1. Text to Change Mobile telephony: public-private partnerships in emerging markets Mobile Africa Revisited Research Program, ASC Leiden December, 9 th 2010 Hajo van Beijma hvanbeijma@texttochange.com @hajovanbeijma

2. Text to Change (TTC) and mobile phones in Africa and South- America. TTC is a mobile content provider working on: -Health; -Education; -Economic Development; -Accountability. -Offices in The Netherlands and Uganda; -7 people staff; -120,000 participants in 2009. 200,000 in 2010; -Working in: Uganda, Kenya, Tanzania, Cameroon, Madagascar, Namibia and Bolivia; -Clients: Mobile providers, UN, Governments, NGO’s, Companies. -Scale to 16 countries in 2011 and 2012 via the Connect4Change consortium. Overview – Partnerships - Future

4. Text to Change and Public-Private Partnerships: From pilot to scale, through: -Collaboration; -Low-tech for end-user, high-tech web-based server system; -Local content from local partners; -Long term contracts with all mobile providers; -Free services for the end-users; -Servicing governments, NGO’s and companies. Overview – Partnerships - Future

5. TTC as a Public-Private Partnership: 2008: TTC received seed funding from Merck & Co in the USA -Dutch Ministry of Foreign Affairs, AIC Uganda and ZAIN joined. 2009: TTC establishes contracts with: MTN, WARID, UTL -Clifford & Chance and PriceWaterhouseCoopers join for the business plan and contracts. -2009: TTC and IBM enter a long term research contract on mobiles for development. -2009: TNO, TTC and KIT start a partnership. -2010: TIGO, Vodacom and Orange join as mobile providers. Unicef, IICD, Cordaid, FHI and many other NGO’s complete the list. Overview – Partnerships - Future

6. Mobiscopy: KIT, Laboratories and TNO Overview – Partnerships - Future

7. F.C. Barcelona and UNICEF Overview – Partnerships - Future

8. Mobile providers: -Short term: CSR and press releases -Long term: focus on core business For mobile providers the customer market in Africa is getting saturated, it’s time for content to provide stickiness for the customer and social brand awareness. Overview – Partnerships - Future

9. Text to Change: Why does it work? Partnerships with mobile operators, telecom industry, NGO's and governments; Software that will work in Africa; Demand driven programs; Local content; Evidence based; Interactive education. Overview – Partnerships - Future

10. Challenges: * Learn from failures, they do exist… Overview –Partnerships - Future

11. Challenges: * Learn from failures, they do exist… * Pilotitis… * Sms services in local languages; * Improve text message software; * Zero rating the service; * Service over all mobile networks; * Better data analysis; * More partners; * Local content; * Create sustainable programs; * Better training of peer educators on text messages; * Open Source system to establish interoperability between mobile for development systems. Overview –Partnerships - Future

12. Challenges: * Learn from failures, they do exist… * Pilotitis… Overview –Partnerships - Future

13. Scalability: Only way is: large scale operations with mobile infrastructure partners: Companies, NGO’s and Governments. The momentum for mobiles for development is now! Focus: End User. Text: ttc to 3669 (In The Netherlands €1,50 per message) www.texttochange.com +31 20 486 6091 amsterdam@texttochange.com Overview –Partnerships - Future