AKSHAYA : Innovative Operations & Service Delivery, Kerala

 Background

A. Public-Private-Partnership

Akshaya has set out a unique PPP experiment to Bridge the Digital Divide andto usher in ICT as a tool for the development of community. The Akshaya ecentersare being set up under the sole initiatives of selected entrepreneurs, whohave come forward from among the local community. The project has successfully completed its pilot phase in Malappuram district in the State. In Kerala, Local Self Government Institutions (LSGIs) have been meaningfully empowered through massive transfer of resources as well as administrative powers. The Local Self Governing Institutions have funded the e-literacy training programme The funding is shared by the three tiers of the Local Self Governing Institutions namely Grama Panchayat, Block Panchayat and the District Panchayat. The active participation of the LSGIs have brought in the facilitating environment for delivery services at the grassroot level, using ICT as a powerful tool.

B. Focus on Capacity Building

A distinct feature of the project has been that there has been a constant effort for continuous capacity building of the stakeholders namely the citizens,entrepreneurs and the representative and the local bodies ie the Government.The common man who otherwise could not access technology has been provided with ease of access and functional e-literacy training. E-literacy training has been imparted through the Akshaya centres under the initiative of the local self Governing Institutions. The skill thus acquired by the individuals help them to use the infrastructure provided by the Akshaya centres for community development and standard of living of individuals and families largely.The selection of entrepreneurs was done by the Local Bodies based on a rating scale and on a block level. A 2-day multi-media Entrepreneur Orientation Programme (EOP), a compulsory programme, was conducted for the selected entrepreneur to acquaint him/her with the objectives & methodologies of running an Akshaya centre. The business model of the Akshaya centre was discussed in detail at the EOP to enable them to run a commercially viable centre. Continuous training programme in Enterprise Management, Marketing skills, technology, data digitisation, Quality Management etc. are being provided to the entrepreneurs on a frequent basis.

C. Development of Locally relevant Content

The content set is being developed through handholding of domain expert and technologists. The content are structured in a manner that could empower the users with information that will affect their lives positively. A wide range of topics including that of education, career development, agriculture, health, Information Technology, biotechnology, law and justice are being developed. In addition, selfdevelopment modules covering spoken English, Vocational training, personality development, career planning, accounting for small businesses are being developed. A distinct feature of this project is that we cut the language barrier in getting information online, by developing all the content in the local language, Malayalam.

D. ICT for Development

Development of socially relevant ICT applications is one of the unique features of the project. Each family has a symbiotic relatinship with the Akshaya centre,which will enable creation of a data warehouse for the State. Interventions in the three major sectors namely Agriculture, Education and Health and applications which supplement the growth of these sectors can be developed, by utilizing the resources of Akshaya centres in conducting surveys etc.

E. Akshaya in E-GOVERNANCE

The Akshaya ICT access points provide G2C, G2G, C2C and G2B information interchange and dissemination. These centres are being connected through high speed broad band Wireless Network. These centres cater to citizen needs in terms of offering services in communication, e-education, e-Governance and other services. Akshaya centers function as decentralized information access hubs that cater to a range of citizen needs that has an inbuilt integrated frontend. All Government Information, and application forms are provided in the Akshaya centres.

One of the most significant steps n the e-service delivery phase is the launching of e-pay services. The existing ICT enabled single window payment facility of all payables to Government by citizens can be paid through the Akshaya centres.The leading nationalised bank, SBIonline, Friends and the Akshaya centres are the partners in the project. Akshaya with the integration of Friends Services,enables easy and hassle free bill Payment. With the launch of these services,Akshaya shall virtually bring to the doorsteps of the citizens, the most needed.

Government interface for payment related transactions.Akshaya entrepreneurs were engaged in data digitisation of over 30 lakh birth and death records in Malappuram. A proposal to issue birth and death Certificates through Akshaya centres is under consideration.

e-cop the interactive Police portal of Malappuram Police will have smooth interface between the law enforcers and the public. The networking of the Police Stations in Malappuram is also progressing.

eNRICH the community network interactive platform exclusively designed for Akshaya, with support from NIC is an added facility for citizens to interact with Government and access they key information resources. e-parathi, Collector’s Online Greivance Redressal is also being initiated through Akshaya Centres

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Akshaya in E-LEARNING

The Akshaya centers offer quality training programmes at affordable rates for the public in their locality. AlAkshaya centres, second level ComputerCourses, Language training including, Spoken English, Arabic, Grammar classes,Designing courses from National Institute of Design, courses from CDIT, STED etc. are some of the training programmes to be implemented soon in Akshaya centers. In addition, self -development modules covering spoken English,ocational training, personality development, career planning, accounting for small businesses are being developed. Intel Community Training Programme offered through Akshaya centres is attracting students in large numbers.

Akshaya in E-KNOWLEDGE

Akshaya centers serves as an information hub by providing relevant information to the public . A well-managed e-library is a specialty of Akshaya centers. And most of them are exclusive and custom designed for Akshaya. Already several contents have been identified and designed in this respect. Exhaustive information-base on five core areas as Health, Agriculture, Career,Education and Laws and regulations is available in the centers.. It’s interactive design enables easy navigation. In addition, a wide range of topics including that of e-career development, Information Technology, biotechnology are being developed.

Akshaya in E-COMMUNICATION
The E-Kendras are equipped with the most advanced wireless technology enabled communication facilities. In the context of Malappuram, the scope of Akshaya centers in this arena is tremendous as more than 60% of the families have atleast one NRI member. Akshaya so far, has been widely appreciated by the households which have members working in the Gulf.Using sophisticated Internet applications for communication, email, chat, video conferencing, Net meeting, videophone, Internet fax etc are offered by Akshaya centers.

Akshaya in E-BUSINESS

Akshaya is all set towards progress by utilizing its unique and powerful competencies in terms of interconnected, well-organised, well controlled and professionally managed, technology empowered, government-supported network of entrepreneurs. Each of the Akshaya centers has direct and firm access to all the households of the district. They are in close connection with the community.The business development activities in the industrial sector are mainly classified under 8 core areas. They are

1 Digitisation and Data Management

2 Akshaya Hardware

3 Insurance and financial services

4 Tourism and Event Management

5 Design and Development

6 IT enabled Productive Sector Intervention

7 Health Care

8 Product Selling Division and Market Research

An Enterprise group has been constituted for this sector, which comprises of a representative from the entrepreneurs of each block who are specialized in this segment. This enterprise group is being headed by a Enterprise Group Coordinator. This enterprise group coordinates all the activities of the specialized area in the district. Thus each group contains 105 or more entrepreneurs who coordinate all the activities of the particular sector in the Panchayath.

Major corporate Houses and businesses which have come forward for tie-up with Akshaya are ICICI, Geojith, Malayala Manorama, Mathrubhoomi, Silver Storm,Akbar Travels etc.

Akshaya in E-AGRICULTURE

A bold initiative to leverage on the Akshaya network is the intervention in the agriculture sector. Kerala with its rich variety of agriculture produces and varied land pattern, farmers have been trying and testing new crops based on the market demand.

The Akshaya network provides a transaction platform for the agriculturists, small and medium traders of agriculture produces and large corporate which procure agriculture produces on large volumes as their raw materials. This platform shall be an enabling interface of the three important stakeholders to uphold their priorities like best price for farmers, quality and quantity assurance for the traders and the corporates. A community of farmers and their network, which share their best practices shall emerge from this initiative.

Akshaya in e-Health

A unique Health mapping exercise was conducted in two panchayats in Malappuram, under the initiative of the Akshaya centres. Efforts are now being taken to translate the data thus collected to workable health solutions and enhancement of existing facilities, for the target people. A telemedicine initiative with CDAC, named Cancernet is now being launched.

 Executive Summary:

a. BRIEF SUMMARY

The project Akshaya – means perpetuating prosperity- is being implemented in Kerala to address the issues on digital divide in the State in an integrated and holistic way.The project is successfully implemented on a pilot basis in Malappuram. Providing ICT access to all sections of the society even located in the remotest part of the State, development of minimum skill sets to all the people through functional IT Literacy training, creation of relevant local contents to benefit all the interest groups are components of the project. This project is an enabler in generating massive economic growth, creation of direct employment opportunities in the State. The project would have a long-standing impact on the socio-political scenario of the state.

b.SITUATION BEFORE THE INITIATIVE

Malappuram had less than one percent of e-literacy for a community comprising nearly 3 million people. A large majority of the population belongs to the deprived sections, women, tribals and fishermen. Internet penetration in the district was less than 1%. Virtually, no locally relevant content was available to the citizens. There had not been any level of awareness in ICT in Tele-medicine / e-Commerce / e-Education

c. STRATEGY ADOPTED

The strategy adopted for implementing the project is based on the following four major components

I. Universal ICT Access

As a first step, a network of Akshaya e-centers is being set up across Kerala. Run by entrepreneurs, each centre will be a self-sustaining unit with the e -literacy programme assuring baseline revenue. Akshaya centres are being set up within 2 km of every household. 4500-6000 Akshaya Centers will be developed in the State with the objective of one centre each per two wards of Local Body. The Centres are being connected through broadband wireless technology.. Development of these centres is expected to rpovide provide direct sustained employment to at least 25,000 people (5 Nos. per unit) in the IT Sector. Each centre is equipped with 5-10 computers, printers, scanners, Webcam, other peripherals and necessary softwares to carry out various ICT based services. In addition, IP phones are also being made available in these centres.

II. E-Literacy

Akshaya e-centres provide training that not only familiarise people with the basics and scope of IT, but also ensures hands-on skill in operating a computer, using the internet and so on. Aimed at creating a 100% literate state, the programme aims at providing E-literacy to one person in each of the 64 lakh families in the State A carefully designed content module designed in local language is for 15 hrs. for each person is a major highlights of the programme. The process of providing the skill sets shall lead to the creation of a long lasting relation between the Akshaya centres and the families in the catchment, which on a macro level will generate a state wide data

warehouse and repository; of relevant content for the families.

III. Creation of Micro ICT Enterprises.

The Akshaya e-centers are being set up under the sole initiatives of selected entrepreneurs, who have come forward from among the local community. These centres are set up as pure entrepreneurial ventures, with an investment of Rs. 3-4 lakhs per centre. The entrepreneur spirit has been fully utilised for developing the Micro entrerprise in the ICT sector. As in the case of any conventional enterprise, these entrepreneurs display their skills and resources in ICT enabled sectors, content creation, fulfilling the communication needs of the community, e-enabling farmers,

scholars, medical practitioners, in the community for total development. These entrepreneurs are fulfilling their social commitment to impart e-literacy to his community members.

IV. Creation of ICT Service Delivery Points

The Akshaya ICT access points are envisaged to provide G2C, G2G, C2C and G2B information interchange and dissemination. Akshaya centers shall function as decentralized information access hubs that cater to a range of citizen needs that has an inbuilt integrated front-end. Collection of utility bills and taxes now done through Friends centres is being integra ted with Akshaya centres, thereby minimizing the transaction cost to the citizens. Friends is an IT enabled integrated single window facility for collection of utility bills and taxes, set up in all the 14 district headquarters in Kerala.

 Results Achieved

1. Imparted basic computer skills to nearly 600,000 people ie one person from each family.

2 The project could provide 2500 direct employment opportunities by way of employment in the Akshaya centres, run by entrepreneurs. In the Statewide roll out over 25,000 direct employment opportunities are created.

3 Latest state -of the art WiFi internet connectivity to 3 million population at affordable rates

4 Investment of over Rs. 30 million in ICT in Malappuram. Over Rs. 300 million investment for Statewide rollout.

5 The beneficiaries comprise about 60% women and 11% of the entrepreneurs are women

6 From less than one percent of e-literacy to 100% household computer literacy achieved by a community comprising nearly 3 million people.

7 As a result of the project, over 100,000 pages of the content have been created in local language, in the core sectors namely Agriculture, Health, Education and citizen laws.

8 More than 100,000 pages of information have been disseminated to the public in local language through Akshaya centres, promoting the concept of right to information.

9 Efficient and transparent service delivery by Government. (60% of Government citizen transactions can be made through the centres)

10 Commercial transaction and business knowledge repository network is being developed.

Other Benefits

• From less than one percent of e-literacy to 100% household computer literacy achieved by a community comprising nearly 3 million people. A large majority of the population being the deprived sections, women, tribals and fishermen. The IT literacy rate in India now stands at 5%. As per the report of IDC, India holds only 54th rank in IT literacy as per international standards.

• When compared to the world status of 6% even in the most developed countries and the internet penetration in India is less than 1%, this is considered as a unique achievement.

• Investment of over Rs. 30 million in ICT in Malappuram

• As a result of the e-literacy campaign to be conducted through Akshaya roll out, Kerala would be the first State to achieve nearly 100% household e-literacy through primary and secondary access. Again, Kerala shall be the first state in India, which would achieve the millennium goal of UN envisioned to be achieved by 2015.

• Cheaper communications through Internet telephony, e-mail, chat etc.

• Enhanced the demand for ICT in Tele -medicine / e-Commerce / e-Education

• Enlarged marketing opportunities for agricultural / traditional products / artifacts

• Improved delivery of public services

• Catalyzing all sectors of the IT Industry

• Providing access to computers and internet for the common man, 3 million population.

• Unique entrepreneurship opportunities for 620 entrepreneurs and sustainable revenue streams from community ervicing.

• Locally relevant content made available for the common man, which is otherwise not available in the internet.

Sustainability in economic, social and ecological terms

In Kerala, LSGIs have been meaningfully empowered through massive transfer of resources as well as administrative powers. The elected bodies of the LSGIs in the Malappuram District are actively involved in driving the project. The Akshaya centres were able to garner wide stakeholder support namely the Government , community and the local body. As a result of its social; commitment and the stakeholder support, these centres could emerge as a distinct brand.. As there is a strong emphasis on the capacity building ot the entrepreneurs, they are equipped to initiate innovative ICT based applications for the society. By offering these various ICT based

services, training packages, Government services and by catering to various other information need of the community, the Akshaya centres are evolving as sustainable micro ICT enterprises.

Computer penetration is increased from 0.5% to 50% as a result of the project . A community with was deprived of telephone facility could straightaway access ICT services.Self esteem of the young entrepreneurs have risen significantly, which is relevant to a society like that of Kerala where unemployment is a critical social challenge. The project could make lasting impact on the lives of women who belong to communities where basic literacy itself was below national average. The e-literacy programme could trigger the self esteem of the women, tribals and the fishermen community.

A content set is developed through handholding of domain expert and technologists. The content are structured in a manner that could empower the users with information that will affect their lives positively. A wide range of topics including that of education, career development, agriculture, health, Information Technology, biotechnology, law and justice are developed. In addition, self-development modules covering spoken English, Vocational training, personality development, career planning, accounting for small businesses are being developed. A distinct feature if this project is that we could cut the language barrier in getting information online, by developing all the content in the local language, Malayalam.

The project has enabled remarkable interventions in the core sectors such as Agriculture, Water resources, Health and Education through network offered by Akshaya centres.The return on investment made by the entrepreneurs where ensured partly through the eliteracy phase. Approx. 50% of their investment were paid back as a result of the remuneration granted for conducting e-literacy. All the entrepreneurs are provided with a basic set of training packages and communication facilities, which would provide them with a regular income stream. In addition, e-payment services introduced in these centres been an attractive revenue earner for them. Over and above this basic package, new services are also offered through the centres, either through individual capacity or by collectively leveraging on the Akshaya network. The Akshaya centres were able to garner wide stakeholder support namely the Government, community and the local body. As a result of its social commitment and the stakeholder support, these centres could emerge as a distinct brand. As there is a strong emphasis on the capacity building of the entrepreneurs, they are equipped to initiate innovative ICT based applications for the society. By offering these various ICT based services, training packages, Government services and by catering to various other information need of the community, the Akshaya centres are evolving as sustainable micro ICT enterprises.

Lesson Learnt

At present, the number of Akshaya centres per Panchayat is 5- and each centre has 1000- 1500 families. The lesson learnt from the pilot is that the number of Akshaya centres can be limited to 2-4 per Panchayat and the number of families in the catchment can be thus 2000-2500 per centre. This would raise the sustainability of the centres.

Replicability

As the project is on a PPP mode, this can be easily replicated in other places. The entire sequence of activities is fully decentralized and hence, the logistics connected with implementation is minimal.