Stop Positioning Mobile Phone as a Mere Tool for Entertainment and KIT

A recent TV commercial in Sri Lanka shows a girl gets a SMS to her phone and says;
“My boyfriend is sending me SMSs too, even after being on phone with me for hours”
The message from boyfriend: “you are beautiful”
She replies: “you are smart”

Most of the mobile operators in Sri Lanka try to position the mobile phone as a mere tool for Entertainment and Keep In Touch (KIT). They mainly target youth for their marketing campaigns.
This has led to various confusions and disadvantages for both mobile subscribers as well as mobile companies. A negative sentiment has been developed among the people and most of the people, mainly the people at the Bottom of the Pyramid (BoP) do not believe that mobile phone has a positive impact on their lives or livelihoods.


The impact of direct access to telecom on the ability to earn more using the phone or save a certain expense that would have been incurred without the phone (mean response) - LIRNEasia Survey

The wrong positioning of mobile phone in Sri Lanka has led to even worst policy decisions such as Government of Sri Lanka banning mobile phones in schools http://ict4d-in-srilanka.blogspot.com/2009/08/sri-lanka-bans-mobile-phones-at-schools.html
So, it is a need of the hour to understand the potential of the mobile phone in Development and position it at the right place. Also it is the time to introduce more and more Value Added Services which goes beyond the entertainment.

-Sameera.