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GSMA Lists Barriers to Mobile Money Adoption in Emerging Markets



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With more than 866 million registered mobile money accounts globally and $1.3 billion processed daily, mobile money serves as a critical infrastructure for start-ups looking to increase digital payment adoption among their customers in emerging markets, yet they face challenges of adoption, according to the latest report from the General System for Mobile Communication Association (GSMA), the global body that represents the interests of mobile operators world-wide.


Inspired by this development, the GSMA Ecosystem Accelerator and Mobile for Development Utilities teams hosted an online clinic diving into mobile money adoption strategies specifically for start-ups in emerging markets in Africa and Asia Pacific.


While analysing the report from the online clinic, Nika Naghavi, senior manager for Inclusive Fintech, Anant Nautiyal, and  Data and Insights Director, who work in the GSMA Mobile Money programme, gave an overview of the mobile money industry in some selected emerging markets as it undergoes crucial technological and organisational transformations.


According to them, when it comes to driving mobile money adoption, start-ups from emerging markets face a range of different challenges depending on the context and sector that they operate in. They listed some of the barriers to include: Educational and digital literacy barrier; Product design barrier and Affordability barrier.


For Educational and digital literacy barriers, they explained that for many start-ups, particularly those operating in rural or low-income settings, their customers are first time mobile money users. “Addressing education and digital literacy barriers is therefore critical for driving mobile money adoption and providing greater access to the start-up’s product offering,” Nautiyal said.


Citing Nigeria and Ghana as some of the emerging markets in Africa, Naghavi said: “In rural Ghana, Safe Water Network (SWN), operates mobile money-enabled prepaid household meters, and water treatment and distribution stations. Initially, their users lacked trust in the technology. To resolve this challenge, SWN partnered with MTN Ghana to tackle educational and product design barriers through interactive group work-shops and one-one sessions, as well as a promotional campaign offering prizes to the ‘super-star’ mobile money users. Though cash still represents a significant proportion of total payments, the impact of the joint-campaign is evident.”


According to him, Gham Power develops solar microgrids and solar water pumps, which heavily relied on digital payments for cash collection in rural Nepal and so partnered with mobile operator Ncell, and eSewa, a digital wallet provider, to leverage their agent networks.


Gham Power invested in training agents with video tutorials and ensured that agent incentive structures were designed to drive digital payment adoption among rural customers.


In the area of Product design barrier, the report said product design barrier could include language restrictions, lacking suitability for basic and feature phones, and the limitations of finances, culminating in poor customer experience and user experience, and therefore poorly designed products not suitable for targeted users.


According to the report, SWN realised the importance of communicating with its customers and employed the use of SMS notifications to communicate about deductions from customers’ MTN mobile wallets – fostering an environment of trust and transparency with low-income users.


Given the low smart phone penetration in Senegal, MaTontine, a start-up from Senegal had to ensure that its product offering could operate on basic and feature phones, whilst facilitating trust in their digital service for their female users.


The report also noted that affordability was also a barrier, when mobile money transaction fees account for a significant proportion of the average end-user utility bill payment, which it said, could be a significant barrier to adoption, along with weakening the economic case for mobile money adoption for businesses that rely on small frequent transactions (such as pay-as-you-go).


“This is particularly true for first-time mobile money users and in nascent mobile money ecosystems, where fees are often interpreted as an insurmountable entry cost. Given the immense operational cost savings from high mobile money adoption, SWN decided to absorb the mobile money transaction fee charged to its customers in order to ensure widespread adoption among its customer base,” the report added.

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Glo Simplifies Customers’ Access to Company’s Information



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Globacom has demystified what used to be a cumbersome task of getting company’s information from its website, a situation that had in the past, frustrated several customers from getting relevant information from company’s website.

It is now easy for companies and organizations to give their stakeholders free access to their websites through a service called Sponsored Data on the Globacom network.

Through the service, customers and other members of the public will be able to browse the website of the sponsoring company even when the members of public have no active data subscription.

Explaining the service, Globacom said companies would be able to buy data buckets and subsequently allow their existing and prospective customers or any other member of the public to access their websites, apps and other data services without having to expend their own data. The cost of access by the end-user is borne by the sponsoring companies.

Globacom in a statement disclosed that Sponsored Data service is a more targeted and effective method of inducing trial of the sponsoring company’s digital products as well as free trial and free sampling of its content.

The telecom operator said the service would give better return on investment (ROI) to the sponsoring companies, adding that it will facilitate over 70 per cent increase in customer engagement and foster incremental revenue through the engagement of new customers. The company said this service would be particularly beneficial to betting companies, IT and Technology companies, manufacturing concerns, banks, schools and others.

Globacom said staff of the sponsoring companies who are on the Glo network could also benefit from the sponsored data plans.

According to Globacom, there are various options for companies and organisations wishing to use the sponsored service as they are free to choose from sponsored data buckets ranging from 200GB to 50TB, according to their needs.

Globacom said “the plans are already available on the network and are valid for renewable 30 days.”

Globacom said it would continue to come out with solutions that would boost customer’s experience, especially at the period of CoVID-19 that has increased online activities of organisations, since most customers and staff of organisations have shifted to online activities in order to align with the new normal, brought about by COVID-19 pandemic that has negatively impacted on businesses.

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Samsung Galaxy S20 FE: Inspired by Fans for the Fans



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Samsung Electronics Co., Ltd. has revealed the Galaxy S20 Fan Edition (FE), the newest member of the Galaxy S20 series. Galaxy S20 FE is a premium flagship smartphone that includes innovations Galaxy fans told us they love most, and it is also made available at an accessible price point.

COVID-19 disrupted the world as we knew it and technology is now playing a more crucial role in our lives and that is why we created Galaxy S20 FE; to deliver flagship experiences to more consumers.

Samsung took select features of the Galaxy S20 series, such as the super smooth scrolling display, an AI-powered camera, advanced chipset, hyper-fast connectivity, all day battery, expandable storage, with a streamlined premium design, in order to create the all-new Galaxy S20 FE.

“The S20 FE is an extension of the Galaxy S20 family and is the start of a new way to bring meaningful innovation to even more people to let them do the things they love with the best of Galaxy.” Says Mr. Caden Yu, the Managing Director, Samsung Electronics West Africa

All you want, to do what you love

Express the best of yourself when out on a day trip or at night catching fun with a pop of color that reflects your personal style, attitude and personality. The S20 FE comes in variant colors of Cloud Red, Cloud Lavender, Cloud Mint and Cloud Navy.

With the S20 FE, the fun never stops. The pro grade camera and 30X Space zoom help you capture memorable moments whether near or far at day time.

Plus, the night mode multi-frame and powerful performance gets you through the fun nights and the 4500mAH battery keeps you on all day with little in between time to recharge using the 15W fast charging.

And since life can be unpredictable, the Galaxy S20 FE is water and dust resistant; IP68 rated. Better yet, when accidents happens, one can rest easy knowing the 24 months warranty and Screen repair offer that comes with Pre order has got your back.

Pre order

The S20 FE is available for pre order from the 9th of October with a Wireless Bluetooth earphones, Clear Standing cover and Screen repair offer. You also get a 4 month Free Subscription on YouTube premium. Trade In Discount Offer also available from Pre order. Trade in your old phones and enjoy discount on the S20 FE


The S20 FE would be officially available in the market from the 23rd of October. Visit any of our Samsung Experience Store nationwide for an amazing and pleasurable experience.

Device Specifications

With its variants of colors, S20 FE comes with a 6GB RAM/128GB ROM, a long lasting battery of 4500mAh with 15W fast charging, a 32MP selfie camera and a 120Hz Super-Amoled display.

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MTN Revv Programme: Experts Train SMEs on Customer Experience and Data Analytics



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Experts at the latest edition of the Revv Programme masterclass have trained SME owners how to improve customer experience and maximise data analytics to scale their business growth.


The virtual conference themed: “Redefining customer experience through effective customer relationship management and data analytics” which was held on Wednesday, September 23, 2020.


Panelists at the conference included the Olubayo Adekanmbi, Chief Transformation Officer, MTN Nigeria,  Ugonwa Nwoye, Chief Customer Relations Officer, MTN Nigeria, Adenike Ogunlesi, founder and Chief Responsibility Officer, Ruff N’ Tumble,  Chairman, Fasmi CRO Group, Prof. Ndubuisi Ekekwe and Principal consultant, Niche Customer Experience Consulting Firm, Debbie Akwara.


Olubayo Adekanmbi, who is an astute business leader and recognised data scientist, shared insights on the customer mindset in a post-COVID economy.


According to him, “Even though we are in a new normal, we are still dealing with a person who has the capacity to adjust to every environment.


“As SMEs we have to observe the environment, learn from it and take actions accordingly”.


Ugonwa Nwoye brings over 25 years of management experience across industries including Oil and Gas.


She advised the participating SMEs to pay attention to diverse customer channels as they arise.


“You need to meet the customers where they are. To achieve this, a good customer database is essential. You need to know the kind of channels your customer wants to be reached.”


While sharing her experience as an entrepreneur of over three decades, Adenike Ogunlesi emphasized that customers want to feel good where they spend their money.


“The most important thing is that regardless of the technological tools you deploy today, it is all about the experiential economy which is the way you make people feel.”


While thanking MTN for the Revv initiative she noted, “This sort of platform allows SMEs to learn much quicker than the opportunity we got thirty years ago, well done to MTN”.


The Revv Programme was launched in August by MTN Nigeria as an initiative to train over 10,000 SMEs by adopting a four-pronged approach that includes masterclass sessions, support with productivity tools, access to market and advisory initiatives.


The programme seeks to help SMEs relearn, readjust, and retool their businesses in a post-COVID economy.


Since inception, over 5,000 entrepreneurs have attended the Revv masterclasses with more than thirty business leaders and industry experts across different sectors facilitating the sessions.


Participants at the masterclasses have been enjoined to take full advantage of the programme for a chance to join Y’ello 200, an accelerator programme by MTN Nigeria where select small business owners will access a broad range of technology and productivity support tools in addition to expert advisory.


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