Coupled with the differing financial, legal, and operational processes across the MEA region is limited access to traditional banking infrastructure, with 63% (circa 1 billion) of the adult population unbanked. While this is a common trait in emerging markets, it does mean that traditional transactions based on credit and debit cards are not a realistic prospect for many consumers.
However, with smartphone penetration growing apace, and with it the ability and desire to purchase goods and services through digital channels, there is an increasing need for alternative payment methods to support access and consumption.