The mobile money community has watched (and compared) the adoption of M-PESA in Kenya and Tanzania with great interest. We’re pleased this month to offer an article from Gunnar Camner and Emil Sjoblom from Valuable Bits, and Caroline Pulver from FSD Kenya, which provides a full comparison of the factors which have impacted adoption rates in the two countries. The in-field observations and market research that their paper draws on provides an excellent summary of the contributing factors in each country - from market level to service design.
Archive
Posts Tagged ‘Customer Adoption’
The Importance of Network Quality in Mobile Money
By: Paul Leishman: August 4th, 2009Earlier in the year, the GSMA and our friends at CGAP conducted a consumer survey in the Philippines, one of the most advanced markets for mobile money. To understand some of the factors that contribute to mobile money adoption, we spoke to over 1,000 unbanked Filipinos, including current mobile money users and those who do not use the service. One theme that emerged from the analysis is the importance of network reliability and signal strength.
Adoption Driver #3 - Registered and ready to use in 5 minutes or less
By: Paul Leishman: June 19th, 2009This 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.
Adoption Driver #2 - A service for ‘people like me’
By: Paul Leishman: June 18th, 2009This 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’.
Adoption Driver #1 - Driving Awareness… and Understanding
By: Paul Leishman: June 17th, 2009Leading 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.
Understanding the Mobile Money Customer: an Interview with John the Taxi Driver
By: Paul Leishman: June 8th, 2009The video interview below was conducted with John, a Nairobi taxi driver and regular user of M-PESA. Seema Desai and I quizzed him about why he uses M-PESA, what he would improve, and whether he has ever had difficulties sending or withdrawing money via an agent. We recognize that John is just one customer, so to provide some context we have overlaid his comments with key findings from a survey conducted by FSD Kenya of 3,000 M-PESA customers.
Mobile Money Launch Learnings: Zain Zap
By: Paul Leishman: March 30th, 2009The following interview with George Held, Group Marketing Director of Zain’s One Network, was originally published in the Q1 2009 MMU Quarterly Update. In the interview, George details his projections for customer adoption, the key elements of the launch strategy for Zap, and the importance of working with regulators. Since the February launch, 3,000 Zap outlets have been created across Kenya and 200,000 customers have registered for the service, which represents about 8% of Zain’s subscriber base in the country.
News Tracker
- 1. Nokia Money Launches Commercial Pilot in India
- 2. Zain Wins GSMA Mobile Money for the Unbanked Award
- 3. Belgacom ICS and Globe Sign Agreement for International Remittances
- 4. Easypaisa ‘mobile account’ launched in Pakistan
- 5. Western Union Certifies mChek and Fundamo for Mobile Vendor Programme
- 5. Zain expands ‘Zap’ Mobile Commerce service to Malawi, Niger and Sierra Leone
- 6. 2010 Mobile Money Summit Announced for 24-27 in Rio de Janeiro, Brazil
- 7. WING Set to Cover all of Cambodia
- 8. Maroc Telecom Launches Mobile Money Offering
- 9. IFC Paper Released on Accelerating Development of Mobile Money Ecosystems
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