Viral entertainment as a vehicle for disseminating speech-based services to low-literate users

Entertainment has recently been shown to be a powerful motivator for mastering new technologies. We therefore set out to use viral entertainment to introduce telephone-based, speech-based services to low-literate people in developing countries. We describe Polly, a simple voice manipulation and forwarding system that went viral in Pakistan last year. Seeded once by 32 low-skilled office workers in a Pakistani university, in 3 weeks Polly amassed 2,032 users and 10,629 interactions. From analyzing the traffic and its content, it is evident that Polly has been used extensively for entertainment and social contact, but it has also been put to an unintended use as a voicemail and group messaging facility. This demonstrated the potential for speech based services, and the pent-up demand for entertainment, among our target population. Also of note, Polly's viral spread crossed gender and age boundaries and even established itself in a female population. However, it appears to have not crossed socioeconomic boundaries.