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Meredith Puleio & Victoria Jennings
Institute for Reproductive Health, Georgetown University
CycleTel™ in India: From Proof-of-Concept to Deployment
CycleTel™ Concept Facilitate use of the Standard Days Method® by alerting women of their fertile days via SMS
Target Audience Women/couples who:- are non-method or traditional FP method users- own a mobile phone- send/receive SMS
From Formative Research to Deployment
Proof-of- Concept Testing
Technology Development
Test Market
Product Launch
Continuous M&E
Structure of CycleTel Proof-of-Concept
3 Phases Objectives
Focus Group Discussions54 participants
Understand phone use patterns Determine potential interest
among target audience Explore appropriate messaging
and preferences for the service
Cognitive Interviews18 participants
Verify comprehension of messages
Adapt and finalize messages
Manual Testing 26 women/couples in Lucknow80 women in New Delhi
Enroll women for 2 cycles to assess feasibility, satisfaction and correct method use (using FrontlineSMS open source software)
Troubleshoot problems and determine how to improve service
Determine target audience
Established Need & Demand
Both men and women are interested
100% wanted to continue the service
All would recommend to friends
Determined Product Design Before Investing Significant Resources 100% said it was the right # of
messages Timing of messages should be
between 5-10pm Messages should be in Hinglish Hotline is a necessity 100% of users would pay for the
service on top of the normal cost for sending messages (range: Rs25-50 per month)
Value of Formative Research“This is an idea that can change your life!” –Male
“I am mostly free at that time of day. It maintains privacy.” – Female
Software development company Hosting environment SMS gateway provider v. telecoms Call center support SMS aggregator Research organization(s) Marketing agencies Donors Ministry of Health? Government
Officials? Non-profit organizations
Beyond Proof-of-Concept: Identifying Partners
Mapping Development & Deployment Partners
Agile—constant feedback & communication loops
How do they describe & embody innovation?
Local knowledge of technology/mobile environment
Importance of global scope Social impact interest
What’s in a Tech Partner?
Planning for Sustainable Scale-up
Decide “ownership”
Establish technical advisory group
Apply a model for scale-up
Plan for M&E of scale-up
Test business models
Identify & mitigate risks along the way The ExpandNet/WHO Scaling-Up Model
Refer to http://www.expandnet.net/tools.htm
Key Considerations for Launching an mHealth Application
Value of formative research & leveraging open source software
Deployment environment is much more complex than anticipated
Don’t underestimate timeline of events & value of solid partners
Plan, talk, listen, plan: People are willing to help! Look to “new product development” literature
Citation: Chris Blow, Ushahidi Community Member
Available at: http://blog.ushahidi.com/index.php/2010/05/19/allocation-of-time-deploying-ushahidi/
