Participants at the GSMA conference experimented with paper protoypes of mobile services they would offer to low-income users
When mobile money launched several years ago, most services, no matter the market or operator, looked strikingly similar – they focused on safe, fast, and secure payments. It was an undifferentiated product for an un-segmented market; being first to launch was an advantage. However, the market that’s easiest to attract (the urban and peri-urban upper and middle class) is nearly saturated. The new frontier is more rural, less educated, and less technologically literate. Today we need nuanced products to address a segmented market that represents a different set of user needs.