Easypaisa: Overview of the Operational Model of Mobile Money Service Provision

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September 2013
Hussan-Bano Burki

Easypaisa Operational ReportGrameen Foundation announces the release of the operational overview report of Easypaisa, the largest branchless banking service in Pakistan. The report, commissioned by Grameen Foundation via the South Asian Micro-Finance Network (SAMN), identifies key factors that have enabled Easypaisa’s success. The overview of Easypaisa’s operating model suggests that there are several aspects that contribute to its achievements with regards to scalability, partnership and organizational efficiency. Beyond factors such as brand recognition and consumer trust and business organization, the macro environment (regulations and market readiness) determines the extent to which mobile money service provision has been enabled. Easypaisa continues to be the subject of much interest, as it has grown exponentially since its launch in 2009 and is one of the largest financial service networks in the world.

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