Gsma mWomen design challenge 2012 slides from mWomen

1. GSMA mWomen Design Challenge

2. GSMA mWomen Design Challenge Overview
A gender gap has emerged in the mobile technology revolution
Women experience lower levels of Women are underserved by
access to technology mobile services
A woman is 21% less likely to own a mobile phone • 22% of those who did not want to own a mobile
than a man in low- to middle-income countries. phone said the main reason was they “wouldn’t
know how to use it”
300 • 2% of BOP women have ever used the mobile
million Internet
women Gender gap
300 million fewer women
subscribers than men • 30% of women who do not own a mobile phone
subscribers in low- and
middle-income countries
report not seeing the need
1.4 billion
• Suggests services are not tailored to meet
1.1 billion
subscribers subscribers their needs
• 40% of women reported that a disadvantage of
owning a mobile was that it allowed their family to
Women Men “keep track” of them.
(2.9 billion total) (2.9 billion total)
Sources: GSMA and the Cherie Blair Foundation for Women, Women & Mobile: A Global Opportunity, 2010.. GSMA, Striving and Surviving: Exploring the Lives of BOP Women, 2012.
Note: gender gap data is valid for 2009.
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3. GSMA mWomen Design Challenge Overview
Does it matter?
Benefits of mobile to individual women1 Benefits of mobile on a global scale
• 93% of women report feeling safer owning a • A lever for large-scale economic development
mobile phone • A 10% increase in mobile phone
penetration was linked to a 1.2% increase
• 85% of women report feeling more independent in GDP in low- and middle-income
with a phone countries 2
• 41% of women report greater access to greater • Women play a key role, as they often are
income opportunities responsible for the health, education, economic
stability and well-being of their families and
communities
• Mobile offers women access to health services
and information, education, banking services,
and tools for managing small businesses
1. GSMA and the Cherie Blair Foundation for Women, Women & Mobile: A Global Opportunity, 2010.. GSMA, Striving and Surviving: Exploring the Lives of BOP Women, 2012.
2. Deloitte, Global Mobile Tax Review 2006-07, accessed online December 2009.
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4. GSMA mWomen Design Challenge Overview
Several factors hinder women’s use of phones (I)
• Mobile interfaces have not been designed for illiterate or novice populations
• Girls often lack access to education, complicating their ability to navigate the phones
Technical literacy
barriers • 22% of resource-poor women who did not want a mobile phone said it was because they
'wouldn't know how to use it’
• In some parts of the world, women’s use of phones can be perceived as challenging to
traditional cultures
• For example, husbands and fathers might consider mobile phones to be inappropriate
Culture or unnecessary for their wives or daughters
• 64% of resource-poor women report that their mobile phone makes their husband
suspicious
• 74% of married women who did not want a mobile phone said it was because their
husband wouldn’t allow it
Sources: GSMA and the Cherie Blair Foundation for Women, Women & Mobile: A Global Opportunity, 2010.. GSMA, Striving and Surviving: Exploring the Lives of BOP Women
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5. GSMA mWomen Design Challenge Overview
Several factors hinder women’s use of phones (II)
• The total cost of ownership inhibits resource-poor women from investing in mobile tools
• Handset
• Airtime
• Services
Cost
• Mobile data is particularly costly, as it’s charged on a per megabyte rate
• Power is a particular constraint, requiring resource-poor women to pay vendors to charge
phones or to travel many miles to the nearest power source
• 38% of base-of-pyramid women in GSMA research live off the electrical grid
Perceptions • Many resource-poor women lack awareness of features beyond voice and SMS
of value • For example, just 2% of resource-poor women report having used mobile internet
• Resource-poor women’s priorities are family health, education and economic opportunities
• They will value mobile services that meet these needs
Sources: GSMA and the Cherie Blair Foundation for Women, Women & Mobile: A Global Opportunity, 2010.. GSMA, Striving and Surviving: Exploring the Lives of BOP Women, 2012.
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6. GSMA mWomen Design Challenge Overview
Smartphones are the future of the mobile revolution
Growing 2nd
Smartphone
hand
price points
smartphone
lower
market
• Shift from feature phones, which tend to
offer little beyond voice and SMS tools
Smartphones
Proliferation of
smartphones in Increased
more
accessible
demand • Greater range of features and services
emerging markets
• Emergence of mobile as channel for
internet in the developing world
Increased Increased
supply production
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7. GSMA mWomen Design Challenge Overview
So, what can we do now
to stop women falling further behind
as smartphones proliferate in the future?
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8. GSMA mWomen Design Challenge Overview
Introducing the GSMA mWomen Design Challenge:
Redefining the User Experience
• Aims to meet the needs of resource-poor women by inspiring improved design of the smartphone user
experience
• Invites designers, programmers and innovators of all kinds to submit new designs for the standard Android
smartphone launcher so it better meets the needs of resource-poor women
• The more easily a woman can navigate her phone, the more she’ll use it, and the more she’ll realize value from
the pre-installed apps, widgets, and other functionality that can enhance her and her family’s lives
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9. GSMA mWomen Design Challenge Overview
The Design Challenge is one element of the GSMA mWomen Programme
Promote improved mobile access and usage by resource-poor women
in the developing world by
• Encouraging an industry shift towards investing in women
• Catalysing availability of life-enhancing value-added services
to meet women’s needs
• Promoting solutions that address women’s technical and
cultural barriers to adoption
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10. GSMA mWomen Design Challenge Overview
How to design a better smartphone user experience for low-resource women
What to design What to submit
• Novel designs for organizing and navigating • Six screen graphics of the launcher and widget
content and services for technically illiterate, demonstrating
low-resource populations • Layout
• Navigation
• Should be based on key needs and constraints • Functionality
facing resource-poor women, e.g. • Other design choices
• Share a phone with family
• Manage power consumption
• Contact family members in an emergency • Text statement explaining the design choices
reflected in the graphics
• A simple, intuitive Android 4.0 launcher
interface for users with low levels of technical
literacy • Short video demonstrating how the design
would be used
• A graphical widget enabling the user to perform
a common task, as suggested on the website
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11. GSMA mWomen Design Challenge Overview
Judging criteria
Intuitive: How easy is the system for someone who has never used a smartphone?
Appropriate: To what extent does the solution address the barriers limiting women’s use of mobile technologies?
Creative: How original is the idea relative to existing solutions in the marketplace?
Viable: How realistic is commercialization of the proposed solution?
Usable: How likely would a resource-poor woman be able to use the phone?
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12. GSMA mWomen Design Challenge Overview
Winning designs will earn cash prizes and opportunities to
commercialize their innovations
Winners will be announced and featured at the
GSMA Mobile World Congress in Barcelona
on 25-28 February 2013
Grand prize winner: US$20,000 prize and a
meeting with potential investors to discuss
options for commercializing the concept
2nd place winner: US$10,000 prize
Emerging talent winner:
• Reserved to an entry from an individual
entrepreneur or academic institutions in
a low- or middle-income country
• US$10,000 prize
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13. GSMA mWomen Design Challenge Overview
How to participate
• Register on the challenge website
• Use the online form to submit all materials
• Deadline is 11:59pm GMT on Friday, 14 December,
2012
• Finalists announced and exhibited on
http://designchallenge.mwomen.org/ in late
January
• More information on the website below
http://designchallenge.mwomen.org/
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