Viral entertainment as a vehicle for disseminating speech-based services to low-literate users

@article{Raza2012ViralEA,
  title={Viral entertainment as a vehicle for disseminating speech-based services to low-literate users},
  author={Agha Ali Raza and Mansoor Pervaiz and Christina Milo and Samia Razaq and Guy Alster and Jahanzeb Sherwani and Umar Saif and Ronald Rosenfeld},
  journal={Proceedings of the Fifth International Conference on Information and Communication Technologies and Development},
  year={2012}
}
  • Agha Ali Raza, M. Pervaiz, +5 authors R. Rosenfeld
  • Published 2012
  • Computer Science, Engineering
  • Proceedings of the Fifth International Conference on Information and Communication Technologies and Development
Entertainment has recently been shown to be a powerful motivator for mastering new technologies. We therefore set out to use viral entertainment to introduce telephone-based, speech-based services to low-literate people in developing countries. We describe Polly, a simple voice manipulation and forwarding system that went viral in Pakistan last year. Seeded once by 32 low-skilled office workers in a Pakistani university, in 3 weeks Polly amassed 2,032 users and 10,629 interactions. From… Expand
Job opportunities through entertainment: virally spread speech-based services for low-literate users
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Polly, a simple telephone-based voice manipulation and forwarding system that was first tested in 2011, is reported on its first large-scale sustained deployment in Pakistan, where it has spread to 85,000 users, engaging them in 495,000 interactions, and is continuing to spread to 1,000 new people daily. Expand
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How development-related, voice-based, information services could organically spread among low-literate masses in the developing world is explored and the challenges of remote deployment and the interplay of user interface; language of the system; seeding mechanisms and active response to user feedback towards the uptake of the service are studied. Expand
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The behavior of users of a simple telephone-based voice modification and forwarding system in Pakistan is studied, and it is found that with experience users show an increasing interest in message sending, become more explorative of the system's capabilities, and better adapt themselves to its constraints. Expand
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It is shown that the ability to vote, comment and share leads to viral spread, deeper engagement, longer retention and emergence of true dialog among participants, and Baang provides its users with a voice and a social identity as well as means to share information and get community support. Expand
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Polly, the authors' telephone-based voice manipulation and forwarding system, has been in continuous operation in Pakistan since May 2012, and the geographical spread of Polly over the initial four months of its deployment is shown. Expand
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