2. UgandaResearchStructure
Week1 Week2 Week3 Week4
17
ExpertInterviews
Urban Rural Urban
5
In-depthInterviews
Qualitative Quantitative
ReviewResearch
Tools
Urban Rural
8
FocusGroups
Urban Rural
300
QuantitativeSurveys
Mobile
1,000
Survey
Monday, 26 September 11
3. Inflationhit21.4%inAugust2011
ThefirstthingBakabulinditoldmewhenIarrivedisthat1kg
ofsugarisnow6,000Ush(2.05US$)and1litreofpetrolis
3,900Ush(1.35US$)
ReportsfromtheUgandaBureauofStatistics(UBOS)indicatethatbypresstimeAugustinflationratehasrisento21.4per
cent,upfromtherevisedrateof18.8percentinJulyduetoescalatingsugar,meatandchickenprices.Thisisthehighest
inflationratein18years.“
“Thegovernmentneedstocomeoutandfixpricesoffuelmainlydiesel.Ifthiscanbefixed,theninflationwillgodown.We
alsoneedtotryandincreaseourproductionplusreduceimportationofgoodsinordertofightthesealarminginflation
levels”-Prof.NicksonKamukama,afinancialliteracyconsultantfromMakerereUniversityBusinessSchool
“UnfortunatelyitmayevenworsenbecausetheconsumptionpatternsofUgandansarestillbad.Ourexportsarebecoming
lessandlesseachdayyetwestillimportflashyandusuallyexpensivecommodities.Underthissituation,Inflationwillgo
higher,”-AugustusNuwagaba’s,aneconomistfromMakerereUniversity
DailyMonitor
Monday, 26 September 11
4. Highinflationiscausingstrikesin
universitiesandschools
TheGreatEastAfricanteacherrevolt
InKenyaandUgandatheyarealreadyonstrike;inTanzania,theyarepreparingto.Regionalgovernments,asleepinclass,
havemissedafundamentalequation.
KENYA:200,000downtools,demandinghiringof28,000newcolleagues
UGANDA:Teachersonstrikeforsecondweekinarow,wanta100%payrise
TANZANIA:TTUultimatumtogovernmenttopay27M$-16M$ofitsalaryarrears
TheEastAfrican,Sept122011
Monday, 26 September 11
5. iTel
50K
1998 2010as 2008 1997 2008
Airtel 0.5%
n.connections 7.2M 2.3M 2.0M 1.9M 0.7M
marketshare 51% 16% 14% 13% 5%
In1998MTNUganda
InMarch2010,Bharti Launchedin2008,Warid Formergovernment OrangeUgandalaunchedin
launchedcommercial struckadealtobuy Ugandaofferalarge telecomoperator, 2009andhaspositioneditself
servicesinUganda,just Zain,theKuwaitfirm's varietyofcheapcalltariffsUgandaTelecomisa asthenumberoneInternet
sixmonthsafter mobileoperationsin15 andarepopularamongst jointventurebetweenaservicesproviderinthecountry.
acquiringandsigning Africancountries.Zain theyouthmarket.Not LAPGreenofLybia, CurrentlyOrangehavea
ofthelicense.MTNhas previouslyacquiredthe necessarilyknownfor whichowns69%of customerbaseof700kbut
sincegrowntobethe pan-africanoperator beingthemostreliable UTL,andtheUgandan withthepenetrationoffeature
leading Celtel.3rebrandings networkinUganda,their Government,which phonessettogrowrapidlyover
happenedwithin4 affordableratesstillmake ownstheremaining thenextfewyears,their
telecommunications
years. themthethirdbiggest 31%. leadingedgeondataservices
companyinUganda
MNOinUgandawitha couldseetheircustomeralso
servicingan customerbaseof2 growingjustasrapidly.
extensive7Millioncust Millionusers.
omersandgrowing.
Monday, 26 September 11
6. Therehasbeena
pricewar...and
aswithallwarsit
isunsustainable
Playersinthetelecommunicationsectoraretakingadirecthitfromthefallingshillingandinflation,whichhasmadeit
impossibletomakenewinvestments.Inflationhasbeenrisingoverthelastcoupleofmonthshittinganewhighof21.4
percentinAugust,whilethedollarhastemporarilyheldthelocalunitatShs2850/900.
Allleadingmobilephoneserviceproviders-MTN,Warid,AirtelandUtlhaverecentlyrevisedtheirtariffsnorthwardsciting
risingcostsofdoingbusinessinthecountry.
Monday, 26 September 11
7. Persecond Persecond Persecond Persecond Persecond
Voice Pakalast Endobo
MTNZone KinoKika Unlimitedtalk
Kawa
SMS WebSMS FreeTXT MoooSMS MoooSMS emailSMS
MobileInternet Standarddata Smartlink Mobileweband Internet
Data (unlimited bundle everywhereand
Bundle
bundle) bundle
MobileMoney Zap BeeraKo M-Sente
VASandOther FBfree
FBZero KyabaTooGood SwingMa2Beat CallMe
GoogleSMS MusicZone SuperCombo
Me2U TalkSMS
Loyalty Ezetop
Cheapdealsonvoice-24hfor0.35US$orforaweekfor2.05US$-offeredbymostoperators
Affordabledatabundle-UTLoffers100MBfor0.10US$
3MobileMoneyServices-MTNMobileMoney,AirtelZapandUTLM-Sente
FBfree-FBZeroonMTN,m.facebookonOrange
InnovativeVASproductsandofferings-BeeraKo,SwingMa2Bead,Loyalty,etc.
SuperCombo-Orangeistheonlyoperatorofferingafullbundle(voice,sms,data)
Monday, 26 September 11
9. HumanbeingsareNOTsustainable,buttheyare
adaptable
1,000UGX(0.34 300UGX(0.10US$)
US$)for24hrs or foraninfotainment
freetalk SMS
NickasBentnerhasvowednevertoreturntoArsenal
Difficulttomeasure,Churn
afterfinalisinghisloanswitchtoSunderland.CarlosTevez
Therearefewexceptions Reduction?
saysheexpectstoreturntoactionforManchesterCity
againsoon.ManchesterCityKoloTourecompletesdrugs
ban
Thereareveryfewpremiumservices.MNOsoftenneedto
considerindirectbenefitstoachievetruesustainability.
Monday, 26 September 11
10. Devices
299,000 UGX
Needaphonewith4SIMs,TV,dataaccess,
bluetooth,memorycard,radio,torch,mp3,
video,etc...
103 US$
Greymarkethandsetsarebooming
allforjust120,000UGX
andtherearestrongnewplayersonthe
market(Tecno,Spice,etc.) 41 US$
90%
SingleSIM SingleSIM
SingleSIM Data Android
Torch Bluetooth 521MB
RadioFM Camera/Video GPS
Datacard Datacard
Ovi etc.
29,000 UGX 160,000 UGX 450,000 UGX
10 US$ 55 US$ 155 US$
39,000 UGX 7,999 KES
InKenyaHuaweiIDEOSis
13.5 US$ nearly50%cheaper 84 US$
PricesincreasedonmostofOrange
phonesduringourresearch
Monday, 26 September 11
11. ApproachtoMNOs
Itisacompetitivemarket.MNOsare
onlyinterestedinideasthatare
innovative,sustainableandcanprovide
acompetitiveadvantageontheir
competitors
MNOsarewillingtooffertheir
infrastructure,marketingresources
andsupporttheproductdevelopment
MNOsprovidethegreatest
opportunitytoachievescale
Monday, 26 September 11
12. m4dInitiatives
YouthCentres
Community GoogleSMS
U-Connect nameinitiative CU@School
KnowledgeWorkers
Birthregistration
Primarilyfocusedondatacollectionand
registration,UNICEFhasimplemented InUganda,absenteeismratesreach20% MTN,GoogleandStraightTalkpartnered
thefreeofchargeserviceUreportwhich TexttoChange(TTC)combinesthe –30%andcosttheUgandan toimplementandinitiativearound
isanSMS-basedforumdesignedto increasinggrowthofmobiletelephony governmentUS$30millioneveryyear. deliveringcurrentandpractical
provideUgandanyouthwithaplatform withtheneedforbetterhealthcare TotryandovercomethisMakerere informationandadvicearoundsexual
GrameenFoundationhavejustwrapped
toraiseissuesthatconcernthem.The projects,innovativeeducation,economic UniversitysupportedbyTwaweza,have reproductivehealthtoyouthsinUganda.
upthefirstphaseoftheirfinancial
Ureportinitiativeaimstoensurethatthe developmentandtransparency.TTCuses developedthemobileinitiative SRHinformationwascompiledona
literacyproject,aninitiativedesignedto
concernsraisedbytheyouthareheard SMStosendoutandreceiveinformation CU@Schooltotracktheattendancerates databaseandyouthswereabletosend
teachthelastmileaboutfinancial
bybothpolicymakersandthelarger onsuchissuesinnotonlyUgandabut ofpupilsandteachersalike.EachFriday anquestionviaSMStoafreeshortcode
servicesandeducatethemonsaving.
developmentcommunity.Thelongterm othercountrieswithinAfricaandSouth theheadteacherstypeinattendance askingfordetailsandadvice.The
Grameenhavealsorolledoutthe
objectiveistohighlighttheoutcomesof America. figuresofboysandgirlsandofmaleand initiativewasinitiallyverypopularand
CommunityKnowledgeWorkerproject
thesedialoguesbyusingvarious TexttoChangehaschosentouseSMSas femaleteachers,usingasimplepre- extendedpastSRHtogeneralhealth
thatseekstouselocalpersonswithina
channelsincludingthemedia. itdeliveryplatformduetocost- loadedformontheirmobilephone.The questionsbuttheservicedroppedoff
communitytoreachthoseinremote
'Ureporters'providebasicinformation effectiveness,scalability,convenience, formisthensentandthenumbersare afterotherfee-payinginitiatives(ie.
villagesaboutagriculturalinformation
aboutthemselveswhentheyregister broadreachandwidespreadpopularity automaticallyenteredinadigital MobileMoney)wereintroduced.
viamobilesthathavebeenpreloaded
withthesystemthusthereishuge inthedevelopingworld.Moreover,all database,replacinganypaperformsand
withsoftwarethatisupdatedregularly
opportunitytoenhanceknowledgeand basicphonesareabletoreceiveSMS.To separatemanualdataentry.Resultson
withfarminginformationand
understandingofyouthinUgandaby overcometheilliteracybarriersTTChas theinitiativeareduenextmonthbut
disseminatedintothecommunity.
capturingdetailswithinadatabase. alsoimplementedIVRservices. currentinsightssuggestthattherehas Content
UNICEFhavealsolaunchedinternet Participationisfree,easilyaccessibleand beenareducedrateofabsenteeismin
kiosksthatarelocatedatlocalyouthand anonymous. the100schoolstheprojecthasbeen Partnershipobjectives
scoutgroupsthatprovideinformationto launchedin. Technicalsupport
usersandcanbeaccessedforfree..
Monday, 26 September 11
14. ExpertInterviewInsights
Manyissuesarestructural.Theinfrastructurein
Ugandaispoor.Iftherearenojobsthenaportal
becomesredundant
Thereisagapbetweentheoreticalschoolingand
theskillsthatittakestoentertheworkforce
80%ofbusinessesfailwithinthefirstyear.Reasons
beingfinancialliteracyandlackofcustomercare.
Monday, 26 September 11
15. ExpertInterviewInsights
Feedbackisessential.Youneedatwo-way
learningprocess
MobileMoneyisthekillerapp.Trytolinkall
newservicestotheMoneyportfolio
Servicedesignneedstobeuser-centric
Greymarkethandsetsaregrowingrapidly
Thefuturelieswiththeuptakeofdata
services,butnotallMNOsarereadyto
supportthem
Monday, 26 September 11
16. ExpertInterviewInsights
Weneedtorethinksustainability
MNOsperceiveCSRinasustainableway
Grouplearningisoftenthepreferredoption
Beclearaboutthecontentthatisprovidedandensure
theusersexpectationsaremet
Thereisaclearlackofpreparatorylifeskillsforthose
enteringtheworkforce
Monday, 26 September 11
17. Kiwa
Kiwa is 24. He is a teacher at All Saints
private primary school in Bulenga, Uganda.
He lives on-site at the school and currently
teaches P4 level although is trained to
teach all primary levels. He has also worked
as a carpenter, is a photographer and in his
spare time out of teaching hours, he drives
a boda boda for extra money. He has no
children but would one day like some with
his girlfriend Prose, who is currently
studying accounting. He speaks to her most
days on his mobile and sees her on weekends.
He is from a big family of 18 and keeps
close contact with many of his siblings. He
would one day like to open up his own
business supplying building materials to
construction companies.
Monday, 26 September 11
18. Socialgraphandbalancesheet Kiwa
Accommodationisprovidedbytheschool
Kaggua
Moses
Jim
170KUGXteachersalary
Brotherinlaw-
35KUGXbodabodawe
Friends Sam
20KUGXphotographer
Customers
bodaand Sister-Mele 225KUGX 77 US$
photography Girlfriend
Brothers- 100KUGXFoodandleisure
NcombeBaka
40KUGXPetrol
Business Family 15KUGXUtilities
Simon
45KUGXMobile
Otherbrothers 200KUGX 69 US$
andsisters
Father
Josephine
Harriet
Grace
Monday, 26 September 11
19. FocusGroup
setuplearning
8FocusGroups:Urban/Rural,Low-Med/Med-HighEducation,Beginner/Tekky
Recruitmentandscreening
KISSPrinciple-don’tmakeeasyassumptions
Groupthinking
Monday, 26 September 11
21. FocusGroupInsights
Religionisanimportantpartinlivesof
youth
Mostpeoplearenotlookingforthe
dreamcareer,butforajob
Forthoseseekingajob,wordofmouth
isoftentheonlyway
Conmenarerifeandtrustisanissue,
especiallyinruralareas
Manystillbelievemythsaround
mobilesbeingahealthrisk
Monday, 26 September 11
22. 3%1% n.SIM
1
2
MobileSurvey
3 n=1,000MobileDataUsers
12% 4
5+
42%
Nokiarepresents50%ofthemarket
Majorityofmobiledatausersaremale(87.5%)
42%
Thereisastrongcorrelationbetweenlevelof
educationandmobiledatausage-85%has
4% secondaryeducationandhigher
Whatkindofeducationalservices
wouldbeofgreatestinteresttoyou? 2/3ofthedatausersarestudents,10%is
8% 18% Languagetraining unemployed
Financialliteracy
Skillsdevelopment
16% Readingmaterial
Healtheducation 15%oftherespondentsuseMobileMoney
14% Tutoring/Mentoring services
Other
15% 84%woulddefinitely/surelybeinterestedin
learningthroughmobilephones
25%
2% 5mostimportantactivitieson 5topcontentyouwouldbe
Whatkindofemploymentservices
wouldbeofgreatestinteresttoyou? mobile: interestedin:
1.Voice(75%) 1.Music(71%)
Jobsearchinformation 2.SocialNetworking(47%)
19% 23% 2.Browsing(50%)
Perspectiveemployer
Internshipopportunities 3.SMS(49%) 3.Education(46%)
Careersadvice 4.Music(40%) 4.Games(44%)
Interviewtecnique 5.SocialNetworking(25%) 5.Entertainment(42%)
Other
Preferredwayforlearningvia
14% mobile:
23% 1.MobileInternet(77%)
2.SMS(52%)
3.Voice(38%)
18% 4.SocialNetworking(35%)
5.Apps(25%)
Monday, 26 September 11
23. Therightcontent,channelandtypeoflearningfor
everyperson
Games
Other
VAS Health literacy
Content Language courses
Data Channel
Life skills
SMS Career Advice
Financial Literacy
Voice
Self-learning Methodology Group-learning
The last mile
Rural
Urban
Monday, 26 September 11
24. NextSteps
Ghana MoroccoIndia Analysedata
October November December
Analysedata
January February
Monday, 26 September 11
