Telecommunications provider, Vodafone, has launched its Firsts program which intends to inspire people to engage with mobile technology in new ways and "do something remarkable for the first time."
The social media-led program will allow Vodafone to engage more deeply with consumers, asking them what they would like to accomplish for the first time, and assist in making these goals a reality.
Learn how smart CIOs are protecting customers from security breaches
The initiative has already gained traction. With the help of Vodafone, Olympic boxer, Mary Kom, is using mobile technology to teach young women the mental and physical skills needed to improve self-confidence and self-defence.
Kom's journey has been documented on the Firsts web site, with the next step involving the creation of a free SMS service for women in India without smartphones; it will provide access to security and self-defence tips, a nationwide forum, and women's helpline numbers.
British surfer, Tome Lowe, will commence his Firsts journey in several days by using mobile technology to track down one of the world's most dangerous waves, the Todos Santos at the northern tip of Baja California, Mexico.
Vodafone will help Lowe use a global ocean forecasting system on his tablet to help him locate the wave before attempting to ride it.