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How to get the informal sector to switch
from cash to mobile money?




                   Yaron	
  Assabi	
  
                 yaron@dsg.co.za	
  	
  
                    yaronassabi	
  
Hidden	
  Agenda	
  
     Ø  Why consumers want mobile
         service at lower fees and with
         personal benefits based on
         usage
     Ø  Cash is not king, it is dangerous -
         bad for the environment and
         expensive
     Ø  Mobile: the ideal platform for
         micro-payments
     Ø  Relevant technology can change
         behaviour
     Ø  Small change to make a big
         difference

     	
  
     	
  
Our Vision


“ A world where everyone, no matter who they are or
  where they live, can gain easy ‘mobile’ access to
  affordable basic financial services to improve their
  lives and raise their standard of living.’
Critical Success Factors
Ø  The informal business sector is primarily cash based across Africa

Ø  Mobile Money integration and mCommerce is not easy for a merchant and
    therefore should be simplified via software that gives access to multiple
    payment options or CSP ( Commerce Service Provider) $5&11#-$F)&1$"1)#-
    ($&-#$."*34$&3.$()"/?.$1)&1$0)&34#)'8$F)'$3"1G
Ø  On Device App that is cross platform

Ø  Security , Device Management and remote wiping

Ø  Vertically focused app for SME providing the same service as a standard POS
 but on the mobile device with smart SaaS based features & reporting

Ø  Usability & Quality Management
Cash is NOT King it is Dangerous and Expensive
ü  Have you ever bought a Nando’s meal in Nigeria ?


ü  Africa is primarily a cash based economy due to vast dispersed geography it is
    not economical to have a large branch network ( e.g. 2/3 of Namibia is desert)


ü  The mattress is still a major safe deposit box – it is expensive and dangerous


ü  Violent crime statistics will drop once we migrate to electronic money in Africa
    and it should therefore be a high priority.


ü  Electronic money will have a positive impact on our environment. ( eliminate
    carbon emission on travel , printing of money etc..)


ü  There was a time when Banks stopped reporting incidents as there were too
    many -they were worried about consumer confidence – if Banks could spend
    less on security, costs will drop and they could focus on service
Mobile is the ideal platform for micropayments

 ü  Mobile Networks cover most populated areas and therefore are ideal for
     enabling mobile commerce and payments


 ü  Pre Paid wallet is equivalent to a current account


 ü  It is easier to top up airtime remotely and keep currency electronically vs.
     cash.


 ü  A Mobile network is designed for micro billing ( per second billing )
     whereas credit cards R15 minimum transactions.


 ü  The world is moving towards pay per use –” 20p to use the toilet at
     Paddington station “ – what happens when you do not have change?
Unbanked Opportunity
Mobile is the ideal platform
      for micropayments
ü  Mobile Networks cover most populated areas and therefore
    are ideal for enabling mobile commerce and payments


ü  Pre Paid wallet is equivalent to a current account- very little
    credit card penetration in Africa which is an opportunity for
    the MNO ‘s to take the lead in Mobile App Eco System


ü  It is easier to top up airtime remotely and keep currency
    electronically vs. cash.


ü  A Mobile network is designed for micro billing ( per second
    billing ) whereas credit cards R15 minimum transactions.
    Most Apps


ü  The world is moving towards pay per use –” 20p to use the
    toilet at Paddington station “ – what happens when you do
    not have change?
Pay by Phone and control your eco foot print




               9 | Touchatag |August 2009
Mobile Development Partnerships


                        
    
How Mobile is changing shopping ?
Prefer Mobile Phone over Wallet?


ü  The banking and credit card industries
    have noticed that it takes an average of
    26 hours for a user to (notice and) report
    a lost wallet. Yet if you lose a mobile
    phone, the average time to report it is 68
    minutes.
Market Overview- $151 billion this year
Mobile Lifestyle


“Give people more control over their
banking and you’ll win their loyalty. That’s
because mobile is not a channel so much
as a way consumers live their lives and
consequently, the way banks have to
conduct their business.”
                                          Douglas Brown
                    Senior VP Mobile Product Development
                                         Bank of America
Applications will determine winners
Mobile Payment Processing

à Accept credit, debit, mobile money & stored-value cards in the field
à Software only solution – no card-swipe hardware required
à Card information entered onto SmartFORM™ on the handset
à Immediate authorization
à Mobile receipt printing can be made available (Bluetooth® printer
  required)
à Compliant with highest levels of industry security standards
à Eliminate cash from the system

               Increase Cash Flow
                      From
                    Shortened
                   Receivables
Fuel /Tax Calculation & Reporting
  à  Interface with SARS efilling
  à  KM per L Report
         • Etc.
  à  “Petrol card like “ integration
  à  Electronic driver logs
  à  Provide valuable reporting




       Reduce Manual
       Reporting Costs
Customer Benefits
                                                          T
                                                          ransfo
Reduce Expenses                                     p ro d u        rm o u
    à  Complete more transactions per day                   ct i n n      r
                                                     into y           ovatio
    à  Complete transactions quicker                        our m           n
    à  Reduce mPos costs                              leade          arket
    à  Ensure accuracy                                         rship!
    à  Eliminate paper-based reporting
Increase Cash Flow
    à  Increase market share, customer service & revenue
    à  Optimize inventory levels
    à  Increase revenue per merchant
    à  Faster & more accurate invoicing
Improve Safety/Security
    à  More affordable
    à  Faster response times
Security
Ø  Security is always a consideration when implementing a POS solution.
Ø  The primary concerns are employee access to registers, adherence to security
    standards, & securing the saved transaction record in the database through
    compliance with data protection standards.
Ø  When migrating to a mobile POS environment, the concerns are the same.
Ø  The mobile device will operate within a mobile data network so capturing
    customer payment data and transmitting using 3G network is inherently risky.
Ø  The Payment Card Industry Data Security Standards (PCI-DSS) have specific
    provisions and additional processes that must be implemented in order for a
    retailer to be allowed to mobile payments .
Ø  The connection should use strong encryption through HTTPS and should
    adhere to the PCI-DSS standard protocols to manage the transaction.
Ø  Merchant / Employee authentication to the mobile device should be robust and
    tracked through to the transaction level.
Ø  Once the transaction is complete or cancelled, the system should delete the
    transaction record from memory only available on SaaS environment for recall.
Business Value




                                                                g	
                   Real-­‐<me	
  knowledge	
  
                                                       ar   ke0n                      Targeted	
  adver<sing	
  
                                              ile	
  M
                                           Mob                                       Enhanced	
  brand	
  loyalty	
  
                             vice	
  
              ustomer	
  Ser                       Know	
  your	
  customers	
  
  Mobile	
  C                                     Know	
  their	
  preferences	
  
           Know	
  your	
  customers	
              Give	
  them	
  more	
  of	
  
            Know	
  their	
  problems	
              what	
  they	
  want	
  
        Proac<ve	
  help	
  where	
  needed	
  
Why customers leave?




       They don’t leave because
       there’s a compelling reason to
       leave.

       They leave because there’s no
       compelling reason to stay
Mobile Loyalty and Rewards
Use phone camera to scan image and see discounts




                 23 | Touchatag |August 2009
Cross Platform –Common API’s
          Deliver web applications to any device
            Reach the maximum number of users	

            Regardless of their choice of device	

            Browsing, Messaging, Clients, USSD…	

            Mobiles, PDA’s, PC, Games Consoles…	


          With minimum effort
            Adopt a “Write Once, Deliver Anywhere” strategy	

            Standards based integration – W3C DIAL (XDIME)	

            Re-use branding templates across multiple systems	

            Automated support for new devices	



          With high quality user experience
            “Optimize Up” to the capabilities of each device	

            Take advantage of latest device capabilities	

            Graceful fall-back for older devices	

            Use device knowledge within applications e.g. don't offer video if
            the phone doesn't support it	

                                      24
Mobile Learning –Training of Merchants
Background
ü  DSG Secured exclusive rights for Africa , Middle East & Indian
    Ocean

ü  US-based company with global presence that provides a full range
    of software testing services to customers of all sizes

ü  Provides real-world, “in-the-wild” testing services for web, mobile,
    and desktop apps

ü  Utilizes a global community of professional software testers

ü  Not a traditional QA outsourcing or off-shoring company

ü  Act as extension & complement to in-house QA activities
Some customers




                 27
Crowd -sourcing usability
Testing types – Mobile, Web, Desktop
ü  Exploratory
ü  Functional
ü  Usability
ü  Hybrid-load testing
ü  Localization and internationalization
Real-world coverage – broad matrix
ü  OS/Browser/3rd Party Apps
ü  Location-based
ü  Language-based
ü  Handset maker, model and wireless carrier (for mobile)
ü  “In-the-wild” testing vs. “In-the-lab" testing
Consumer & SMB-facing applications
ü  Web, Desktop and Mobile
Have you tested your app?
It	
  is	
  all	
  about	
  EXPERIENCE	
  
Mobile Banking Conference Southern Africa  130312
From donor funded business models




                                                           philanthropy


    investment




                 In traditional two pocket thinking, the
                 money you invest flows back to you.
                 Giving thru philanthropy flows away,
                 with no return.

                             Source : Good Capital
Self sustaining business models-recyclable giving




  When good and capital come together, the money flows
  back to you after its made an impact in the world. It’s
  recyclable giving; more change for your buck.


                        Source : Good Capital
Electronic channels provide full audit trail of ROI



      Rather than wondering "
      What your money is doing"
       in your name, you have the
      confidence of knowing
      --by creating accountability for
      good impact, and
      accountability for financial
      performance"
      "
      "
      "
      "
      "


                               Source : Good Capital
Incentives help drive adoption

Incentives were a strong motive for younger people to sign up for mobile banking
services, which allow them to keep track of checking and savings accounts on their
cell phones. Of respondents to a survey, 40 percent of people 18 to 45 said
incentives tipped the scales when it came to picking mobile banking.

                            SOURCE: AURIEMMA GROUP
Blended Value High Impact –10 % of PBT is
      re-invested back into the community




Old style social capital
In the old style double bottom line view,
 the social value hides behind a spreadsheet.


                                          The new wave
                                          The total blended value becomes clear.
                                          as we acknowledge our desire for impact



                                          Source : Good Capital
Small change will make a BIG difference
  ü  Select your community based NPO and all transactions on our
      platform contribute towards your charity via loyalty points .
  ü  Round up your transaction – small change to make a big difference
  ü  Everytime you contribute we provide you with loyalty points and
      account for how much good you have done for the community
      through the platform for personal reward and recognition and tax
      purposes
  ü  M-commerce through digitalmall.com , mticketing, prepaid airtime
      sales
  ü  Micro franchising – creating job opportunities- we will stimulate
      buisness ideas and support entrepenuers in m-government , m-
      health , m-learning, microfinance ( Safaricom has over 9,000
      Mpesa dealers) .
  ü  Entrepreneurship development program
  ü  Mobile application development partner program
  ü  Microbilling for mobile content and applications which is key to
      success of the eco-system
Mobile Banking Conference Southern Africa  130312

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Mobile Banking Conference Southern Africa 130312

  • 1. How to get the informal sector to switch from cash to mobile money? Yaron  Assabi   yaron@dsg.co.za     yaronassabi  
  • 2. Hidden  Agenda   Ø  Why consumers want mobile service at lower fees and with personal benefits based on usage Ø  Cash is not king, it is dangerous - bad for the environment and expensive Ø  Mobile: the ideal platform for micro-payments Ø  Relevant technology can change behaviour Ø  Small change to make a big difference    
  • 3. Our Vision “ A world where everyone, no matter who they are or where they live, can gain easy ‘mobile’ access to affordable basic financial services to improve their lives and raise their standard of living.’
  • 4. Critical Success Factors Ø  The informal business sector is primarily cash based across Africa Ø  Mobile Money integration and mCommerce is not easy for a merchant and therefore should be simplified via software that gives access to multiple payment options or CSP ( Commerce Service Provider) $5&11#-$F)&1$"1)#- ($&-#$."*34$&3.$()"/?.$1)&1$0)&34#)'8$F)'$3"1G Ø  On Device App that is cross platform Ø  Security , Device Management and remote wiping Ø  Vertically focused app for SME providing the same service as a standard POS but on the mobile device with smart SaaS based features & reporting Ø  Usability & Quality Management
  • 5. Cash is NOT King it is Dangerous and Expensive ü  Have you ever bought a Nando’s meal in Nigeria ? ü  Africa is primarily a cash based economy due to vast dispersed geography it is not economical to have a large branch network ( e.g. 2/3 of Namibia is desert) ü  The mattress is still a major safe deposit box – it is expensive and dangerous ü  Violent crime statistics will drop once we migrate to electronic money in Africa and it should therefore be a high priority. ü  Electronic money will have a positive impact on our environment. ( eliminate carbon emission on travel , printing of money etc..) ü  There was a time when Banks stopped reporting incidents as there were too many -they were worried about consumer confidence – if Banks could spend less on security, costs will drop and they could focus on service
  • 6. Mobile is the ideal platform for micropayments ü  Mobile Networks cover most populated areas and therefore are ideal for enabling mobile commerce and payments ü  Pre Paid wallet is equivalent to a current account ü  It is easier to top up airtime remotely and keep currency electronically vs. cash. ü  A Mobile network is designed for micro billing ( per second billing ) whereas credit cards R15 minimum transactions. ü  The world is moving towards pay per use –” 20p to use the toilet at Paddington station “ – what happens when you do not have change?
  • 8. Mobile is the ideal platform for micropayments ü  Mobile Networks cover most populated areas and therefore are ideal for enabling mobile commerce and payments ü  Pre Paid wallet is equivalent to a current account- very little credit card penetration in Africa which is an opportunity for the MNO ‘s to take the lead in Mobile App Eco System ü  It is easier to top up airtime remotely and keep currency electronically vs. cash. ü  A Mobile network is designed for micro billing ( per second billing ) whereas credit cards R15 minimum transactions. Most Apps ü  The world is moving towards pay per use –” 20p to use the toilet at Paddington station “ – what happens when you do not have change?
  • 9. Pay by Phone and control your eco foot print 9 | Touchatag |August 2009
  • 11. How Mobile is changing shopping ?
  • 12. Prefer Mobile Phone over Wallet? ü  The banking and credit card industries have noticed that it takes an average of 26 hours for a user to (notice and) report a lost wallet. Yet if you lose a mobile phone, the average time to report it is 68 minutes.
  • 13. Market Overview- $151 billion this year
  • 14. Mobile Lifestyle “Give people more control over their banking and you’ll win their loyalty. That’s because mobile is not a channel so much as a way consumers live their lives and consequently, the way banks have to conduct their business.” Douglas Brown Senior VP Mobile Product Development Bank of America
  • 16. Mobile Payment Processing à Accept credit, debit, mobile money & stored-value cards in the field à Software only solution – no card-swipe hardware required à Card information entered onto SmartFORM™ on the handset à Immediate authorization à Mobile receipt printing can be made available (Bluetooth® printer required) à Compliant with highest levels of industry security standards à Eliminate cash from the system Increase Cash Flow From Shortened Receivables
  • 17. Fuel /Tax Calculation & Reporting à  Interface with SARS efilling à  KM per L Report • Etc. à  “Petrol card like “ integration à  Electronic driver logs à  Provide valuable reporting Reduce Manual Reporting Costs
  • 18. Customer Benefits T ransfo Reduce Expenses p ro d u rm o u à  Complete more transactions per day ct i n n r into y ovatio à  Complete transactions quicker our m n à  Reduce mPos costs leade arket à  Ensure accuracy rship! à  Eliminate paper-based reporting Increase Cash Flow à  Increase market share, customer service & revenue à  Optimize inventory levels à  Increase revenue per merchant à  Faster & more accurate invoicing Improve Safety/Security à  More affordable à  Faster response times
  • 19. Security Ø  Security is always a consideration when implementing a POS solution. Ø  The primary concerns are employee access to registers, adherence to security standards, & securing the saved transaction record in the database through compliance with data protection standards. Ø  When migrating to a mobile POS environment, the concerns are the same. Ø  The mobile device will operate within a mobile data network so capturing customer payment data and transmitting using 3G network is inherently risky. Ø  The Payment Card Industry Data Security Standards (PCI-DSS) have specific provisions and additional processes that must be implemented in order for a retailer to be allowed to mobile payments . Ø  The connection should use strong encryption through HTTPS and should adhere to the PCI-DSS standard protocols to manage the transaction. Ø  Merchant / Employee authentication to the mobile device should be robust and tracked through to the transaction level. Ø  Once the transaction is complete or cancelled, the system should delete the transaction record from memory only available on SaaS environment for recall.
  • 20. Business Value g   Real-­‐<me  knowledge   ar ke0n Targeted  adver<sing   ile  M Mob Enhanced  brand  loyalty   vice   ustomer  Ser Know  your  customers   Mobile  C Know  their  preferences   Know  your  customers   Give  them  more  of   Know  their  problems   what  they  want   Proac<ve  help  where  needed  
  • 21. Why customers leave? They don’t leave because there’s a compelling reason to leave. They leave because there’s no compelling reason to stay
  • 23. Use phone camera to scan image and see discounts 23 | Touchatag |August 2009
  • 24. Cross Platform –Common API’s Deliver web applications to any device Reach the maximum number of users Regardless of their choice of device Browsing, Messaging, Clients, USSD… Mobiles, PDA’s, PC, Games Consoles… With minimum effort Adopt a “Write Once, Deliver Anywhere” strategy Standards based integration – W3C DIAL (XDIME) Re-use branding templates across multiple systems Automated support for new devices With high quality user experience “Optimize Up” to the capabilities of each device Take advantage of latest device capabilities Graceful fall-back for older devices Use device knowledge within applications e.g. don't offer video if the phone doesn't support it 24
  • 26. Background ü  DSG Secured exclusive rights for Africa , Middle East & Indian Ocean ü  US-based company with global presence that provides a full range of software testing services to customers of all sizes ü  Provides real-world, “in-the-wild” testing services for web, mobile, and desktop apps ü  Utilizes a global community of professional software testers ü  Not a traditional QA outsourcing or off-shoring company ü  Act as extension & complement to in-house QA activities
  • 28. Crowd -sourcing usability Testing types – Mobile, Web, Desktop ü  Exploratory ü  Functional ü  Usability ü  Hybrid-load testing ü  Localization and internationalization Real-world coverage – broad matrix ü  OS/Browser/3rd Party Apps ü  Location-based ü  Language-based ü  Handset maker, model and wireless carrier (for mobile) ü  “In-the-wild” testing vs. “In-the-lab" testing Consumer & SMB-facing applications ü  Web, Desktop and Mobile
  • 29. Have you tested your app?
  • 30. It  is  all  about  EXPERIENCE  
  • 32. From donor funded business models philanthropy investment In traditional two pocket thinking, the money you invest flows back to you. Giving thru philanthropy flows away, with no return. Source : Good Capital
  • 33. Self sustaining business models-recyclable giving When good and capital come together, the money flows back to you after its made an impact in the world. It’s recyclable giving; more change for your buck. Source : Good Capital
  • 34. Electronic channels provide full audit trail of ROI Rather than wondering " What your money is doing" in your name, you have the confidence of knowing --by creating accountability for good impact, and accountability for financial performance" " " " " " Source : Good Capital
  • 35. Incentives help drive adoption Incentives were a strong motive for younger people to sign up for mobile banking services, which allow them to keep track of checking and savings accounts on their cell phones. Of respondents to a survey, 40 percent of people 18 to 45 said incentives tipped the scales when it came to picking mobile banking. SOURCE: AURIEMMA GROUP
  • 36. Blended Value High Impact –10 % of PBT is re-invested back into the community Old style social capital In the old style double bottom line view, the social value hides behind a spreadsheet. The new wave The total blended value becomes clear. as we acknowledge our desire for impact Source : Good Capital
  • 37. Small change will make a BIG difference ü  Select your community based NPO and all transactions on our platform contribute towards your charity via loyalty points . ü  Round up your transaction – small change to make a big difference ü  Everytime you contribute we provide you with loyalty points and account for how much good you have done for the community through the platform for personal reward and recognition and tax purposes ü  M-commerce through digitalmall.com , mticketing, prepaid airtime sales ü  Micro franchising – creating job opportunities- we will stimulate buisness ideas and support entrepenuers in m-government , m- health , m-learning, microfinance ( Safaricom has over 9,000 Mpesa dealers) . ü  Entrepreneurship development program ü  Mobile application development partner program ü  Microbilling for mobile content and applications which is key to success of the eco-system