With so many mobile money projects now launched, focus is shifting to customer activation.
Getting customers to embrace mobile money programmes has become one of the biggest obstacles for operators. But it poses a very different challenge from marketing airtime or other services.
This section shares articles, blogs and useful resources for approaching those challenges.
1. MARKETING MOBILE MONEY
Driving customer usage of mobile money for the unbanked
Author: Neil Davidson and Yasmina McCarty, GSMA
Mobile money projects see varying levels of customer activation – some enjoy instant customer interest, some struggle to grow. This guide uses dozens of examples to highlight the key challenges operators face and identify effective marketing tactics.
Top 3 challenges to marketing mobile money
Author: Yasmina McCarty, GSMA
Why is mobile money so different to other services? In this presentation, MMU’s Yasmina McCarty highlights the reasons that marketing it can be tricky.
Marketing Mobile Money: Top 3 Challenges
Author: Yasmina McCarty, GSMA
In this webinar, Yasmina McCarty discusses the top 3 challenges associated with the marketing of mobile money services for the unbanked: 1) Segmenting the market appropriately, 2) Understanding the customer journey, and 3) developing the right marketing mix. In the first part of the webinar, Graham Wright, Director of MicroEnsure presents on the necessity to market electronic and mobile banking services.
The slides are available here.
2. OPERATORS’ MOBILE MONEY MARKETING STRATEGIES
Three keys to M-PESA’s success: Branding, channel management and pricing
Author: Ignacio Mas and Amolo Ng’weno, The Bill and Melinda Gates Foundation
On pp. 4-7, the authors document the way Safaricom marketed M-PESA, a platform adopted by 8.5 million Kenyans in just 2½ years. It explores how Safaricom boosted interest with customers and retail stores, building trust and overcoming challenges. It includes two case studies: one featuring Safaricom, Commercial Bank of Africa, Equity Bank, and other Kenyan banks and one study featuring Telenor Pakistan and Tameer Microfinance Bank.
Barriers to Customer Activation: A case study from MTN Uganda
Author: Yasmina McCarty, GSMA
In this video, Yasmina McCarty from MMU discusses the key challenges that operators face in activating customers for mobile money. Specifically, Yasmina looks at the case of MTN Uganda and the barriers they discovered were preventing customers from activating mobile money.
3. OTHER ONLINE RESOURCES
MMU’s Mobile Money Video Advert Library
MMU’s Mobile Money Image Library
Segmentation for Innovation: Understanding the Financial Service Needs of the Poor in Mexico
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