Etisalat has joined other mobile operators and the GSMA in the Pan-African mHealth Initiative. The operator, which is already active in the mobile health market particularly with its Mobile Baby service which aims to reduce mortality during childbirth, says its involvement in the pan-African initiative will be spearheaded by its mHealth application, which is part of the Maternal Health Plan B (MHplanB).

The Pan-African initiative will launch as a prototype service during the current quarter of 2012 focusing on mobile health services targeted at mothers and children in three countries: Kenya, Nigeria and South Africa. A standardised set of services is planned for 2013.