MFP 035b. BN47: Mobile Phone Banking- The Customer Value Proposition

The need for a branch infrastructure and managing high volumes of low value transactions are the barriers related to serving the low-income market. While outlining the features of mobile banking, the note warns that the failure of such initiatives is often due to its inappropriateness to address the customers’ needs rather than because of technological problems. The note also highlights the reasons as to why should low income segment prefer technology—if it is secure, convenient, low cost, accessible/liquid and easy to transfer. It also compiles the barriers and challenges in using technology like availability of machine, lack of training, lack of sufficient funds with agents, illiteracy among clients, lack of willingness from suppliers and other resource constraints. It also highlights the significant role played by cash and its functionality.