Indonesia's Urban Mobile Food Vendors: Importance, Issues,

and ICT Potentials

Rahmad DawoodSchool of Information, University of Michigan - Ann Arbor

Aris Eko Priyanto and Nurwahyu AlamsyahJurusan Teknik Informatika, Universitas Trunojoyo Madura

Objectives

• Mobile Microentrepreneur

• ICT• Current usage

• New form

• ICTD/ICTD4D• Information and Communication Technology for

Development

• HCI (Human Computer Interaction) lense

Methods

• Period: Mei-2011 to August-2011• Location: Surabaya, Indonesia• Interviews and participant observation• Vendors + Customers

• Residential areas• Office complexes• Schools

• Important Inputs • User-and-functionality discovery phase

Personas and Scenarios

•Both widely use in HCI• Close with users• Understand activities

•Personas• Fictitious characters • Collage of attributes & characters

•Scenarios• Fictitious series of events• Of developed personas

•No one subject encompass all aspects• Use personas & Scenarios

Importance of Urban Food Vending

1. Fallback occupation

2. Caters to middle & low income

communitieso Practical serviceo High quality foodoReasonable price.

3. Additional source of incomeo Especially true when the vendor is female.o Also member of larger immediate family

1. Fallback occupation

2. Caters to middle and lower income communities

3. Additional source of income

1. Limited number of customersa. Limited rangeb. Limited potential customers

2. Limited ability to expand customer-basea. Too physicalb. Upgrade to longer-range transportationc. Extra sellers

3. Inability to effectively promote their trade.a. Use soundb. Started to use mobile phones => Younger sellers

Issues in Urban Food Vending

ICT Potentials

•Started to be use foroLocation inquiryoSocial network

•All text baseoCan be made more interactiveoLocation awareoTargeted promotion

•New business modeloShift payment to customers not sellersoFreemiumoPiecemeal pricing

Thank You