The story of M Pesa in the form of a book. Launched as a simple money transfer service, M-PESA has evolved to a full payment service which now includes payment services and the Lipa na M-PESA service which is targeted at SMEs. Since launch last year, Lipa na M-PESA has so far recruited 36, 749 merchants. “M-PESA has put Kenya and Africa at the forefront of ICT innovation and is a reference for many other countries that plan to implement a mobile money payment platform.M-PESA is indeed one of the ways that we have been able to fulfil our aspiration to Transform Lives,” said Safaricom’s GM of Financial Services, Betty Mwangi-Thuo.
I know. Kenya is not in Asia. And M Pesa is in Kenya. But I read this nice blog post and figured that readers of LIRNEasia might appreciate learning a bit more about M Pesa. Few initiatives in microfinance, or for that matter in development, have been as successful as M-PESA: 3 and a half years after launch, over 70% of households in Kenya and more importantly over 50% of the poor, unbanked and rural populations use the service.
Earlier we highlighted how India is learning mobile banking from Kenya. Recently the Economist said, “Paying for a taxi ride using your mobile phone is easier in Nairobi than it is in New York, thanks to Kenya’s world-leading mobile-money system, M-PESA.” This world-leading mobile-money system of Kenya is a great example of unintended consequence. It had several factors in its favour, including the exceptionally high cost of sending money by other methods; the dominant market position of Safaricom; the regulator’s initial decision to allow the scheme to proceed on an experimental basis, without formal approval; a clear and effective marketing campaign (“Send money home”); an efficient system to move cash around behind the scenes; and, most intriguingly, the post-election violence in the country in early 2008. M-PESA was used to transfer money to people trapped in Nairobi’s slums at the time, and some Kenyans regarded M-PESA as a safer place to store their money than the banks, which were entangled in ethnic disputes.
Hard truth about why the successful mobile payments model pioneered in Kenya has failed to spread. However Kenya’s success has yet to be replicated much elsewhere. More than half of all the world’s mobile-money transactions are handled by Safaricom. Mobile money is popular in one or two chaotic countries, such as Sudan and Somalia, but barely used in most places where it could do immense good, including India and China. Not all countries need mobile money, of course.
Much has been written about Kenya’s m-money system. Here the Economist highlights a Gates Foundation paper that highlights an aspect that has not been much written about, the need to balance e money and real money in the hands of the retailers. There are many elements to a successful mobile-money scheme: the right technology, simple marketing, partnerships with banks, support from regulators. But keeping it all going are people like Gaudencia, moving bundles of cash around, on buses and in vans, behind the scenes.
An article by an Indian journalist who attended the recently concluded Expert Forum in Islamabad, summarizes various “Mobile 2.0” initatives deployed by emerging South and Southeast Asian countries in recent years. “Mobile 2.0” applications can be described as those which offer services which are more-than-voice, such as payments, money transfers, and mobile banking. Bus tickets: The use of mobile phone to buy tickets has shown promising results for the public transport system in Sri Lanka.