The human side of mobile technology
tributing to the establishment of fair prices for consumers. Therefore, access to
new products, wider selection and increased purchasing power will impro
qualit
a whole.
y of life, encourage development and exert a positive impact on society as
ve
The most successful mobile services in emerging countries will be link
fic information, job postings, health services, weather forecasts, entertainment
ed to traf-
and email services
273
.
7.1.2. Access to goods and services
In emerging countries, mobile technologies are pla
moters of economic activit
(r
y, allowing access to information on the price of goods
ying an important role as pro-
ha
a
v
w materials, finished products and tools). Moreo
e v
ver, since these countries
munication replaces tr
ery poor land transport infr
avel and allows tr
astructures, the use of mobile devices for com
ade agreements to be negotiated faster
-
and more easily
handsets, promotes dev
. All this, coupled with the ease of pa
economic activity in these countries.
elopment and makes a positiv
yment offered b
e impact on the lev
y mobile
el of
service reports crop prices b
A clear illustration of this can be found in Kenya, where the Vodafone Safaricom
Similarly, Indian fishermen use mobile handsets to negotiate prices, resulting in
y SMS, thus ensuring a fair price for consumers.
an 8% increase in their incomes and a 4% drop in prices due to the decline of
abusive behavior.
7.1.3. m-Banking in emerging countries
F
nancial oper
or consumers in dev
work of br
ations pro
eloped countries, the use of mobile handsets to conduct fi
vides another banking channel that complements the net
-
-
worldwide with low incomes, mobile phones can become more than a means of
anches and Internet banking. For millions, perhaps billions, of people
communication. Those without bank accounts will be able to access financial
services and benefit from them, as will their families, communit
ly, the entire country.
y and, ultimate-
Emerging countries are leading inno
aspect of the increasing success of this phenomenon is the growing lev
vation in the field of mobile banking. A k
el of mo
ey
bile penetr
-
countries, where financial services ha
ation in all socioeconomic groups and geogr
ble and poorly adapted, leading m-banking to quickly gain ground. In these
ve proved to be too expensiv
aphical areas in these
e, inaccessi-
countries, mobile handsets will pla
273
sic banking services such as holding an account, with the hope that they will
y a critical role in attracting consumers to ba-
Diffusion of Mobile Internet in
Business Models Enhancing the
subsequently request other, more sophisticated services.
Univ
Emerging Markets.
ersity of Technology
Lappeenranta
Business Professor Veli-Matti
. School of
Virolainen. February 2008.
The number of mobile tr
37 billion by 2011, and most of the growth will occur in emerging countries, ac
ansactions is expected to rise from 2.7 billion in 2007 to
-
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
133
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