A recent article in The Economist profiled mPedigree, an incredible cell phone service available in Ghana and Nigeria that can verify if the drug you just bought is legitimate or counterfeit. A consumer buys the drugs, scratches off a panel and texts the code to a computer system that verifies it.
This is just one in the growing line of services being offered to poor consumers via their mobile phone. As the number of mobile subscribers in developing countries skyrockets, companies are clamoring to invent these types of services.
There’s no argument against the fact that services reaching the BoP through cell phones can be effective, cheap and useful, but in order to tailor services for this segment, thinking about how exactly people use their cell phones is key. A recent study carried out in Gambia gives an insight into just how people use—and want to use—their cell phones. » Continue reading “Using Mobile Manners”