@ MWC: GSMA’s mWomen Programme aims to close cell-phone gender gap

BARCELONA, Spain — The GSMA’s mWomen Programme is aiming to close the gender gap between men and women in developing countries by helping to develop sustainable business models that operators can use to help women become mobile-phone users.
Trina Dasgupta, program director for the program which debuted at Mobile World Congress 2010, said operators are missing out on a $13 billion revenue opportunity because women are 21% less likely than men to own a mobile device in developing countries. Barriers to entry include total cost of ownership, cultural differences and fear of technology, Dasgupta said. The program has been working with operators to try to include men in marketing campaigns targeting women, simply because men often control finances in the house. For example, in Afghanistan, an operator rolled out a marketing campaign encouraging men to buy cell phones for the women in their lives as a nice gesture that will make them feel safer.
Dasgupta noted that 22 operators, as well as Ericsson Inc., Google Inc. and Nokia Corp. have joined the effort.