Marketing Mobile Money: Top 3 Challenges                                                          M. Yasmina McCarty, MMU ...
#1: Compelling marketing flows from selecting a target market              Operators are often reticent to speak to just ...
#1: Compelling marketing flows from selecting a target market   M-PESA – beyond its target market     Safaricom’s target ...
#2: Customer journey to adoption is complicated      Unaware        Awareness       Understanding           Knowledge     ...
#3: Bespoke marketing mix required      Unaware       Awareness        Understanding        Knowledge       Trial        R...
#3: Bespoke marketing mix required      Unaware              Awareness       Understanding         Knowledge          Tria...
#3: Bespoke marketing mix required      Unaware       Awareness       Understanding        Knowledge           Trial      ...
Marketing mobile money roadmap       Market Analysis                                                                      ...
Unanswered questions? Email mmu@gsm.org                        Interview with Mr. Roar Bjaerum,               Vice Preside...
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Mmu marketing mobile_money

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Mmu marketing mobile_money

  1. 1. Marketing Mobile Money: Top 3 Challenges M. Yasmina McCarty, MMU Manager February 2011, Barcelona The MMU programme is funded by a grant from the Bill & Melinda Gates FoundationRestricted - Confidential Information© GSMA 2009All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy
  2. 2. #1: Compelling marketing flows from selecting a target market  Operators are often reticent to speak to just one consumer group, because they want mobile money to be a product for everyone  Mobile money platforms / services are ultimately accessible by “anyone”  But demonstrating one specific use case of mobile money for one specific target market has proven to be the most compelling marketing The priority target market at launch should be sizable (volume of transactions) and frustrated with current optionsConfidential 2
  3. 3. #1: Compelling marketing flows from selecting a target market M-PESA – beyond its target market  Safaricom’s target market was urban, male migrant workers sending money home  This was estimated to be no more than three million Kenyans, or 14% of the adult population when M- PESA was launched in 2007  As of late 2010, M-PESA boasted 13 million active users, or 61% of the adult populationConfidential 3
  4. 4. #2: Customer journey to adoption is complicated Unaware Awareness Understanding Knowledge Trial Regular Use Customer Customer has Customer Customer knows Customer tries Customer has never heard of mobile understands how the steps the service habitually uses heard of money and mobile money necessary to the mobile mobile knows what it could be useful to transact money service money does themConfidential 4
  5. 5. #3: Bespoke marketing mix required Unaware Awareness Understanding Knowledge Trial Regular Use Above-the-Line: • TV • Outdoor (billboards, bus, etc.) • Radio ATL Challenges • Airtime marketing sells the brand, an image, the lifestyle, or just price • Mobile money ATL messages have to work much harder • Mobile money has to explain what mobile money is and why it is relevant to the consumerConfidential 5
  6. 6. #3: Bespoke marketing mix required Unaware Awareness Understanding Knowledge Trial Regular Use Below-the-Line:  Incentives and promotions are a  Transaction agents core driver for selling airtime  Field agents – Agents earn incentives for each  Friends & family customer registered – Customers respond to promotions by registering for the SIM and buying airtime  With mobile money, these incentive schemes and promotions result in registered but inactive customers...at a loss of $2 each!  Smart agent incentives are critical to get registered and active customersConfidential 6
  7. 7. #3: Bespoke marketing mix required Unaware Awareness Understanding Knowledge Trial Regular Use Above-the-Line: Below-the-Line: Direct Mktg: • TV  Transaction agents • SMS • Outdoor (Billboards)  Field agents • Promotions • Radio  Friends & family Next time, transfer e- value with mobile money. SMS #234 for info.Confidential 7
  8. 8. Marketing mobile money roadmap Market Analysis Target market selection Competitive landscaping Segmentation and positioning Marketing Communications Transactional agents Promotions Advertising Field agents SMS Friends and family Customer Journey Unaware Awareness Understanding Knoweldge Trial Regular useConfidential 8
  9. 9. Unanswered questions? Email mmu@gsm.org Interview with Mr. Roar Bjaerum, Vice President Financial Services, Telenor PakistanConfidential 9

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