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

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+