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mVAM Free Basics
What is Free Basics?
• Initiative by Facebook that aims to bring free
internet to the 2/3 of the world’s population who
don’t have access to it
• Websites with basic content like: news, employment
opportunities, health, education and local
information are available for free with no data
charges
• No need to have a Facebook account to access it
• Available in 62 countries
Why Malawi?
• mVAM country since December 2015 - weekly market price collection
• Food security situation• two consecutive seasons were poor:
2015/16 was characterized by flooding, and 2016/17 saw prolonged and severe El Niño-induced dryness that decimated maize production.
• Free Basics In Malawi since May 2015
• 2 MNO providers support free basics:• Telecom Network Malawi (TNM)• Airtel Malawi
Maize prices (MWK/kg) in markets, 23–29 January 2017
mVAM Malawi: Za Pamsika
Aim: share food prices in response to the El-
Nino induced price volatility
• Piloted November 2016 – using information
from WFP mVAM’s weekly market price
collections
• Three Sections:
• Maize and beans prices
• Market News
• Have your say
mVAM Malawi: Za Pamsika
http://mvammalawi.molo.site/URL:
Malawi and mobile internet
• Increasing coverage –including 4G
• WFP & NGOs use mobile money
TNM:
• 1.6 million internet subscribers• Facebook bundles – 30,000 weekly
• Whatsapp bundles – 70,000 weekly 0
5
10
15
20
25
30
35
40
1990 2000 2007 2008 2009 2010 2011 2012 2013 2014 2015
Percentage of mobile subscribers of total population in Malawi
Source: World Bank WDI
Qualitative study
• Interviews conducted with traders and members of the public in Lilongwe,
Blantyre and Chikwawa districts (rural & urban)
Preliminary Results
Low literacy levels & English language knowledge reduced
• Website is available in both English and Chichewa
• Chichewa version has a reduced amount of text to target populations with lower literacy levels
Preliminary Results
Commodity prices are a useful type
of information to be shared for both
traders and the general population
- Traders – a cheaper way of setting
prices
- General population – budgeting and
going to the best market
Preliminary Results
Whilst a high population have
internet-enabled phones,
many people are unaware or
don’t know how to use it
- Chance for partnership with
other NGOs/IOs
- Education on internet literacy
Preliminary Results
Very few people have heard of
Free Basics
- Only 1 person interviewed (he’d
heard about it via the radio)
More needs to be done in terms of
advertising
- Radio
- Bulk SMS
- Social networks
The way forward: Malawi
Increase Advertising:
• Bookmark site – TNM & Airtel
• Adverts on Facebook
• TNM & Airtel – bulk SMS adverts
• Explore different communications tools – community groups, radio adverts,
Handover to the Malawi country office:
• Focal point be hired
• Partner with ICT4D groups
• Work with communication department to raise awareness
External Research report as part of mVAM review by independent academic
Content Management System
Insights and Analytics
Average users: 150-250 views per day & bias towards young men
Challenges:
Are we reaching the right people?
• Income
• Mobile penetration
• Infrastructure
• Gender
• Age
The way forward: Phase 2- 2017
Nigeria
Democratic
Republic of Congo
Kenya
Malawi
Source: GSMA Mobile Economy Africa 2016
The way forward: Phase 3- 2018+