Suggested Guide by MBA student on work in progress.

Topic Assessing the competitive strategies for the usage of Digital Bank
Products: the Case of UBA’s me2u wallet at the Limbe Branch
Office.

Aim of study To assess those competitive strategies that can guide UBA Limbe
to increase the Usage for Digital Bank products such as Me2u
Money.

To investigate the competitive strategies used by UBA to increase

the usage of me2u wallet.

To establish challenges for the implementation of these

strategies.

To recommend strategies that can minimize these challenges.

DEPENDENT VARIABLE Strategies to increase the Usage of me2u wallet

INDEPENDENT VARIABLES  Expanding partnerships and collaborations

 change in target market segment
 focus on marketing strategies
 customer perceptions

Background of study Paragraph one

- Briefly explain the evolution of competitive Digital Bank

products/ mobile Banking.
- Identify the risk and opportunities and challenges for
these innovations.
- problem(current strategies being implemented by m2u
aren’t competitive to increase market share)
- effect of problem ( low usage compared with
competitors)
- why you need the research( to investigate and
recommend strategies that would increase the usage of
me2u)

paragraph two

- back with a study that was carried out globally, specific

 context.
- End with the case by incorporating variables of your study
by justifying research aims.

Statement of the problem What: Digital Bank products have brought about loss of customer
loyalty to traditional Banks since they offer more convenience by
making Banking simple.

How: because it has increased customer power by giving options

to switch especially among the population which doesn’t want to
bank in person

To what extent: it has created non -banking competition for

Banks by eroding them off traditional banking benefits like
income from remittances, mobilization of deposits, acquisition of
new clients, weaken customer loyalty and retention.

What has been done so far? in an attempt to mitigate these

disruptions, UBA has understood that the present and future of of
finance in Cameroon and Africa revolve around Fintech and
democratization of payment methods.

Implications for this understanding? they decided to incorporate

Fintech solutions into their Digital Banking products. this journey
can explained from their prepaid cards, push and pull services,
UBA’s mobile Banking app, and me2u money.

Despite their response to these innovations, the resources put in

place to achieve the desired outcomes aren’t competitive. By
observation and interaction, customers and non-customers still
prefer rivals like MTN Momo, Orange money over me2u. this
study seeks to investigate those strategies that UBA Me2u can
copy to enhance customer acquisition and usage within this local
context.
CONCEPTUAL LITERATURE Concept of Digital Bank Products
- concept of Digital Banking
- Concept on Mobile Banking and payments.
- Concept on me2u Wallet

Concept on competitive strategies for the usage Digital Bank

Products
- concept of competition
- concept of competitive strategies
- concept of competitive strategies for the usage of Digital
Bank Products.

Concept of competitive strategies for the Usage of Me2u Wallet

- concept of expanding partnerships and collaborations
- concept of change in Target market
- concept of focus on marketing strategies
- customer perceptions

Theoretical Literature TAM – customer perceptions

Comparative SWOT Analysis: to analyze the SOWT of Me2u

compared with rivals

Generic strategies: to recommend those strategies that will

enhance the usage of me2u Wallet.
Empirical Literature - studies on Digital Banking.
- studies on opportunities and threats of Digital banking
- studies on challenges to implement competitive
strategies
- Studies on competitive strategies to increase the usage of
Digital Banking

Chapter Three Methodology

Area of study Limbe Branch office Cameroon

Population of study 3000 registered Clients

Sample size 450 customers

Data Collection Questionnaires

Data analysis Regression analysis , SPSS Software, MS Excel

Ethical considerations