Teleuse@BOP3: A Qualitative Study - LIRNEasia

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8 pyramid neglects the true base of the society by treating SEC D and E collectively and thus offering a pyramidal structure to their classification. Prahalad’s attempt of transforming his pyramid into a diamond through an expansion of the middle classes is misleading, because in reality it represents progressive entry of rural households into the money economy as a consequence of rapid industrialization and urbanization. It may be true that these lower-most market segments are not the most compelling for global corporations, but a detailed understanding of such categorization of world’s households is an essential prerequisite for an effective distinction between corporate responsibilities and business interests and activities of the corporations. Their needs, challenges and hence their ‘teleuse’ is noticeably different from other segments in this distribution. There may be further sub-segmentation of all the categories based on their occupation, income levels, degrees of remoteness or any such variables. Such sub-segmentation however, is yet to be initiated. Teleuse @ BOP 1 and Teleuse @ BOP 2 Teleuse@BOP 1 aimed to understand the use of telecom services by the ‘financially constrained’ or the BOP respondents in three South-Asian countries, namely Bangladesh, Sri Lanka and India. The findings for Sri Lanka and India were based on data collection exercises conducted during April – May 2005. The findings on Bangladesh were based on a metaanalysis of the information already available in the form of various print and reliable online platforms. The research locations in both India and Sri Lanka countries were selected to capture the diversity of both the countries in terms of telecommunications access, economy, geography and population. It did not aim to get a representative sample of either of the two countries. The study aimed to explore the ways in which BOP respondents communicated, why they chose to use the form of access that they were currently using (fixed, mobile or public) and what benefits were they deriving from such usage. Teleuse@BOP 2 was based on the findings and many lessons learnt from the first study conducted in 2005 (Teleuse@BOP 1). The scope of Teleuse@BOP 2 increased with the expansion of the study to 5 countries, namely India, Pakistan, Philippines, Sri Lanka and Thailand. This study sought to provide insights into how the poor as compared to the non-poor benefit from access to telecom. In addition, the study aimed at exploring the differences in access patterns in all the countries under the scope of the study. To be able to effectively compare the usage patterns of the BOP respondents with high income respondents, the sample comprised of both the categories of respondents. Furthermore, a simultaneous qualitative component of the study was also carried out to better understand the usage trends and patterns.
The uniqueness and importance of Teleuse@BOP 3 Teleuse@BOP 3 is characterized by providing insights into the usage of ‘more than voice’ or ‘Mobile 2.0’ services on mobile phones. By looking at the usage of such services like money transfer, social networking or text-voting, this study intends to bring clarity to the issue of BOP respondents having their first internet experience through mobile phones. The issue of trust and reliability amongst the BOP respondents while using mobile payment or other such services involving financial transactions is also of special interest to the study. Another added module for this study is the focus on the teleuse experience of BOP migrant workers with a special emphasis on coordinating remittances. The quantitative component of the current study was carried out in India, Pakistan, Philippines, Bangladesh and Sri Lanka in 2008. Unlike the previous study in 2006 (Teleuse@BOP 2), the qualitative component for Teleuse@BOP 3 was initiated only after the quantitative findings were in place to streamline the scope of the qualitative aspect. The qualitative research has been carried out by CKS Consulting Pvt. Ltd., India on behalf of LIRNEasia in early 2009 in the same countries. The qualitative research was planned to gain deeper socio-cultural and behavioral insights into the quantitative findings by looking to understand the reasons behind various statistically verified statements made for each of the countries. The qualitative component is designed to complement the quantitative part by providing ‘stories’ that can explain the occurrence of each of the phenomena brought about by the statistical analysis for each of these countries. Objectives of the Study End goals and audience of this report The main objective of this research is to provide more contexts to the findings from the quantitative phase of the research. It attempts to provide socio-cultural, behavioral or any other cognitive insights into conclusions drawn from the statistical analysis of the quantitative data generated in the preceding phase of the research. Hence, it attempts to answer questions like ‘why’ and ‘how’ that may come to a reader’s mind after going through the preliminary findings. This report is thus a supplement to the Teleuse@BOP 3 study carried out by LIRNEasia and has to be read closely with the quantitative findings to be able to understand the context of these conclusions. This report will enrich the knowledge of various stakeholders such as policy makers and large corporate organizations around certain observed phenomena and will help them take up their individual goals in a much more effective and informed manner. 9
Page 1 and 2: Teleuse@BOP3: A Qualitative Study C
Page 4: 4 Contents Introduction 07 Review o
Page 10 and 11: 10 Sub Classification of the Resear
Page 12 and 13: 12 Location • According to the qu
Page 14 and 15: 14 Migration and Mobile Usage Needs
Page 16 and 17: 16 Methodology Sample of the Study
Page 18 and 19: 18 INDIA: West Zone Location Protoc
Page 20 and 21: 20 PAKISTAN Location Protocol Age G
Page 22 and 23: 22 SRI LANKA Location Protocol Age
Page 24 and 25: 24 Research Locations Location Sele
Page 26 and 27: 26 In the south zone, the study was
Page 28 and 29: 28 Thailand In Thailand Chiang Mai
Page 30 and 31: 30 Review of Field Research Process
Page 32 and 33: 32 Demographic Trends Gender Gender
Page 34 and 35: 34 Female respondents from both the
Page 36 and 37: 36 being once in a week to once in
Page 38 and 39: 38 for similar reasons like coordin
Page 40 and 41: 40 failure to understand why their
Page 42 and 43: 42 them in using the phone. In Thai
Page 44 and 45: 44 Maneesh in Srirangapattana. They
Page 46 and 47: 46 the male rural group discussion
Page 48 and 49: 48 acceptable teleuse practice. In
Page 50 and 51: 50 In Pakistan, Bangladesh and Indi
Page 52 and 53: 52 As a result, in terms of the age
Page 54 and 55: 54 super abundance of shops in all
Page 56 and 57: 56 Visayas and Mindanao, major infr
Page 58 and 59:
58 three to four years. In Kundur,
Page 60 and 61:
60 outstrips the supply. They also
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62 Institutional Resources Institut
Page 64 and 65:
64 In Pakistan and Bangladesh, the
Page 66 and 67:
66 hand counted land phones with mo
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68 In Philippines, even though ther
Page 70 and 71:
70 Male respondents above 25 years
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72 friend forgot and she missed out
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74 before above and beyond his regu
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76 countries said that although you
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78 Lanka again in Dipali. While the
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80 In Sri Lanka, Dhanambra also fee
Page 82 and 83:
82 ‘textmates’. Textmates are d
Page 84 and 85:
84 Business and Entrepreneurial Mob
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86 manufacturer where her job is to
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88 respondents distrust mobile tech
Page 90 and 91:
90 reload and even network challeng
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92 explaining why perceived benefit
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94 Migration and Mobile Usage Needs
Page 96 and 97:
96 Financial Coordination Financial
Page 98 and 99:
98 are more likely to have someone
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100 frequently lost money, the bus
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102 services from their friends and
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104 SMS is the primary ‘more than
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106 Since most of the respondents i
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108 The direction for Mobile 2.0 se
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110 discussions in Philippines ment
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112 more ready access to cable TV t
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114 most of the text message in Phi
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116 Sri Lanka is also the only coun
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118 advices, to servicing and credi
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120 Jain, Abhay, and B. S. Hundal.
Page 122 and 123:
122 http://esa.un.org/wup/source/co
Page 124:
Teleuse at the base of the pyramid
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Teleuse@BOP3: A Qualitative Study - LIRNEasia

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