JazzWorld has reaffirmed its commitment to reducing Pakistan’s gender digital divide through targeted initiatives under the GSMA Connected Women programme, focusing on enabling meaningful and everyday digital usage for women.
While nearly half of women in Pakistan are now connected to mobile services, their participation across digital platforms remains significantly lower. This highlights that the challenge has shifted from access to ensuring relevance, trust and usability in digital services.
As part of its commitment, JazzWorld aims to increase the proportion of women actively and confidently using its digital platforms by 2028, with measurable growth targets across services including GSM, Tamasha, SIMOSA, FikrFree, Apna Clinic and Zarr.
Use-case driven approach to inclusion
To address the gap between connectivity and actual usage, the company is introducing practical interventions designed to support women in their daily lives.
These initiatives include simplifying digital payments, savings and protection products through low-literacy interfaces and assisted onboarding to promote financial inclusion.
In healthcare, JazzWorld plans to expand access to remote consultations and trusted medical information through its Apna Clinic platform.
The company is also working to enable safe digital content consumption and income-generating opportunities through platforms such as Tamasha, SIMOSA and Zarr.
Building trust and safety
Recognising that trust is a key barrier for first-time users, JazzWorld will strengthen awareness campaigns focused on digital fraud prevention, privacy protection and safe digital usage.
The company is also embedding female-centric insights into product design, language and customer journeys to ensure services remain accessible, relevant and easy to use.
This initiative aligns with JazzWorld’s broader purpose of delivering a “Better Life for All”, ensuring that women not only gain connectivity but also benefit from digital tools that support their livelihoods and well-being.
“Closing the gender gap requires us to design for real lives, not just provide access,” said Aamir Ibrahim, Chief Executive Officer of JazzWorld. “When digital services solve everyday problems—from managing money to accessing healthcare—adoption follows. That is how we deliver a better life for all.”
JazzWorld will publish progress updates every six months, tracking both the growth of female users and the effectiveness of its targeted digital inclusion programmes.
