Using SMS for 2-way field communication and information

services in rural Cambodia

Cambodia Crop Production and Marketing Project (CCPMP): ASEM-200-130

Dr Robert Fitzgerald

University of Canberra

Presentation to the Northwest Agricultural Market Association (NAMA)

Battambang, Cambodia, 25 November 2008

CCPMP

• Funded by the Australian Centre for International Agricultural Research (ACIAR). Project Leader Professor Bob Martin (University of New England). Collaborators from University of Canberra, CSIRO, DPI, MJP and CARE

• The overarching aim of the project is to improve the functioning of the production – marketing system for maize and soybean in north-western Cambodia

• The project will facilitate the sharing of knowledge and information between practitioners at all stages of the value chain

• Is a large ‘integrated’ project drawing on trans disciplinary understandings and participatory action research (PAR)

Cambodia

Objectives• Objective C1. To exploit the potential synergies and efficiencies

that can be obtained by the production component informing the marketing component of the value chain, and vice versa 

• Objective C2. To enhance the adoption of improved technologies and practices for production of upland crops by integrating agronomic, economic, environmental and social factors 

• Objective C3. To improve post-harvest management, communications along the supply chain and value chain integration for maize and soybean in north-western CambodiaDevelopment of improved communications between different levels of the supply chain using SMS technology

SMS

• Low-cost mobile messaging system with good coverage in Cambodia

• Reliable in ‘patchy’ areas (i.e. store-and-forward)• Send up to 160 characters per message• SMS server can be available 24 hours/7 days• Support for push and pull services

– Push: SMS server can send messages to phone user– Pull: a user can request information (Information on

demand) from SMS server Support for users to contribute (e.g. submit price

information) and participate (e.g. complete surveys & ask questions/seek advice)

Background

• Use SMS to improve communication by providing access to information

• Previous work done on the Electronic Marketing Communication System (EMCS) funded by ACIAR

• CCPMP - expand to market and production information

• Recent SMS evaluation trial has been successful• Plan to use FrontlineSMS – an open source software

designed for community groups and NGOs• More about FrontlineSMS and Ken Banks

FrontlineSMS

Example 1-----CCPMP-----1. PRICE2. WEATHER3. NEWS & ALERTS4. FARM TIPS5. Q&A6. SURVEYS7. HELP-----CCPMP-----

Information Services (1)

Stage 1• Price and market information by region• Connect to Cambodian Agricultural Market Information

System (CAMIS) database via SMS• Farm tips - crop/production information• Weather, news and alerts – e.g. TB warnings• Requests for information (fax back or mail out)• Price submission

Will need to develop a simple coding system to facilitate SMS communication for farmers who do not read English. For example:MBBB500 = Maize Buy price in BattamBang $500USD per tonne

Information Services (2)Stage 2• Question and answer services (FAQs)

– Send PEST – autoreply with pest information – Send ‘What is the green worm?’ Extension Officer reply ‘Most likely

podsucker. Contact XXX and treat with YYY’

• Surveys and polls– Farmer survey: Rate your maize crop from 1 – 5

• Farmer sends: MAIZECROP 3

– Trader survey: Rate soy bean quality from 1 – 5• Trader sends: SBQUALITY 3

• Link buyers and sellers by region– SMS MAIZEBUYER

• Mr Teo – 012 345 678• Ms Rattanak – 017 324 999

• Local service directories

A SMS Server

Pailin Silo

CAMBODIA

FARMERS

GOVT

COLLECTORS

SILOS

NGOS

FRONTLINESMS SERVER(PC, MAC or LINUX)

TRADERS

GSMMODEM

Today’s workshop

Discuss• are you interested in using SMS?• what more information you need?• what other services would be useful (price, etc)?• how should we train and support users?

Proposal• to establish an SMS server in Pailin• develop an action plan and provide contact details for

each officer• establish another a server? Where?

Micro payments by SMS

• Using SMS to make small payments (<$100)

• Like an electronic wallet

• Developed by Australian (Canberra) company mHits – www.mhits.com.au

• mHITs is a person-to-person (p2p) payment system which uses a mobile phone as the transaction device

• Users send and receive money via SMS message to make payments instantly

• Demonstration

A peer-to-peer micro payment system

PAY 012345456 10Send User receives $10 creditin their account

How it works

More information

Dr Robert FitzgeraldAssociate Dean (Research)Faculty of Education, University of Canberra+61 417023539 (Australia)+855 12491503 (Cambodia)robert.fitzgerald@canberra.edu.au