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Reaching 50 Million Women with Mobile: a Practical Guide March 2020

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Reaching 50 Million Women with Mobile: a Practical Guide March 2020 Reaching 50 Million Women with Mobile: A Practical Guide March 2020 Copyright © 2020 GSM Association GSMA Connected Women The GSMA represents the interests of mobile operators GSMA’s Connected Women works with mobile operators and worldwide, uniting more than 750 operators with almost their partners to address the barriers to women accessing 400 companies in the broader mobile ecosystem, including and using mobile internet and mobile money services. handset and device makers, software companies, equipment Connected Women aims to reduce the gender gap in mobile providers and internet companies, as well as organisations internet and mobile money services and unlock significant in adjacent industry sectors. The GSMA also produces the commercial opportunities for the mobile industry and socio- industry-leading MWC events held annually in Barcelona, economic benefits for women. Los Angeles and Shanghai, as well as the Mobile 360 Series For more information, please visit of regional conferences. www.gsma.com/ connectedwomen For more information, please visit the GSMA corporate website at www.gsma.com Follow the GSMA on Twitter: @GSMA Altai Consulting provides strategy consulting and research services to private companies, governments and public institutions in developing countries. Our teams currently operate in more than 50 countries in Africa, the Middle East and South Asia. For more information, please visit the Altai Consulting website: www.altaiconsulting.com This document has been financed by the Swedish International Development Cooperation Agency, Sida. This material has been funded by UK aid 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. Published March 2020 Reaching 50 Million Women with Mobile: A Practical Guide Acknowledgements Lead author: Dominica Lindsey – Senior Director, GSMA Connected Women Supporting authors: Oliver Rowntree – Senior Insights Manager, GSMA Connected Women; Anne Delaporte – Insights Manager, GSMA Connected Women; Matt Shanahan – Insights Analyst, GSMA Connected Women; Amber Wilson – Senior Project Manager, GSMA Contributors: Adrine Muhura – Market Engagement Manager, Africa, GSMA Connected Women; Orla Ryan – Market Engagement Director, GSMA Connected Women; Claire Scharwatt – Advocacy Director, GSMA Connected Women and Connected Society; Claire Sibthorpe – Head of GSMA Connected Women, Connected Society and Assistive Tech The operator survey and case study research were led by Guillaume de Chorivit and Clémence Laevens from Altai Consulting. The GSMA and Altai Consulting would like to thank the individuals from the following organisations who have generously shared their insights and knowledge to inform this guide as part of the 2019 mobile operator survey: • Airtel Rwanda • Orange Sonatel Senegal • Asiacell • Orange Money DRC • COMESA Business Council • Orange Money Madagascar • Commercial Bank of Africa (Uganda) Limited • Reliance Jio Infocomm Limited (JIO) India • Dialog Axiata PLC Sri Lanka • Robi Axiata Limited (Bangladesh) • Djezzy • Roshan • Grameenphone Limited (Bangladesh) • Safaricom PLC • Indonesia Berdaya Mandiri • Telesom Somaliland • MobileMoney Limited (a subsidiary • Vodacom Congo (RDC) S.A. of MTN Ghana) Democratic Republic of Congo • Mobitel (Pvt) Limited • Vodacom South Africa • MTN Group • Vodacom Tanzania • MTN Uganda • Vodafone Idea Limited • Optimetriks • Wave Money Myanmar The findings, interpretations and conclusions expressed in this guide are those of the GSMA Connected Women team, and do not necessarily represent the views of the individuals interviewed for this research or the organisations they represent. Reaching 50 Million Women with Mobile: A Practical Guide CONTENTS Foreword 5 Introduction 6 A framework to reach female customers with mobile 8 Include a focus on female customers at the organisational level 10 Recommendation #1: Set gender targets that are endorsed and communicated by leadership 10 Recommendation #2: Nominate an appropriate department to champion reaching female customers and involve the wider organisation 12 Understand the opportunity and challenge of reaching women 13 Recommendation #3: Get on top of your data, but don’t let a lack of quality gender data prevent you from taking action 14 Recommendation #4: Understand both women’s aspirations and challenges in your market 15 Recommendation #5: Establish the commercial opportunity from the outset, at both an organisational and project level 18 Target women through new or existing initiatives 20 Recommendation #6: Ensure offerings holistically address women’s barriers and aspirations in your market 20 Recommendation #7: Consider whether adapting your mainstream products could reach female customers effectively rather than developing female-specific ones 24 Recommendation #8: Proactively ensure your marketing and distribution are tailored to reach women as well as men 26 Recommendation #9: Incorporate women in distribution activities to influence and onboard female customers 28 Recommendation #10: Consider using partners to extend your reach or bring complementary strengths 30 Appendix: Mobile operator case studies 33 JioPhone by Reliance Jio 34 Grameenphone’s GPAY app 36 MTN MoKash 38 Robi Axiata’s imo Pack 40 4 Reaching 50 Million Women with Mobile: A Practical Guide Foreword As we move into the next decade with the next UN Sustainable Development Goals. Connecting generation of mobile technology, it has never more women also represents an important been more urgent to ensure that no one is left commercial opportunity for the mobile industry. out of the digital revolution. Mobile services now reach over two-thirds of the global population, I urge our members to take note of the but there are still hundreds of millions who are recommendations in this report and accelerate being left behind. Women represent the majority their work to improve digital and financial of the unconnected, especially in low- and inclusion for women. I also encourage the middle-income countries where a billion women international community, policymakers and do not yet use mobile internet, and 393 million regulators to engage with the mobile industry still do not own a mobile phone. to work collaboratively on this important issue. Only by working together can we truly address I am proud of the important work our members the complex issues driving the mobile gender are doing to address this crucial issue, including gap and ensure no woman is left behind. those operators that have worked with the GSMA Connected Women team to collectively reach over 50 million additional women since 2010. Many of these commendable examples are captured in this report. But more needs to be done. Mobile can change lives, communities Mats Granryd and economies, and helps achieve many of the Director General, GSMA 5 Reaching 50 Million Women with Mobile: A Practical Guide Introduction How can mobile network operators reach more female customers with mobile across low- and middle-income countries? For the last 10 years, our GSMA Connected Women programme has been dedicated to this challenge. We are proud to have worked with our mobile operator partners to reach over 50 million additional women over this period. The persistent gender gap in mobile access access a wealth of information and services, and use is already well documented, as are the including mobile money and mobile internet, can significant benefits of closing it.1 Across low- and also have a positive impact on their families and middle-income countries today, women are eight communities, and help to achieve many of the per cent less likely than men to own a mobile UN Sustainable Development Goals. phone, 20 per cent less likely to use mobile internet and 33 per cent less likely to use mobile For the mobile industry, this also makes business money.2 Often, it is those marginalised women sense. We estimate that closing the gender who are without access to a mobile phone and gap in mobile access and use could generate a all its services who would benefit most from revenue uplift for the mobile industry of 12 to using one. Equipping women with mobiles, 37 per cent in a typical low- and middle-income bringing them online and enabling them to market in Africa, and 11 to 54 per cent in Asia.3 1. See GSMA (2020), The Mobile Gender Gap Report 2020; Araba Sey and Nancy Hafkin, Eds. (2019), Taking Stock: Data and Evidence on Gender Equality in Digital Access, Skills, and Leadership, UNU, UNU-CS, EQUALS; Broadband Commission Working Group on the Digital Gender Divide (2017), Recommendations for Action: Bridging the Gender Gap in Internet and Broadband Access and Use; OECD (2018), Bridging the Digital Gender Divide. 2. GSMA (2020), The Mobile Gender Gap Report 2020; Asli Demirgüç-Kunt, Leora Klapper, Dorothe Singer, Saniya Ansar and Jake Hess (2018), The Global Findex Database 2017: Measuring Financial Inclusion and the Fintech Revolution. World Bank. 3. Based on analysis of GSMA Intelligence data for seven African countries (Algeria, Côte d’Ivoire, Kenya, Mozambique, Nigeria, South Africa, Tanzania) and six Asian countries (Bangladesh, China, India, Indonesia, Myanmar, Pakistan). 6 Reaching 50 Million Women with Mobile: A Practical Guide This guide outlines the practical steps mobile When implementing the recommendations from operators can take to reach female customers this guide, mobile operators
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