Lewis to help promote a mobile service for the world's poor

An international telecoms firm has turned to Lewis PR to help promote a mobile service to connect some of the world's poorest citizens.

Target audience: tea pickers in Sri Lanka could share a phone
Target audience: tea pickers in Sri Lanka could share a phone

London-based Movirtu has launched a ‘cloud phone’ specifically for the developing world. It enables communities to share a single mobile phone, but individuals have their own numbers.

Movirtu hopes to reach more than one billion people, primarily in Africa and South Asia, who previously could not afford a mobile phone.

Lewis has been hired as Movirtu’s retained UK agency and will work with the in-house comms team to increase awareness of the service, particularly to the mobile networks, and support the service from initial trials to multiple-country roll-outs.

Tactics will include seeding video content, media and blogger relations, sourcing speakers to increase awareness of Movirtu in developed markets, and consolidating its position as a market leader in affordable telecoms. Lewis associate director Julie Walsh said: ‘We’re going to gather case studies on mobile use in dev-eloping countries and push stories out to the media.

‘We plan to link with NGOs to help push the message of affordable mobile coverage. We’re also looking at tying in with conferences that tackle developing world issues.’

Movirtu is also developing software for IT managers to make it easier for a single handset to be shared on business telecoms accounts.

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