This document discusses developing an e-wallet product called Momo to target first jobbers aged 23-30 in major cities. There is an opportunity to convert their daily payments to digital by unlocking features to help them maximize the value of each payment and create a reason to reuse the e-wallet. The key insight is that daily payments are often overlooked despite totaling a significant amount. An e-wallet could suggest optimal payment options and integrate promotions to help users enjoy life more through their payments. The strategy is to acquire users by addressing this pain point then engage and amplify positive experiences over three campaign phases.

2. B U S I N E S S C H A L L E N G E
MOMO
C O M P E T I T O R S
C H A N L E N G E
Acquiring user is not a problem …retain them is a much harder task
L O W R E T E N T I O N
Unlock the “dailypayment”feature foruserto change their financialbehaviors
and creating reason to re-use.
An e-wallet

3. E-wallet – a Fintech for
daily payment
E-WALLET = TRADITIONAL WALLET + TECHNOLOGY
Convert traditional wallet User to
e-wallet user via
With ambition to replace
traditional wallet
C A T E G O R Y T R U T H

4. ( 1 8 - 2 2 )
F I R S T J O B B E R & U P I S T H E P O T E N TI A L T A R G E T F O R
M O M O
S t u d e n t F i r s t j o b b e r & u p
( 2 3 - 3 0 )
• Limited budget
• Small amount per
each payment
• Traditional wallet can
well-address their
payment needs
• Have fixed income & able to
control their own budget
• Higher amount per each
payment
• Have more needs of
payment
• Traditional wallet is not
enough
SIZE
• 7.2 mil potential user in 6
key cities
• 63% penetration of smart
phone among this group
• Average income ~ 9
mil/month
T e c h n o l o g y e a r l y a d o p t e r ( 1 8 - 3 0 )

5. Frist jobber & up
( 2 3 - 3 0 )
• 7.2 mil potential user in 6 key cities
• 63% penetration of smart phone among this group
• Average income ~ 9 mil/month
• They are progressive in life
• Payment attitude: Payment on experiences overbuying stuff
• Payment means rewarding & enjoyment
PAYMENT JOURNEY
P r e p a y P a y P o s t p a y
Non-daily payment
Daily payment
T H E I R P A Y M E N T J O U R N E Y
All stepsin payment journey

6. H o w t o c o n v e r t t h e m f r o m u s i n g t r a d i t i o n a l
w a l l e t t o E - w a l l e t ?
HUMAN
TRUTH
INSIGHTCONSUMER
PROBLEM
• They always make the best & get more out
of their spending
As a first jobber, I always
want to get more of
each money in my
pocket. But I often over-
look the daily spending
as it’s a bothersome to
do that
• Big payment tend to be more
careful & cautious
• Daily payment, however, are
often over-look. They don’t know
payment per time is small but
total is very big.
P R O D U C T
I N S I G H T

7. An E-wallet help you to take away the bothersome
via automatically look for & suggest the best options
that you can get more from daily payment.
P R O D U C T C O N C E PT
MAKEPAYMENT

8. B R A N D I N S I G H T
Every payment I make is a way to
enjoy life. Weighting daily payment
holds me back from enjoying life
fully.

9. Provide to Whom what Need the Uniqueness by RTB
First jobber
Age: 23-30
Living in 6 key cities
Daily payment
maximization
Suggest daily
payment options that
you can get more
from them
Big Data: ecosystem,
payment behavior
tracking & targeting
S H O R T - T E R M P R O P O S I T I O N
P e r i o d 1 P e r i o d 2 P e r i o d 3
Pay less, get more Upgrade your enjoying standard
Manage your payment, lead your
life.
L O N G - T E R M P R O P O S I T I O N
MOMO
“Enjoyable payment”

10. Roots: E-wallet with largest agent network
Target consumer
First jobbers
Competitive environment:
All players offer the same functional benefit
Consumer insight:
Every payment I make is a way to enjoy life. Weighting daily payment holds me back from
enjoying life fully.
Benefits:
Integrate all the physical
member, loyalty card,
promotion voucher… into one
e-wallet, you don’t miss any
good offer
Discriminators:
Real-time promotion
providing good offer
Value-belief-personalities:
Mr Know-It-All, all good offers in the
hand. Actively guide you.
Reason to believe
Big Data: ecosystem, payment behavior
tracking & targeting
Brand essence:
ENJOYABLE PAYMENT
B R A N D P O S I T I O N I N G

11. ONLINE
MERCHANT
OFFLINE
MERCHANT
MOMO
USERS
LINK FROM ONLINE
TO OFFLINE
SOURCES
OF FUND
(BANK..)
T H E E C O S Y S T E M

12. P O R T F O L I O P L A N N I N G
App
feature
POS
expanding
Merchant
category
Merchant browsing –
Get more from defined
payment
Location Base
Check-in & Direct
payment in-store
Get more together - Enjoy
together
Momo Share
Target 6 key cities in first 3 years.
Food& Drink
Cinema/Entertain
ment
Fashion Tourism

13. PRODUCT
- Payment suggestion.
PACKAGING
Friendly & Lifestyle
design
PRICE
• Download: Free
• Source of biz: Deal
with merchant to
get fee from each
transaction.
PLACE
Android, iOS
PROMOTION
Launching plan with
SOLOMOactivation.
PROPOSITION
SPENDLESS – GET MORE
6 P

14. An
enjoyable
life
Daily little enjoymentin life
Enjoymentin daily payment
BRAND ESSENCE
ACTIVATION
PLATFORM
BCI
B R A N D C O M M U N I C A T I O N

15. K E Y S U C C E S S E S L O O K L I K E
• NEWUSER RECRUITMENT = +300,000 activeusers.
• BRANDAWARENESS GAIN= +10 mio users
• MERCHANT NETWORKBUILDING:
 Online: 2000 merchants
 Offline: 4000 merchants in 5 key cities

16. Frist jobber & up (23 – 30)
• Have fixed income & able to control their own budget
• Higher amount per each payment
• Have more needs of payment
• Traditional wallet is not enough
Get more everyday, bothersome goes away
Target
consumer
Insight
CAMPAIG
N IDEA
Phase 1 (2 weeks) Phase 2 ( 1.5 month ) Phase 3 (2 weeks)
AWARENESS ENGAGEMENT AMPLIFICATION
Trigger their bothersome in their
daily payment
Drive trial by promotion and direct
product introduction in merchants
Leverage “bothersome went away
with Momo” story
Dramatize their bothersome in
daily payment
Series of short videos
LCD, Digital, merchants
PR & Social
Maximize trial
Advisors in merchants
Digital, Merchants, Buildings...
Spreading their real experience while
using Momo
Word of mouth creators/opinion
leaders experiences on digital
platform
Digital, merchants, Officebuildings
Key task
Key hook
Channel
As a first jobber, I always want to get more of each money in my pocket. But I often over-look the
daily payment as it’s a bothersome to do that
Brand Role Helping them to get more in their daily payment without bothersome with the best options
L A U N C H I N G P L A N

17. THANK YOU