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Driving Customer Usage of Mobile Money for the Unbanked

This paper first considers the customer journey for mobile money, emphasizing that moving the consumer from awareness to regular use requires different marketing interventions at each step in the journey. Then considers mobile money in its context, looking closely at the market situation to determine how to identify the best target market for mobile money services. Finally, concluding with a detailed look at above-the-line marketing communications that are best suited to help customers understand the benefit(s) of using mobile money and the below-the-line marketing tactics that motivate consumers to try the product and become regular users.

GSMA
The GSMA represents the interests of mobile operators worldwide, uniting more than 750 operators with over 350 companies in the broader mobile ecosystem, including handset and device makers, software companies, equipment providers and internet companies, as well as organisations in adjacent industry sectors. The GSMA also produces the industry-leading MWC events held annually in Barcelona, Los Angeles and Shanghai, as well as the Mobile 360 Series of regional conferences.

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