15. COMMERCIAL COST
Customer acquisition cost (AC)
Agent and merchant AC
Shop and agent management cost
Marketing
• Agent Commissions, trade
• Internal or External workforce to on-board agents and merchants
• Internal or External workforce to manage agents + direct distribution cost
• ATL and BTL campaigns to promote service
OPERATING COST
Personnel
Technology
Fraud and settlement
General and administrative
Customer Care
• dedicated mobile money staff, excl. field marketing staff
• Platform maintenance and operating cost, energy, connectivity license fee
• Fraud, settlement, revenue assurance
• Procurement and supply chain, finance, management real estate
• Call center, processing and back office
NETWORK & IT Platform • Platform acquisition and evolution, set-up with aggregator
OTHER Shops and offices • Other capital expenditures required to set-up or improve the business
2 2 7 4 C o s t S t r u c t u r e