The Mobile World Congress in Barcelona hosted a Working Group for its “Mobile Money for the Unbanked” program. The group has now release a new report the outlines strategies for building the customer base of mobile money users.
The report, entitled “Driving Customer Usage of Mobile Money for the Unbanked” differentiates the marketing methods for airtime versus mobile money. From the MMU Blog, Neil Davidson writes:
“The report considers the many nuances of marketing mobile money. A key theme of the article is that marketing mobile money is very different from marketing airtime. Indeed, the customer journey for mobile money from unawareness to regular use is long and requires a number of inputs: customers need to not only be informed that the service exists, but also convinced that it could solve a problem in their lives and educated about how it works. We discuss tactics that marketers can employ when customers get stuck along this journey, such as when they have registered but fail to transact, and we have included a diagnostic as a supplement to the article to help operators diagnose and rectify such issues among their potential customer base. The article includes 27 mini-case studies about effective—and some less effective—mobile money marketing tactics, and we are grateful to the many mobile operators and other mobile money providers who agreed to share their experiences with the broader industry.”
The 33-page report (PDF) is available for download.
See full report (PDF): Driving Customer Usage of Mobile Money for the Unbanked
Source: MMU Blog