Towards a Code of Conduct: Guidelines for the Use of SMS in Natural Disasters

"[T]here is significant potential for effective partnerships to be developed between the mobile and humanitarian communities to deliver impactful, efficient SMS services in natural disasters - so as to better meet the needs of the communities who need them most."

This joint effort draws on existing expertise across numerous organisations and previous research to codify a series of best conduct practices for the use of short messaging service (SMS) in disaster response. The draft code of conduct, prepared by Groupe Speciale Mobile Association (GSMA) Disaster Response, Souktel, and The Qatar Foundation, seeks to bring an improved sense of coordination and understanding between telecommunications companies and humanitarian actors. It recognises the expertise of both the humanitarian and mobile sectors (mobile network operators, or MNOs) in their particular domains and the benefits to each in strengthening the coordination and partnerships between them.

Key considerations for cooperating with aid implementers - for MNO partners:

• "Aid implementers are specialists in crisis response - but may not have expertise in telecommunications. As a result, many basic terms and concepts (technical or commercial) will be unfamiliar to these partners. Clear, concise communication - and simple 'user-friendly' language - can help address this challenge and minimize misunderstanding.
• Many aid implementers have multiple offices, numerous teams, and varying organizational structures - all within a single crisis zone. Establishing clear, consistent Points of Contact at each aid agency (and understanding the role/decision-making authority of these contacts) will help ensure efficient communication and service launch.
• Many aid implementers have detailed organizational processes for contracting, financial management, and content creation. As a result, service delivery partnerships may need approval at several levels, creating delays. Setting clear timing expectations at the start of any partnership can help mitigate this risk.
• Most aid implementers' main aim is to provide emergency help, at low (or no) cost to communities in crisis zones. As a result, these partners may be less interested in the delivery of commercial/value-added mobile services, particularly in the first weeks after a crisis event. Phasing in cost-based services over time - or finding options for subsidising these services so that they remain low-cost - is an ideal alternative.
• Aid implementers do not always coordinate their crisis relief efforts with each other, especially when crisis events evolve rapidly. As a result, multiple implementers may approach mobile network operators with similar requests for cooperation. Preparing in advance for this possibility - and working to understand the various needs of each aid agency that requests services will help optimize partnership planning."

Key considerations for cooperating with MNOs - for humanitarian partners:

• MNOs "may be badly affected themselves by natural disasters, including infrastructural damage and loss of life. In the immediate aftermath of a disaster, resources will most likely be focused on restoring services in order to provide essential access to communications, and on accounting and providing for employees.
• Not all mobile operators structure their disaster preparedness and response programmes in the same way....Corporate Social Responsibility, Sustainability, Public Affairs, Technical, Business Continuity, Network Management and Executive teams may all be involved, and as such it is important to identify the correct point of contact for SMS service development and roll out.
• In the immediate aftermath of a natural disaster, mobile operators will be facing numerous pressures and obligations. As a result, requests for access to the network for SMS service provision should be coordinated among humanitarian actors wherever possible.
• The role of mobile communications in humanitarian response is rapidly evolving; as a result, the level of expertise and experience will vary based on operator and market.
• Mobile networks may experience technical challenges such as network congestion. As a result, service design should consider the attributes of the network and its management to avoid adding additional pressure onto the network.
• In many markets, mobile operators have strong relationships and brand presence with citizens and will be engaged with community-based programmes or support local NGOs [non-governmental organisations] or civil society groups. Consider how the service you are designing fits in with pre-existing services or programmes.
• Mobile operators have an obligation to protect the privacy of their subscribers, and are bound by prevailing regulatory and licensing realities. These should be considered at the earliest stages of service design."

A variety of graphics in the concluding pages of the report offer recommendations. For example: Do not launch an SMS service unless you have the ability and capacity/resources to act on incoming information - e.g., someone asks for something and you can respond with the information, service, or service referral they need. Amongst the suggestions for determining whether an SMS platform is appropriate for disaster response activities: Organisations should consider the broader local media environment and context, mobile phone ownership and distribution (especially with regard to access based on gender and age), literacy levels, and the coverage and reliability of the network.