Mobile value added services for inclusive growth: A study of women micro-entrepreneurs in Fiji

Milind SATHYE, Biman Prasad, Dharmendra SHARMA, Parmendra Sharma, Suneeta SATHYE

Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review

3 Citations (Scopus)


Though it is contended that mobile value added services (MVAS) can help growth of small and microenterprises, few empirical studies have investigated the drivers of MVAS adoption particularly by women entrepreneurs. Our study fills this important gap in the literature by specifically focusing on women micro-enterprises (WMEs) in a Pacific island country - Fiji. The study aims to investigate the effect of organisational and individual characteristics of the entrepreneurs on the decision to adopt mobile value added services. We also identify the supply-side constraints in the uptake of MVAS. We interviewed 74 women micro entrepreneurs and 10 providers of mobile phone services and policy makers. Age of respondents and mobile network operator used had significant positive association with the decision to adopt MVAS. Many policy barriers, infrastructure constraints and interoperability issues were found to hinder the growth of MVAS in Fiji. Access to finance, insurance, and capital were the three major challenges faced by respondents who desired that business mentoring and information needs to be made available through mobile phones as a top priority. We conclude that appropriate policy framework backed by supporting infrastructure to build high equilibrium ecosystem would help rapid adoption of MVAS in Fiji.

Original languageEnglish
Title of host publicationPACIS 2014 Proceedings
EditorsTing-Peng Liang
Place of PublicationUSA
PublisherAssociation for Information Systems
Number of pages14
Publication statusPublished - 2014
Event18th Pacific Asia Conference on Information Systems - Chengdu City, Chengdu City, China
Duration: 24 Jun 201428 Jun 2014


Conference18th Pacific Asia Conference on Information Systems
Abbreviated titlePACIS 2014
CityChengdu City


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