MULTICHANNEL DELIVERY OF PUBLIC SERVICES Dr. Rajendra Kumar, IAS Joint Secretary, Department of Electronics & IT, Govt. of India
Is the government citizen interface working?
The mai-baap approach?
Can governments provide citizens: (i) what they want? (ii) when they want? (iii) how they want?
Welcome to multichannel delivery!
Channels: broad classification Traditional
Why multichannel delivery? Increases reach and access: for the poor and
disadvantaged Promotes inclusiveness in service delivery e.g. CSCs in rural & remote areas, and mobiles!
Promotes sustainability of services
Multichannel delivery: Features All channels are integrated, coordinated
Frontend applications talk to each other; reference the same database (data is collected only once) Citizens select the most suited channel; get the same response regardless of channel selected (seamless experience)
The most promising channel Location-based services Access to rural citizens, seniors & differently abled
Most rapidly adopted technology ever!
Real-time info; no need for redundant data entry
Relatively cheap; anytime anywhere access!
Effective M-Governance Mobile channels for delivery Mobile compliant sites
National Mobile Seva Project (mgov.gov.in) Provides an integrated, centrally-hosted Mobile Services Delivery Gateway (MSDG) to all Govt. Depts.:
Unique,1st nationwide m-initiative 1-stop shop for mobile enablement
for integration with
common egov infrastructure in the country to deliver public services to
citizens over mobile devices through SMS, USSD, Voice/ IVR, m-apps & other channels
Centrally hosted core infra Depts. need not invest in own m-platform Depts. can onboard very quickly
Mobile Seva: National Rollout
• 870+ depts using sms push • 60 crore+ sms transactions • 270 services on sms pull through shortcode 166, 51969 & longcode 9223166166 • 240+ m-Apps on m-AppStore • www.mgov.gov.in : the 24X7 portal
Mobile Seva Portal (http://mgov.gov.in)
Mobile Seva: Live Status of Services & Transactions
Mobile Seva Appstore (http://apps.mgov.gov.in)
Mobile Seva: AppStore
Multichannel delivery: challenges & opportunities Strengthening delivery frameworks Responding to technology changes Partnerships to expand delivery
Outreach, localisation & marketing
THANK YOU! [email protected]
Strengthening delivery frameworks Choose the channels with the best fitment Introduce new channels only under
integration with overall strategy Ensure all channels talk to each other Ensure competent resource allocation Encourage competition for cost effectiveness
Responding to technology changes Be aware of availability and bandwidth
requirements of channels and devices Design new channels/ content keeping in mind limitations of mobile devices (e.g. vis-àvis desktop-type browsing) Make mobile sites available
Expanding delivery options through partnerships Given that disadvantaged groups maintain
strong preference for face-to-face channels, consider revitalizing traditional channels (through PPPs) Strive for strong policy leadership and political support to bring in the desired levels of coordination
Outreach, localisation & marketing Change management activities to motivate
users to give up traditional channels where necessary Awareness activities to influence citizen perception in favour of newer more-efficient channels Ensure localisation Capacity building of users