Mobile Banking

Design and launch of a Mobile Banking offer in 10 countries of Africa and Middle East

Business challenge

As the hype around Mobile Banking was growing, the board of an international operator requested our assistance to assess the opportunity of mobile money offers and depending on the analysis, design and launch such a service across 10 operations, with a strong time-to-market challenge: be the first operator to launch in each market.

Greenwich’s assignement

Greenwich defined a cluster based approach in order to maximize the leverage between operations. The program management was entrusted to a dedicated central team supported by cluster leaders and local project managers. Main activities included:

General strategy :

• Market analysis (customer needs, competition and alternative solutions, potential new entrants, regulation, technology) and opportunity assessment leading to a Go / No Go decision
• Entry strategy definition, business plan, product mix and go-to-market plan

Local assistance :

• Design and set up of the local organization
• Implementation of the entry strategy (negotiations with the banking partner, program management, set up of the distribution network)

Project outcome

Offer designed to fit with each local market needs and specificities; business organization set up and ad hoc teams mobilized on time in all operations.

Most of the countries have successfully gone live so far, others are in soft launch phases. Expected ARPU increase of 8-10%.