mHealth Case Study

The journey of Telenor My Health in Pakistan

DECEMBER 2016
GSMA

mHealth

About the GSMA mHealth Programme

The GSMA represents the interests of mobile By forging stronger connections between the
operators worldwide, uniting nearly 800 operators mobile and healthcare industries, the GSMA mHealth
with almost 300 companies in the broader mobile Programme is supporting commercially sustainable
ecosystem, including handset and device makers, health services that transform the lives of people
software companies, equipment providers and in need and promote the wellbeing of mothers and
internet companies, as well as organisations in families in developing countries. Mobile can increase
adjacent industry sectors. The GSMA also produces the quality, reduce the cost and extend the reach
industry-leading events such as Mobile World of healthcare to benefit millions. mHealth services
Congress, Mobile World Congress Shanghai, Mobile have the potential to generate significant impact by
World Congress Americas and the Mobile 360 reaching women and children who lack access to
Series of conferences. essential healthcare and nutritional information.

For more information, please visit the GSMA For more information about GSMA mHealth
corporate website at www.gsma.com Programme visit our website at: www.gsma.com/
mobilefordevelopment/programmes/mhealth
Follow the GSMA on Twitter: @GSMA
Follow us on twitter @GSMAm4d

Author : Neelofar Shariff

Published

Further acknowledgments: With thanks to

Mohamed Rahil Khan and Obaid Khan at Telenor
Pakistan, Assad Ali at Planet Beyond and Abdullah
Saqib at Acumen Pakistan
This document is an output of a project funded
by UK aid from the Department for International
Development (DFID), for the benefit of developing
countries. The views expressed are not necessarily
those of DFID.

2
 THE JOURNEY OF TELENOR MY HEALTH IN PAKISTAN

CONTENTS EXECUTIVE SUMMARY 4

KEY INSIGHTS 5

INTRODUCING TELENOR MY HEALTH 6

COUNTRY CONTEXT 7
Health indicators 7
Competitive environment 8

SERVICE DESIGN 9

BUSINESS MODEL AND PARTNERSHIPS 11

Business model 11
Partnership model 12

CONTENT 14
Content streams 14

MARKETING 16

LOOKING AHEAD 18
Monetising content 18
Mobile financial services 18
Evolution to data 18

Contents | 3
GSMA

Executive Summary
Telenor My Health is a mobile health (mHealth) service PKR 0.585 tax (USD 0.03) to receive daily health alerts
launched by Telenor Pakistan—the second largest via SMS, and PKR 0.10 (USD 0.00096) per minute to
mobile network operator (MNO) in Pakistan with access additional content via interactive voice response
more than 39 million subscribers. A health portal with (IVR). Telenor’s value-added services (VAS) vendor,
information on general, maternal and child health, as Planet Beyond, is responsible for content creation,
well as wellness and lifestyle topics, the service aims aggregation, and marketing of the service. Launched in
to build customer loyalty for the MNO. Telenor charges February 2015, by August 2016 the service had over half
users a weekly rate of 3 Pakistani rupees (PKR) plus a million active subscribers.

Year launched 2015

Business model Revenue share with VAS vendor

Delivery channel SMS and IVR

Service design Subscription-based push text content and pull IVR content

Active number of users 516,000 (August)

4 | Executive Summary
 THE JOURNEY OF TELENOR MY HEALTH IN PAKISTAN

Key insights
This case study outlines the key benefits for MNOs a daily SMS health alert on seasonal, medical, dental
to engage in mHealth projects and highlights key and everyday hygiene topics, with an option to receive
considerations for the implementation of mHealth stage-based pregnancy information. An additional
services at scale: option to access content through the IVR channel is
also available, enabling those with lower literacy levels
Health VAS increased network loyalty for the MNO. to benefit from the service.
Telenor’s mHealth service has fostered high levels of
customer loyalty. The average monthly churn1 rate for The case of Pakistan illustrates the importance of
the service between January and July 2016 was 8.2%, having an enabling environment to iterate services
compared to 20% of all value-added services in the and improve content. In Pakistan, mHealth content
Telenor portfolio. Fifty percent of users have stayed must be validated by a registered health professional,
with the service for longer than eight months, with 34% but does not require approval from a government
subscribing for more than a year. body such as the Ministry of Health. The possibility
to speed up the validation process has allowed
Customer willingness to pay has created a viable Telenor’s VAS partner Planet Beyond to continuously
commercial model for mHealth services. By create new content and update product offerings
offering a low price point, the service has proven to for its users.
be commercially viable as it appeals to customers
at all average revenue per user (ARPU) levels. This, “Live shows” and high levels of responsiveness
combined with different content streams, has enabled to user feedback are key to creating a “sticky”
the service to reach a larger addressable market. service. Every week, Telenor’s mHealth service hosts
an interactive live show which users can listen to by
A mix of pull and push content provides value to dialling into an IVR line. These shows, in conjunction
the user and appeals to a wider audience. Providing with promotional SMS text messages requesting
content on both SMS and IVR channels has allowed feedback, have been a successful way to collect user
Telenor to reach users at all literacy levels. Users receive feedback and tailor the service to user needs.

1. Churn = total gross disconnections per month as a percentage of average total connections at the end of the period

Key insights | 5
GSMA

Introducing Telenor
My Health
Telenor My Health was launched nationally at the One of Telenor’s main incentives for launching the
beginning of 2015 to provide Telenor users with service was to increase network usage, which has been
affordable, localised health information on an array of an important strategic priority since the passage of
health-related topics. In addition to delivering health more stringent know-your-customer (KYC) regulations
content via SMS and IVR, the IVR channel hosts a in Pakistan. One of these regulations is a limit on the
search tool allowing users to learn more about diseases number of SIM cards owned by an individual, limiting
and locate healthcare providers. The service meets the the revenue opportunities earned from the sale of SIM
Telenor group’s mandate to help countries reach their cards. By introducing new services such as Telenor My
health targets through mHealth information services.2 It Health, Telenor has been able to drive more traffic to its
has also become an alternative revenue channel for the network and build customer loyalty, which in turn has
MNO. Reaching both urban and rural users with diverse had an impact on its market share in Pakistan.
health content, there were 516,704 active subscribers
as of August 2016.

2. https://www.telenor.com/wp-content/uploads/2012/05/BCG-Telenor-Mobile-Health-Report-May-20121.pdf

6 | Introducing Telenor My Health

 THE JOURNEY OF TELENOR MY HEALTH IN PAKISTAN

Country context
2010 2016

Rural population3 63.4% 61.2%

Out-of-pocket expenditure as a % of private expenditure on health4 88.5% 86.8%

Total expenditure on health as a % of gross domestic product (GDP)5 3.0% 2.8%

Number of physicians per 1,000 population6 7 8 0.8 0.8

Nurses and midwives per 1,000 population9 10 0.6 0.6

Total market penetration in Q211 63.2 % 70.3%

Health indicators
High out-of-pocket health expenditures are still This is due in part to a high proportion of doctors
one of the biggest economic shocks to low-income leaving the country. Seventy-five percent of qualified,
families relying on daily wages from agricultural licensed female doctors in Pakistan are also excluded
and blue collar jobs, and those living in rural areas from the workforce due to socio-cultural barriers,
(61.2% of Pakistan’s total population) are impacted exacerbating this shortage.13 The presence of Lady
the most. However, access to information can lessen Health Workers14 in communities has been found to
this financial burden. Studies have shown that 40% have a positive impact on education about maternal
of income in rural households is spent on treating and child health, however there are still shortages
preventable diseases from contaminated water and of nurses and midwives, particularly in remote areas
unsanitary living conditions.12 where the resource burden is even higher.

Pakistan is experiencing a drop in the number of The ubiquity of mobile in Pakistan (71% GSM
physicians working in the health system, which has penetration as of October 2016)15 provides an
created a shortage of doctors in a growing population. important opportunity to reach large segments of

3. http://data.worldbank.org/indicator/SP.RUR.TOTL.ZS (2015 data)

4. http://wins.org.pk/resources_files/Sindh%20Health%20Budget%20Analysis%20January%202016.pdf
5. http://wins.org.pk/resources_files/Sindh%20Health%20Budget%20Analysis%20January%202016.pdf
6. http://data.worldbank.org/indicator/SH.MED.PHYS.ZS?locations=PK
7. http://www.trfpakistan.org/LinkClick.aspx?fileticket=cGyiwxr1xkA%3D&tabid=2618
8. https://cdn2.sph.harvard.edu/wp-content/uploads/sites/32/2014/09/HSPH-Pakistan5.pdf (2014 data)
9. https://cdn2.sph.harvard.edu/wp-content/uploads/sites/32/2014/09/HSPH-Pakistan5.pdf (2014 data)
10. http://data.worldbank.org/indicator/SH.MED.NUMW.P3?locations=PK
11. Unless specified otherwise, all mobile-related statistics are from GSMA Intelligence.
12. http://www.sci-int.com/pdf/96204074543--673-679-Saeed.pdf
13. http://www.docthers.com/bridging-the-gap/
14. Lady Health Workers are teams of trained women who visit households or work in clinics, spreading awareness of hygiene, immunisation, pre- and post-natal care, nutrition, family planning, and services available at
nearby health centres.
15. GSMA Intelligence

Country context | 7
GSMA

the population to improve health indicators. the delivery of health services. GSM penetration is
By providing content on healthy behaviours, forecasted to reach 78.65% of the population by the
telemedicine to reach resource-scarce areas, or year 2020, creating an even stronger case for mobile
health financial services, mobile can be leveraged in health interventions to reach the underserved.

Competitive environment
In Pakistan, Telenor has the second largest market rate after being the first MNO to introduce 4G in
share with 38.5 million connections representing 27.7% Pakistan. In a highly competitive mobile market, social
of total connections, whilst Mobilink , after a recent business models like Telenor My Health are becoming
merge with Warid Telecoms, are the market leaders increasingly important to achieving core business
with 51.1 million connections, equivalent to 37.0%. targets and contributing to key business objectives,
New entrant Zong is also growing at an aggressive such as driving network usage and customer loyalty.

8 | Country context
 THE JOURNEY OF TELENOR MY HEALTH IN PAKISTAN

Service design
Users can register for Telenor My Health by dialling the language option. There have been no reported issues
IVR code *345*7764# or by sending a message with with registration, as the dual channel caters to users at
the text ‘SUB’ to 7764. When users register through all literacy levels.
IVR, they receive a welcome message prompting them
to select their preferred language: Urdu or Punjabi. Once they are subscribed, users receive a daily SMS
Users are then taken directly to the IVR menu. ‘health alert’ with information ranging from seasonal,
medical, and dental health to everyday hygiene. Users
If users opt to register via SMS, they receive a welcome can also access additional content through the IVR
message and the option to change the IVR menu to line (7764). Once they dial in, users are presented with
Punjabi (by sending an SMS with the word ‘HELP’ to the option to access two content streams: Family First
7764). For the SMS channel, Roman Urdu is the default and Healthy Lifestyle.

The Family First option includes three subcategories:

HEALTH ARTICLES
Audio articles on a variety of family health topics. There is an option to skip
and replay the articles.
FAMILY FIRST

TELENOR MAMTA (MOTHERHOOD)

Registration for free additional daily SMSs on mother and child health. To opt
in, users must create a profile that provides information on the stage of their
pregnancy or age of their child.

NEAREST DOCTOR AND LABORATORY

Information on the nearest doctor or clinic, available for users in Islamabad,
Rawalpindi, Lahore, and Karachi.

The Healthy Lifestyle option includes two subcategories:

HEALTH ASSISTANT
HEALTHY LIFESTYLE

Audio articles on wellness topics, such as weight loss and healthy eating.
As with the health articles in Family First, users can skip and replay articles.

EAT WELL
Information on the caloric value of foods are sent via SMS. Users send an SMS
to 7764 with the word ‘EAT’ and the name of the food (e.g. bread) and then
receive information on that food.

Service design | 9
GSMA

After users subscribe, promotional text messages are sent notifying them of the additional content available
through the IVR channel:

LIVE SHOWS
ADDITIONAL CONTENT

A weekly live radio show on a variety of health topics, accessed through the
main IVR line ( 7764)

HEALTH SERIAL DRAMA

24 episodes of a fictional health drama, available by dialing 77645

10 | Service design
 THE JOURNEY OF TELENOR MY HEALTH IN PAKISTAN

Business model and

partnerships
Business model
Telenor My Health is managed by the Digital Services which is considerably lower than the 20% average
team at Telenor Pakistan and is part of a suite of monthly churn rate of all value-added services in the
services based on a social business model,16 including Telenor portfolio.
an education service called ‘Telenor Taleem’ and a job
alerts service called ‘Telenor Rozgar’. Both services Telenor My Health is a commercially sustainable service
have seen high rates of adoption, with more than a and is priced as a weekly bundle of PKR 3+ PKR 0.585
million users each. tax (USD 0.03) and IVR calls charged at PKR 0.10 (USD
0.00096) per minute. This makes it one of the most
Like other services in Telenor’s social business affordable services in Telenor’s VAS portfolio. Telenor
portfolio, Telenor My Health is based primarily on has been able to attract users from across the country.
an indirect business benefits model, where the main Some of the highest number of users hail from Karachi,
incentive is to drive customer loyalty and increase Sialkot and Mandi Bahauddin, which are considered
network usage. According to Telenor, over 50% of urban, semi-urban and rural districts respectively
subscribers have been on the service for over eight (see figure 1). There is also high usage in areas with
months and 34% have been subscribed to the service inadequate health coverage such as Muzaffargarh in
for over a year. From January to July 2016, the Southern Punjab, where 64.8% of population live below
average monthly churn rate of the service was 8.2%, the poverty line.17

16. Commercially sustainable services that target a social need or have a social responsibility angle.
17. http://tribune.com.pk/story/1126706/40-pakistanis-live-poverty/

Business model and partnerships | 11

GSMA

FIGURE 1

Districts with the highest number of users

SAHIWAL MUZAFFARGARH

MANDI BAHAUDDIN KARACHI

SWAT

SHEIKHUPURA
LAHORE
URBAN
GUJRAT RURAL

ISLAMABAD
OKARA

SEMI-
SARGODHA URBAN
RAWALPINDI

GUJRANWALA FAISALABAD
SIALKOT

Partnership model
Telenor is responsible for the overall product strategy Planet Beyond creates all the marketing material
of Telenor My Health and provides strategic direction for the service. It has invested in its own recording
and marketing channels (SMS and IVR), with final studios, recording artists, and radio jockeys who
approval on all service and marketing content. The provide voice-overs for IVR content, live shows and
service is supported by VAS vendor Planet Beyond, marketing outbound calls. Planet Beyond bears all
which has a revenue share agreement with Telenor. the costs for content development as this allows it to
Planet Beyond has a dedicated content team and differentiate its products and have a competitive edge
manages, creates, and produces all SMS and IVR over other vendors. Additionally, content created by
content for the service. By regulation, Pakistan’s Planet Beyond is not exclusive to Telenor My Health
Ministry of Health mandates that all health content after a certain time period, allowing the VAS vendor
must be vetted by registered professionals, thus Planet to provide similar health content to other interested
Beyond has established relationships with certified MNOs in the future.
medical professionals who validate all of its content.

12 | Business model and partnerships

 THE JOURNEY OF TELENOR MY HEALTH IN PAKISTAN

TELENOR PAKISTAN PLANET BEYOND

STRATEGY EXTERNAL PARTNERSHIP MANAGEMENT

MARKETING CAPACITY CREATE MARKETING CONTENT
CREATE AND VALIDATE CONTENT

BOX 1

Initial partnership model

When Telenor My Health was first launched, Planet Beyond was assigned the task of identifying suitable
content partners and managing these relationships. Planet Beyond entered into a revenue share
agreement with health and lifestyle TV channel Health TV,18 gaining access to all of the channel’s archived
show material. Planet Beyond then adapted this material to create SMSs on daily health alerts and
Telenor Mamta. Video footage was converted into audio and parts of the shows (2–3 minute segments)
were used to create one audio article.

Health TV is owned by Ziaudin Group, which controls a large network of clinics and hospitals. Through this
partnership, Planet Beyond was able to validate all the content for Telenor My Health and leverage Health
TV’s database for the ‘’Nearest Doctor’’ feature.

Feedback from user surveys conducted through outbound calls and Telenor call centres revealed that whilst
SMS content was generally accepted, IVR content clips based directly on segments from a TV show did not
resonate with users. This ultimately led to the end of the partnership between Planet Beyond and Health TV,
and Planet Beyond assumed full responsibility for content creation thereafter.

18. http://htv.com.pk/about

Business model and partnerships | 13

GSMA

Content
During the service inception phase, Telenor gathered To ensure Telenor My Health appealed to a large
feedback on health content preferences by surveying addressable market with different literacy levels,
existing users of the mEducation service ‘Telenor Telenor opted to use both SMS and IVR as content
Taleem’ and ‘Ask-Telenor’, a service that allows users to delivery channels. SMS health alerts are sent daily in
ask questions and receive a response. This was done Roman Urdu, a language understood by the majority
based on the assumption that users who subscribe of the population.19 IVR targets users with lower
to these services might also be the initial target literacy levels20 and serves as an infotainment channel
market. Feedback from users in urban areas revealed for those interested in any of the content streams
an interest in general wellness, while users in rural (e.g. live shows), creating additional value for these
areas were more interested in prophetic medicine, users. IVR content is available in both Urdu and
herbal nutrition, and health information on illness and Punjabi, the language spoken in the most populous
maternal and child health. region of Pakistan.21

Content streams
Content for My Telenor Health can be classified into four and easy to understand. There are two categories of
categories: SMS, static IVR, dynamic IVR, and live IVR. SMS content ( see Figure 2). The first category are
the daily health alerts with information on seasonal
SMS content medical, dental and everyday hygiene. The second
category are the maternal alerts which provide
Localised SMSs are sent to all users. To reach users additional customised information on pregnancy and
more effectively, Planet Beyond’s content team child health topics (based on user profiles).
creates content in the local vernacular that is simple

19. One survey showed that 37% sent SMS’s in Roman Urdu, 17% wrote in English and 15% wrote in Urdu script. http://www.alnap.org/pool/files/pepl-guide-to-sms-engagement-in-pakistan.pdf
20. The literacy rate in Pakistan is currently 58 percent.
21. Urdu is the national language of Pakistan and 48% of the population are native Punjabi speakers.

14 | Content
 THE JOURNEY OF TELENOR MY HEALTH IN PAKISTAN

FIGURE 2

Examples of SMSs sent from Telenor My Health

Telenor mHealth Telenor mHealth

HEALTH ALERT TELENOR MAMTA
Koshish kijiye k khanay EXAMPLE - DENTAL Asad ki vaccination due EXAMPLE -
kai baad aur sonay se HYGIENE ho gai hai. Asad ki sehat VACCINATION
pehle sakht ya crisp ki hifazat kay liyay, yeh REMINDER
khaney, maslan gajar, Translation: After eating vaccinations fouri tour
saib waghera khaye or before going to bed par karwain Translation: Asad is due
jayein. Aise khano ko
try eat crisp foods like for his vaccinations.
‘detergent foods’ bhi 1. ORV4
kehte hain aur inko spiced carrots. These 2. DTP3
To protect Asad’s
khatey waqt daanto ki foods are also known as 3. HIB2 health please get these
safayii hoti hai. ‘detergent foods’ and vaccinations done as
will cleanse your teeth soon as you can
as you eat the food

Static IVR content have attracted the largest number of callers. Once
every quarter, Planet Beyond hosts a health specialist
Through the IVR menu, users can access content clips on the show to discuss topics of a more clinical nature,
from the TV broadcaster Health TV, as well as recorded such as pregnancy or non-communicable diseases.
content clips from Planet Beyond. The information is The live shows have proven to be successful in creating
localised and presented in Urdu and Punjabi. Content “stickiness” for the service, transforming health content
clips are approximately two minutes long and recorded into infotainment. Live shows have also been added
with voice-overs designed to be engaging for users. to other Telenor services, such as the mAgri service
Content offered via static IVR includes Family First Kushal Zamindar.
(information about family health) and Healthy Lifestyle
(wellness and lifestyle information). Dynamic IVR content

Live IVR content On the IVR channel users can listen to a 24-episode
serial drama that addresses a variety of health topics.
Live content is available to users through live weekly Each 15-minute episode is in Urdu and based on the
shows. Users dial into the IVR line and have the option fictional character of an unemployed doctor from a
to join the live show. The show is curated and run by small village who fails to find a job and becomes a
Planet Beyond, which has its own studios and radio taxi driver. Each week the doctor has a new client who
jockeys. Each week, a new health topic is discussed and faces a particular health issue, and during the course of
users are given the option to ask questions live on air. the taxi ride he provides the passenger with guidance
Topics such as ‘quit smoking’ and prophetic medicine22 and information.

22. Prophetic medicine: A genre of medical writing advocating traditional medical practices.

Content | 15
GSMA

Marketing
Telenor My Health is promoted solely through below- currently conducted in Urdu. Telenor also introduced
the line (BTL) marketing activities carried out by Planet loyalty incentives, giving all users who activated the
Beyond through SMS and outbound calls (OBD).23 service through the Telenor website a 50% discount.
Telenor provides data on user trends (e.g. previous
VAS subscriptions) to target potential subscribers. To Telenor and Planet Beyond continuously measure
drive uptake of the service, promotion is segmented by the success of its marketing activities and uses this
rural and urban users. SMS is used to target the urban data to refine their approach to target customers
segment whilst OBD reaches rural users. more effectively. For the SMS marketing channel, user
queries (which allow users to request health content
This segmentation is based on network intelligence for the service free of charge) have proven to be the
that allows Telenor to capture potential and current best way to drive uptake, and live shows have also
subscribers based on the most-used cell phone proven effective in increasing up subscriptions. Telenor
tower.24 Although promotional activities were initially and Planet Beyond have learned that continuous two-
conducted in different regional languages, conversion way communication through marketing channels helps
rates were highest with Urdu, so all marketing is to keep users engaged and interested in the service.

RESPONSE RATIOS FOR FEATURES ON SMS

0.3% 0.2% 0.1% 0.1%

User Queries Live Show Healthy Lifestyle Health Assistant

Similarly, OBD calls revealed the most popular message, and although this could indicate a general
features driving activation were live shows and user preference for a female voice, it may also be a sign
queries. Family First topics such as maternal alerts of a larger female user base as, culturally, women are
have also yielded higher numbers of subscriptions. It more comfortable discussing sensitive issues such as
was found that female voice-overs had a 50% higher health with other women.
activation rate than male voice-overs for a similar

23. Outbound calls are pre-recorded voice messages that inform a user about the benefits of a service.
24. Telenor Pakistan uses Data Science and Analytics to boost mAgri uptake: http://www.gsma.com/mobilefordevelopment/programme/magri/telenor-pakistan-uses-data-science-and-analytics-to-boost-magri-uptake

16 | Marketing
 THE JOURNEY OF TELENOR MY HEALTH IN PAKISTAN

RESPONSE TO MALE AND FEMALE VOICES ON OBD CALLS

80%Female
40% Male

To retain users, BTL marketing is conducted using Live shows and user queries have played a dual function
SMS for urban areas and OBD for rural areas. These as Telenor regularly draws on them to collect insights
activities mainly inform users of new content available on users’ content preferences and refine content to
on the platform, a new episode of the drama serial, meet user needs. Content is created on the topics that
and the next live show and health topic that will be generate the highest number of callers for live shows, as
discussed. The service regularly offers cash prizes to well as the most requested subjects from user queries.
users for answering health questions and calling in
to health shows.

BOX 2

Text messages that have received the highest user

conversion rates
a. Telenor My Health! Suniye Chicken Pox k baray main zrori batain or janeye iss se Bachao k eham
tareka,wo bhi sirf Rs 0.10/min main! Tou abhi 77644 dial karain (Telenor My Health! To learn more about
chicken pox and how to avoid it in children for just PKR 0.10 per min, then dial now 77644)

b. Agar ap TAMBAKU NOSHI se Nijaat Pana chahte hain tau suniye, My health per LIVE SHOW or Saath hi
Saath Rs.100 FREE Balance Jeetne ka moqa bhi payein! Abhi 7764 milaein. Sirf Rs.3+t haftawar aur Rs.
0.10+t/Min. (If you want to get rid of your tobacco habit, then listen to My Health LIVE SHOW and you
can also win PKR 100 FREE balance! Dial 7764 now. Only PKR 3 + tax per week and PKR 0.10+t/ Min)

c. Telenor My Health kay zariye pocheye sehat kay mutalik tamam sawalaat! Tou abhi HELP likh kar reply
karain wo bhi MUFT! (Through Telenor My Health, ask any question related to your health! Reply with
the word HELP now— for FREE)

Marketing | 17
GSMA

Looking ahead
Monetising content
To drive revenue growth, besides generating revenue directly from users, Telenor could also form partnerships
with interested health organisations to leverage their platform for data collection or with organisations that want
to disseminate health content that aligns with their service. These would from an additional B2B revenue stream
for the service itself whilst concurrently enriching content offering for the user base.

Mobile financial services

In partnership with MicroEnsure,24 Telenor has piloted an insurance product available to all subscribers of the
Telenor My Health service. This bundled product is priced at PKR 50 + PKR 9.75 tax (USD 0.57) per month. The
subscriber receives daily health messages, has access to unlimited IVR content, and receives in-patient insurance.
For every night a user spends in the hospital, they are reimbursed PKR 1,000. A benefit of bundling content with
insurance is that users will still get value from the service even if they are not admitted to hospital, and Telenor can
position this value offering as the first of its kind in Pakistan.

Evolution to data
The evolution to rich media is a key strategic priority for Telenor Pakistan. As smartphone penetration increases,
Telenor is aiming to increase data usage on the network. A mobile app for Telenor My Health could be created
to target urban and semi-urban users and capture the market with the highest smartphone penetration. The
service could deliver additional health and lifestyle information, which are the most requested topics from
urban and semi-urban users.

25. MicroEnsure is a company that aims to provide microinsurance to the mass market. Its business model typically involves partnering with a mobile network operator to use mobile channels to register users and
process and send claims.

18 | Looking ahead
 For more information on the Mobile for
Development mHealth programme visit:
www.gsma.com/mobilefordevelopment

GSMA HEAD OFFICE

Floor 2
The Walbrook Building
25 Walbrook
London EC4N 8AF
United Kingdom
Tel: +44 (0)20 7356 0600
Fax: +44 (0)20 7356 0601