Creating scalable, engaging mobile
solutions for agriculture

A study of six content services in the mNutrition Initiative portfolio

For the last three years, the GSMA mAgri programme has been working with six mobile network operators to support the launch and scale of agricultural services. Leveraging findings from user experience design, business intelligence, and customer feedback, the product teams developed services that have cumulatively reached more than five million registered users worldwide.

Our report, 'Creating scalable, engaging mobile solutions for agriculture', provides analysis and key findings on the set-up and implementation of the project and the design and impact of the services, with key considerations for existing service providers or those launching a new service. We also provide six case studies for a comprehensive snapshot of each service.

Six stories of agricultural transformation through mobile

Dialog Sri Lanka reduce farmers' chemical dependency with their highly personalised Govi Mithuru service.

This voice-driven content service employed user-centric design principles to reach scale - over 250,000 users had registered by December 2016, making this Dialog's fifth most popular value-added service.

Airtel Malawi's voice and text-based content service, M'chikumbe, enhances stretched government agricultural extension network.

Registering 400,000 users by December 2016, M'chikumbe reached 72% of Malawi's nascent target market for agricultural value-added services during that year.

Ooredoo Myanmar's agricultural smartphone app, Site Pyo, supports smallholders suffering the effects of climate change.

Predominantly a weather app, Site Pyo enlists local famous meteorologist Dr U Tun Lwin as its voice, lending credibility and a ready audience for the service - over 150,000 unique users had downloaded by December 2016.

Telenor Pakistan's voice-based agricultural service, Khushaal Zamindar, goes viral.

Using data-driven approaches, including machine learning to target marketing, Khushaal Zamindar has reached incredible scale and quality - it boasted 1.4 million users by December 2016 (a figure which had doubled by May 2017) with a 90% active rate.

Vodafone Ghana make over 100,000 new network acquisitions through their dedicated Farmer's Club SIM with voice-driven content service and call bundle.

Discover the challenges of building a dedicated agent network, and how Vodafone registered over 200,000 users in total by December 2016.

Grameenphone Bangladesh scale voice-driven agricultural information service GP Krishi Sheba with a traditional value-added service marketing campaign.

Find out how Grameenphone adapted their registration process to generate a 270% increase in power users (repeat active users) and register over 750,000 users by December 2016.

The mAgri programme has produced other resources on content services and the wider opportunities for mobile agriculture. Find them here. The GSMA mAgri partners on this journey included frog, Centre for Agriculture and Biosciences International (CABI) and Firetail.

In collaboration with Frog, we developed the mAgri design toolkit – a practical guide for applying our user-centred design methodology throughout the product development cycle.

Do you run mAgri services? What can you tell us about the scale and impact of services in your region? Get in touch: