A decade ago, around half of the people in the world’s richest countries had a mobile phone. Mobile penetration in Africa was under 2%. Today there are more than 5.3 billion mobile phone subscriptions globally. Penetration in a number of African countries is now over 40%. More than half of households in majority of developing countries including in rural  areas – have a mobile phone.  Despite the vast outreach of this technology, the potential has not been fully tapped by the public health or tobacco control community.This is due to a number of reasons, the most notable being an absence of well documented studies/demonstration projects to show the population wide impact in a cost effective and sustainable fashion.

For the last six months WHO has been researching the mhealth tobacco control market and looking for possibilities to leverage m health and tobacco control.   The challenge we see are few studies or projects that are currently using mobile phones and tobacco.

The few studies we have found have focused on sms for cessation in developed countries but the results are impressive. From the sms cessation projects in the UK, New Zealand and now the US, we see that using sms for cessation is highly effective. As we know, the spread of tobacco use is moving to the developing world and we could have the same impact in developing countries.

Of course it is not just about individual smoking behaviour and cessation. Our research and outreach has pointed to the possibility of using mobiles for individuals to access quit services, raise awareness and communicate about the dangers of smoking. Mobile networks can give WHO and our partners access to the largest market in the world, this is very important for anti smoking messages which can have a far greater reach than through TV, print or other media campaigns. Mobile phones can be used as a geotagging mechanisms to provide advice on smoke free places and to improve compliance of smoke free laws, to provide a platform for social networking, gaming and competition, and to monitor and collect data on the tobacco epidemic.

With approximately 6 million tobacco attributable deaths very year it is critical that we move quickly, leveraging technology such as mhealth, to build awareness, improve enforcement/compliance of tobacco control laws and to help existing tobacco users to quit.

As the space for tobacco control and mHealth is relatively empty we have a unique opportunity to bring together tobacco control and mHealth players to develop successful interventions that can be used both by developed and developing countries in their tobacco control work. WHO is looking to engage with interested organizations and foundations to partner with us such as mobile associations, telcos, academics, application developers, foundations etc.This is a public health intervention where there is an opportunity for you to develop appropriate public-private partnerships with governments.