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M4D
some shifts in the landscape
Jonathan Donner Microsoft Research India M is for Mobile 2.3.11 twitter: @jcdonner
www.bit.ly/jdonner
A training study in Urban South Africa• 8 internet “never-evers”• Assistance from livelihoods NGO Learn to Earn• Ethnographic Action Research• Adaptive training, 13 weeks of participant observation• Follow-up interviews after 6 months• www.bit.ly/afteraccess
Job Search
Hopes I have tried everything, absolutely everything to find a job, I need a job,
like, yesterday as the money in the house is not enough… …I went to this place in the morning and they told me put my CV here in
the web, but I do not know how to do that, they do not consider me, if I do not know how to use internet.
Seven Tricky Things For First-timersOn the Handset
GPRS SettingsComplex multistep menus require a visit to the phone shop or a knowledgeable friend
Crowded ScreensEULAs, banners and footers restrict the screen
Menu/Hard Key ConfusionEvery phone has a different route to WAP/internet. Even between same providers
In the Environment
Webmail chicken & eggEmail identifiers are difficult to originate on handset
Unfamiliarity with passwordsConfusion between a PIN and a password
Few mobile-friendly websitesFew NGOs have WAP site
Limited FunctionalityUploading photos, composing CVs, resetting passwords
The meter is running
• Text messages are inefficient and pricey
• Even 3G mobile internet succumbs to a pay-as-you-go pricing model
• Requires careful attention to incentives
CC photo: drp on flickr http://bit.ly/gvEnEt
An app’s biggest competitor may be a phone call
CC photo: ti.mo on flickr http://bit.ly/gvvOS6
The mobile blurs the social and the instrumental
Over time, users total mobile experiences revolve around connection, expression, coordination, and entertainment
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