1) Selecting a target market is key to compelling mobile money marketing but operators want it for everyone. Demonstrating a specific use case for a target market has proven most effective. 2) Customers go through stages from unaware to regular use but the journey is complicated. Bespoke marketing mixes are needed at each stage. 3) Above and below the line marketing both challenge mobile money to explain its value compared to selling airtime. Direct marketing like SMS and promotions can help move customers through the journey.

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 Foundation
Restricted - Confidential Information
© GSMA 2009
All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy

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 options
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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 population
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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 them
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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 consumer
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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 customers
Confidential 6

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.
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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 use
Confidential 8

9. Unanswered questions? Email mmu@gsm.org
Interview with Mr. Roar Bjaerum,
Vice President Financial Services, Telenor Pakistan
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