M-Pesa: a Mobile Money success story from Kenya - Technology and Operations Management - 0 views
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Given the up-front costs of acquiring agents, it is tempting for mobile money providers to want to take short cuts and minimize the agent-to-customer ratio. However, this does not set an individual agent up for success. If Safaricom were to recruit too few agents, customers would find M-Pesa difficult to use and difficult to access.. On the other hand, if there were too many agents, many of them would not be able to generate enough business to cover the cost of managing their e-cash and cash liquidity. As a result, they would stop maintaining their electronic money float and cash balances. M-Pesa’s success lies in the fact that they grew their agent network at the same pace as their customer base, keeping transactions per agent per month steady at around 1,000 / agent / month.
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According to a McKinsey report on Mobile Money, proximity of nearest agent makes a significant impact on transaction volumes. “When a cash agent is more than 15 minutes away, mobile money has relatively little appeal, and customers use it once or twice a month. But when the agent is less than 10 minutes away, usage rises to 10 times a month—and for those within 2 minutes of an agent, to 30 times a month.” Safaricom spread its agents out across Kenya so as to truly enable network effects and enable Kenyans to send e-cash to their family members and friends even if they did not live in the same geography.
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Customers who sign up for the M-Pesa service can convert between e-cash and real cash (these are called cash-in / cash-out transactions), and can transfer e-cash from their account to that of another account holder via SMS.
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I think that it's interesting to see that agents are playing a vital role in the success of M-Pesa in Kenya. The company knew about the costs related to acquiring agents, but they also knew that recruiting too few agents will kill the solution M-Pesa is providing. In addition to that, M-Pesa tried to spread its agents all over Kenya to make their solution available and easy to access anywhere in Kenya.