03 DIGITAL LITERACY AND RELEVANCY OF OFFERS A key obstacle for many developing the pitfalls (e.g. spam, data markets is digital literacy. People security). The simpler the offer and are often not aware of the benefits value proposition, the better. Last of the internet, if provided through but not least, many services have mobile devices, which are not not been fully adapted into local affordable to large parts of the context (language, data speeds). world’s population. Educational Especially in developing markets it campaigns need to start here, and cannot be assumed that English is should not assume that everyone the spoken language. Any service would be online if they just had which adapts to local language access to a connection. The second and available bandwidth will have a obstacle is that it takes training to clear advantage. become familiar with navigating the offers and services including 95