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Billy OderoBrian OmwengaMokeira Masita-MwangiPauline GithinjiJonathan Ledlie
Tangaza: Results from Kenya Pilot
Talk OutlineTangaza
• Motivation• Design• Pilot Results• Conclusions
Optimizing Markets via Mobile Phones
Fishing in Indian State of Kerala [Jensen07]
• Coverage grew from nothing to 100% from 1997 to 2000
• Market efficiencies• Knew where to take fish for good price• Price fluctuations cut• Less waste
Kenyan Agricultural Commodity Exchange• Nationwide prices available via text
message subscription• No need to trust middleman
(who farmer is selling to!)• Goods now sell closer to market rates
MotivationFishing & Commodities
Examples of one-to-one communication
What if: Group Communication?• Like Twitter, Yahoo groups, etc.• Constraints
• Cheap to use; cheap to run• Large audience: existing hardware (S30 phones)
o SMS, Speech/calls, USSD
• Enable economic and social benefit?
Why not wait?Could we not deploy a group communication tool for
the web?
For large-scale use, must be available for basic GSM phones• Could connect with web/advanced phone based service
Few advanced devices by 2013
Source: Pyramid Research
Solution: Tangaza (“announce”)
Enable group communication with basic phones• Server-side; no client software• SMS commands; primarily spoken messages (“tangazos”)
Create A send: create testgroup 2
A recv: OK. Created the public group testgroup, assigned key 2
Join A send: invite testgroup 07222981234 0719115678
B, C recv: A invited you to the testgroup group. Reply join testgroup
B, C send: join testgroup
A recv: A new user B<0722981234> has joined testgroup
Text A send: @testgroup Meeting is at 6pm tomorrow
B, C recv: Meeting is at 6pm tomorrow A@testgroup
Tangazo B calls: Selects key 2, Records: Hi, was great to see you both!
A, C flashed: Each observes existence of new tangazo
A, C call: Each listens to B’s message
Talk OutlineTangaza
• Motivation• Design• Pilot Results• Conclusions
Design FeaturesSimple IVR
• Shallow, few options• DTMF-only
• Speech recognition: errors, multiple languages• Faster and cheaper
• Prompts in Swahili and English (saved)• Short tangazos only
SMS Commands• Few required for basic operator• Assume tech savvy people run larger groups
Privacy and Access Restrictions• Public and private groups• Nicknames, not phone numbers
Call User Interface (IVR)22 sec to leave 20 sec tangazo
Talk OutlineTangaza
• Motivation• Design• Pilot
• Two Deployments• Methodology• Results
• Conclusions
Two Kenya Deployments
Huruma Slum (“Slumcode”) Strathmore University
Income:Participants:Occupations:Phone Usage:
low13part-time; unemployedshort, frequent calls
medium-high87Studentsmore texts and minutes overall
Did income and pre-existing mobile phone usage affect Tangaza user behavior?
Methodology
Three month trial 1H10• Unlimited free use• SMS reimbursements, callbacks• Slumcode paid
System Logs• Strathmore: 87 active / 440 total• Slumcode: 13 active users
Surveys• 11 Slumcode; 19 Strathmore
Interviews• 12 Slumcode users• Had used for six days• Integrated feedback
Group lead
Most active
participant
Usage Patterns Slumcode more active
• 65% more calls, 80% more texts per person• Maximized tangazo length
Group Types• Physical: “slumcode,” classes, homework, club, church
Contents• Texts: mainly used for greeting• Tangazos
• Homework assignment• Coordinating events (Swahili)• Well-wishing (Valentines)
Hi people, this is Jamo. dont forget to show up for the valentines snack party at mtoto palace. And dont forget to tangaza back
User FeedbackUser Interface
• “somewhat easy”• Invalid group names: “odhoji’s”• Most preferred short tangazos
Privacy• Many unaware of nickname feature• Did not like phone number disclosure
Notifications• Some: “spam,” “irritable by flashing you at odd times”• Others: liked reminders; fast: “flash of time”
Grandmother-mode• Simpler UI for “upcountry grandmother”?
Cost consistency• Slow crediting: frustration and distrust
Tangaza: Conclusions“Frugal” group communication
• Existing (legacy) phones• Link with advanced phones?
Feedback• Generally positive• Implementable suggestions
Potential• Its own service; part of advanced one• Integrated into other more targeted services
Extra Slides Follow
System Architecture