An investigation of Safaricom M-Pesa strategies in enhancing mobile money transfer serv... - 0 views
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The positioning of the M-Pesa product to capture the unbanked segment of the population especially in the lower income level bracket by providing a product that can easily and conveniently be accessed has made the M-Pesa become popular among the low income earners customers.
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Strategies used by Safaricom to popularize the M-pesa product were an adoption of technology in the product development that has given it an edge over the other players. This has come about due to the increased investment in innovation and that employee’s use modern technology in their processes. The low cost strategy model also came out as yet another strategy that is used, Japanese concept of continuous improvement of a product or Kaizen, product differentiation through offering M-Pesa products with unique or superior value to the customer through product quality, features, or after-sale support.
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I liked how M-Pesa positioned itself in the consumers who were unbanked and with little access to financial service. The company provided them with an easy to access solution to transfer money, which made the company very popular among the low-income community. It's also very interesting to see that the strategy used by the company was to use technology that allowed the service to work on non-smart phones.