As we move from defining and storing value in physical commodities (cash, chickens, jewellery etc.) to digital money, how do we help poor people understand and use the brave new world of e-money? How do poor people manage their money? Why are basic No-Frills Accounts so unsuccessful? How might we take the answers to these questions to build better customer value propositions? And express them in a way that poor people relate to and intuitively understand? Through this video, Ignacio Mas answers these questions. He further emphasises on understanding the behaviour of poor people towards physical money and applying it to mobile money.