Professional Documents
Culture Documents
Mobile Money 3 - Andy Chong - Axiata Group
Mobile Money 3 - Andy Chong - Axiata Group
company confidential
Emerging Markets – Is there opportunity?
1 Reverse innovation of Emerging markets in Mobile apps
company confidential
2
Mobile Money in Emerging Markets
www.axiata.com
company confidential
3
Mobile Money Services Trend in Emerging markets
“There’s an old story about the person who wished his computer
were as easy to use as his telephone. That wish has come true, since
I no longer know how to use my telephone.”
—Attributed to B. Stroustrup, inventor of Objected Oriented
Programming, C++
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Telecommunications Trend
Reverse innovations from Emerging markets
Sources: 1. White paper by Delta Partners on reverse innovation in telecommunications in emerging markets
2.Studies by Cambridge group on Strategies for emerging markets : Article by Venkatesh Bala Chief Economist
5
Value Conscious consumers in emerging markets
BoP requires innovative mobile functions to fulfill their requirements
If the likes of
McDonalds can be
successful in
emerging markets,
so can be
“Mobile Money”
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Innovating for emerging markets
Adapt Local Conventions, Accept the differences and Deliver that Precise Need
Low cost + value for money are key drivers for consumers in these markets
Year 2000
Year 2006 Year 2008
Innovator: SMART, Philippines
Innovator: TIGO, Tanzania Innovator: MTN, South Africa
Innovation: Micro Payment &
Innovation: Freelance Sales Force Innovation: Dynamic Discounting
Remittance Transfer
Sources: 1. White paper by Delta Partners on reverse innovation in telecommunications in emerging markets
2.Studies by Cambridge group on Strategies for emerging markets : Article by Venkatesh Bala Chief Economist
8
Mobile as the only reliable ‘engagement mechanism’
in emerging markets, present opportunities …
• CCBRT Hospital using • M-Pharm (Ghana),
M-PESA for funding voice/text based services
women with Fistula in to price info on retail
Tanzania crops
• M-Midwife - Ghana for M-Health M-Farming • M-Krishi (India), offers
Antenatal, Neo natal Services – Services farming tips by voice/SMS
care for women Bridging the gap Bridging the gap
in rural access to
in access to
medical facilities
information to
farmers
M-Learning M-Payments
Bridging the gap Bridging the gap
• Enable-M (India), a in access to • Robi-Bkash
in access to
company whose business information (Bangladesh),
formal payment
model is around an IVR- Community building
systems
based learning solutions donations payments via
with handset vendors & mobile wallet
Telcos as partners
9
Mobile as the only reliable ‘engagement mechanism’
in emerging markets, present opportunities …
• CCBRT Hospital using • M-Pharm (Ghana),
M-PESA for funding voice/text based services
women with Fistula in to price info on retail
Tanzania crops
• M-Midwife - Ghana for M-Health M-Farming • M-Krishi (India), offers
Antenatal, Neo natal Services – Services farming tips by voice/SMS
care for women Bridging the gap Bridging the gap
in rural access to
in access to
medical facilities
information to
farmers
M-Learning M-Payments
Bridging the gap Bridging the gap
• Enable-M (India), a in access to • Robi-Bkash
Lack of other infra-structures in access
presents formal
mobile to
as the only mode of reliable
company whose business information (Bangladesh),
payment
model iscommunication
around an IVR- in these markets; which Community
in turn fosters mobile building
services
systems
based learning solutions donations payments via
with handset vendors & innovations in emerging market mobile wallet
Telcos as partners
10
But, what about economics of Mobile services in low
revenue base markets
www.axiata.com
company confidential
12
Axiata’s footprint in emerging markets
A landscape offering the right elements for mobile money
Wallet adoption success is in Identifying a “Specific m-Wallet Service”
for individual markets
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Axiata’s m-Commerce services in the region
Examples of Specific m-Wallet services in these markets
Bangladesh
Sri Lanka
Signature service
“ m-Remittance” Axiata’s foot print Signature service
in the Region “m-Payments”
Bridging the gap in
lack of access to Requirement
reliable and faster for P2P – Merchant
money transfer payments, Utility
services “domestic & payments
cross-border”
M-Remittances M-Payments
set the stage for mobile set the stage for
wallet mobile wallet based
“Ebar Hobei” P2P, B2P P2P transfers and
services via partner- remittances
bKash M-Wallet
UK
Bangla
Malaysia
Desh
Remittances,
Airtime
Indone Middle
sia Forex
Mgmt Settleme
East
nt
Sri Philip
Lanka pines
SEND AIRTIME,
15
Axiata’s M-Commerce vision beyond
remittances
www.axiata.com
company confidential
16
Axiata m-Commerce HUB – Roadmap
Global Hub for all mobile transactions
M-Cross
Border
Remittan
ces
Axiata
M-
Commerce
Hub
m-Payment Global
Hub, Credit Cross
Cards, Border
Global Airtime
Banks recharge
17
Lessons learnt from the emerging markets
www.axiata.com
company confidential
18
Learning's from across the Axiata’s markets
Emerging markets user perspective for adopting m-Wallet services
Marketing
Value for
&
Money
Education
19
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