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Thanks for these questions, Michael.

The initial target group is trainee teachers, using their own phone (we found that 90% of teachers on the Ghana programme, even those who have apparently zero or negative income, do have a phone and know how to use it). It may be different in sophisticated urban settings where parents may themselves access it, but we don't expect many users to be illiterate parents who don't have phones. Rather the KG teachers will mediate the information to them through open days in KG classes, and face to face work with parents in the community, drawing them into the school and into their child's learning. See our responses to some of the questions from the IDEO team. This is not an end-user app (where the child or parent - with exceptions) accesses the website) but one directed at teachers and others who already have a phone - albeit an extremely simple one.

The significant difference from earlier phone-based programmes is that if you possess any phone at all, you can not just access (download) someone else's material, but also contribute and feed back (upload), on a basis of complete equality.

We meant Amplify providing the funding for the hosting of the site rather than hosting the site itself. We would be looking for the mobile network providers to zero rate our .mobi site zero (i.e. make it free to view) and incentivise ongoing use of the site with small rewards of credit. Clearly it is in the network provider's interest to build a loyal user group who are improving their literacy skills as they will become even more enthusiastic users of this technology and the internet once they can read effectively.

Congratulations on your excellent idea - providing support to caregivers is so important if we are going to make a real impact on the next generation. You mention the use of technology and mobile phones - have you thought at all how you might do this? More than happy to share some ideas from how we are doing for our 'Phonics by Phone' project (see Also in your experience how much of this support can be effectively delivered through technology and how much does it rely on face-to-face support and training?