An exciting new development is the launch on 1 April in Bamako, Mali of Sènèkèla – a market price and agricultural information mobile service provided by IICD and Orange Mali, with the support of mFarmer (GSMA). The solution comprises an SMS/USSD information service and a call centre, serviced by specialised agricultural experts. My research in Ghana, suggests that West African farmers are reachable more readily via communication modalities, such as voice, which are congruent to their rural oral traditions. Therefore, I expect that complementing the SMS/USSD channels with a call center will raise the usability and attractiveness of Sènèkèla for rural stakeholders. Additionally, access to trained service operators is likely to increase farmers’ levels of trust in the information provided to them via SMS/USSD.
The service was developed through a complex partnership between technology providers (Orange Labs, Orange-Mali, GSMA), development partners (IICD, RONGEAD) and agricultural content providers such as the Malian Institute of Rural Economy (IER). Content quality is a shared concern with IICD taking responsibility for market price data collection; with RONGEAD providing market analyses and tips; and with IER ensuring the quality of the agricultural content delivered via the call centre. During the pilot phase the service was limited to he regions of Sikasso and covered only a few crops. With the recent launch, the partnership is entering a commercial phase with increased coverage and an increased range of agriculture information services.
The service relies on the combined SMS/ USSD and a call centre channels, using an operational model familiar to me from the of Esoko in Ghana. The 24-hour service provides market price information from different markets in the regions of Sikasso and Koulikoro; and information on crops such as corn, shea butter, onion, cashew, shea nuts, potato, sweet potato, rice and millet. Message services are delivered via a USSD menu on Orange Mali’s mobile network. The call centre staffed by agricultural advisers is reachable by the short number 37333 and the short code #222. The content for the service is generated via wide data collection efforts on food prices; as well as, national and international market trends.