The farmers’ community in Bangladesh is one of the most deprived ones in terms of economy and access to social facilities. An agricultural market information service (AMIS) can be one of the important tools for reducing such social inequality by integrating the farmers with their markets more efficiently. Following the failure of a web-based AMIS initiated by the Government of Bangladesh and considering the wide availability of cellular networks, a mobile phone based AMIS was implemented on a pilot basis in some remote villages in Bangladesh. This paper evaluates the efficiency and effectiveness of this mobile service in terms of users, technology, process and facilitating conditions in a rural context. In general this is an interpretive case study as well as an evaluation research which is based on two small scale surveys and observations. Based on a literature review, a conceptual model is also applied for a systematic evaluation. Findings show that effectiveness of a rural e-service depends on the design and delivery of the service in accordance with the individual’s information needs, adaptive technologies with easy accessibility within a given infrastructure, affordable services with a rational business model, adequate awareness and efficient communication with the respective community.
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