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2!321 Service – Human Network International!- !
The Challenge !
HNI focuses on 3 important areas of Information & Communication Technology for Development (ICT4D): • On-demand search engines for simple mobile phones • Mobile data collection services for development
professionals • Call centers to interview key informants
We work across all sectors to promote the free flow of information
between vulnerable groups and the humanitarian and development professionals dedicated to helping them.
Our Work
3!321 Service – Human Network International!- !
Photo Credit: Carla Antonini
How can we provide isolated people in the developing world with free
information at the time they need it?
“My child has a fever. What should I do?”
- Valisoa, Mother
“What are these little red bugs on my rice plants? ”
- Aina, Farmer
“My husband is abusing me. What rights do I have?”
- Georgette, Woman
4!321 Service – Human Network International!- !
The Challenge !
Source: ITU World Telecommunication. Estimates for 2014
Most people in Africa will not have Internet access any time soon
0
10
20
30
40
50
60
70
80
90
100
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Per 1
00 inhabitants
Internet use in Africa, 2005-2014
5!321 Service – Human Network International!- !
The Challenge !Adult illiteracy remains stubbornly high
5 in 10 women in Sub-Saharan Africa cannot read
Source: UNESCO Institute for Statistics, May 2013
6!321 Service – Human Network International!- !
The Challenge !
Source: ITU World Telecommunication. Estimates for 2014
Simple mobile telephones are everywhere…
7.1
0
1
2
3
4
5
6
7
8
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Billion
s
Popula<on
6.9
Mobile phone subscrip<ons
7!321 Service – Human Network International!- !
The Challenge !Across Africa…
69.3
Source: ITU World Telecommunication. Estimate 2014
0
10
20
30
40
50
60
70
80
90
100
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Per 1
00 inhabitants
Mobile phone subscrip/ons
8!321 Service – Human Network International!- !
The Challenge !
Photo Credit: Sylvester Johnson
Users access 3-2-1 and gain access to public service information in the local language anytime, anywhere, free of charge
Make public service information searchable via simple mobile phone
9!321 Service – Human Network International!- !
The Challenge !
A Simple Solution – 321 Service A search engine where there is no Internet
10!321 Service – Human Network International!- !
The Challenge !How does it work via voice? Callers dial 3-2-1 and listen to public service information in the local language
anytime, anywhere, free of charge
Users access 3-2-1 and gain access to public service information in the local language anytime, anywhere, free of charge
3-2-1 Message in local language
3-2-1 welcome message (English translation)
3-2-1 family planning choices (English translation)
3-2-1 advantages of family planning (English translation)
11!321 Service – Human Network International!- !
The Challenge !How does it work via text?
Breast milk is the only food that should be given during the first 6 months. It prevents them from sickness and malnutri/on.
Users dial *321# to access public service information in the local language anytime, anywhere, free of charge
Dial *321#
For Health, reply 1, Agriculture, reply 2, Nutri/on, reply 3, Family Planning reply 4
12!321 Service – Human Network International!- !
The Challenge !
The messages are made available on 321online.org • Subscribers browse
content from their mobile phone at no charge
• Optimized for feature phones and smartphones
• Audio plays in browser
• Downloadable as MP3 for offline listening or sharing
How does it work via the web?
13!321 Service – Human Network International!- !
The Challenge !
In Madagascar, users choose from 8 topics, 45 sub-topics and 500 messages
How many topics are there?
Health
Nutri<on
Treatment-‐ Children
Preven<on-‐Children
Adolescent Health
Treatment-‐Adults
Preven<on Adults
Women’s Health
Gender Equality
Dynamic Informa<on
Violence
Educa<on
Economic Opportunity
Informed Poli<cal Par<cipa<on
Agriculture
Rice
Cassava
Yam
Sweet Potato
Potato
Banana
Taro
Microfinance
What is a MFI?
Why borrow from a MFI?
Requirements to borrow from a MFI
Difference Loan Terms
Savings Accounts at MFIs
MFIs Near You
Water, Sanita/on, & Hygiene
Groundwater and environment
Clean drinking water
Water and Health
Sanita<on
Hygiene
Informa<on about the Ministry of
Water
Land tenure
Request Cer<ficates of
Ownership/Maps
Trader Ownership
Request Federal Land and Cer<ficates
Boundary Marking
Transfers
Cancela<on of Charges
Family Planning
Defini<ons and Importance
Benefits
Advice
Methods
Clinics Near You
Weather Emergency Preparedness and
First Aid
Emergency weather
informa<on
Weather emergency alert
levels
Injury emergency
Skin burn emergency
Hemorrhage emergency
General Informa<on about
emergency preparedness
14!321 Service – Human Network International!- !
How is it being used?
Voice – March ‘10 to Aug ’15 Unique Users 2 million Total Calls 10 million Average/month 2015 200,000
SMS - March ‘10 to Aug ‘15 Unique Users 3 million
Total SMS 36 million
Average/month 2014 800,000 USSD – Sept ‘12 to Aug ‘15 Unique Users 1.6 million
Total USSD 6 million
Average/month 2014 200,000
Every month, 200,000 people in Madagascar make 1 million+ information requests.
Source: User statistics provided by Airtel and HNI’s IVR software
15!321 Service – Human Network International!- !
The Challenge !
0
300000
600000
900000
1200000
1500000
1800000
2100000
2400000
2700000
3000000
Mar '10
Jun Sept Dec Mar '11
Jun Sept Dec Mar '12
Jun Sept Dec Mar '13
Jun Sept Dec Mar '14
Jun Sept Dec
Total Callers
Total # SMS Users
Total # Voice Users
500,000 in 12 months
1,000,000 in 20 months
2,000,000 in 29 months
3,000,000 in 42 months
Unique 321 Service Users
How quickly did it grow?
Rapidly in spite of virtually no publicity or advertising
4,000,000 in 54 months
16!321 Service – Human Network International!- !
The Challenge !First Three Months After Launch Madagascar vs. Malawi
35000
625000
140000
1370000
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
Madagascar Malawi
Unique Users
Searches
17!321 Service – Human Network International!- !
The Challenge !How do we monitor the 3-2-1 Service?
With the VOTO platform, HNI can provide the following data on its 3-2-1 users:
1) the date and time stamp of the 3-2-1 user’s query,
2) the decision pathways of the 3-2-1 user,
3) the duration of the 3-2-1 user’s call, and
4) whether or not the 3-2-1 user listened to the entire key message
5) the number of 3-2-1 users who opt-in for additional push
notifications regarding a specific topic (i.e., nutrition)
6) the regional location of 3-2-1 users within the country
This new communication channel provides rich user data, detailing who and how messages are accessed on the Service!
!
18!321 Service – Human Network International!- !
The Challenge !Real-time Analytics
Real-time analytics
19!321 Service – Human Network International!- !
Measuring Impact
% of women who reported that the gender equality information…
…changed their lives or behaviors 62%
…improved their ability to make household decisions 91%
…added value to their lives 96%
Results of telephone interviews with 3-2-1 Service users who had listened to the gender content in Madagascar
Source: User statistics provided by Airtel and HNI’s IVR software
% of men and women who reported that the gender equality information…
…improved their knowledge on the importance of educa<on for girls 82%
…gave them a more favorable view of Airtel 88%
20!321 Service – Human Network International!- !
The Challenge !Where does HNI get the content? Organizations fund HNI to launch
their content on the 3-2-1 Service. Topics and Partners in Ghana
HNI identifies international and national experts who decide on the key messages. HNI then organizes the messages into IVR decision trees, transforms the messages to the appropriate formats for the SMS and USSD channels, and preforms the necessary pre-testing and finalization of the messages before they launch them on the Service.
Topic Funder/Partner
Sexual and Reproductive Health MSI & DKT
Family Planning MSI & DKT
Advice for Pregnant Women GSMA/Grameen
WASH TBD
Education TBD
Climate Change TBD
21!321 Service – Human Network International!- !
The Challenge !
Roles & Responsibilities
Launch the 3-2-1 Service, develop IVR decision trees, train in-country content developers
Deliver the 3-2-1 Service content for free to millions of subscribers
Decide on and fund the content development for the Service based on their relevant area of expertise
Provide technical input and contribute to the content development
Key Stakeholders and Organizations!
Government Ministries !
The Mobile Network Operator!
Offer the technological innovations for the 3-2-1 Service’s delivery and in-depth analyses of the 3-2-1 user data.
22!321 Service – Human Network International!- !
The Challenge !What are the terms of the deal?
Provides the content for free…
… makes content available for free
It’s simple
23!321 Service – Human Network International!- !
The Challenge !Why would Vodafone give away +$1 million per year of airtime?
Airtel’s Mo<va<on:
1. Customer retention (reduce Churn) 2. Generate revenue (increase ARPU) 3. Educate new users 4. Broad range of stakeholders
Also simple: It’s good business
24!321 Service – Human Network International!- !
The Challenge !
Who pays for the 3-2-1 Service?
Content! Marketing! Traffic!
B to B model!HNI Sells Space Sponsorships
Motivation: "Making their messages
available on simple mobile phones
Motivation: Reduce churn rate, Generate revenue,
Educate new users, CSR
27!321 Service – Human Network International!- !
The Challenge !
What is innovative about this strategy?
Pull Strategy
Scalable
Sustainable Appropriate Technology
Cost Effective
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