Access to internet through mobile
In many emerging markets, there are far more mobile phones than there are computers. Extending affordable internet access into emerging markets via mobile phones will help to bridge the digital divide, bringing information, communication and educational opportunities to stimulate socio-economic development.
Key barriers to internet access in emerging markets include the cost of desktop and laptop computers, and the cost and logistical difficulties associated with rolling out telephone and broadband cables. Developing countries often have low literacy levels, which means that many people are unable to make use of internet services even where they are available.
Vodafone is working to improve access to the internet by providing mobile internet services in emerging markets. Our experience in countries such as Egypt, India or South Africa tells us that the three most important factors are:
- Locally relevant content and services, in local languages
- Pricing
- Network features that create a seamless experience, such as automatic device detection or content adaptation.
We are working to support this increase in mobile internet use. For example, in South Africa, we offer Vodacom customers a range of affordable mobile internet options, including mobile data services, mobile broadband data services and wireless broadband data services. We also provide a 24-hour helpline for mobile internet support. Customers can choose the option that suits them best and they only pay for the amount of data they use, regardless of how long they are online. At the end of 2007/08, over four million people in South Africa had access to the internet through their mobile phone.
In 2008, we will continue to launch affordable multimedia phones in emerging markets, to enable customers to access the internet in a quick and easy way.