Absorb What's Useful

Emerging markets across the world are proving that normal business models are not the gospel truth when coming to mobile technology and digital media.  Reading Nick Hughes and Susie Lonie’s article about Kenya’s largest mobile provider Safaricom launching M-PESA explains the unique approach taken by the telecommunication company.  In places like Kenya the ability to use your mobile phone as a social, business and political tool can be very useful despite for decades being excluded in many of these sectors.

I believe that M- PESA is a interesting application allowing Kenyans to send and receive money through their mobile phones.  During times of political turmoil or places that lack sufficient infrastructure the ability to send cash to family members and entrepreneurs is a very creative idea that can save people time and money.  To some people in the west the thought of having money on your phone is not something that they would consider since the mobile device is just another item they are carrying around that can potentially become lost.  I think that having a “digital wallet” is not so much a futuristic cool idea as much as a convenience to people who need to transfer money quickly.  As more mobile phone users grow in countries like Kenya and Uganda we can expect to see more innovative ways to use the devices.  This latest development proves that if you want to develop a product or service for a certain region you have to think outside the box and adapt to the specific user’s needs and expectations.

In a country like Afghanistan where war is the center of attention and communications are often destroyed by rebels or foreign militaries you have to decide what is the most important need for the citizens.  Which is why Karim Khoja’s article Connecting A Nation explains that Afghanistan is very vulnerable when it comes to sufficient health care and a stable economy.  With projects like the Women’s Public Call Office (WPCO) we can see that micro-financing can be useful to support entrepreneurs to earn wages for their community using technology.

As technology becomes available to more people at a low cost I think it will be a great opportunity for various outlets to communicate with the people on the ground in developing nations with mobile applications, mini documentaries, and podcasting.  The ability to use digital tools for awareness campaigns, political education or conflict resolution is growing faster everyday and I believe that more partnerships with NGOs, governments and the private sector can become more transparent serving the people they want to reach.

Here are 4 ways that NGOs can utilize digital media with their programs:

1. Use various social media platforms to inform people on their current projects.  Set up accounts with social networking websites that are useful to their audience and supporters then begin engaging.

2. Create short videos that highlight the projects goals and accomplishments.  Providing digital storytelling in the form of interviews, web commercials or viral videos can help spotlight the NGOs profile.

3. Use SMS alerts to inform citizens on health tips, voting information, or market quotes.  Since SMS is widely used in emerging markets the power in texting can reach broad audiences faster than most traditional forms of communication.

4. Train and equip workers to produce content on the ground.  By training employees to use certain programs and recording devices they can film, edit and distribute content without delaying immediate feedback.

Hopefully we can see more developments in each of these suggestions making it easier for the people working in developing countries.