Myanmar is hot market that faces many challenges and opportunities. I take the conference through the key success stories and frameworks that could guide the development of the Myanmar financial ecosystem over the coming decade

1. +
TAILORING
FINANCIAL
SERVICES
Creating Successful Product & Service
Offerings for varied Socioeconomic
Backgrounds
SCOTTEBALES.COM @SCOTTEBALES

2. O B J E C T I V E S
Why Financial Inclusion?
basics of product development
understanding ecosystems
entering new markets
leveraging segments & personas
incentivizing adoption
evolving products & service
Common Goal

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Why Financial Inclusion
2.5 Billion
Poverty Premium
Ripe with Corruption
Security Risks
Inclusive Markets

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Goals of Financial Inclusions
Access at reasonable cost for all households to a full range of
financial services, including savings or deposit services, payment
& transfer services, credit & insurance;
Sound & safe institutions with by clear regulation & industry
standards;
Financial & institutional sustainability, to ensure continuity &
certainty of investment; and
Competition to ensure choice and affordability for clients.

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Early Pioneers

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Early Services

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Grameen Bank
Prof Mohammad Yunus
Group lending
Village inclusion
funding village infrastructure
Danone partnership

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Portfolios of the Poor
high velocity
multiple instruments
balancing cash flow
resilience for fluctuation
planning for life events
frequent use of informal instruments

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Non-Formal Players
cash remittances & loan sharks

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The Pain Point
Funeral, Medical & Marriage

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Industry friends

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Mobile Money

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Bank led vs Telco Led

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Positive Case Studies

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Lessons learned

16. W H AT
D R I V E S
S U C C E S S ?

17. Product
Place
People
Price
Promotion
Position
Marketing
6 P’s
B A C K T O B A S I C S

18. ** Maslow’s Hierarchy of Needs
Common
Price Sensitivity
Loyalty
Eco-Systems
Trust &Tangibility**
Poverty Premium
Biological Safety Needs
Single Use Purchasing
Variable
Disposable Income
Belongingness**
Language Skills
Technology Skills
Entrepreneurship
Geographic Spread
Source of funds
Local
Religious
National
Saving Method
Family Model
M A R K E T I D E N T I F I C AT I O N
People

19. Turning subscribers into banking clients
People: Research & Identify Market Traits
Identify the Community Unit
Sample Test Penetration Activities
Build a Sustainable mCommerce
Community Unit
Document & Refine Penetration Approach
Follow Natural Cash Flows and re-apply
Stakeholder
Engagement
Penetrate
Accessability
Control
Sustain &
Learn
Re-Plan
Execute
Journey
S U B S C R I B E R S T O B A N K E D

20. M O N E Y I N A L I F E

21. Which segment and type of client use P2P payments?
Everyone has the potential to use p2p
Identify community members that sent money, but either:
Pay a premium for basic money transfers
Find it inconvenient to send money
Understand the movement of money within a community and it’s affiliated
communities
Migrant workers, both domestic & international provide the most obvious
opportunity
Use p2p as a customer acquisition opportunity, NOT revenue
P 2 P PAY M E N T S

22. Is it the way to get users to be continuous users?
Adoption of electronic money in the community is key
Place: The best entry points are the communities source of funds
The largest source of funds is labor markets. Also, the employer of the
largest p2p opportunity
Positioning: Salary Payments ‘win-win’ for employer and employee
But how do you get salary money to remain in the system?
S A L A RY PAY M E N T S

23. O P P O R T U N I T I E S

24.
How to get the customer to use the mobile for bill payments, funds transfer, etc?
Re-visit market identification data & community cash flows
Look for pain-points in current cash services
Appeal to the dreams and aspirations of the market
Positioning: Perception of attainability
Incentivise entire value chain & reward loyalty
Promotion: Education, Trust & Awareness are key
I N C E N T I V I S E A D O P T I O N

25. Applying to people with different background
Use the market identification & entry models
Find engaged local partners & seek to understand: People
Maintain the Product, tailor the Distribution & Positioning
Ecosystem Collaboration (Product & Place (Distribution) Model)
Visit & Listen to the communities
Work with the community on pilots & proposition testing
A foreigner learning local language builds a bridge of trust
E V O L U T I O N

26. TAKEAWAYS

27. Stakeholder
Engagement
Penetrate
Accessibility
ControlSustain & Learn
Re-Plan
Execute
Journey
T H E L O N G G A M E
Continuous building,
measuring and
learning

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The Secret Recipe
CAC
Customer
Acquisition Cost
LCV
Lifetime Customer
Value

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The Future
ecosystem focus
tiered closed & open loops
more push to mobile
basic services
microtisation
extend to microtrade, p2p

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a shared agenda: cashless society

32. y o u r g u i d e t o m o b i l e s u c c e s s
T H E F U T U R E I S M O B I L E
b i t . l y / m o b i l e re a d y b o o k

33. TAILORING
FINANCIAL
SERVICES
w w w. s c o t t e b a l e s . c o m / f e e d b a c k
s c o t t @ s 3 b . c o