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Identifying the right Customer Value Proposition (CVP) is essential for the large scale adoption of m-banking or mobile money services. MicroSave developed a "cost of cash" tool specifically around for understanding the pain involved in cash transactions (with an eye towards...
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Marketing E/M-Banking More Deliberately and Strategically (1/5)

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


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

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