This guide outlines practical steps that mobile operators can take to reach women customers. Drawing on its research and work across Africa, Asia and Latin America over the last decade, GSMA has distilled 10 key recommendations for reaching women with mobile. While consideration of the unique local context is crucial, some overarching themes have emerged.

These 10 recommendations are grouped into three main areas: 1) Include a focus on female customers at the organizational level; 2) Understand the opportunity and challenge of reaching women; and 3) Take action to reach women through new or existing initiatives.