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Mobile Usage at the Base of the Pyramid in Kenya

3G ACCESS TO EDUCATION ADVERTISEMENT ADVERTISING APPLICATION SOFTWARE AUTHENTICATION BASIC BEST PRACTICES BOOKMARK BROWSER BROWSING BUSINESS MODEL BUSINESS MODELS BUSINESS PLANS BUSINESS VALUE BUSINESSES BUYERS CALCULATORS CAPABILITIES CAPABILITY CAPITAL INVESTMENT CITIZEN USE CODES CODING COLLABORATION COLOR SCREENS COMMODITIES COMMODITY COMMUNITIES CONSUMER MARKET CONTENTS CUSTOMER LOYALTY DATA CAPTURE DATA COLLECTION DATA PROCESSING DELIVERY SERVICE DELIVERY SYSTEM DESCRIPTION DOCUMENTS E-MAIL ECONOMIC ACTIVITIES ELECTRICITY ELECTRONICS EMAILS END USER ENTERTAINMENT FINANCIAL PRODUCTS FINANCIAL SERVICES FOCUS GROUP FRAUD FRONT-END FUNCTIONALITIES FUNCTIONALITY GLOBAL ECONOMY GLOBAL MARKETPLACE GLOBAL POSITIONING SYSTEM GOVERNMENT POLICY GPS GRAPHICAL INTERFACES GROUP DISCUSSION HACKERS HARDWARE HARDWARE COMPONENTS ICT INFORMATION COMMUNICATION INFORMATION COMMUNICATION TECHNOLOGIES INFORMATION SYSTEMS INFORMATION TECHNOLOGY INNOVATION INNOVATION PROGRAM INTERNET SITES KNOW-HOW LEARNING LICENSE LICENSES MANAGEMENT INFORMATION MARKET PLACE MARKET PLACES MARKET PRICE MARKET PRICES MARKET SHARE MARKET SHARES MARKETING MARKETING STRATEGY MEDIA MENUS MOBILE APPLICATION MOBILE APPLICATIONS MOBILE COMMUNICATIONS MOBILE DEVICE MOBILE DEVICES MOBILE NETWORK MOBILE PHONE MOBILE PHONES MOBILE SERVICE MOBILE SERVICES MOBILE TELEPHONY MOBILE USAGE NETWORK CONNECTION NETWORK SERVICE NETWORK SERVICES NETWORKING NETWORKS NUMBER OF USERS ONLINE ACTIVITIES OPERATING SYSTEM PENETRATION RATE PHONE CALLS PHONE NUMBER PHONE NUMBERS PHONE SERVICES PHOTOS PRICE INFORMATION PRIVATE SECTOR PROGRAMS PURCHASING POWER PURCHASING POWER PARITY QUERIES RADIO RADIO STATIONS READING REFERENCE SOURCE REGISTRY REGULATORY ENVIRONMENT RELIABILITY RESEARCHERS RESULTS REVENUE STREAMS RURAL ELECTRIFICATION SERVICE DELIVERY SERVICE PROVIDER SERVICE PROVIDERS SITES SMART CARD SMART PHONE SMART PHONES SOCIAL SCIENCES STATISTICAL ANALYSIS SOFTWARE SUPERVISION TARGETS TECHNOLOGY PLATFORMS TECHNOLOGY SECTOR TELECOM TELECOMMUNICATIONS TELEPHONE TRANSACTION TRANSLATION TRANSPARENCY USER USER INTERFACE USER INTERFACES USERS USES VIDEO VOICE MAIL WEB WEB BROWSER WEB PORTAL WEBSITE WIRELESS
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Washington, DC
Africa | Kenya
2014-04-07T18:31:37Z | 2014-04-07T18:31:37Z | 2012-12

With the cost of mobile phones decreasing steadily, what was once considered a luxury good is now more commonly considered a necessity by many Kenyans, including those at the economic base of the pyramid (BoP). iHub research and research solutions Africa conducted a 6-month study in order to increase the understanding of actual usage of mobile services, products, and applications at the BoP and to understand their potential for economic and social empowerment. The study covered urban and rural areas of 6 districts in Kenya. Its findings are not nationally representative, but comparisons with representative surveys show no significant differences for key indicators, such as phone possession. The added value of the study at hand lies in the qualitative insights on choices, lifestyles, habits and mobile phone usage patterns used among phone owners at the BoP, as well as its focus on add-on services ranging from phone applications to various Internet tools. The overall objective of the study was to provide a thorough and fact-based understanding of the current and potential future demand and usage patterns of the mobile devices by the BoP in Kenya.

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