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Mobile Usage at the Base of the Pyramid in South Africa

ACCESS TO SERVICES ACCESS TO TECHNOLOGY ACCESS TO THE INTERNET ADSL ADVERTISEMENTS ADVERTISING AFFORDABLE ACCESS ANIMATIONS ANNUAL REPORT API APPLIANCES APPLICATION PROGRAMMING APPLICATION PROGRAMMING INTERFACE ARRANGEMENTS BACKBONE BANDWIDTH BASIC BROADBAND BROADCASTING BROWSER BROWSING BUSINESS ACTIVITIES BUSINESS MODEL BUSINESS MODELS BUSINESS PARTNERS BUSINESS PLANNING BUSINESS PURPOSES BUSINESSES CELL PHONES CHAT ROOMS CITIES CLASSIFICATION COLLABORATION COMMUNICATION PATTERNS COMMUNITIES COMPETITIVE MARKETS COMPETITIVENESS COMPUTER ACCESS COMPUTER USAGE COMPUTER USE COMPUTER USER COMPUTER USERS COMPUTERS CONFIGURATIONS CONNECTIVITY CONTENTS CREDIT CARD CREDIT CARDS DATA NETWORK DATA RATE DATA SERVICES DATUM DESCRIPTION DEVICES DISTANCE LEARNING DISTRIBUTION CHANNELS DOCUMENTS E-MAIL E-SERVICES E-STRATEGY EBOOKS ECONOMIC DEVELOPMENT ELECTRICITY ELECTRIFICATION ELECTRONIC COMMUNICATIONS EMAIL ADDRESS EMAIL ADDRESSES EMAILS END USERS END-USERS ENTERTAINMENT ENTRY FIBRE OPTICS FINANCIAL SERVICES FINANCIAL SYSTEM FINANCIAL TRANSACTIONS FOCUS GROUP FOCUS GROUPS GOVERNMENT ORGANIZATIONS GOVERNMENT SERVICES HARDWARE HIGH-SPEED ICT ID INDICES INFORMATION COMMUNICATIONS INFORMATION COMMUNICATIONS TECHNOLOGY INFORMATION SOCIETY INNOVATION INNOVATION PROGRAM INNOVATIONS INSTANT MESSAGING INTERFACE INTERFACES INTERNATIONAL TELECOMMUNICATIONS INTERNET ACCESS INTERNET CONNECTIVITY INTERNET SERVICE PROVIDERS INTERNET SERVICES INTERNET USE IP ISPS KNOW HOW KNOWLEDGE ECONOMY LEGAL FRAMEWORK LIBRARIES LICENSE LICENSES LICENSING LITERACY LOGIC MARKET SEGMENT MARKET SHARE MARKETING MEDIA MOBILE ACCESS MOBILE APPLICATION MOBILE APPLICATIONS MOBILE DEVICE MOBILE NETWORK MOBILE NETWORKS MOBILE PHONE MOBILE PHONES MOBILE SERVICE MOBILE SERVICES MOBILE TELEPHONE MOBILE USERS NETWORK SERVICES NETWORKING NETWORKS NICHE MARKET OBJECTS OPEN ACCESS OPEN-SOURCE OPERATING SYSTEM OPERATING SYSTEM OPERATING SYSTEMS ORDERING PAYMENT SYSTEM PAYMENT SYSTEMS PC PERSONAL INFORMATION POLITICAL ENGAGEMENT PRIVATE SECTOR PRIVATE SECTOR INVESTMENT PRODUCT DEVELOPMENT PROGRAMS PROTOCOL PROTOTYPE PUBLIC ACCESS PUBLIC ACCESS POINT PUBLIC ACCESS POINTS QUALITY OF SERVICE QUERIES RADIO READING REAL TIME REGULATORY ENVIRONMENT REGULATORY FRAMEWORK REGULATORY RECOMMENDATIONS REPOSITORY RESULT RESULTS RETAIL PRICES REVENUE MODELS SERVER SERVICE PROVIDER SERVICE PROVIDERS SERVICES TO CITIZENS SMART PHONE SMART PHONES SOCIAL DEVELOPMENT SOFTWARE COMPONENTS SPREADSHEETS TARGETS TECHNICAL ASPECTS TELECOMMUNICATIONS TELECOMMUNICATIONS MARKETS TELECOMMUNICATIONS PROVIDER TELEPHONE TELEPHONE MARKETS TEXT TRANSACTION TRANSLATION USER USERS USES VALUE CHAIN VENDOR VIDEO VIDEO GAME VIDEOS WEB WEBSITE WIRELESS WIRELESS COMMUNICATIONS WORLD TRADE
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Washington, DC
Africa | South Africa
2014-04-07T18:34:52Z | 2014-04-07T18:34:52Z | 2012-12

Mobile phones are the primary means of accessing information or communicating for those who live at the base of the pyramid (BoP). It is likely that the mobile phone will therefore also be the preferred medium to provide value-added services to those at the BoP, whether they are private users or informal businesses, for the foreseeable future. Although the prepaid mobile model has brought voice and text services to this group, sustainable, replicable models for enhanced services, products and applications are far more limited. The purpose of the study is to investigate the demand for mobile applications, services and products, with a view to increasing economic opportunities and improving well-being for users at the BoP. The key objectives of the study are the following: i) to increase understanding of the actual usage of mobile services, products and applications at the BoP, and to understand their potential for economic and social empowerment; ii) to identify scalable examples of services, products and applications at the concept, prototype, or early product-development stages; iii) to develop tools and instruments to map viable operation models and objects of various segments of the BoP markets and to identify user needs; and iv) to formulate recommendations for business planning and policy development that can support this potential.

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