A Qualitative Exploration of Mobile Money in Ghana · 2019-10-22 · Literature: Low Mobile Money...
Transcript of A Qualitative Exploration of Mobile Money in Ghana · 2019-10-22 · Literature: Low Mobile Money...
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A Qualitative Exploration of Mobile Money in Ghana
Sarah Yu & Samia Ibtasam
Paul G. Allen School of Computer Science
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Mobile Money for Financial Inclusion
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Mobile Money for Financial Inclusion
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Mobile Money for Financial Inclusion
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Ghana’s Mobile Money Scene• 4 Major Players - Tigo Cash, MTN Mobile Money, Airtel
Money, Vodafone Cash•
• Forward-Thinking Regulatory Framework (2008, 2015)
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Mobile Money Readiness
Financial Inclusion Insights: Ghana 2015
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Mobile Money Readiness
Slow Uptake of Mobile Money48% Financially Included34% with Bank Accounts20% Mobile Money Account17% Active (used in past 90 days)
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Methodology• 25 Semi-Structured Interviews, 5 Southern Ghanaian cities • Accra, Ada, Ho, Cape Coast, Kumasi
• Recruitment: Facilitated and Public Spaces
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Participant Details
60%
40%FemaleMale
44%
24%
32%18-2930-3940-50
64%
36%RuralUrban
52% 48%SmartphoneFeature
84%
16%
1 SIM>1 SIM
16%
20%
16%
49%MTNTigoVodafoneAirtel
No. of Sims Mobile Money OperatorPhone Type
Sex Rural or Urban Age
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Observations & Discussion
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Literature-Field GapLiterature: Low Mobile Money Uptake/Usage
• FII Survey, CGAP notes, Academic Literature sparse
Ghana: Mature MM Market
• Primarily P2P
• Merchant Payments
available in Ho
There exists a gap between the state of the literature and the field because of the nature of mobile money and its market.
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Financial Inclusion & Metrics“Why aren’t people using Bill Pay?”
“People don’t have a lot of bills to pay” (Student, Accra)
• Current metric: Total Cedis Transacted
• Proposed metric: Transactions digitized
• Normalized by individual spending
Mobile Money usage should be measured against existing financial practices to properly measure financial inclusion.
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Education & Usability• 20-30 minutes during signup
• New User Pamphlet
• Most learn from friends or use intermediaries
• Participants find apps easy to use
• Most are one-service type users
While most participants do not remember the education, they find the apps easy to navigate and self-explanatory
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Education & Usability
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Education & Usability
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Education & Usability
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Education & Usability
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Tariffs / Fees
Vodafone (left) and TigoCash (right) tariff tables
Users find tariffs / fees self-explanatory because they operate consistently within the same band of transfer amounts
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Intermediaries & AccountsIntermediaries
• Language Barrier: All apps are (currently) only offered in English
• Technology Barrier: Some users mainly relied on others for phone usage
Multiple Accounts
• Default and Backup/Emergency Accounts
• Actively suppressed used of MM account
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Use Cases
Sending Money to Friends and Family Backup Accounts Business
Out of CountryChildren
School FeesBorrowing Money
Emergency AccountsDefault Accounts
Accept MM PaymentMM Partern
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Looking ForwardValue-Added Services
School Fees Fair Business Transactions
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AcknowledgementsSpecial Thanks to:
Samia Ibtasam Richard Anderson
Trevor Perrier Shrirang Mare
Sam Castle Chris Rothschild
Araba Sey UW Department of African Studies
UW DFSRG