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市場調查報告書
行動錢包：從新興市場中獲得的教訓
Mobile Money: Lessons from Emerging Markets
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行動錢包：從新興市場中獲得的教訓 是由出版商Mobile Market Development Ltd在2009年06月所出版的。
這份英文市場調查報告書包含37 PAGES 價格從美金3500起跳。
Abstract
In emerging markets, there are millions of mobile customers (and potential
customers) that have never had access to banking services. Mobile Network
Operators are uniquely positioned to introduce the ' unbanked' to financial
services - from micro-credit loans to person-to-person (P2P) transfers,
remittances from migrant workers to their families at home - the potential is
huge.
Despite its potential, the mobile money market today remains so far largely
untapped. It offers plenty of growth opportunities to the different market
players involved and mobile operators are proactively driving initial adoption
and creating mass awareness of mobile money services as well as educating
customers on how to use these services with the aim of gaining a share of the
financial (as well as non-financial) benefits involved. However, the challenge
is how to make a profit from these services. The target market is largely made
up of individuals with little in the way of financial resources and they
cannot afford large transaction fees to support the development of the
services they need.
In this report we analyse the mobile money market opportunities and address
the challenges faced by mobile operators. Using case studies of advanced
mobile money service implementations including an in-depth analysis of the
M-Pesa and Zain Zap services in the Kenyan market, the report arrives at a set
of conclusions and recommendations that MNOs active in both mature and
emerging mobile markets, need to consider in order to maximise profitability
from this area.
Table of Contents
- 1. OVERVIEW
- 2. INTRODUCTION
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Exchange Rates
- 3. MOBILE MONEY MARKET OVERVIEW
- 3.1. Service Models / Applications
- 3.2. Key Market Players
- 3.3. Current Deployments and Market Size Potential
- 4. MNO ROLES, CHALLENGES & BENEFITS
- 4.1. MNO Roles
- 4.2. Challenges
- 4.2.1. Understanding Customer Needs & Behaviour
- 4.2.2. Balancing Security Against Customer Experience
- 4.2.3. Conforming to Financial Regulations
- 4.2.4. Driving Awareness through Customer Communications
- 4.2.5. Customer Education and Support
- 4.2.6. Acquiring a Capillary Network of Agents
- 4.3. Loyalty vs. ARPU Benefits
- 5. LESSONS FROM KENYA
- 5.1. Market Overview
- 5.2. Safaricom M-Pesa
- 5.2.1. Service Description & Partners
- 5.2.2. Tariffs
- 5.2.3. Agents Network
- 5.3. Zain Zap
- 5.3.1. Service Description & Partners
- 5.3.2. Tariffs
- 5.3.3. Agents Network
- 5.4. Regulatory Aspects
- 5.5. Service Impact
- 6. CROSS-BORDER MOBILE MONEY SERVICES POTENTIAL
- 6.1. Background
- 6.2. Orange Money
- 6.3. MTN MobileMoney
- 6.4. Zain Zap and One Network
- 6.5. Overcoming Regulatory Hurdles
- 7. CONCLUSIONS & RECOMMENDATIONS
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