Delivering mobile-enabled agricultural services (‘mAgri services’) to women in developing countries is a major market opportunity for the mobile industry that also offers substantial social benefits. The mAgri services market is nascent but growing—GSMA has tracked 106 active, global deployments by mobile network operators (MNOs) and third party providers. Women working in agriculture account for an estimated 556 million potential users globally, but are underserved as a unique customer segment.
mobile financial services
Mobile financial services (MFS) are emerging rapidly in the developing world, with over 150 mobile money deployments live and over 110 more planned worldwide at present. Markets such as Tanzania, Bangladesh and Pakistan are realizing success and are potentially able to replicate the widespread adoption of Safaricom’s M-PESA service in Kenya. Others are still works-in-progress, finding mass adoption and scale elusive.