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1. 14
User Research Methodology
• Retailers: 5
• Migrant Workers: 9
• Semi-Urban
• Income Group - 1.5 - 5 Lakhs / annum
Face to face interviews with users in their
own context. We probed in detail about –
• Ethnographic and contextual details
• Digital maturity
• Financial inclusion
Sample Size Methodology
45
min

2. Pictures from field research:
A Glimpse into the lives of Migrant Workers

3. End User (Migrant Worker)
Almost all users had
access to a bank
account in their
village
Most users did not
own the bank
account
Most users do not
know how to
operate an account
Banking
Cash is very often
stored in a safe
place at home
Informal and Inter-
personal borrowing
& repaying is a
norm
There is a general
trust in the bank,
but no first-hand
experience
Trust

4. End User (Migrant Worker)
ABPB’s
competition
seems to be with
“cash” rather
than banks
It was generally
observed that
there is a “low
motivation” for
creating and
managing a bank
account.
Group financial
schemes are
trusted more
than ‘Chit funds’
or ‘Loan
schemes’
From the study, 2
users (women)
did not even care
about starting a
bank account
Younger
generation, of
course, was
more savvy.
It was observed
that 80% of users
used feature
phones
They consume
entertainment
content like
music and
videos
Banking
Maturity
90% of usage is
to make &
receive voice
calls
Mobile
Usage

5. Pictures from field research:
Getting deeper insights from Retailers’ business

6. 300 Average number of
customer visits per day in
catchment areas

7. Retailer/Agent
Brand influences Working methods
• Although there is no
single service provider
that dominates the
market, 2 out of 4
retailers said that Idea
sold better than the
other service providers
and were pushing Idea.
• 50% retailers used
phone recharge, which
they felt was the easiest
and fastest method
• The retailers used a
third party application
for recharges. They
definitely see value in a
one stop solutions for all
their business needs
• Nobody reported facing
any problems in the
KYC process for their
customers
Banking Service
Experience
Effort vs. Revenue
• None of the retailers had
any experience of
selling banking /
financial products
• For the retailer segment,
the prime motivating
factor is to expand their
business, with minimum
effort and capital

8. Why do they use 3rd party applications for recharges & money transfer?
“The earlier process was more cumbersome, I
had to keep money for individual operators in
their respective e-wallets which all had minimum
top-up requirements, they were done by the
distributors of the operator who used to travel to
my place and so the days they didn’t come I
couldn’t recharge, I also had some friction with
them. My current service provider has only one
minimum top-up limit, I visit their center instead of
them coming to my place and so I feels my
dependency is lesser.“

9. Matching Need with Capabilities
I want a single window from where I can
do recharges, banking, on boarding
customers, cross selling banking
products etc
Offers a single window recharge process
for customers. Its a no brainer that it will
be for retailers as well.

10. Competitive Landscape

11. Total Registered Customers
(Mn)
8 2.1 122
Total Active Customers (Mn) 2.4 0.33 70
Average Transaction Value (Mn) 200-400 200-500 200-600
USP Good deals and incentives
Large urban merchant Base
Strategic Tie-ups with GoI
(MNREGA)
Facility of Cash-out through
agent network
Large urban, semi-urban & rural
merchant base
Simple UX
Attractive deals
Marketplace
Payment Gateway
Large merchant base
Customer Segments Urban Urban
Semi-urban
Rural
Urban
Overview

12. The Personas

13. https://vimeo.com/396322646

14. Pushpa
Kumari
Flower seller
35
Married
Chennai
NEEDS
• Receiving/sending money from her family in
an easy manner without any middlemen
• Tracking and managing her day-to-day
expenses
• Saving her earnings for the future of her two
children, their education and marriages
• Not have to borrow money in emergencies
PAIN POINTS
• Unable to trust easily
• Lack of financial know-how
• Inconsistency in savings
• Inability to perform electronic
financial transactions independently
• Safe guarding the secret savings
• Effort in accessing financial services
MOTIVATIONS
• Safety of her finances
• Saving to tide over a rainy day
Financial awareness
Digital comfort
Life stage
“Only flower in hand, no money!”
Hard working Not a financial decision makerBelieves in integrated community living

15. Financial Behavior - Pushpa
Saving behavior No loans taken No insurance
88% 47% 53%
Source: www.finclusion.org

16. Crowdfunding
Instant Account Activation
Upliftment through 3rd Party Tie-Ups
Assisted Engagement
Door Step Banking
Uberization of Agents
Group SavingFingerprint Authentication
Savings
Loans
Insuranceicro

17. https://vimeo.com/396323730

18. “I wish I had ten hands!”
NEEDS
• Quick and easy management of documents
• Synergy between various tasks
• Grow his business, increasing product line
• To be well informed so that he can earn the
trust of his customer
• Maintaining his reputation in his community
PAIN POINTS
• System outages
• Handling liquid cash
• Handling the shop alone
• Educating the customers
• Missing out on family time
• Documenting KYC is a hassle
• Afraid of dealing with local
authorities
MOTIVATIONS
• Incentives from the providers
• Any service that helps broaden his mind
and reduces effort
Financial awareness
Digital comfort
Life stage
Senthil
Kumar
Retailer
30
Married
Chennai
Influencer Multi-lingualMulti-tasker Entrepreneurial Action hub Hustler
Trusted by the community

19. Centralized Dashboard
Easy Digitized KYC
Single Window for all Business Needs
Financial Profile Management with ‘My Universe’
Gamification of Targets
Retailer Tool-Kit
Harnessing the Power of Community
Ability to Recharge Using Incentive Returns

21. Would Pushpa be comfortable in opening an
account at Senthil’s shop & handing over her
life savings?

22. Would Senthil have the time to educate each
customer according to their needs?

23. Enabler Identified

24. https://vimeo.com/396323665

25. Raghu
Nathan
Shop Assistant
21
Single
Chennai
NEEDS
• To get his sister married
• Plan for higher studies
• To buy an android mobile ASAP
• To save a little money “on the side” to live in
the city with dignity
• To be an important person in his peer group
• To take his girlfriend out for a movie once in
a while
PAINPOINTS
• Employer’s inconsistent
payment pattern
• Hardly able to save any money
for himself
• Getting the right opportunity
based on his education
MOTIVATIONS
• To be a responsible son
• To grow above his current status
quo
Financial awareness
Digital comfort
Life stage
“On my way to be a rockstar!”
Hard working HustlerAspirational Helper Experimental Street smart
Quick learner Literate

26. Infiltrate | Educate | Uplift

27. Learning through Experience
Idea University
Customer Personalized Recommendations
Personalized Counselling
Incentive fed savings
Micro Loans as Learning Samples
Assisted Mobile Banking Agent
Entertainment Channels with embedded Education
Literate
Helper
Street smart
Quick learner

28. Let his aspirations feed organic growth