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The GSMA, the association representing mobile operators around the world, has distinguished Smart digital MTN for a case study on how digital literacy programs can have a real impact on promoting mobile internet use.
The report – published by the GSMA’s Connected Society program, which focuses on underserved population groups in developing markets – assesses MTN’s Data Smart pilot campaign in Benin and Cameroon.
“MTN’s transactional data analysis showed a significant increase in data usage among clients who received digital skills training… Clients began to apply the knowledge and skills they learned to use mobile internet, ”he says, noting that in both countries, Digital Smart has resulted in the average revenue per user (ARPU) of trainees more than doubled for all categories of users. Among trained smartphone users, ARPU and mobile data usage more than tripled.
Describe how MTN has “have made digital inclusion a central element of their growth strategy and have integrated this commitment into their CHASE frameworkThe GSMA reports that Digital Smart drew on material from the Mobile Internet Skills Training Toolkit, an easy-to-use toolkit developed by the GSMA for new mobile users.
Launched in 2018, MTN’s CHASE framework guides us in our work to expand digital inclusion by overcoming the top five barriers to mobile internet adoption: coverage, handsets, affordability, bundling of services and education and access facility.
“An important part of the campaign is the meaningful use of cases based on the needs and interests of customers, which make the mobile internet relevant and applicable to their lives,” the case study states.
“For example, in an area where a movie theater recently opened, agents showed customers how to watch movie trailers on their phones.”
In 2019, an MTN Digital Smart pilot project reached some three million people and the many lessons learned were used the following year to bring digital literacy to 18 million people in eight countries: Benin, Cameroon, Congo-Brazzaville , Côte d’Ivoire, Guinea-Conakry, Nigeria, Rwanda and Uganda.
According to the case study, “the execution of the Data Smart campaign required considerable resources at the level of the group and the operating company. MTN’s hybrid approach, which included remote delivery methods alongside traditional face-to-face training, allowed the campaign to continue to gain momentum even during the COVID-19 pandemic. “
The case study features photographs of MTN brand ambassadors speaking to the public in crowded markets, rural areas, restaurants and offices. There’s even an image of a brand ambassador climbing a ladder to access a customer’s hard-to-reach home.
The case study ends with the key takeaways that others who are serious about digital inclusion can use. These recommendations include the importance of localizing content, making it easier for individuals to remember and share what they have learned, and to use all available channels and media.
“The partnership between the GSMA and MTN on the Data Smart campaign has had a substantial social and commercial impact,” the report comments.
Irshaad Gouse, Managing Director of Customer Experience and Digital, MTN Group, agrees: “The educational element is absolutely essential to our Dual Data strategy and our overall commitment to create shared value through MTN’s Ambition 2025 corporate strategy. “
“Enabling people to understand the relevant opportunities that connection offers them and how that cannot just support, but fundamentally change their lives for the better, is key,” he added.
Our Dual Data approach aims to provide access to customers from different segments within our markets, bridging the urban-rural divide, as low-income and / or rural customers represent around 70% of the market.
In 2021, Digital Smart continues to reach millions of people across Africa, fundamentally changing their lives through the power of mobile.
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