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Farmers’ Friend
Bhaumik ShahAwaaz.De
Viral Voice Messaging for Small Farmers in India
Khedut Saathi
Awaaz De offers interactive voice messaging services designed to connect organizations with large communities
Awaaz.De
Neil Patel
CEO
Ph.D. Stanford (CS/HCI)
Tapan Parikh
Chief Scientist
Professor UC Berkeley (I-School)
Founders
• In 2010 Awaaz.De launched “Avaaj Otalo", a mobile-based agri extension line
• A formal impact evaluation by Harvard and IFMR showed positive empirical results: farmers receiving AO's sample voice messages were adopting more sustainable practices
Background
• How could an agri service grow or even go viral?
• How to make content more fun and engaging, not just informative?
• How to leverage existing farmer networks by letting farmers share?
Questions
• A mobile voice service for small farmers in India to receive and share sustainable agriculture practices over low-end phones
• Any farmer can subscribe / unsubscribe to service by leaving a missed call on a local number (+91 3091 8091) and pressing 9
• It leverages what farmers already have: low-end mobiles and personal social networks
• After the episode, farmers can record their questions and comments
• They can hear the episode archive or subscribe any time by leaving a missed call to the KS number
Khedut Saathi (Farmers’ Friend)
Unique Feature - Forward To Friend
•A unique feature of KS is forward-2-friend (F2F). After hearing an episode, a farmer can enter up to 5 phone numbers to forward the episode to
• Leads to viral growth
KS callSubscriber
F2F
F2F
10,000+ farmers subscribed in less than six months with minimal publicity. Call volume is growing daily.
Subscribers
Total Forwards
2524
Unique farmers with at least one forward
1032 (Farmers love sharing!)
Pick up rate for outbound calls
70.36%
Listen rate for outbound calls
38% of calls are listen for more than 50% content
60% calls which are cut before 50% of content played are followed by an inbound call
Data Analysis (October ‘13 to Feb ‘14)
• Agriculture Knowledge
• Experience
• Poem
• Song
• Drama
What do farmers share?
Sustainability
• Sponsored Content
• Voice Advertisements
• Freemium model where farmers pay for certain add on services such as one to one consultation with agriculture expert
Thank You
https://www.facebook.com/KhedutSaathi