Mobile Value Added Services: The Case of Women Microentrepreneurs in Indonesia

Abstract

Mobile value added services (MVAS) represent a growing collaboration between the private sector and the development community. In this paper, we examine one such MVAS, the Nokia Usaha Wanita service running on the Nokia Life+ platform in Indonesia, and we assess its viability as an innovative means for the economic empowerment of businesswomen. Data were gathered through 221 telephone interviews with a nationwide random sample of women who subscribed to Usaha Wanita. Subscribers reported that they derived economic benefit from using the service. They also reported that their business profits were greater because of what they had learned from reading Usaha Wanita content. Women who were subscribers also had higher "good month" profit as well. Increased profits were positively correlated with frequent reading of the tips and information provided by Usaha Wanita and subscribers perceptions that the service was useful for business. Women who exhibited entrepreneurial optimism also had greater business profits. Findings suggest that entrepreneurial optimism amplified the association between mobile phone use and profits.