ELECTRONIC MARKETING COMMUNICATION SYSTEM (EMCS)

Dr Robert Fitzgerald

Australian Institute of Sustainable Communities

University of Canberra/ACIAR Project Leader

EMCS•MAIZE

•SOYBEAN

•CASSAVA

Using SMS to improve communication and exchange for Maize, Soya Bean & Cassava in Western

Cambodia

MAP OF CAMBODIA

WORKSHOP - PART A

2:00 – 2:15 Welcome and Introductions (Buntha)

2:15 – 3:00 Background to the EMCS Project (Dr Robert Fitzgerald)

3:00 – 3:30 What is SMS?

Why SMS?

Practical Demonstration of EMCS

Information On Demand - Getting Prices

3:30 – 3:45 Afternoon Tea

3:45 – 5:00 Getting Started: An EMCS Hands-on Session

Reading SMS

Sending SMS

Help & Welcome

Price Information & Codes

INTRODUCTION

• Aim: Broad focus on improving the marketing system and thereby improving the well-being of rural households and other participants in the non-rice cropping industry

• Partners: Domestic Trade Division of the Ministry of Commerce, Department of Agro-industry of Ministry of Agriculture, Forestry and Fisheries (MAFF) and Cambodia Development Resource Institute (CDRI)

WESTERN CAMBODIA

• We addressed the lack of market information through the development of an Electronic Marketing Communications System (EMCS) based on the use of SMS technology and mobile phones

• In Cambodia there is 75% coverage of mobile

phones and 85% coverage of SMS

• Similar projects working in the Philippines and South Africa

WHAT IS SMS?

• SMS stands for Short Message Service. It allows the sending and receiving of messages between mobile phones

• All GSM phones support SMS

• Can send up to 160 characters in one message

SMS

• SMS messages can also carry binary data e.g ringtones, pictures, operator logos, wallpapers, animations,

business cards such as VCards and calendar entries such as VCal

• Text messaging is growing rapidly. It is a $35 billion US industry

• By 2012 we will be exchanging about 3.7 trillion text messages per annum

Source: Portia Research, 2007

WHY IS SMS USEFUL?

• Can send and read messages at anytime & anywhere

• Messages can be sent to a mobile phone that is turned OFF or out-of-range

• Minimal disruption to your work. You don’t have to read immediately

• All GSM mobile phones can use SMS• Messages can be exchanged across different

wireless networks (Mobitel, Camshin etc)

EMCS INFORMATION

Stage 1• Price and market information by region• Link buyers and sellers by region• Weather information• Question and Answer servicesStage 2• Surveys and polls - feedback loops• Crop/production information• News and Alerts – e.g. Health Alerts• Requests for Information (fax back or mail out)• Build local service directories

EMCS

MOC

Phnom Penh

SMS Server

Phnom Penh

Pailin

Kampong Cham

EMCS DIAGRAM

AMIS

Weather Service

SMS TRAINING WORKSHOP

WELCOME TO EMCS CAMBODIA

Your SMS Information Service*Price*Buyer/Seller list*Information*Help

EMCS CODES

• It is common for users of SMS to use abbreviations and codes to reduce typing and increase information density

• Remember: One message can only contain 160 characters

• Codes can be changed and developed• For example

Battambang = BTBMaize = MMaize Price = MP

EMCS CODES

RegionBTB = Battambang BMC =Bantey MeanchayPLN = PailinKPC = Kampong Cham KPT = Kampong Thom PRV = Preah VihearPHP = Phnom PenhTHA = Thailand

LocationT = Town

S = Silo

B = Border

EMCS CODES

Cash CropM = Maize

S = Soybean

C = Cassava

Quality - (A, B or C)

Price - USD per metric tonne

SAMPLE EMCS MESSAGE 1Text MAIZE (or MP) to EMCS

---MAIZE PRICE--------04.11.07----BTB350TABTB350SABTB350BABMC350TABMC350BABMC350SAPLN350TAPLN350SAPLN350BA------EMCS -----

1. Region

2. Price

3. Location

4. Quality

QUIZ #1

• Explain the following Maize Price codes to your colleague:

BTB350BA

BMC330SB

KPC340TA

PLN300SC

SAMPLE EMCS MESSAGE 2Text MAIZEBUY (MB) to EMCS

--MAIZE BUYER-----03.11.07---BTB012444555BTB012444666BMC012333555BMC012423455PLN012447855PLN012444555KPC012444123KPT012444555---EMCS ---

1. Region

2. Phone

Quiz #2

• Explain the following Maize Buyer messages to your colleague

-MAIZE BUYER------03.11.07----BTB012444555PLN012447855PLN012445655KPC012444123KPT012444555------EMCS -----

SMS BASICS

1. Reading messages

2. Sending Messages

3. EMCS Practical

READING A MESSAGE

• When you have received text messages in standby mode, the number of new messages are shown on the display

• Press Read to view the messages• Go to the Inbox menu when you want to read the

messages• Use the scroll keys to browse through the message.• While reading the message, you can press Options

for the following: Delete, Edit, Reply, Forward, Chat, Details, Use number and As reminder

ENTERING TEXT (2 WAYS)

1. Numeric Keypad

2. Predictive Text - some phones have a built in dictionary and this is used for predictive text input, a tool that tries to 'guess' the word you want to type.

SENDING A MESSAGE

1. Go to the Inbox menu or New Message

2. Enter Phone Number in TO:

3. Type your message

4. Press SEND

EMCS

MOC

Phnom Penh

SMS Server

Phnom Penh

Battambang

Kampong Cham

EMCS DIAGRAM

AMIS

Weather Service

EMCS: PRACTICAL

1. Read Welcome message from EMCS

2. Save the EMCS number to your phoneName: EMCS

Number: 012 188 5800

3. Create New Message: TO: 012 188 5800 (or EMCS)

Type “HELP” and Send the message

WORKSHOP - PART B

8:00 – 9:00 Introduction (Buntha)Questions & Discussion of Issues (Sothea)Price Information (Buntha)

9:00 – 10:00 EMCS PracticalConnecting Buyers & SellersWeatherQuestion & Answer

10:00 – 10:30 Discussion (Sothea)10:30 – 11:00 Morning Tea11:00 – 11:45 Discussion and Suggestions for Improvement

Better codes?Better Services?

11:45 – 12:00 Where to next? & What do you need?Conclusion

EMCS: PRACTICAL

• Text HELP

• Text KEYWORD

• Buyer/Seller

• Weather

• General practice & sharing of tips

• Creating your own templates

EMCS

MOC

Phnom Penh

SMS Server

Phnom Penh

Pailin

Kampong Cham

EMCS DIAGRAM

AMIS

Weather Service

WHERE NEXT?

Stage 1• Price and market information by region• Link buyers and sellers by region• Weather information• Question and Answer servicesStage 2• Surveys and polls - feedback loops• Crop/production information• News and Alerts – e.g. Health Alerts• Requests for Information (fax back or mail out)• Build local service directories

DISCUSSION (SOTHEA)

• Better codes?

• Better services?

• What do you need?

EVALUATION

• Five questions (Robert)

• Discussion (Sothea)

• SMS Poll

MORE INFORMATION

Contact:Dr Robert Fitzgerald, Project Director

Australian Institute for Sustainable Communities

University of Canberra, AUSTRALIA

robert.fitzgerald@canberra.edu.au

+61 4 18406531 (mobile)

+61 2 62012658 (office)

+61 2 62015360 (facsimile)