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Implementation
The following should be taken into account to ensure long-term success:
Baseline survey: A baseline survey is needed to understand the information needs of rural clients, the type of mobile phones they use, and the pattern of mobile phone use.
Baseline Developing partnerships: Depending on the type of service provided, stakeholders will vary but partnerships among different stakeholders aid standardisation of services, reduce integration issues, and help to segment the service providers and target users.
(5) Stryjak et al. 2015. Op. cit.
Partnerships with network providers are very important for extension organisations to provide services catering to the needs of the client.
Content Management System (CMS) and device dependency: A CMS enables multiple users to have different permission levels for collecting, managing, and publishing of information in any form or medium. The service provider needs to have expertise on the CMS to select and upload suitable content. The content should be equally accessible through smart and conventional phones, the former being developer-friendly and the latter being more popular in emerging markets.
Infrastructure: Infrastructure like servers, mobile phones, PCs, etc. should be in place before the project is formally implemented. Providing smartphones to selected farmers/coordinators can ensure timely information delivery (e.g.
m4AgriNEI in India,
SIA-Huaral in Peru).
(6) Saravanan and Suchiradipta. 2014. Op. cit.
(7) Barrantes, R. and Aguero, A. 2014. Mobile phone applications for agricultural extension in Peru. In: Saravanan, R. (ed.) Mobile phones for agricultural extension: Worldwide mAgri innovations and promise for future. New Delhi, India: New India Publishing Agency.
Staff selection: While dedicated staff are needed for large scale services, text-based services can be handled by extensionists.
Scalability and sustainability goals: Sustainability is a problem with ICT projects and so there need to be clear goals and benchmarks for financial sustainability of the project without depending on a funding agency.
Adding the extras: Mobile apps, call centre services, and peer-to-peer connection facilities with online and offline accessibility can be of added advantage.
Capacities required
Extensionists need to be well versed in the use of mobile devices, but more importantly, should be aware of their clients, as missing critical information can be a serious flaw.
For clients, the most important capacity issue is accessibility to mobile phones. In rural areas of low- and middle-income countries mobile phone subscription still has a long way to go, and women specifically are yet to benefit from the technology. The number of unconnected women is still significantly high and of those who have access to mobile phones, many have never sent an SMS.
Technical illiteracy is also a major challenge in active use of mobile phones and this issue needs to be addressed before rolling out mExtension services. Rigorous awareness-raising and training on using mobile phones to access the service are also needed for proper utilisation of the potential mExtension has to offer.
