Leading up to the Mobile Money Summit in Barcelona next week, I will be writing a series of posts on ‘adoption drivers’ that have emerged from the CGAP-GSMA Mobile Money Market Sizing Study. These drivers are part of an adoption framework that will be expanded on during my presentation at the MMU working group, and in the 2009 Mobile Money for the Unbanked Annual Report. The first post in this series examines two metrics that can be considered as basic enablers of mobile money adoption – service awareness and understanding.

This is the second post in our series on customer adoption leading up to the Mobile Money Summit in Barcelona. The previous post introduced the importance of driving service awareness and understanding as enablers of adoption. This post addresses the importance of ‘driving demand', which is the second step in the adoption framework that will be presented at the MMU working group and in the Mobile Money for the Unbanked Annual Report. Specifically, we will focus on one key element - the importance of positioning mobile money so that the unbanked perceive it to be a ‘service for people like me'.

This is the final post in our series on customer adoption leading up to the Mobile Money Summit in Barcelona. The previous posts mapped to the first two steps in the adoption framework that will be released in the Mobile Money for the Unbanked Annual Report: driving awareness and driving demand. The final post relates to the third step - optimizing trial. Specifically, this post addresses the importance of designing an efficient and effective registration process.

In this video interview from Microsave and the Microfinance Podcast, Evelyn Stark, Senior Programme Office at the Bill and Melinda Gates discusses the importance of marketing mobile money. She highlights the importance of building awareness & understanding of a mobile money product amongst other issues such as sub-branding and customer service.