The international financial services industry is beginning to leverage the enormous subscriber base mobile network operators (MNOs) command, 4 billion in 2008 according to Wireless Intelligence, the GSMA (the GSM mobile phone operators trade association) research arm in London. Banks are initially targeting consumers in the third world by converting their mobile phones into a mobile wallet where cash can be deposited to and spent from. The mobile wallet has generated great excitement and has demonstrated a huge potential in the third world. Electronic currency enables the mobile handset to dispense cash and accept deposits through a bank-affiliated merchant or MNO airtime reseller, thus enabling customer savings and even microloans. The capability leverages the short message service (SMS) on nearly every mobile phone.
Today, most electronic currency successes have been within national borders, but enabling the 190 million migrant workers—3 percent of the world population—to send electronic currency home via mobile phones is the next application financial institutions and MNOs are targeting. And for good reason, according to the World Bank, in 2008, migrant workers sent $433 billion to their home countries, most in the third world.
What’s surprising is how rapidly electronic currency is taking hold in the third world. At the Mobile Money Summit 2009 from June 22 to 25 in Barcelona, Caroline Pulver, FSD (Financial Sector Deepening) Kenya, an independent trust developing inclusive financial markets reported on the impact M-PESA (mobile, PESA money in Swahili) has had on the country. Pulver’s research found that by May this year, 40 percent of Kenya’s adults had used the service. The table below shows what Pulver found Kenyans spent their electronic currency on.
Usage Percentage
Store/save money for everyday use 14 percent
Store/save money for emergencies 7 percent
Pay bills 2 percent
Send money 25 percent
Receive money 28 percent
Buy airtime for someone else, 8 percent
Buy airtime for myself 14 percent
According to the central bank of Kenya, at the start of 2009, there were over 7000 M-PESA agents. This represented substantially more points of service than the combined number of bank branches (887) and ATM (1,435) in the country—serving 6 million customers or 15.3 percent of Kenya’s 39 million population. Since the program’s launch in March 2007 until February 2009, the cumulative value of M-PESA money transfers had reached $1.5 billion. As of February 2009, the monthly value of person-to-person transfers was $190.3 million.
Sponsored by the UK-based Department for International Development, M-PESA began by using Safaricom’s (a subsidiary of UK-based Vodaphone) airtime resellers to issue microloans that borrowers would repay at an interest rate reduced by eliminating the overhead conventional microloans carried. However, the tech-savvy, skilled worker in Kenya began using the facility to transfer cash from working husbands in the city to their families in the country: Safaricom had unintentionally become a bank with its handset providing a teller function and it airtime resellars dispensing cash. Today, according to Stephen Rasmussen, technology program manager at CGAP, an independent policy and research center housed at the World Bank, 70 percent of M-PESA subscribers are banking customers, not the unbanked customers originally targeted.
The service’s popularity drew the attention the Western Union Company, which has a 17 percent share of the international remittance market. (The World Bank estimated that Sub-Saharan Africa received around $20 billion in remittances in 2008, with Kenya accounting for $1.3 billion.) In December, last year, Western Union partnered with Vodafone, parent of Safaricom, to pilot a cross-border Mobile Money Transfer (MMT) service between the U.K. and Kenya. The service would enable customers to send remittances directly to Safaricom mobile subscribers in Kenya in minutes from the UK. The World Bank estimates the fees for transferring $200 cash from the UK to Kenya at $26.64: $15.25 for the money transfer and $5.69 for the currency conversion. It will be interesting to see if the cost comes down or is increased by $0.11 charge for the SMS message charge for an electronic currency transfer.
In June this year, Western Union expanded its reach in international remittance signing a deal with Zain, owned by Kuwait-based Mobile Telecommunications Company KSC, to enable Western Union currency transfers to Zain handset with the Zap platform. Zain’s service is available in Tanzania, where it’s larger than Safaricom, and Kenya where it’s smaller. Zain other distinction from Safaricom is enabling consumer-to-merchant purchase eliminating the need for a cash transaction. For the unbanked the additional fee will makes the transaction uneconomical. However, for business-to-business transactions, the service will have great appeal.
Celpay, owned by South African FirstRand bank, is the another service that has gotten a substantial following in Zambia and the Democratic Republic of the Congo where the DRC government uses Celpay to distribute government payments to former soldiers who have turned in their guns. Registered customers can use their electronic currency for merchant transactions, monthly bill payments, and fund transfer between participating phones. The company’s model is unique first because it provides solutions to businesses rather than end customers. Second, its nascent P2P model reaches unbanked customers without mobile phones, by sending the payment to agents with phones who perform money transfers or dispense cash. In June this year Celpay was processing $25 million per month in gross transactions.
One common element that permeates these successes is that all flourished because they were plowing a green field. Nothing existed before they emerged to provide the service. Another is that each found regulatory agencies willing and able to permit the services to take hold and flourish. In the case of M-PESA, once its popularity got notice, the conventional financial services sector attempted to derail the project only to be rejected by the Kenyan government. In the case of the DRC, electronic currency was an effective means to pacify a military force surrendering its arms.
According to the GSMA, the successes in Africa are being attempted elsewhere in the world. A greenfield deployment in Indonesia, the AXIS mDUIT project, is due to launch in December, 2009. In the Philippines, the SMART Communications’ Island Activations Program hopes to bring electronic banking to isolated customers on remote islands. Mobile network operator Roshan hopes to build an M-PESA-like service in war torn Afghanistan. Electronic currency is taking hold in the third world and in won’t be long before it will get a foothold in the developed world as well.
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