Designing useful mobile services for Africa

Last week, we announced a suite of SMS services in Uganda, a country where someone's first experience of the Internet is far more likely to be on a mobile device rather than a PC. We are really excited about this project in part because it is the result of more than a year of true user-centered research and design. We knew we wanted to build useful mobile services tailored to the needs of people in sub-Saharan Africa, but how could we find out what people want from the Internet when they don't have access to it already? What would people who had never used search before want to search for if we gave them a mobile phone and said "Ask any question you like"?

In early 2008 we set out with colleagues from Google.org, Grameen Applab and MTN (a network carrier in Uganda) with this challenge in mind. Our research needed to be able to assess the feasibility of delivering information via mobile in Uganda as well as evaluate the content "appetites" of local people. Since no search engine existed for testing, we did the next best thing: We decided to mimic the experience of using a search engine using human experts.

First, we trained a multilingual team to act as user researchers in 17 carefully selected locations across the country. In each place, they introduced themselves to a cross section of people they met and invited them to participate in a free study that would help create useful services for Ugandans. If the person agreed, the researcher handed them a mobile phone and encouraged them to write a text message containing a question they wanted to know the answer to. (If people had their own phone, we reimbursed them with phone credit.) The text message was then routed to a control room we'd set up in Kampala where a human expert read the text message, typed a response, and sent it back via SMS to the person who asked the question. In the meantime, the interviewer observed and recorded the participant's user experience. This allowed us to record rich qualitative data from hundreds of interviews in just a few days, and to collect quantitative data from hundreds of search queries.

Trying mobile search for the first time

Last week's launch of SMS services in Uganda is the direct result of this research — it's based on listening to what people want and finding a way to get it to them. Our research enabled us to observe first-hand how people instinctively wanted to interact with a mobile phone. We let people select the language they wanted to use. We gained deep insights into the way people formulate their questions and what questions really matter to them. On top of that, we saw the excitement on people's faces when they got their first-ever search results, and we realized that some of the information we could deliver to these users, such as health information, has the power to truly change lives. These new services in Uganda are just one step on the path to providing information to people who have little or no access to the web. This research will help us as we continue to develop more services to increase access to information all around the world.

Posted by Sian Townsend, Mobile User Experience Researcher, and Charles Warren, Mobile User Experience Design Manager

Extending Google services in Africa

At Google we seek to serve a broad base of people — not only those who can afford to access the Internet from the convenience of their workplace or with a computer at home. It's important to reach users wherever they are, with the information they need, in areas with the greatest information poverty. In many places around the world, people look to their phones, rather than their computers, to find information they need in their daily lives. This is especially true in Africa, which has the world’s highest mobile growth rate and where mobile phone penetration is six times Internet penetration. One-third of the population owns a mobile phone and many more have access to one.

Most mobile devices in Africa only have voice and SMS capabilities, and so we are focusing our technological efforts in that continent on SMS. Today, we are announcing Google SMS, a suite of mobile applications which will allow people to access information, via SMS, on a diverse number of topics including health and agriculture tips, news, local weather, sports, and more. The suite also includes Google Trader, a SMS-based “marketplace” application that helps buyers and sellers find each other. People can find, "sell" or "buy" any type of product or service, from used cars and mobile phones to crops, livestock and jobs.

We are particularly excited about Google SMS Tips, an SMS-based query-and-answer service that enables a mobile phone user to have a web search-like experience. You enter a free form text query, and Google's algorithms restructure the query to identify keywords, search a database to identify relevant answers, and return the most relevant answer.

Both Google SMS Tips and Google Trader represent the fruits of unique partnerships among Google, the Grameen Foundation, MTN Uganda and local organizations*. We worked closely together as part of Grameen Foundation's Application Laboratory to understand information needs and gaps, develop locally relevant and actionable content, rapidly test prototypes, and conduct multi-month pilots with the people who will eventually use the applications have truly been a global effort, and created with Ugandans, for Ugandans.

We're just beginning. We can do a lot more to improve search quality and the breadth — and depth — of content on Google SMS, especially on Tips and Trader. Google SMS is by no means a finished product, but that's what's both exciting and challenging about this endeavor.

Meanwhile, if you're curious about what Google is doing in Africa, learn more at the Google Africa Blog.

Update: Corrected link to YouTube video for "rapidly test prototypes".
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*BROSDI, (Busoga Rural Open Source and Development Initiative), Straight Talk Foundation, Marie Stopes Uganda.

Posted by Joe Mucheru, Head of Google Sub-Saharan Africa, & Fiona Lee, Africa Project Manager

Information poverty

Today is Blog Action Day, an annual event that rallies blogs around the world to post about a common cause. This year's issue up for discussion is poverty, so we wanted to take a look at the relationship between access to information and social and economic development. The right information at the right time in the hands of people has enormous power. As someone who works for Google, I see evidence of this everyday as people search and find information they need to create knowledge, grow their business, or access essential services. But that applies primarily to the rich world, where economies are built on knowledge and presume access to information. What about the poor and developing countries where people are offline more than online? How do they benefit from the power of information?

In much of Sub-Saharan Africa, for example, rates of economic growth over the last decade have exceeded 5% every year. Despite this trend, poverty in many countries has remained constant. In Kenya, for example, the official poverty rate was 48% in 1981 (World Bank, June 2008). According to the Kenya Poverty and Inequality Assessment released by the World Bank this year, 17 million Kenyans or 47% of the population were unable to meet the costs of food sufficient to fulfill basic daily caloric requirements. The vast majority of these people live in rural areas and have even less access to the information that impacts their daily life. Data on water quality, education and health budgets, and agricultural prices are nearly impossible to access.

Despite hundreds of millions of dollars spent each year on providing basic public services like primary education, health, water, and sanitation to poor communities, poverty in much of Sub-Saharan Africa persists. Where does this money go, who gets it, and what are the results of the resources invested? That’s where we find a big black hole of information and a lack of basic accountability. How do inputs (dollars spent) turn into outputs (schools, clinics, and wells), and, more importantly, how do outputs translate into results (literate and healthy children, clean water, etc.)?

We simply don’t know the answers to most of these basic questions. But what if we could? What if a mother could find out how much money was budgeted for her daughter's school each year and how much of it was received? What if she and other parents could report how often teachers are absent from school or whether health clinics have the medicines they are supposed to carry? What if citizens could access and report on basic information to determine value for money as tax payers?

The work of The Social Development Network (SODNET) in Kenya is illustrative. They are developing a simple budget-tracking tool that allows citizens to track the allocation, use, and ultimate result of government funds earmarked for infrastructure projects in their districts. The tool is intended to create transparency in the use of tax revenues and answer the simple question: Are resources reaching their intended beneficiaries? Using tools like maps, they are able to overlay information that begins to tell a compelling story.

Google.org’s role, through our partners in East Africa and India, is to support, catalyze, and widely disseminate this kind of information to public, private, and civil society stakeholders that can use it to see more clearly what’s working, what’s broken and what are potential solutions. Leveraging platforms like Google Earth and Google Maps can help organizations disseminate their content widely and let people see and understand what was once invisible. Once information is visible, widely known, and easy to understand, we are betting that governments and citizens will pay more attention to leakages in the service delivery pipeline and feel empowered to propose solutions.

You can’t change what you can’t see. The power to know plus the power to act on what you know is the surest way to achieve positive social change from the bottom up. And when we consider the magnitude of resources invested in delivering public services each year, a 10% improvement globally would exceed the value of all foreign aid. We believe that is a bet worth making.

(Cross-posted from the Google.org blog)

Posted by Aleem Walji, Head of Global Development Initiatives, Google.org