Women are usually family/household financial managers or ‘CFOs’ (Chief Financial Officers) • Family income is (usually) handed over to the primary female in the house who budgets for the month and ensures money is available for necessities • They play key role in household decisions, incl. mobile phone adoption • Limited product knowledge limits their participation in purchase decision ‘He gives me the salary when he is paid, all of it. But when he needs some he requests from me. When he goes to work he needs to have meal but there was no one he knows so I have to make sure that he has money.’ Female non-owner, 36, SEC D, Yangon “Others hold a touchphone so I wanted one, too. My wife agreed and came along when I bought it.” Male owner, Yangon “My wife complains if I top up too much.” Male owner, 30-45, SEC B/C, Yangon 3