bottom of the pyramid
Posted by AnneryanHeatwole on Sep 30, 2011
ICT4D and M4D projects often focus on how mobiles can be used in developing countries, but the success and usefulness of these projects depends on the value mobile users place on their phones, and how they use them. "We Use It Different, Different: Making Sense of Trends in Mobile Use in Ghana," looks at how Ghanians use mobile phones in their day-to-day lives, mainly focusing on why survey participants started using a mobile phone, how they use it, and how they view the value of mobile phone ownership.
| Featured Research: Making Sense of Mobile Phone Use in Ghana data sheet 1964 Views |
| Countries: |
Ghana
|
Posted by MarkWeingarten on Jan 13, 2011
Mobile 2.0: M-money for the BoP in the Philippines data sheet 1281 Views
Author:
Alampay, Erwin and Gemma Bala
Abstract:
This paper explores the reach and use of m-money among the bottom of the pyramid (BoP) in the Philippines using survey data from LIRNEasia’s 2008 Mobile 2.0 surveys. It looks at m-money’s potential and actual use for remittance among internal and external migrant workers and their families. The results are triangulated with focus group data and literature on mobile and electronic money, and framed using Van Dijk’s (2006) Stages of Access to digital technologies.
Although usage of m-money among the BoP remains low, the ICT infrastructure for this is in place. Compared to other Asian countries where the survey was also conducted, Filipinos are more familiar and have higher trust in mobile electronic transactions. Managing their resistance to change from current offline remitting practices remains a challenge.
Posted by AnneryanHeatwole on Nov 10, 2009
India's Rural Millions: Findings From a Six-Country Study of Teluse at the Bottom of the Pyramid data sheet 2564 Views
Abstract:
Presentation to the Cellular Operators Association of India with current LIRNE Asia data on ICT use (including mobile) at the bottom of the economic pyramid. Ongoing work of LIRNE Asia.
Posted by AnneryanHeatwole on Oct 26, 2009
Social Influence in Mobile Phone Adoption: Evidence from the Bottom of the Pyramid in Emerging Asia data sheet 3938 Views
Author:
Harsha de Silva, Dimuthu Ratnadiwakara
Abstract:
This paper empirically considers the importance of various influencing factors in mobile phone adoption discussed in theory. Using data from a large sample survey among the bottom of the pyramid in Bangladesh, Pakistan, India, Sri Lanka, Philippines and Thailand, the paper finds compelling evidence for significant social influence in the purchase of mobile phones by this population.
This influence is assessed both from a 'social pressure' angle as well as a 'social benefit' angle to recognize the importance of adoption behavior of one's close network and the perceptions of benefits in one's own adoption. Evidence is also found to confirm the importance of perceived economic benefits in mobile adoption among this group even though such benefits are found to be closely tied with social benefits.
