Empowering Rural Population Through Mobile Information Services.
Telekommunikations-Technologien bieten unglaubliche Chancen für die wirtschaftliche und soziale Entwicklung in Indien abseits der großen Städte. Über Mobilfunknetze sind Menschen in entlegenen und unterentwickelten Regionen mit „der Welt“ verbunden. Dadurch haben sie auch Zugang zu Informationen (über Absatzmärkte etc) und wichtigen Inhalten, die für das tägliche Leben dieser Menschen wichtig sind, bis hin zu Lernangeboten.
In Indien gibt es massive wirtschaftliche Dysbalancen zwischen dem „reichen“ Süd-Westen und dem „armen“ Nord-Osten des Landes, insbesondere hinsichtlich dem Zugang zu Information („digital divide“).
Probleme und Ursachen des „digital divide“
Indien hat derzeit etwa nur 60 Millionen Internet-Benutzer. Im Vergleich zur Gesamtbevölkerung (1,15 Mrd.) ist das äußerst gering und international eine der schlechtesten Penetrationsraten – vergleichbar mit dem afrikanischen Kontinent. In China hingegen surfen bereits 400 Millionen im Netz.
Hier wird das indische Zweiklassen-System deutlich. Zum einen ist Indien der globale Hub für Outsourcing und IT-Dienstleistungen, repräsentiert durch den urbanen Englisch-sprechenden Mittelstand. Sie haben Zugang zum Internet und allen globalen, nationalen und regionalen Informations- & Unterhaltungsangeboten in englischer Sprache.
An der Basis der Pyramide gibt es 700 Millionen Menschen in den Dörfern beziehungsweise Slums, mit geringem Bildungsgrad (hohe Analphabetenrate) und schlechtem/keinem Zugang zu relevanter Information in ihrer Muttersprache. Damit ist der Großteil der indischen Bevölkerung vom allgemeinen Informationszugang ausgeschlossen
Indien verzeichnete in den letzten Jahren unglaubliche Wachstumsraten im Handy-Bereich. Im dritten Quartal 2010 gab es bereits über 600 Millionen Mobilfunkkunden, also zehnmal mehr als Internet-Benutzer. Pro Monat kommen mehr als 10 Millionen neue Benutzer dazu – alle am Base-of-the-Pyramid (BoP), also Kunden mit geringer Kaufkraft in ländlichen Gegenden, abseits der boomenden Hi-Tech Metropolen. Für sie alle hat sich das Handy als nützliches Werkzeug etabliert ihren Lebensstandard zu erhöhen.
Beyond voice telephony
Das Mobiltelefon ist ihnen nicht nur nützliches Kommunikationsmittel, um ihre sozialen (Verbindung zu Familie und Verwandten) und wirtschaftlichen (Kleinstunternehmer im informellen Sektor) Bedürfnisse zu erfüllen (Einkommensverteilung), sondern auch ein Fenster zur Welt der Information, Unterhaltung und Zugang zu Bildung.
Diese hohe Handy-Durchdringung eröffnet ungeahnte Möglichkeiten abseits der Sprachtelefonie – nämlich den Zugang zu den jeweiligen Lebensumstände entsprechenden Informationen. Für BoP Kunden besonders relevant sind Informationen zu Beschaffungsmärkten, Absatzmärkten, Gesundheitsinformation, Wetterbericht; Nützliches zu Ackerbau und Viehzucht; als auch Radio-Novelas zu Demokratie, Politik, Menschenrechte, Umweltschutz sowie Unterhaltung-Angebote wie Musik. Aus wirtschaftlicher Sicht gilt es dieses Potential mit maßgeschneiderten Angeboten, Inhalten (Content) und Services zu heben. Aus sozialer Sicht gilt es den „digital divide“ zu schließen
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