Accenture Development Partnerships
Insights into the role of technology in
addressing development challenges
The importance of leveraging
the full spectrum of technology
to ensure maximum impact for
development programs.
Authors:
Jessica Long, Accenture Development Partnerships
William Brindley, NetHope
Chapter 2
The importance of leveraging the full spectrum of technology
to ensure maximum impact for development programs
Leveraging the full spectrum of technology—from
traditional to mobile and emerging technologies—
and applying it in a way that is appropriate to the
market will be important in achieving effective
development outcomes.
As investment in the development of mobile applications and
other technologies­—from radio at one end of the spectrum
to 3D printing at the other—continues, innovative solutions
being implemented in the field are proving that technology is
fundamentally changing how people and organizations across
sectors engage, enabling positive economic and social benefits.
From use by poor fishermen to hunt for the best markets to sell
their catch, to enabling healthcare workers to dispense medical
advice, mobile phones have become an increasingly important
component in the expansion of the economy in the developing
world. In 2001, the entire African continent had less than 25
million mobile phones; there are now over 650 million handsets
in Africa—an increase of 2,500 percent, and more handsets than
can be found in the US or European Union.1 2 Asia now has 2.8
billion mobile subscriptions; by 2014 this number is expected to
surpass 3 billion.3
Mobile technology rates highly
To assess technology’s role in the developing world, Accenture
Development Partnerships and NetHope surveyed four key
stakeholder groups: non-governmental organizations (NGOs),
private sector firms, foundations and government officials.
Working across 13 geographies, they engaged with nearly
300 private-sector business decision-makers operating in
emerging markets, 25 leading international NGOs, and more
than 20 thought-leaders across the business, government and
development sectors.
This new in-depth research reflects the priority currently
placed on use of mobile technologies by NGOs to reach end
beneficiaries, by governments in their efforts to grow their
economies, and by private sector organizations in pursuit of
growth. However, the research also points to the importance of
selecting the most appropriate technology for the application,
whether that is selecting the most specific mobile technology
to achieve desired outcomes, leveraging the benefits offered
by older, more established technologies, or considering
how using cutting-edge technologies could help leapfrog
established methodologies to drive development outcomes.
Although an overwhelming 81 percent of NGOs surveyed said
that text messaging on mobile phones was currently the most
effective channel to engage end beneficiaries in emerging
markets, 52 percent (the second highest response after text
messaging) still see the value of using radio - a traditional,
Non-governmental organizations (NGOs), business and
government respondees rated mobile phones highly as a means
to reach their various targeted recipients. An overwhelming 81
percent of the surveyed NGOs rated text messaging on mobile
phones as the most effective channel to engage end beneficiaries
in emerging markets. Asked about their future deployment of
technology in the developing world, 77 percent of NGOs reported
that they were investing in mobile apps to improve their
performance and extend the reach of their services to end-users.
The importance of mobile technology in growth plans was
repeatedly underscored. Almost 40 percent of privatesector business decision makers reported that they would be
investing in mobile-based apps in emerging markets to reach
new customers over the next five years—an increase of close
to 10 percent over organizations currently investing in this
technology. Areas of greatest investment are likely to be from
Europe where only 17 percent of business leaders are currently
investing in mobile apps in developing and emerging markets;
and in Africa, where only 10 percent currently are. Both regions
expect their investment in mobile application development
over the next five years to be much higher—and aligned to
current investment levels from other regions surveyed—with
33 percent and 37 percent respectively saying that they would
be investing in the development of mobile applications.
low-cost technology solution - to reach end users. Considering
those channels that NGOs are currently prioritizing to engage
with end beneficiaries, the focus remains on text messaging
(71 percent), with social media (71 percent) and use of the
their own website (62 percent) also being prioritized.
2
What is most appropriate?
Determining the most appropriate technology to use is
equally important when communicating with consumers in
emerging markets, according to the research. For example,
52 percent of NGO respondents said a traditional, low-cost,
proven technology such as radio was the most effective tool
in reaching end users in the developing world. In Kenya,
more than 85 percent of the population have access to radio
broadcasts at home, while only 60 percent own a mobile
phone. In Uganda 96 percent of the population listen to the
radio on a weekly basis, but access to mobile phone use drops
further; only 39 percent own or have access to a mobile
phone.4 And in India, although close to 60 percent have mobile
phone subscriptions5, the country still remains a mass mediadominated landscape with newspaper readership rising6 and
radio making a comeback in the lifestyles of Indians.7
Radio is being effectively used in the Philippines for nutrition
education, in Guatemala to help farmers learn how to increase
production, and in Sri Lanka to teach family planning8. These
examples highlight the fact that simple fit-for-purpose solutions
can be most effective—the best approach is the one that works,
which is not the always the one that utilizes the most current or
cutting-edge technologies.
smartphones for reasons of cost and ease of use, with endusers often lacking the skills necessary to master operation of
more sophisticated features of smartphones. A recent survey
of women in Bangladesh found that two-thirds preferred voice
features over text messaging. Another major consideration is
that basic mobile phones have a much longer battery life; an
important consideration in areas without reliable power sources.
It is expected, however, that use of smartphones may increase
in the developing world as manufacturers roll out simple,
icon-based mobile apps9, enabling those with lower levels of
literacy to access information utilizing this technology. This
is evidenced in the private sector survey. Mobile application
investment—specifically for smartphone rather than simple 2G
handsets—is set to be an important investment area for supply
chain development as well as customer engagement. Overall, 38
percent of the private-sector business leaders surveyed globally
said they are investing in mobile apps to improve supply chain
management in the developing world, and 35 percent said they
are doing so to engage with consumers. NGOs, too, are seeing
the importance of using innovative technologies with 70 percent
confirming that smartphone apps, cloud technology and data
analytics are now being considered in their programs.
Selecting the most appropriate technology extends to selecting
the most appropriate mobile technology. Feature phones, which
offer basic communications plus simple features such as GPS,
still predominate in emerging markets. They are preferred over
For private-sector business decision-makers, Web interaction is a key investment area for both customer
engagement and supply chain development
In order to engage with customers, investing in data analytics comes top overall for private-sector business decision-makers. For those
based in Asia Pacific and Africa, data analytics investment, cited by 60 percent and 57 percent of respondents respectively, was an
overwhelming priority to drive customer engagement. Only 30 percent of respondents from Europe agreed, instead placing priority on
social media investment (48 percent). In North America, it's online advertising (56 percent), and in South America it's Web interaction
(63 percent). South America has the lowest level of investment in smartphone apps (with only 13 percent of business decision-makers
seeing this as an investment priority, compared with 51 percent from North America), instead preferring to invest in basic mobile apps.
In which technology/channels are you investing in order
to engage with customers/potential customers in
developing/emerging markets? (showing top 6)
Data/Analytics
49
Web interaction
46
Social media
45
Online advertising
Cloud-based CRM tools
Smartphone applications
What kinds of technology are you investing in to improve
the supply chain in developing/emerging markets?
(showing top 6)
41
37
35
Web interaction
49
Supply chain
automation tools
46
Social media
Smartphone applications
Cloud-based supply
chain applications
Use of GIS/GPS technology
39
38
36
35
3
Business is investing in mobile technology
and more
It is not just mobile technologies that are set to improve
both customer engagement and supply chain development.
While the differences between how private sector business
leaders will invest in technologies depend on their various
end objectives to grow their businesses, Web interaction
generally will be a key area of investment to deliver both
objectives. Data analytics is set to become important from a
customer engagement perspective, with almost 50 percent
saying this is an area of investment. To enhance supply chain
development, investment in automation tools is anticipated.
Social media and cloud-based tools are among the top five
technologies being invested in for growth generally.
Innovation in action
“The rapid pace of innovation in mobile technologies and
cloud computing is fundamentally changing the ways in
which individuals, businesses, and governments relate to
each other—changes which have already been shown to have
(positive) economic and social benefits,” Carol Bothwell, Chief
Knowledge Officer of Catholic Relief Services told an Information
Communications Technology for Development (ICT4D)
conference in Accra, Ghana recently. “We have the collective
opportunity and even the obligation to see that these changes
benefit even the poorest among us.”10
An excellent illustrative example of Catholic Relief Services’
work to leverage technology in the developing world is the pilot
program it launched in East Africa to measure and evaluate
the operational effectiveness of its programs using innovative
mobile technology instead of hand-written assessments. An
$800 package of technology comprising Android-enabled mobile
phones, barcode scanners, GPS devices and solar chargers,
allowed field agents to collect operations data. The phones are
equipped with standardized data collection forms, which feed
databases viewable at the project level. The data also allows
aggregation at the country, regional and global levels.
Text messaging continues to find a foothold. One example is
a partnership between pharmaceutical giant GlaxoSmithKline
plc (GSK) and mobile operator Vodafone Group plc using text
messaging in support of a program to help vaccinate children in
Africa against common infectious diseases.11
Under a first stage pilot project based in Mozambique, the
initiative will attempt to increase vaccinations of children
in three ways: mothers and caregivers will be registered in a
Ministry of Health database and alerted by text message when
vaccinations are available in their area. They will then be able to
set up vaccination appointments communicating via text. Health
workers will be equipped with mobile phones allowing them to
view and record vaccination histories, schedule vaccinations
and report on follow-up visits. Healthcare facilities will also be
reporting on vaccination stock levels by text.
“The great thing about mobile technology in Africa is you can
skip levels of innovation and cut to the latest ones,” says Duncan
Learmouth, head of GSK’s Developing Countries Unit. Which
echoes results from our research: 70 percent of respondents
said that circumventing poor infrastructure was one of the key
benefits of rolling out mobile technology in the developing world.
As exciting as mobile technology is, many other new
technologies will help developing countries leapfrog existing old
world methods to lift billions of people out of poverty. Consider
just one technology: 3D printing. It makes three-dimensional
products building additive layers with different shapes using
a special printer. Healthcare could benefit substantially in the
developing world, with 3D printing offering the possibility of
creating affordable artificial limbs, skin grafts or even products
like dentures that are made to order for an individual using a
computer program and the 3D printer.
Another interesting practical use of technology is the partnership
between Microsoft Corporation and the Kenya Ministry of
Communications12 to deliver broadband Internet service
through what it calls TV White Spaces—the unused TV channels
in a particular geographic area. It works in the same way as
conventional Wi-Fi, but because TV signals travel longer distances
and can pass through walls, A TV White Space solution requires
fewer access points to achieve similar coverage to Wi-Fi.
Microsoft is also pioneering ways to use its Kinect from the
Xbox 360® video game platform to help schoolchildren in
Africa. Microsoft commissioned an educational expert to design
a program using existing Kinect games to create learning
opportunities for the children, such as using a bowling game
to boost counting and other numeracy skills. Closer to home,
educators sponsored by Microsoft are adapting the use of motioncontrolled sensors in new and creative ways to improve physical
coordination, interaction and counseling for autistic children.13
Whether using hand-cranked radios, smartphones or TV White
Spaces, a wide range of technology solutions should be explored
to support consumers living and working in emerging markets.
The important research finding is to be creative in deploying
a relevant technology that works based on local culture,
infrastructure and preferences. Equally important is to adopt
methods and approaches that leverage new technologies like
mobile phones to leap-frog established technologies which may
require significant investment in infrastructure to positively
impact the way people live, work and connect.
“I’m excited about mobile, it’s certainly an amplifier to the good work that nonprofits can do as well as how
corporations can engage.” Edward Martin, Director Mobile Marketing, The Hershey Company and Chair of the
Mobile Council for ana.net
4
Discussion and action points
Research Methodology
• In addition to the emphasis on “appropriate use
of technology”, the non-tangible by-products of
technological solutions deserve consideration.
Can technology also improve literacy? Improve
credit or access to credit? Political awareness/
advocacy? Job creation is a theme which
is explored in an upcoming chapter.
Private sector survey
• Why are South American business leaders so keen on
online advertising as a driver of growth in emerging
markets? A huge 70 percent said they were investing
in online sales while the overall trend was under 50
percent. In Africa, only 30 percent of business leaders
said they were investing in online advertising. And
unlike African and Asia Pacific business leaders, South
American business leaders don’t see data analytics as
a big driver of customer engagement (only 40 percent
thought so). What is driving this regional difference?
• More than half of business leaders in Africa (53
percent) say that local customer knowledge is the
biggest driver of growth (20 percent higher than
the global average). But the pattern is different in
North and South America, where having a more
innovative and efficient supply chain is seen as
the biggest driver. There’s a disparity between
how North American business leaders see the
importance of local customer knowledge: only
a quarter think it’s a barrier to growth, whereas
African business leaders see it as a key driver.
This chapter is the second in a series that will look at the
different ways technology is being deployed in the developing
world. It draws on the insights of our global survey of 293
private sector business leaders across Asia Pacific, Europe, North
America, South America and Africa, 25 non-profit leaders, as
well as in-depth interviews with thought leaders across the
development sector. Future chapters will take a deeper look at
the power of data analytics, the potential impact of technology
on job creation, and new business and financing models aimed
at achieving scale in developing markets.
www.accenture.com/technologyindevelopment
• 293 business decision makers were interviewed online
across 13 markets between 4 February and 4 March 2013.
• Business decision-makers (BDMs) were identified as managers
working in companies that have $10 million or more in revenue
and more than 100 employees; have significant influence or
decision-making responsibilities for strategy or marketing in a
developing and/or emerging market(s); and work in one of the
following five sectors: financial services, resources and energy,
consumer goods, agri-business or health.
Public sector survey
• 25 non-profit leaders from international NGOs were
interviewed online during February and March 2013.
In-depth interviews
• In-depth interviews with conducted with
thought leaders across the development sector
between February and April 2013.
Region
Market
Number of interviews
Asia Pacific
Australia
25
China
25
India
26
UK
21
Italy
15
France
15
Germany
15
Russia
15
US
46
Canada
30
Brazil
15
Mexico
15
South Africa
30
Europe
North America
South America
Africa
Total:
76
81
76
30
30
293
5
References
About Accenture Development Partnerships
1. http://web.worldbank.org/WBSITE/EXTERNAL/TOPICS/EXTINF
ORMATIONANDCOMMUNICATIONANDTECHNOLOGIES/0,,con
tentMDK:23190786~pagePK:210058~piPK:210062~theSite
PK:282823,00.html
Accenture Development Partnerships collaborates with
organizations working in the international development sector
to help deliver innovative solutions that change the way people
work and live. Its award-winning business model enables
Accenture’s core capabilities—its best people and strategic
business, technology and project management expertise—to be
made available to clients in the international development sector
on a not-for-profit basis.
2. http://www.timeshighereducation.co.uk/features/africasmobile-phone-e-learning-transformation/2007120.fullarticle
3. http://www.adsmobi.com/media/Adsmobi_WP_Smartphone_
Movement_Heads_East_052012.pdf
4. http://www.audiencescapes.org/country-profiles/uganda/
uganda/communication-profile-165
5. http://www.uniteforsight.org/health-education/module2
6. http://www.ft.com/cms/s/0/436ce7f4-027d-11e3-880d00144feab7de.html#axzz2iIBMQ8BP
7. http://www.slideshare.net/Gaurav1019/indian-radio-industry
8. http://www.uniteforsight.org/health-education/
module2#_ftn9
9. http://www.gsma.com/mobilefordevelopment/wp-content/
uploads/2013/01/GSMA_Women_and_Mobile-A_Global_
Opportunity.pdf
10.http://www.crsprogramquality.org/ict4d-2013/
11.http://www.gsk.com/media/press-releases/2012/GSK-formspartnership-with-Vodafone-to-help-increase-childhoodvaccination-in-Mozambique.html
About NetHope
NetHope is a new-generation collaboration of over 40
international leading NGOs representing $40 billion of
disaster response, human development and conservation
programs in more than 180 countries. The organization
facilitates public-private collaboration among leading NGOs,
technology corporations, private foundations and public
sector organizations. Together, they leverage technology
to better serve millions of end beneficiaries around the
world. For more information, visit www.nethope.org
About Accenture
Accenture is a global management consulting, technology
services and outsourcing company, with approximately 275,000
people serving clients in more than 120 countries. Combining
unparalleled experience, comprehensive capabilities across all
industries and business functions, and extensive research on the
world’s most successful companies, Accenture collaborates with
clients to help them become high-performance businesses and
governments. The company generated net revenues of US$28.6
billion for the fiscal year ended Aug. 31, 2013. Its home page is
www.accenture.com.
12.http://www.microsoft.com/africa/4afrika/white_spaces_
project.aspx
13.http://usatoday30.usatoday.com/news/health
story/2012-05-31/video-games-autism-students/55319452/1
Authors
Jessica Long - Accenture Development Partnerships
William Brindley - NetHope
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