This document summarizes a case study on an insurance micro-product launched in Mali by Orange Mali called Sini Tonon. Sini Tonon allows customers to save money in their Orange Money wallet and automatically receives life and health insurance once they reach a 40,000 CFA franc threshold. The product was successful with 55% of women and 48% of men saving for the first time. 97% of customers found it useful and 95% would recommend it. Lessons learned include needing better customer education on insurance and improving the gender balance of users. Comparable initiatives from Tigo in Senegal and Orange in Cameroon are also summarized.

1. FINANCIAL PROTECTION AND IMPROVED ACCESS TO HEALTH CARE:
PEER-TO-PEER LEARNING WORKSHOP
FINDING SOLUTIONS TO COMMON CHALLENGES
FEBRUARY 15-19, 2016
ACCRA, GHANA
Day IV, Session V.

2. Mali Micro-insurance Project:
Sini Tonon
CASE STUDY
WORKSHOP ON MOBILE FACILITATED
INSURANCE PRODUCTS AND SERVICES
Accra, Ghana - 18 February 2016
by Ralph Ankri, Orange Labs Paris

3. e-
health
A win-win
strategy for
Orange and
our public and
private
partners, both
international
and local...
... fed by
stakeholder
dialogues
conducted in all
our footprint
countries
m-women
Ecosystems &
Enablers
Products &
Services
SOCIAL + BUSINESS
INNOVATION
e-government
open development
platforms
incubators
Orange African Social Venture
Prize Data for Development
investment
funds
rural coverage
infrastructure
sharing
Infrastructure
& Connectivity
Orange
Money
e-
education m-agriculture
low-cost
handsetslocal
contents
Orange For Development
community
phones
low-cost voice
internet

4. Our Land of action
(WORLD BANK)
As the outcome of a GSMA call for proposals, Orange Mali has been selected
for this project because of their strong application.
Mali mobile market overview
*** The Connected Women GSMA branch delivers each year small amount of
money through the Innovation Grant Fund to operators who have an innovative
concrete project to reach more women on the operation field. ***

5. Our Partners
Services
• money transfer
• wages
• bill payments
• store payment
Location
• 14 countries in AMEA
• 18,500 points of sales
Funding partner  a GSMA important grant
has funded the entire first year
experimentation
Operator Insurance Distributor
Insurance
Intermediate
Orange Mali PlaNet
Guarantee
Population Services
InternationalNSIA

6. My savings were
stolen from my
house…
My savings were
destroyed by the rain…
All my savings disappeared
because of unforeseen
events in life…
I never manage to
save; I spend too
fast…
Our Promise
Launch of Sini Tonon
on December 18th 2014

7.  a Sini Tonon account can be opened by any Orange Money subscriber
 minimum initial deposit of 3,000 FCFA ( ≈ 5 USD)
 a penalty of 5% of the withdrawal to encourage a culture of saving
 an insurance product - Tin Nogoya – is automatically activated when you reach
40,000 FCFA ( ≈ 165 USD) providing 12 months of life/disability and maternal
health insurance
 ( i.e. haemorrhage, eclampsia, dystocia and C sections
 an annual interest rate of 2%
Our Product
And much more if you are a good saver…
Sini Tonon and Tin Nogoya are respectively a savings and a insurance
product offered on the Orange Mali mobile money platform :

8. Overview
Commercial Impact
• Driving adoption and usage of Orange Money
• Encouraging customers to save on the Orange Money wallet
• Participating to create a positive impression of Orange among its users
Social impact
• Encouraging savings habits
• Well positioned to provide first-time access to insurance, especially for women
• Appealing to customers although it is a new concept for them

9. Key Findings
55%of women and 48%of men did not save before
of customers find
the products useful97%
24% of Orange Money users are using Sini
Tonon regularly
97%
of female users have
never been insured
before
95% of users would recommend Sini
Tonon
of surveyed users want to continue saving
to reach the threshold for insurance
activation
98%
Gender repartition

10. Key Findings
Figure 2
Percentage (%) of Sini Tonon
users who responded to :
“Why do you use Sini
Tonon?”
Figure 1
Percentage (%) of users
who responded to the
question:
“Why do you save?”
( GSMA REPORT
« Case study : Orange Mali » )

11. Lessons learned
 Need to provide a better customer education in order to :
- explain the complex concept of insurance to women
- transform the Malian – and more broadly the African – habits
of savings showing them the advantages of saving money
 Better plan the target approach :
too many men vs. few women
 Offer a large range of insurance
services to reach a broader customer
target and fulfill the needs of all

12. To Go Forward …
Organising a massive communicatin campaign through direct
field action to have a better reach on our privileged target :
Women
1
Creating new ways for customers to achieve the
insurance product in order to increase insured number
2
Encouraging even more savings habits among
users to make the insurance product easily
accessible
Adding new partners to the project in order to improve the
project
Thinking of new insurance products
according to the needs of the current users
3
4
5

13. Comparable initiatives
INSURANCE FOR THE MASS MARKET: BY TIGO & BIMA IN
SENEGAL
The Tigo Kiiray, insurance product : “The golden rule: Keep it simple”
• Instant registration by agent on mobile handset
• Electronic signature on customer phone through USSD
• Collection over airtime account in small daily instalments
(US$0.03)
• Ability to “catch up” on missed payments
• Very limited exclusions
• Terms and conditions sent over SMS in plain language
• Claims processed in 48 hours on presentation of death certificate
As of October 2013, just
1.5 years after launch,
Tigo Kiiray has
registered 13% of its
nearly 3 million
subscriber GSM base.
The 2013 results
Tigo Kiiray subscriber base, October 2013 from a 2014 GSMA Report

14. Comparable initiatives
A MICRO-INSURANCE FOR THE MASS MARKET: BY ORANGE &
ACTIVA IN CAMEROUN
ACTIVA MAKALA : a totally paperless service
• Activa Makala Insurance Model : paying.
• The customer subscribes on his OM wallet, pay his insurance premium,
declares an accident and receives compensation in his Orange Money
wallet.
• The offer is designed for people with low revenues and exposed at
accident (both work and private one with no exclusion)
• Two options/products with affordable prices – 1USD and 1,7USD per
month for a compensation from 120 USD to 360 USD.
• Claims processed in 5 days on presentation of medical certificate
• Terms and conditions are put on Orange and Activa websites and
also in Activa POS.
In less than 2months, the
service has registered
0,6% of OM customer and
continues its deployment.
Actual results
& Perspective
The customer subscribes to its Orange Money mobile , pay his insurance premium , says an accident and receives its compensation in its Orange Money wallet.
The customer subscribes to its Orange Money mobile , pay his insurance premium , says an accident and receives its compensation in its Orange Money wallet
A specific team is deployed to improve
customer knowledge on insurance and
present the service’s specificity.

15. 15 Orange Money – CoPil – octobre 2012Confidential group
Thank you !
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