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Please use this identifier to cite or link to this item: http://hdl.handle.net/10204/5153

Title: Designing for global markets 10
Authors: Bidwell, NJ
Lalmas, M
Marsden, G
Dlutu, B
Ntlangano, S
Manjingolo, A
Tucker, WD
Jones, M
Robinson, S
Vartiainen, E
Keywords: Callback service
Mobile technology
Mobile usage
Rural African mobile usage
Issue Date: Jul-2011
Citation: Bidwell, NJ, Lalmas, M, Marsden, G, et al. 2011. Designing for global markets 10. Proceedings of the Tenth International Workshop on Internationalisation of Products and Systems. Kutching, Malaysia, 11-14 July, 2011, pp. 21pp
Series/Report no.: Workflow;6934
Abstract: Designers and developers are naïve about the ways impoverished people in rural Africa innovate new uses of mobile technology to circumvent access difficulties. Here, we report on the local appropriation of an USSD ‘Callback’ service in a rural community in South Africa’s Eastern Cape which enables people to send free text messages and includes strategies that respond to severe constraints on message length and local communication protocols. This report shows that a participative approach, in which community members co-generate methods and interpret data, elicits major and formerly unreported findings. We describe the results of two sets of interviews about the use of cell-phones and Callback locally and the implications of this use for designing and realizing a media-sharing system. Our findings indicate that the community needs a system to charge phones and share media without consuming airtime and functionality for the 70-80% of people who do not own high-end phones. Use of Callback suggests people will manage a system to create, store and share content at a local ‘station’ but notify others about content using separate networks. Callback-use reveals local priorities that shape: the meaning of usability and utility; the ways people manage sequences of communication; and, the ‘rules’ that enable people to use Callback for multiple purposes and make sense of Callbacks despite ambiguity. These priorities inform introducing prototypes and contribute to exploring the communication patterns that might, subsequently, emerge.
Description: Proceedings of the Tenth International Workshop on Internationalisation of Products and Systems. Kutching, Malaysia, 11-14 July, 2011
URI: http://hdl.handle.net/10204/5153
Appears in Collections:Building science and technology
Human factors
Wireless technologies
General science, engineering & technology

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