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ICT in Rural Development in India

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A rural citizen is information starved. Keeping in mind the literacy levels of rural population, mobile voice is the most powerful channel to communicate and engage by leveraging Interactive Voice Response (IVR) system for the broadcasting of information in audio form – PowerPoint PPT presentation

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Title: ICT in Rural Development in India


1
The Role of Information and Communication
Technology in Rural Development
  • Go 2 Market India Pvt. Ltd.

2
ICT in Rural empowerment, On demand provision of
reliable, timely and actionable information
overcoming the literacy barriers
  • Background
  • A rural citizen is information starved. Keeping
    in mind the literacy levels of rural population,
    mobile voice is the most powerful channel to
    communicate and engage by leveraging Interactive
    Voice Response (IVR) system for the broadcasting
    of information in audio form

3
Typically most of the NGOs have 2 clear
objectives for any rural engagement program
  • Empower community groups especially women
    marginalized section of society
  • Ensure accountability transparency in governance

4
Traditionally ICT programs and initiatives to
connect with the rural population in India have
typically faced the following challenge
  1. Low level of literacy
  2. Limited ownership of smart phones, largely low
    value features phones
  3. Non availability or poor quality of internet
  4. Low of answered calls due to phone not being
    charged/electricity supply being erratic
  5. Making the information viral/self-spreading
  6. Ability to communicate with large population at
    the same time in their regional language/dialects

5
Solution using ICT
  • A single number based voice solution built on a
    cloud telephony platform for broadcasting
    pre-recorded automated voice calls, people who
    are unable to receive the call, can call back on
    the same number which functions as a missed call
    number and automatically generates an outbound
    voice call in the specific dialect with the voice
    communication for the day.
  • The system architect can be designed such that an
    audio library is created and the calling/called
    person has the option of listening to previous
    audio messages.
  • The uniqueness lies in having a single number for
    communication which functions both as a outgoing
    number and a missed call number resulting in much
    higher contacts, zero cost to the target group
    and the power of referrals which helps in
    creating awareness about the single number
    amongst the target group.

6
  • Every person who calls up the number is not in
    the existing database has the option to choose
    the Block/District for which they would like to
    register themselves and subsequently will be part
    of the scheduled information dissemination
    program, the number addition to the specific
    Block/District is automatic and requires no
    manual intervention.
  • To reinforce the number and to help make the
    number viral, people are encouraged to share the
    number with their acquaintances and each call is
    followed-up by an automatic sms communication.
  • The target group need to only have any basic
    feature phone which can receive and make calls.
  • Program can help in engaging, partnering and
    winning the trust by building a one to one
    connect in the targeted geography by providing
    reliable, timely and actionable information
    overcoming the literacy technology barriers.

7
Outcomes
  • Timely notifications ensure higher participation
    of people in rural initiatives such as gram
    Sabha's.
  • Increased participation in government organized
    events disability camps, immunization
    programmes etc
  • Information dissemination in partnership with
    Government departments such as Meghdhanush
    programme, field camps by different government
    departments etc.
  • UID implementation drive, data collected using
    IVRS for identifying villages having problems
    related to non-issuance of UID etc.
  • Information sharing-citizens in turn also forward
    and share information to their acquaintances for
    whom the information is relevant and useful.
  • Citizens become more aware and can be expected to
    start demanding benefits of various public
    services and schemes.

8
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