers

Socio-economic class: Life stage and mobility: Timing of fieldwork: February 2019 NCCS B, C and D (even split) Students, employed and housewives (even split) Mobile phone ownership: Smartphone, feature and basic Sakhi usage: phones Mix of subscribers that have and have not used the features; non- Age: 18 to 40 subscribers but Vodafone users; competition brand users

3 CONNECTED WOMEN CASE STUDY An unfortunate truth: Safety is a growing issue for women in India

A combination of factors has put for many women. In 2017, a widely India at the bottom of the global publicised case exposed retailers in I could not get a Gender Development Index.2 UP for selling the mobile numbers scholarship and could not India also ranks among the worst of females to predatory males.5 “continue my education countries in the world for gender- However, this research, as well as despite good grades. I know based violence. A particularly other studies conducted by Quantum violent rape in Delhi in 20123 raised over many years in the region, my parents’ circumstances, awareness of the safety risks women suggest the prospect for change. so I don’t blame them either. face in their everyday lives. Bihar, While strong gender norms prevail, I have taken up a babysitter’s Uttar Pradesh (UP) and Delhi rank including limited mobility among job, which enables me to bear as India’s most unsafe states for other restrictions, some changes in my own expenses. My school women.4 attitudes are nonetheless emerging: friend is now at IIT… I see her young women are challenging life and I know that I want In UP, women are among the most norms, refusing to stay at home, that for myself. I am saving vulnerable, unhealthy and poor. standing up for other women and The state also ranks lowest in pushing boundaries. For example, up and also preparing for protection, with violence, abuse there is a focus on investing in banking exams. and neglect being part of daily life education as one women told us: Working woman, 23–30 years old, urban, Varanasi ”

2. The Gender Development Index measures gender gaps in human development achievements: http://hdr.undp.org/en/composite/GDI 3. https://en.wikipedia.org/wiki/2012_Delhi_gang_rape 4. https://www.planindia.org/sites/all/themes/plan_india/images/pdf/gender-vulnerability-index.pdf 5. https://indianexpress.com/article/india/up-phone-recharge-shops-sell-phone-numbers-of-women-reports-4505270/ The role of mobile in women’s safety in India

The rise of information and communications technology (ICT) has certainly played a role in changing attitudes. Despite concerns about digital safety, there is evidence that women are more empowered when they can access and use ICTs.6 For example, mobile phones can make women feel safer and reduce their vulnerability (see next page). Accessing and using mobile can also have wider socio-economic benefits, both in terms of helping to accelerate digital and financial inclusion for women and creating a significant commercial opportunity for the mobile industry.

6. ODI, 2015, Do digital information and communications technologies increase the voice and influence of women and girls?

4 The paradox of mobile safety

they need help or communicate an the internet pose threats, should not There is a paradoxical accident or emergency”ii be used as an excuse for denying relationship between mobile women access.v Instead, emphasis technology and women’s At the same time, research has should be placed on the ability of safety. consistently shown that safety mobile technology to empower concerns about mobiles are an women and enhance women’s important barrier to ownership and personal safety, and how to make On one hand, mobile phones can use, with women perceiving safety women feel safer when using mobile. make women feel safer and more as an issue more commonly than connected, such as providing a men.iii Mobiles (and the internet) way for a woman to get help if she have become conduits for threats i. GSMA, 2015, Bridging the gender gap: Mobile access and is in trouble or reassurance when that have always existed (e.g. usage in low- and middle-income countries. going out. A 2015 GSMA Connected bullying) as well as new ones (e.g. ii. Girl Effect and Vodafone Foundation, 2019, Real girls, real lives, connected. Women survey found that 68 online identity theft). Mobile-related iii. Truecaller, 8 March 2018, Truecaller Insights reveals: per cent to 94 per cent of female safety concerns include unsolicited Women report more unwanted calls than men; harassing phone calls and text Women’s Rights Online: Translating Access into respondents in 11 low- and middle- Empowerment. income countries reported feeling messages, online harassment, iv. GSMA, 2018, A framework to understand women’s safer with a mobile phone or that mobile theft and feeling unsafe or mobile-related safety concerns in low- and middle- income countries. they would feel safer if they owned uncomfortable when purchasing or v. Broadband Commission Working Group on the Digital one.i A recent study by Vodafone topping up devices.iv Gender Divide, 2017, Recommendations for action: bridging the gender gap in Internet and broadband Foundation and Girl Effect found that access and use. “mobile phones make girls and boys However, safety concerns and a feel safer, allowing them to call when perception that mobile phones and

5 CONNECTED WOMEN CASE STUDY India has one of the widest gender gaps in mobile ownership among low- and middle-income countries

Access to a mobile is widely seen persistent across many segments of deviant behaviour (Figure 1). As as a sign of modernity and of the population, suggesting that a result, gatekeepers control the empowerment. However, India it cannot simply be explained by type of handset and tariff plans that has one of the widest gender gaps socioeconomic characteristics. Our women can use. Meanwhile, women in mobile ownership among low- research in Uttar Pradesh identified understand that their connectivity is and middle-income countries. Only both economic and normative barriers conditional and regulate their usage 59 per cent of women in India have to mobile phone adoption and use,8 by leaving their device open to the a mobile compared to 80 per cent such as moral, emotional and cultural household, limiting expenditure and across low- and middle-income barriers. Social and gender norms are self-policing the online content they countries overall. Indian women are a particular barrier to mobile adoption consume. 26 per cent less likely than men to for women. own a mobile phone and 56 per cent For gatekeepers,9 a mobile phone 7. GSMA, 2019, The Mobile Gender Gap Report 2019. less likely than men to use mobile 8. For more information on economic and normative barriers internet (compared to 10 per cent and is often seen as a device that in India see: Harvard Kennedy School, 2018, A tough call: encourages deviant behaviour. As understanding barriers to and impacts of women’s mobile 23 per cent, respectively across low- phone adoption in India. and middle-income countries).7 women progress through the stages 9. A gatekeeper in this research is described as a person who of mobile adoption and use, their has the power to control or influence women’s attitudes Although India is diverse in many autonomy increases in tandem with and behaviours. ways, the mobile gender gap is gatekeepers’ fears and perceptions

Figure 1

Relationship between women’s adoption and use of mobile devices and gatekeepers’ fear of deviant behaviour

Using a smartphone outside the home

Regular recharge of data packages by self

Personal phone with apps and data

ADOPTION AND USE Personal feature phone

Access to a basic phone

FEAR OF DEVIANT BEHAVIOUR

6 7 CONNECTED WOMEN CASE STUDY Vodafone Idea Sakhi: A service aimed at mitigating women’s safety concerns and closing the mobile gender gap

Vodafone launched its Sakhi service nationally in India in October 2018. With Vodafone Sakhi, we are taking forward our The service was introduced to address long-term commitment of driving inclusion and key barriers women face to accessing “ addressing real societal problems. This unique, free and using mobile, as well as women’s concerns about personal safety, both of cost service will make it convenient for women the safety issues and threats that may to step out fearlessly and fulfil their aspirations.10 arise from owning a mobile and general Avneesh Khosla, Operations Director - Marketing, safety concerns that women experience Vodafone Idea Limited that mobile could help address. ” 10. http://microsite.vodafone.in/digitalpressrelease/VF_Sakhi/HTML-V2/index.html

How Sakhi addresses women’s safety concerns

Tech-driven safety products and to work on smartphones, feature address women’s concerns about services are proliferating in India, phones and basic phones. Customers physical safety (anonymous top-up) including apps such as Truecaller. must be registered as a woman to as well as general safety (emergency However, Vodafone’s Sakhi service access the free opt-in service. The alert and balance). is different as it was developed three features of the service aim to

Sakhi’s three safety features

1. 2. 3.

Emergency Alerts Emergency Balance Private Number Highlight of the A sign of Sakhi’s commitment Recharge Sakhi journey to women’s safety

In case of an emergancy, a location Offers 10 minutes of free calling A dummy 10-digit code unique to alert can be sent to up to 10 pre- from anywhere in case of an each subsciber is provided to ensure registered contacts, even without emergency the privacy of mobile number when mobile internet on the phone topping up at retail outlets

8 Lessons from Sakhi’s precursor: Piloting and evaluating Sakhi Pack in 2017

Vodafone Idea Ltd has long been personal safety. In July 2017, it rural women. The GSMA Connected exploring ways in which mobile piloted Sakhi Pack in two telecom Women programme helped research phones can enhance women’s circlesi with the aim to empower customer opinion about the service.ii

The problem: Rural women face privacy issues and are reluctant to share their mobile number at recharge outlets.

Vodafone Sakhi Pack was a private recharge option with a free emergency airtime calling feature and a bonus Conception health tips feature that was free for the first 90 days. and design: Sakhi Pack was piloted in two telecom circles (UP-West and Uttarakhand) in July 2017 and targeted at rural female non-phone owners. The aim was to attract more female customers and ultimately transition them to Piloting: more profitable data packages.

Marketed as topping up without revealing a mobile number, private recharge was the selling point. Sakhi Pack was distributed in female-friendly environments, such as temporary kiosks in local female-friendly markets and Positioning: women’s college campuses.

As part of Connected Women’s work in 2017, the research found that the most appealing feature across all End user sampled locations was the free call time. Worries about recharging and number sharing was less prevalent in research: Lucknow, but was valued in other locations.

Learning, Lessons from Vodafone and Connected Women’s end user research helped Vodafone iterate their value iteration and proposition. During that time, Vodafone also acquired the technology to develop an emergency alert. Sakhi was scaling up: launched nationally in October 2018.

i The Department of Telecommunications has divided India into various telecom circles. Within each circle, the call is treated as a local call, while across zones it becomes a long-distance call. A telecom circle is normally the entire state. Source: https://en.wikipedia.org/wiki/Mobile_telephone_numbering_in_India#Telecom_circles ii. Findings from consumer research on Sakhi Pack can be found in GSMA (2018), Triggering mobile internet use among men and women in South Asia and GSMA (2018), A framework to understand women’s mobile-related safety concerns.

9 CONNECTED WOMEN CASE STUDY Sakhi taps into a key motivation for mobile adoption: Safety through connectivity

Our research in Uttar Pradesh identified five main factors triggering mobile adoption and use. The second strongest motivation was safety through connectivity (Figure 2).

Figure 2

The five triggers of mobile adoption, from strong to weak

A mobile phone is needed to be able to participate in India’s progress Progress and opportunity story. From status and privilege to convenience, the mobile is now a

Strong requirement

An unsafe outside world and the fear of harassment or violence moti- Safety through connectivity vates both women and gatekeepers to adopt mobile, as it makes them feel safer

Digital identity and The mobile number becomes a form of digital identity and a phone is social welfare needed to access social welfare schemes

It’s a double edged sword. Women aspire to become citizens of the Creating an expanded world but for gatekeepers there is a fear of deviant behaviour linked to world view accessing a phone

The desire to stay connected to social circles (e.g. Maternal home) has Social connections a limited role for mobile adoption (but is a key use case) Weak

For women and their social circles, a vulnerable. For gatekeepers, a safety-related issues. Our research mobile phone helps address safety mobile provides reassurance that found that these life stages can concerns. A mobile phone increases women can be reached when they trigger mobile adoption, especially women’s confidence to go outside are out. when women enter college, take up the home, where they face the a job or get married. risk of violence and harassment. It Life stages and key milestones affect also helps make women feel less how women perceive and experience

This is my first phone – Samsung basic phone. I got it because I have to go for coaching classes in the evening and may come back after 9 pm. It was given to me by “ my father. I did not have to pester him for it. It was given to me so that their constant worrying for my safety would be addressed. College student, 20 years old, urban, Lucknow ”

10 The Sakhi adoption journey

The journey to Sakhi adoption is primarily driven by women’s own initiative (Figure 3).

Figure 3

Simplified representation of the Sakhi user adoption journey among mobile users in our sample

Awareness Consideration Registration Use

The proposition of safety Women feel the need to Strong user advocacy helps Subscribers try the features and empowerment triggers access further information to with registration. Users not to understand how they women’s interest. understand what Sakhi is, how only suggest Sakhi, but in work. Emergency balance it works and how to register. some cases insist on enabling is the most-used feature. registration for new entrants. Sakhi gives women confidence Limited involvement or need to and courage. get buy-in from gatekeepers.

11 CONNECTED WOMEN CASE STUDY

A compelling marketing campaign raises awareness

To introduce Sakhi, Vodafone Idea experiences and gave them visibility. Ltd invested in a marketing campaign The Sakhi proposition of safety and with the eye-catching strapline, empowerment, highlighted with “Ab Rukein Kyun?” (Why Stop compelling messages in traditional Now?) (Figure 4). The campaign media like “Why stop now?”, leveraged a variety of media: print (on “The future is exciting” and “Free billboards and bus stops), television, safety service specifically for promotional SMS and social media. women”, sparked women’s interest Vodafone also advertised Sakhi in and captured both the anxiety female-friendly environments, such they feel on a daily basis and their as women’s college campuses or via aspirations for greater mobility social workers. and independence. Supplemented with word of mouth, the marketing The marketing campaign campaign successfully raised acknowledged women’s real-life awareness of the service.

Figure 4

Branding from the Vodafone Idea India Sakhi campaign

Link to promotional video: https://www.youtube.com/watch?v=yXEZl_wTJj8

12 13 CONNECTED WOMEN CASE STUDY

Women seek more information before subscribing to Sakhi Safety is a concern in my neighbourhood. I“ worry if I’m alone and Sakhi subscribers shared that while calling the Vodafone Sakhi helpline. unable to contact anyone. they were curious about Sakhi after Some women also visited their seeing the ads and promotions, local mobile retailer for support. My friend Rubina told me they needed more information While some channels were more about the service. I called before subscribing. For instance, effective than others in answering the helpline to understand they wanted to understand more the queries of potential subscribers, how the service works about how to register and how those we interviewed in UP found and how to register. features such as the emergency that retailers often did not have the alert would work. necessary knowledge to support on-boarding. Further efforts College student, 20 years old, urban, Lucknow ” Women often sought additional and investment will therefore be information about the service via required, as retailers are the primary YouTube, Google, asking friends or distribution channel for this product.

Women’s advocacy drives registration, but low literacy I heard about Sakhi and digital skills make registration more difficult from my sister-in-law […] “I searched about it online […] My niece helped with Our research showed that of the Sakhi how-to videos or the registration, she added strong user advocacy supported listening to the IVR instructions, people for the emergency registration of Sakhi. Some of the which they were less familiar with. alert as well. women interviewed registered because an authoritative or Previous research found that Housewife, 23–30 years old, inspirational woman urged them women are more concerned than peri-urban, Varanasi” to. Experiencing the perceived men about the consequences or real benefits of Sakhi makes of making mistakes,12 and we the subscriber an advocate. In a found similar concerns in this context where faith in institutions study. For instance, one step in I received a is low, women often prefer to place the registration process requires promotional SMS from their trust in technology they feel subscribers to save at least one “Vodafone. […] I called the they can control and can mitigate and up to 10 emergency numbers, threats through their own initiative. which many women in the sample helpline. I made a list of felt was a difficult task. It was numbers I need to enter. Then Lack of literacy and digital skills therefore important for women my husband facilitated the is the greatest barrier to mobile to receive help and support from registration of the numbers phone ownership in India11 and, someone more familiar with for me. therefore, a barrier to accessing technology (husbands, younger mobile services. To understand children in the house, colleagues the features of Sakhi well, at work, etc.) during the Housewife, 31–40 years old, peri-urban, ”Lucknow women reported needing some registration process. handholding, repeat watching

11. GSMA, 2019, The Mobile Gender Gap Report 2019. 12. GSMA, 2015, Accelerating digital literacy: empowering women to use mobile internet.

14 Gatekeepers and retailers are less involved in the customer adoption journey

To promote the Sakhi service to women, Vodafone Idea Ltd launched a competition to In the time that I tell After I told my husband incentivise sales teams and their a consumer about Sakhi, about the Sakhi feature, he “I can service four to five “did react that now he feels retailers to promote Sakhi, and encouraged every retailer in their customers. Why must I more relaxed because now network to register at least one invest that much time? Sakhi is sharing part of the female relative for the Sakhi service. responsibility. He doesn’t Retailer, peri-urban, Varanasi need to worry as much and Retailers, most of which sell all ” keep calling home. India telecom brands, appreciate and welcome the initiative from Housewife, 18–22 years old, Vodafone and see it as a great To get buy-in from gatekeepers, peri-urban, Varanasi ” service, despite not always fully Vodafone engaged with community understanding it. Some mentioned leaders and gatekeepers to Buy-in from a gatekeeper could be the challenge of selling many emphasise the relevance of a safety critical for women who do not have a products and not remembering the service such as Sakhi. Our research mobile registered in their own name details of all of them. Others did found that once gatekeepers were and would like to benefit from Sakhi. not see the benefit of supporting aware of the service they appeared Their support could also be useful in customers in the on-boarding to appreciate it. Their interest in the helping women, particularly those process, which is considered service is also driven by women’s with low literacy and digital skills, more time consuming than other convincing narratives such as understand the different features of responsibilities. this one: the service.

15 CONNECTED WOMEN CASE STUDY

16 Sakhi makes a valuable contribution to women’s livelihoods

Sitting on her bed with her phone kept close to her, Shraddha told us that after subscribing to Sakhi she became more confident walking outside. Her husband lives in Haryana and calls her in the morning and evening as he is worried for her safety. Because she goes to the market and shops in town, she wanted to have Sakhi on her phone so she could contact someone in case of trouble. Since subscribing to Sakhi, Expanded boundaries and new Change in power relations: opportunities: As women gain more Women reported having a greater her mobile has become very self-confidence from Sakhi, they also sense of negotiating power with important to her and she keeps begin to believe that boundaries can household members, particularly for it with her wherever she goes. expand and opportunities could arise. being more active in the community, socialising with family and friends or simply being outside the home. “I think girls who have late tuitions Before Sakhi, some conversations The story of Shraddha is similar to or night jobs will feel less anxious with gatekeepers were not possible, other Sakhi subscribers we met in for sure [with Sakhi]. If I get a good but with Sakhi, negotiating more and around Varanasi and Lucknow. night job after my graduation, I freedom (such as longer working With Sakhi, Vodafone has helped give could consider it; maybe Sakhi will hours) has become feasible. women more agency, which is critical increase the chances of my parents for improving their own life and the agreeing to such a job for me. Greater agency should in turn lives of their family and community.13 ” bring positive changes to women’s aspirations, motivations, psychological Greater sense of confidence: Before It also brings them hope that the capital and impact gender norms. subscribing to Sakhi, the women future for women and the next However, for Sakhi to contribute interviewed felt extremely isolated, generation of girls in India looks to these more profound changes, especially in an emergency situation. brighter. Seeing a product designed other changes need to happen. For However, since the introduction of the to make women safer has a positive example, retailers and gatekeepers service into their lives, they feel a greater impact on their self-image and their should become more sensitised to the sense of confidence and can now perceived place in society. To some Sakhi ‘movement’ and the benefits it overcome some challenging situations; extent, the service helps women provides (Figure 5). even when faced with a crisis, they feel balance their aspirations and they will always be connected. family values. 13. World Bank, 2012, World Development Report 2012 – Gender equality and development. Figure 5

Benefits of Sakhi features for women in our sample Emergency Alerts Emergency Private Number Highly relevant, Balance Recharge particularly for Relevant for all Most relevant for women women working late women who often find who top-uo themselves, hours, travelling long themselves without either by choice or under distances or being in mobile phone credit, duress (e.g. unfamiliar unfamiliar places / male relying on someone to location). More relevant dominated areas. top up their phone. in male-dominated and conservative areas.

17 CONNECTED WOMEN CASE STUDY

Arshi, Lucknow

A mother of three children, Arshi restrictions on women and confining is a 30-year-old housewife from their mobility is not a solution. The Lucknow. She recounted how she solution is empowering them, and wanted to be a teacher, but early Arshi believes that Sakhi is such a marriage at 18 shelved those plans. solution. She considers Sakhi her She maintains high aspirations but secret weapon in times of need and finds day-to-day life restrictive as sees it as a significant step forward she is confined to the house and in empowering both herself and requires a chaperone if she wants future generations of women. to leave. Outside the house, she worries about her safety amid wide “The lady who media coverage of the increasing enrols Sakhi will threat of sexual harassment. “Since using the Location Alert feel at peace; with feature, I have become more Arshi believes that women need Sakhi I feel I have aware and cautious about my to be mentally strong and brave a chaperone with safety and surroundings. I feel to travel outside their community. me. Just like my I am more in control; I keep my She believes that while there is husband’s protection increasing violence and crimes phone charged, and handy when and care.” against women, imposing stepping out.”

Pen portraits are a composite of findings from respondents. All names have been changed. Sakhi appears to be most appealing to women who already have a sense of empowerment

While the primary target of Sakhi is a more progressive urban audience, we found in our research that it was actually women in peri-urban/rural areas who had an appetite for safety- related products. Women-centred initiatives in these locations are scarce, while urban consumers are surrounded by greater state support. Regardless of location, psychographic factors like lifestyle and personality characteristics were extremely influential in the decision-making process. Our research found that Sakhi has been effective at reaching women who already have a sense of empowerment. Sakhi subscribers are defined by their aspirational outlook, a desire for agency and finding change less of a struggle. In contrast, non- subscribers tend to not challenge the norm and live with a diminished sense of self. For many, the realities of the status quo at home, isolation and fear make it difficult to relate to Sakhi.

18 Considerations to drive wider adoption and use of Sakhi

So far, Sakhi has mainly been adopted by existing mobile phone users who have a SIM card registered in their own name. There are three important barriers to wider adoption that, if removed, have the potential to encourage more women to register a SIM in their own name and increase uptake of Sakhi.

Sakhi is perceived as too Lack of understanding about how Keeping the status quo at home, contemporary for women who the service works in practice especially if network must be don’t challenge the norm changed While Sakhi subscribers appreciate While safety was a concern for non- the benefits of the service, our Network coverage, choice and subscribers and they recognised research found there were concerns cost were the most important that Sakhi was an innovative service and confusion about how certain determinants of whether women that could have some benefits, features worked in practice. Both in our sample adopted Sakhi. they felt that the service “isn’t for subscribers and non-subscribers Non-Sakhi subscribers said someone like me”. They felt that shared that they would like more network coverage and their the marketing campaign did not information on how different household’s preferred network speak to all women. For example, features worked, especially ones they were the main barriers to adoption. non-subscribers shared that they were unlikely to use frequently or Three operational barriers prevent felt the TV campaign was relating (thankfully) had yet to use at all. For women from changing their to the aspirations of young women example, the feature that subscribers network provider: in urban areas and depicted the considered the most valuable — the lives of young, contemporary, emergency alert — was often the • Choosing a network tends to be progressive women. This feeling least understood. Some customers a family decision. Typically, all turned rural women, housewives lacked confidence in using the alert members of a family are on the and gatekeepers (who fear women’s due to concerns over how their same network. Asking to move deviant behaviour) away. emergency contacts would receive away from the family network the alert and/or whether they could be perceived as disruptive would receive confirmation that the and selfish. message had been received. It is for someone who • Getting a mobile is itself a bonus for many of the women in the is doing a job or any kind of sample. These women reported “work or if a girl is going far that if they asked to switch away from home for studies, The confusion is most network providers, they might lose stays in hostel, goes out for about the emergency alert. access to a network altogether. tuitions. Women like us, who “I know 10 people would be don’t go out often. Most of notified but don’t know how. • A lack of knowledge about Sakhi I am also not sure if the alerts and no proof of its performance our work is at home. It is not make dialogue with gatekeepers for them. will go or not. difficult. Testimonials from other women (and gatekeepers) could Housewife, 31–40 years old, Working woman, 23–30” years old, help convince gatekeepers of the ” urban, Lucknow peri-urban, Varanasi usefulness of the service.

If I explain Sakhi to my brother, that I can “share my location and get 10 minutes call for free, he will say it is fake, he will need some proof.

Student, 18–22 years old, peri-urban, Lucknow ”

19 CONNECTED WOMEN CASE STUDY Beyond social impact for women, Sakhi is delivering benefits to Vodafone Idea Ltd

Since it launched in 2018, millions of more attached to their phone, interviewed recognise the far- women across India have subscribed taking better care of it and keeping reaching impact that Sakhi can have to Sakhi. Analysis of customer data it charged and handy, particularly by helping reduce crimes against shows that compared to non- when stepping out. women and making society a subscribers, Sakhi subscribers have potentially safer place for women. greater loyalty to Vodafone (less Subscribers also feel a sense of churn). Compared to their activity ownership and pride towards Sakhi. pre-Sakhi, adopters of the service The Sakhi emergency alert number have increased their call activity, both is saved in their phone to respond to It is the first time that outgoing and incoming. potential threats. With Sakhi, women a company has thought of also feel less threatened by the idea “such an initiative for women. Sakhi increases the functional of topping up at unfamiliar retailers. Vodafone is already a reliable usefulness of a mobile. Our research and established brand; for shows a change in perception Greater attachment to a mobile and and behaviour towards mobile the need to buy credit each month them to think beyond profits among Sakhi subscribers. The to ensure continuous access to the is commendable. It shows mobile phone is now perceived as a Sakhi features are likely to lead to their commitment towards necessity rather than a convenience. increased mobile use. women. For subscribers, their mobile is associated with self-defence, making Beyond driving revenues, Sakhi Housewife, 31–40 years old, it more relevant for them in their has also had a positive impact on peri-urban, Varanasi” daily lives. Women report feeling the Vodafone brand. Customers

How Sakhi has successfully reached millions of women

1. A proposition focusing on safety and empowerment — two topics close to women’s hearts in India.

2. Strong consumer advocacy, i.e. female subscribers encouraging others to subscribe to the service.

3. Sakhi’s positioning as a service that empowers women, rather than reinforcing traditional ideas that women need shielding.

4. Different features responding to different customer needs and segments.

5. Offered as a free service.

6. Usable on any type of mobile phone (smartphone, feature or basic).

7. A strong marketing campaign that many women can relate to.

20 21 CONNECTED WOMEN CASE STUDY Lessons for mobile operators seeking to engage female customers with similar products

In less than six months, iterate both the product and the target stories could help drive adoption. the Vodafone Sakhi group before rolling out nationally. Subscriber advocacy was an important driver of subscriptions service has reached In ultra-competitive markets with among our sample in Uttar Pradesh. millions of women, making similar products, it is essential to Exploring less traditional channels a significant contribution demonstrate the unique features of for raising awareness and using to their well-being and a product or service and how they a story-driven approach has the add value. To other mobile network potential to increase adoption. delivering commercial users, Sakhi did not always stand value to the operator. out as innovative (i.e. different from It is important to consider different other products available). A major levels of digital skills when shortcoming was a lack of awareness setting up registration processes. Vodafone Idea Ltd is committed to that the service works not only on Vodafone has worked hard to simplify closing the mobile gender gap and smartphones, but also on feature and registration, but some customers improving women’s digital inclusion in basic phones. still struggled with the process. As India, and the Sakhi service is one way women are often less digitally literate to achieve this. Designing a simple product with than men, any product or service clear use cases will help ensure users aimed at women should be mindful of Sakhi is being continuously developed understand the problem it solves. those limitations. and adapted in response to lessons Consider limiting the number of from this and other research. The services available in one package. For Providing digital or in-store following lessons may be useful for those less literate, too many services demonstrations of products and mobile operators interested in launching can lead to more confusion and the services can help to highlight products and services to attract female risk that users do not understand the the benefits and use cases for customers and narrow the gender gap services available (both how to use customers. Operators should within their customer base. While aimed them and the benefits). consider a post-registration primarily at mobile operators, many of demonstration. For new subscribers these suggestions may also be relevant Offering a service that responds less familiar with the internet, a first- to other stakeholders involved in efforts to a wider societal problem can hand demonstration could help them to advance digital inclusion for women. lead to positive brand perception. understand the product and promote With Sakhi, Vodafone has uniquely learning. If delivered face to face, Piloting in early stages of development positioned itself to address women’s demonstrations should be conducted helps to shape and refine social issues and is perceived as showing in a female-friendly environment, innovations. Vodafone piloted Sakhi in empathy and support to women. perhaps by retailers and peer-to- two telecom circles with rural female peer trainers. non-mobile phone owners in mind. The Leveraging women as agents of results of the pilot helped Vodafone change and capitalising on user

22 GSMA Connected Women has produced a video showing how Sakhi has improved the lives of its subscribers. Watch the video and learn more at: https://www.gsma.com/mobilefordevelopment/resources/vodafone- sakhi-voices-of-impact-from-india/

23 CONNECTED WOMEN CASE STUDY

GSMA Connected Women

The GSMA represents the interests of mobile The GSMA’s Connected Women programme works operators worldwide, uniting more than 750 with mobile operators and their partners to address operators with over 350 companies in the broader the barriers to women accessing and using mobile mobile ecosystem, including handset and device internet and mobile money services. Connected makers, software companies, equipment providers Women aims to reduce the gender gap in mobile and internet companies, as well as organisations in internet and mobile money services and unlock adjacent industry sectors. The GSMA also produces significant commercial opportunities for the mobile the industry-leading MWC events held annually in industry and socio-economic benefits for women. Barcelona, Los Angeles and Shanghai, as well as the Mobile 360 Series of regional conferences. For more information, please visit www.gsma.com/connectedwomen For more information, please visit the GSMA corporate website at www.gsma.com

Follow the GSMA on Twitter: @GSMA

Quantum is a human insight and design strategy agency, committed to designing a better future with brave new thinking. We use human-centred design to unlock potential, and drive strategy for business and society. With 29 years of experience working across global cultures, and with a strong presence in seven countries, we work on human problems and opportunities across the world. Our approach puts the human at the centre, and we create value by translating human truth to impact.

For more information, please visit http://www.quantumcs.com/

This document has been financed by the Swedish International Development Cooperation Agency, Sida. This material has been funded by UKaid from the UK Sida does not necessarily share the views expressed in government; however, the views expressed do not this material. Responsibility for its contents rests entirely necessarily reflect the UK government’s official policies. with the author.

Authors: Anne Delaporte Contributors: Helen Croxson and Amber Wilson Fieldwork and insights partner: Quantum The GSMA Connected Women team would also like to thank Nameeta Saigal and all the Sakhi project team at Vodafone Idea Ltd for sharing their insights to inform this research.