Mobile money roll-out strategies2 ways to grow mobile money customer bases

Strategy 1: application distribution way

App is promoted

App optimization and compatibility issues

App is downloaded

App is discovered in phone

App is launched

Users register to the service (only 1% user contact details)

Usage: PIN change, funds, general education

1000

200

50

10

3

Main benefit of application strategy direction is no transaction fees to MNOs.Main disadvantage is long funnel, risks of app optimization and lowusage of the app itself until users are educated well. Only 1% of users providetheir contact details for further contact.

Strategy 2: direct registration / acquisition

Users acquired through Eskimi mobile money platform

(all 1000 provide phone numbers, 400 provide e-mails also)

Retention notifications (PIN change, app download, etc.)

Receive educational information (How to, general info)

Shares mobile money to their friends

Invites family and friends through special apps

Downloads the app (already being registered)

1000

1000

300

100

350

The transaction fee disadvantage can be phased out by constant applicationpromotion. But the app is pushed to already educated audience.1000 members are already registered with all KYC data. Education, retentioncan be done through multiple channels: Eskimi notifications, SMS, e-mail.The potential for active usage using this method of acquisition is much higher.

800

Eskimi proposalMobile money marketing platform to roll-out mobile money

Proposal for MM

2 Every acquired customer automatically signed on mobile money fanclub for all How to communication

3

1 Acquire customers through Eskimi using a CPA (cost per acquisition model)

Every acquired customer receives notifications after the acquisition in the period of one month

Notifications (suggested):"You are registered on MM mobile money.. Your mobile number is your account now. Learn more.""You are registered on MM mobile money. Learn more.""You are registered on MM mobile money. Download the app to transact easier.""You are registered on MM mobile money. Share the service to your friends.""You are registered on MM mobile money. Invite your family and friends.""Learn how to use the MM mobile money app""Learn how to make your first transaction""Learn how you can fund the accounts""You can win N1000 by doing 10 transactions"…

Notifications

2 Every action can be incentivized with Eskimi coins, e.g. change PIN, etc.

3

1 Notifications will be shown when users login to Eskimi next day, can be sent by SMS and e-mail

Eskimi can build sharing apps inside Eskimi and outside to share to Facebook friends, on Twitter, etc.(separate development cost)

Eskimi fanclubs deliver fast & high reach, high engagement, customized solutions

3 levels of technical integration for mobile money customer acquisition and activationLagos, 2012-09

Levels of technical integration for mobile money acquisition

1 No technical integration, acquired customer data is delivered by CSV, XLS

2 1st level integration: connection to mobile money API to pass the data of registered customers

3 2nd level integration: connection to mobile money API to pass customer statuses in real time (used for customer activation)

1 -- No Technical Integration

1 No technical integration, acquired customer data is delivered by CSV, XLS-- customer data is treated as leads and inserted manually in mobile money customer data base-- after insertion it is key that mobile money CRM systems starts working with communicating next steps-- risk that if the gap between acquisition and first communication from mobile money is long, customers will forget the service and will not activate it-- daily, weekly dumps are possible

2 -- 1st level of integration: API for registration

2 1st level integration: connection to mobile money API to pass the data of registered customers-- API connection is needed from Eskimi to mobile money data base-- the registered user data will be passed instantly after the customer confirms the phone number-- after insertion it is key that mobile money CRM systems starts working with communicating next steps

-- main risk is that the process of API integration will take long-- Eskimi can complete the integration in 2 days

2 -- 2nd level of integration: API for follow-up and activation

3 2nd level integration: connection to mobile money API to pass customer statuses in real time (used for customer activation)-- API connection is needed to follow-up on the customer state-- mobile money company has to implement customer states, Eskimi can adapt to the states (suggested customer states are provided below)-- Eskimi and mobile money has realtime exchange process to share the states-- Suggested states:

0 " missing(information1 " registered,(not(funded(the(account,(non"active2 " funded(the(account,(active3 " first(transaction(done4 " multiple(transations(done((more(than(1)5 " first(transaction(done,(no(family(invites6 " first(transaction(done,(family(invited7 " active(transacting(customer

Suggested only for long term cooperation, as it requires changes in the mobile money system.