Ethiopia is a home for diverse livestock including small ruminants and has the largest population of livestock in Africa. Livestock is kept for export earnings, food security, economic growth, poverty reduction and employment opportunities. Small ruminants are an important resource for livelihood and food security improvement serving as sources of food, income, risk mitigation, property security, monetary saving, investment, and providing other social and cultural benefits.

A challenge for researchers and other developers of new technologies in agriculture is to find ways of communicating their results and recommendations. This challenge is particularly acute in regions in which farmers have limited access to education and where illiteracy is widespread, such as in the rural areas of Mali. One approach that shows potential, yet remains largely unused by extension services, is the dissemination of educational video on mobile phones with video and Bluetooth technology, which are widespread in the region.