Integral Development and Marketing of Mobile Phone Products and Services for Enhancing Livelihoods in Rural Zimbabwe

Mobile phones enhance livelihoods and wellbeing of users by facilitating information sharing, business transactions, social and financial inclusion. Mobility assists people greatly, especially in times of emergencies. This research sought to identify key factors that could accelerate the adoption of mobile phones in rural communities. Using cooperative inquiry as a qualitative methodology, data was gathered in two rural districts during monthly group discussions. Data was collected over a period of 6 months using voice and video recordings, pictures and text. Content analysis was used to analyse the data. Since research was qualitative using conveniently selected subjects, there are limitations in generalizability. Research findings showed that company values are critical for serving rural customers effectively. When mobile operators apply humane values of caring, sharing, inclusivity and togetherness they are capacitated to develop and operate reliable mobile phone systems, produce products that are useful and affordable thereby enhancing adoption. In addition, humane values enable mobile operators to genuinely share product knowledge and to care for customers. To improve rural livelihoods, the best contribution of mobile phones is supporting farming by sharing appropriate knowledge in a timely manner, and supplying accurate information on input costs and selling prices. Furthermore, mobile phones should facilitate financial transactions and provide affordable communication services to the farming ecosystem. The research recommends that, among other things, mobile operators should review and realign their business values as a starting point for effective service delivery to rural communities. Possible areas for further research were recommended.