Related Resources

Choosing a Mobile Phone Banking Format
During the September 2008 MicroSave-CGAP workshop in Nepal, various m-banking providers shared the use of a range of communication formats supported on GSM networks, ranging from SMS (Short Messaging Service) through to HTTPS (internet). Each format has a number of advantages and...
166.49 KB
Download

Marketing E/M-Banking More Deliberately and Strategically (1/5)

Author: Stanley Thomas, Swati Mehta
Published: September 14, 2011

Abstract:

The note is the first of a series of technical briefs focused on strategic marketing for mobile money, covering the following topics: Challenges in marketing, Branding, Product marketing, and, Parallel links with successful marketing efforts to the rural poor by other industries. This note, in particular, attempts to highlight the need for marketing e/m-banking services and derives its content from several field research initiatives undertaken by MicroSave along with its Action Research Partners (ARPs) in India, Indonesia, Kenya, South Africa, Colombia, Papua New Guinea and the Philippines. The note also introduces the strategic marketing framework of MicroSave and how it applies to e/m-banking context.

Tags: BN 102 , Digital Financial Services , Agent banking , Strategic marketing , Product marketing , Mobile banking , M-Pesa , Tigo , MTN , Wizzit , FINO , BN102

0 Comment
1 Likes Like
275.19 KB
Download

Leave a Comment