The process of graduating from an unaware potential customer to a fully aware and regular user of mobile wallets is not necessarily a simple and linear one. It is important that targeted, customer segment specific, communication takes place at every stage of awareness to help individuals.
With increasing competition in the branchless banking OTC (over the counter) business, this segment has become highly commission intensive, leading to diminishing margins for MFS (mobile financial services) providers. This reality has pushed mobile money providers to focus on mobile wallets as an alternate service delivery channel.
In order to achieve the 50% financial inclusion goal that has been set by the State Bank of Pakistan, Karandaaz Pakistan believes that leveraging the ubiquity of mobile phones to increase mobile wallet uptake is critical. There are 124 million registered mobile SIMS in Pakistan.
In a world where 2 billion adults lack access to formal financial services, Pakistan is no exception. The 2014 Financial Inclusion Insights (FII) survey estimates that 93% of Pakistani adults are financially excluded as only 7% of the respondents reported to having a bank account.
In a previous blog, we highlighted a couple of the key elements that go towards fulfilling the goal of digital financial inclusion which is defined as digital access to and use of formal financial services by excluded and underserved populations.
