mLearning Initial Findings - Ghana November 2011
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Transcript of mLearning Initial Findings - Ghana November 2011
mLearning Research Ghana
Preliminary Findings October 2011
L.Dawes, N.D‟Elia
Ghana Research Structure
Expert Interviews
In-depth Interviews
Focus Groups
Quantitative Surveys
Review Research Tools
Week 1 Week 2 Week 3 Week 4
17
3
8
300
Mobile
Survey
1,000
Qualitative Quantitative
Urban Rural
Urban Rural
Urban Urban Rural
COMPLETED
In 2011, Ghana‟s GDP growth was the 13.6% - the fastest
growing economy in Africa and second fastest globally,
however…….
Unemployment and underemployment remain major problems, reflecting the failure of past economic growth to generate substantial formal employment in the private sector, and the lack of job-relevant skills of the majority of the workforce. Ghana‟s labour market is still characterised by the dominance of employment in agriculture and a large informal economy. Government figures indicate that currently two out of three working adults are employed. The national unemployment rate is estimated at only 3% by government sources. The low rate of unemployment in the country disguises the high levels of unemployment and underemployment inherent in the large informal sector estimated at 90% of the population.
The government‟s definition of unemployment excludes the large numbers of jobless people who may be available for work but do not necessarily seek work, for various reasons. Given the large informal sector where the genuine unemployed are engaging in any economic activity simply to survive, concerted effort is needed to reduce the numbers in employment that may be considered as vulnerable, as well as the “working poor”.
Daily Monitor
High inflation is causing strikes in
universities and schools The current government‟s Education Strategy
Plan (2003-15) provides free and compulsory
basic education aimed at achieving universal
primary education by 2015 which has led to
improvements in various key education
indicators. For example, government figures
show primary school gross enrolment stands at
94.9%.
Beyond this, the education system appears to
be failing to provide the relevant knowledge
base for learners at all levels to compete in
today's global economy. There is a lack of
technically prepared and vocationally trained
youths with many studying for more corporate
jobs and demand for these roles is outstripping
supply.
“Essentially, the system has failed to provide an
adequate knowledge base, relevant skills and a
positive attitude towards work.” Prof. T. P.
Manus Ulzen
The „missing link‟ between Education and Employment
10.2M 2.8M 4.3M 3.6M - n. connections
2012(?)
Ghana has been a pioneer in African telecommunications: It launched the first cellular mobile network in sub-Saharan Africa in 1992, it was among the first countries on the continent to be connected to the Internet and to introduce ADSL broadband services, and it led the way in market liberalisation and deregulation when it privatised Ghana Telecom (GT) as early as 1996. Since then, Ghana has become one of the continent‟s most vibrant mobile markets with now six competing operators, including regional heavyweights such as MTN, Vodafone, Millicom (Tigo) and Zain which was taken over by Bharti of India in 2010. While the voice market is approaching saturation at more than 75% penetration in mid-2011, enormous potential in both subscriber and ARPU terms exists for the provision of 3G mobile broadband services which have surpassed existing ADSL services within a few months of their launch.
Expresso
CDMA
0.2M
The price war going on in Ghana may not be a direct war in terms of drastic reductions in local call rates but in the
form of tariff plans, which promise value for money. “A closer look at, and comparative analysis of some of the plans
would show they do not deliver any real value to the customer as promised in the loud ads and commercials, which
are designed to cause people to rush into patronizing those offers long before realising they are victims of marketing
gimmicks.” Samuel Nii Narku Dowuona, Adom Radio News Editor, Ghana
There is a perceived price war, but
does it really exist….
However, could this all change with
Glo entering the market?
Nigerian based Glo plan to enter the market on November 17 2011 after a long awaited launch promising “a
comprehensive suite of high quality and reliable voice and data services and very competitive rates that would
change the telecommunications landscape in the country”. Close monitoring of the mobile market in Ghana is vital as
new pricing structures, offers and technology will likely change the current landscape dramatically.
Cheap deals on voice - MNOs are trying to gain market share by offering better deals
Affordable data bundle - under 1GB cost per MB is between 0.02 and 0.03 GHS
3 Mobile Money Services - MTN Mobile Money, Airtel Money and Tigo Cash
Number Portability - Launched by operators to capture customers „loyal‟ to their number
Innovative VAS products and offerings - Loyalty Scheme, Ads, Insurance, Number selection, Prizes, etc.
Voice
SMS
Data
VAS and Other
Per minute
MTN Zone
MTN Family & Friends
IDD bundle
Bonus credit
Loyalty reward
Credit transfer
Mobile broadband
Voice SMS
Value packages
MobileMoney
My Special Number
DSTV Mobile
Payback
Airtel Money
Caller Tunes
Loyalty Program
M2U
Cash Mania
Mobile broadband
Magic SMS
Per minute
Bonus credit
Stop the clock
Call Me Back
Intl Reload
Tigo Cash
Tigo SOS
Colour Ring
Tigo Ads
Family Care Insurance
Smartbrowse
Text a Lot
FB SMS
Google SMS
Notify me
SMS Gift & Collect
iFest
SMS bundle
Per minute
Friends and Family
Free nights calls
Free2Bu
IDD
Per minute
Value packages
IDD/Hajj bundle
Family & Friends
Free weekends
Bonus credit
Conference call
Trying to overturn the status quo
14.4Gs/min with double bonus
8Gs/min
7Gs/min 3Gs/min
6Gs-9Gs/min
Mobile Money has not been
successful yet
Innovation is the other secret
weapon
Data has been growing
consistently in the recent years
especially in urban areas
Devices
38 GHS 80 GHS 280 GHS
~50%
Grey market handsets are
very polular also in Ghana
Single SIM
Flashlight
Radio FM
Single SIM
Data
Bluetooth
Camera/Video
Data card
Ovi
Single SIM
Android
521 MB
GPS
Data card
etc.
All Mobile Operators provided branded basic
handsets
RLG, with offices in Ghana, Nigeria, The
Gambia, and China, is is a Ghanaian-
owned limited liability company engaged in
the production of communications
equipment such as mobile handsets,
electronic notebooks, tablets, laptops, LCD
TV monitors and more.
320 GHS Samsung Galaxy Mini
200 US$
Huawei IDEOS
175 US$ Nokia C1
50 US$ Nokia 1280
24 US$
Mobile Laptop LCD Tablet
rlg Communications is a Ghanaian-owned company engaged in the production of communications equipment such as mobile handsets, electronic notebooks, tablets, laptops, LCD TV monitors and more. rlg is also engaged in capacity building and training programmes in collaboration with Ghana‟s Ministry of Youth and Sports as part of the National Youth Employment Programmes (NYEP).
r series g series l series
ALREADY IN COMMERCE TO BE LAUNCHED IN 2012
Competitive prices „Proudly yours‟ Training local youth
Approach to MNOs
The is a great pride in Ghana and many local businesses feel that it
is „their time’. “We are not East Africa. It’s time that we started looking
more closely at the West African market and what services will work
here.” Nana Osei Afrifa, Innovation Manager, MTN Ghana
MNOs are looking for the competitive edge and services such as
learning, agri, and health are being investigated with keen interest.
MNOs are trying to understand why Mobile Money services are not
working in Ghana and how to increase the uptake of other financial
services. Financial Literacy is seen as one of these barriers.
“In Africa, fewer than 5% of the poor have any type of insurance policy at all. And yet, low-income people need insurance the most.
While the poor are acutely aware of the risks they face to life, property, and health, they are usually unaware of how formal financial
services can benefit them. Financial literacy is essential to overcoming this service gap so the demand among the poor for effective
risk mitigation can be satisfied by high-quality, formal insurance products. Financial literacy also provides power to the poor, ensuring
that financial service providers offer products and services at high quality.” Peter Gross, MicroEnsure
m4d Initiatives
Camfed is building an “end-to-end
digitalised data collection and
analysis system”, designed to give
communities the tools and the skills
to track resources, monitor education
quality and demand accountability
from government and schools
through the use of live data. It allows
tracking of expenditure on individual
girls‟ entitlements and ensure that all
items reach their designated target
whilst following up on any
irregularities.
Learning Solutions
Content and
interactive Marketing
Services
MOTECH EpiSurveyor
Provide microensurance that is
purchased and managed via any
mobile handset. Currently working
with both MTN and Tigo in Ghana
and also launched in Tanzania. M-
Insurance has reached over 250,000
users in Ghana alone. Currently
investigating the ways in which
financial literacy can be delivered in
order to promote uptake of the
service.
Pre-loading handsets with content
onto some of the grey market
handsets for select manufacturers
Developed Interactive Text games
similar to TV series “The Amazing
Race” whereby contestants have to
answer a question to move on to the
next stage – incorrect entries are
penalised with a time delay. The
nature of the questions can be
themed (e.g. geography, history).
Work with MNOs operating in sub-
Saharan Africa providing content
provisioning & content promotion.
Ad-Connect have developed a
platform that delivers classroom
content to more than 10,000,
students via feature phones. The
system has the ability to track
quizzes and tests through results,
and track the number of times a
specific piece of content has been
downloaded, or which users are
downloading content.
Mobile Technology for Community
Health (MOTECH) initiative in
November 2008 to determine how
mobile phones could be used to
improve care for pregnant mothers
and newborns in rural Ghana.
Funded by a grant from the Bill &
Melinda Gates Foundation, this is a
collaborative initiative between
Grameen Foundation, Columbia
University‟s Mailman School of
Public Health, the Ghana Health
Service, and the Dodowa Health
Research Center.
M-Insurance
Expert Interviews
MNOs
IT
NGOs/IA
Academia
Market
Research
UX
M4D
90% of those working are employed in the informal
sector
Financial Literacy is seen as a barrier to uptake of
mobile money and other financial services
West Africa is a very different market to the rest of Africa
and the time has come to focus efforts on local
initiatives
Expert Interview Insights
Expert Interview Insights
Ghanaians are used to things not working, they are hesitant towards
change
The Last Mile – There is a divide between the
north and south, services need to be designed to
reach as many underserved as possible
Expert Interview Insights
Be realistic: Rural migrants often believe that
more jobs and social opportunities are
available in urban areas, but once in the cities
they find themselves without a job and with
limited social networks.
This can lead to an influx of youths seeking work in the
sex trade and other illegal industries. For example, when
asked what he does when going online,18 y.o Ernest
claimed he „commits fraud‟ and „tricks foreigners‟. This is
something becoming more common as often it provides a
seemingly „easy‟ or lucrative way out of an impoverished
life.
8 Focus Groups: Urban/Rural, Low-Med/Med-High Education, Beginner/Techie
Playing an active role helps to draw out better results
15 – 24 is a highly influential age group and observation is required to help determine the most accurate results
Counter productive participants can be removed!
Focus Group Setup Learnings
Focus Group Insights
People rarely change network providers keeping the same
number from the time they sign up to a network. Number
portability is recently available in the last few months but has
yet to effect any change to this
The use of mobile data is widespread and can
provide a richer channel to deliver services,
especially in urban areas
An even split between those who prefer to learn
in a group and those who prefer to learn alone
Focus Group Insights
Most youths want to be successful and have a clear picture
of the career they want however…..
There is a lack of understanding the steps required to get to
gain employment. Youths want to be successful and
entrepreneurial but do not know how to achieve these goals.
Word of mouth is the best way to gain employment for most,
however the more corporate jobs exist on Ghanaweb.com
Focus Group Insights
Sakawa, a West African subcultures combining internet fraud and juju or
Black Magic, is becoming a bit part of Ghanaian youth culture.
In Accra there are 850k users - 61.24% of the population. Many youths are
spending up to two hours at a time chatting to friends each day on Facebook
– it can‟t be ignored that FB provides an excellent platform to reach youths
Several common professions were identified throughout
the focus groups – Nursing, Accounting, Businessman /
Entrepreneur
Isaac
Isaac is 15. He lives in Achimota, Greater
Accra with his mother. His father left
when he was just a young boy and his
mother, Victoria, has since raised him on
her own. Victoria has her own beauty
salon where she can have from just a few
clients each day, sometimes earning just
3GHS (USD1.80) for a day’s work. Isaac
does not have a phone as his mother
cannot afford one for him, however he is
able to use hers on occasion. He has a
Facebook account and when he goes
online to chat with friends, he spends up
to 30 minutes at a time chatting about
maths and other things he has learnt at
school. Isaac loves football and follows
Manchester United. He is a keen studier
with a natural curiosity and thirst for
knowledge. When he grows up, Isaac
wants to be a meteorologist.
Mobile Survey
Nokia and Sony-Ericsson represents nearly
50% of the market
Majority of mobile data users are male (82.5%)
72% of the respondents have secondary education and
higher
2/3 of the data users are students, 13.5% is unemployed
n.SIM
5 most important activities on
mobile:
1. Browsing (68%)
2. Voice (64%)
3. SMS (48%)
4. Music (44%)
5. Games (31%)
n=1,000 Mobile Data Users
5 top content you would be interested in:
1. Music (63%)
2. Education (56%)
3. Games (51%)
4. Pictures/Videos (44%)
5. Sport/Entertainment (40%)
Only 3% of the respondents use Mobile Money services
86% would definitely/surely be interested in learning
through mobile phones
Preferred way for learning via mobile:
1. Mobile Internet (75%)
2. SMS (46%)
3. Voice (28%)
4. Apps (27%)
5. Social Networking (22%)
What kind of educational services would be of
greatest interest to you?
What kind of employment services would be
of greatest interest to you?