- Target group: mExtension can facilitate creation of scalable, replicable, and commercially sustainable advisory services for rural clients. Efforts should be made to target women to benefit from mobile technology.
- Innovations: Adapting services depending on client needs, preferences, and socio-economic conditions requires constant innovation.
- Ecological and institutional setting: While ICT infrastructure is needed for organisations, clients need to have access to mobile phones and network services to access the advisory services.
Evidence of impact
(15) Dickert, M. 2011. Mr Yunus, telephone ladies and the development jigsaw.
Potential scalability and issues of sustainability
Financial sustainability is a major issue in mExtension. While paid services are still subject to skeptic opinions, there is much evidence of mobile-based paid advisory services that are being subscribed to by large numbers of rural people in developing countries. Establishment costs do need to be externally funded, but at later stages a profit-oriented model has the advantages of being scalable, sustainable, and client need-based compared to services offered free of cost.