mFish South East Asia
TONE New York / Jakarta

In 2014 I joined a mobile technology start-up called Tone as their CMO/CCO.
We launched pilots around the world to cross the digital divide with a sustainable mobile data plan.

mFish is an initiative we created with fisherman in Indonesia. It connects fisherman to each other, to vital information and to the local NGO through an affordable sustainable mobile data plan.

I learned that technology is physical. It involves being on the ground to understand the challenges and the cultural barriers that is needed in building relationships to connect people. Especially in unique remote environments.

The US State Department and Tone had a public-private partnership to build sustainable solutions through mobile technology that improves the lives of people. The first partnership initiative, mFish was announced publicly by Secretary of State John Kerry at the Our Oceans conference in Washington DC in June 2014.

In March of 2015 Tone & XL launched an mFish pilot in Ampenan, Lombok by jointly distributing mobile activation kits via The Indonesia Nature Foundation. Each kit consisted of a phone, 6 months of free data and a solar charger.

You can read more about the project in the Guardian, the Wall Street Journal and the Jakarta Post.


Tone mFish activation kits. The bigger scuba kit bag was replaced with an waterproof armband.

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The Ampenan fisherman meet President Jokowi of Indonesia.


Tone Community Support Expert hosting a Tone training session.


The mFisxh UX / UI application design