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1、Paul Leishman, MMU Manager October 2010, Kuala Lumpur,Is there really any money in mobile money?,Our research and analysis process,Analysis of data from MMU fund grantees,Interviews with mobile money practitioners,Deep-dive on MTN Ugandas MobileMoney,1,2,3,GSMA Financial Model,Developed based on GSM
2、A interviews and collaboration with MTN Uganda Populated with actual data from MTN Uganda Considers every impact, good or bad, that mobile money can have for an MNO,Market: Uganda Population Mobile Penetration Access to Finance GDP per capita,Operator: MTN Connections Market share Deployment: Mobile
3、Money Accounts,4.8 mil 40% 960,000,32 mil 35% 20% US$1,147,Active Customers,P2P Transfers Per Month,Uganda and MTN Ugandas MobileMoney,The findings,Is there really any money in mobile money?,Monthly Revenue,Monthly Cash Expenses,Monthly Net Cash Flow,Cumulative Financing Requirement,MTN Ugandas Mobi
4、leMoney: Cash-Flows,MTN Ugandas MobileMoney is now cash-flow positive on a month-to-month basis, just 14 months after their launch,MTNs cumulative financing requirement was less than US$4 million dollars,Where does the money come from?,Retained ARPU from churn reduction,Airtime distribution savings,
5、Money transfer contribution,Uplift in voice/data consumption,MTN Ugandas MobileMoney: Contribution to Gross Profit,Highlights 52% of MTN Ugandas MobileMoney gross profit to date has come directly from their money transfer service (fees minus agent commissions) Indirect benefits combined account for
6、48% of the gross profit generated to date Churn rate for mobile money customers has been no more than 0.2% per month compared to 4.5% per month on average for non-MobileMoney customers. 3% of total monthly airtime sales now flows through MobileMoney at roughly a 9% discount. MobileMoney customers co
7、nsume slightly more voice and data than do non-MobileMoney customers.,How much must operators invest before earning a profit?,Total,Year-1,Year-2,Variable Costs,Step Costs,Fixed Costs,MTN Ugandas MobileMoney: Cost Breakdown,The financing requirement for a successful mobile money service will ultimat
8、ely be driven by step and variable costs.,Key learnings,How can operators maximize direct revenues?,Revenue from transfers to registered customers,Average volume of transfers to registered customers,Average volume of transfers to unregistered recipients,1,Enable transfers to unregistered recipients,
9、Mobile market share,% Transfers to unregistered recipients,Revenue from unregistered recipients,Revenue from transfers to unregistered recipients,How can operators unlock churn reduction benefits?,Churn Rates: MTN Uganda,1,Good execution provide access to a liquid agent network quickly resolve issue
10、s via customer care,2,Educating customers upon registration churn reduction benefits, not surprisingly, are highest for those customers that are active,3,Targeting lapsed customers targeted SMS activities or outbound calls to lapsed customers can help trigger activity and unlock churn reduction bene
11、fits,How can operators unlock airtime distribution savings?,2,Promote specific uses of airtime top-up in above-the-line marketing,3,Use contests and draws as a substitute for permanent discounts to avoid negating savings.,1,Gauge the size of the opportunity,“Top-up with mobile money after hours”,“To
12、p-up with mobile money in any amount”,Illustrative Data,Size of discount paid for selling scratch-cards,Cost of card production, inventory, and fraud,Cash-in commission paid to agents,Customer discounts and agent commissions,Opportunity,9%,3%,0.5%,10%,1.5%,+,=,“Old” scratch-card related costs mobile
13、 money can eliminate,“New” costs that are part of facilitating mobile top-up,How can operators drive increased consumption of voice/SMS?,Incidence of multiple SIM in the Philippines (2009 survey),Use of mobile money SIM as primary (2009 survey),Potential up-side for MNO is immense must promote airti
14、me top-up as a core service.,“Please indicate how many SIM cards you carry”,“Which SIM card do you use as your primary SIM?”,How can operators ensure their tariff models are well designed?,30% to 50%,Amount that P2P transfer fee accounts for of total end-to-end remittance cost.,$0,Maximum a customer
15、 could potentially save by splitting transactions.,7% to 94%,Premium charged to customers to send money to an unregistered recipient.,Note: all sources MTN Ugandas MobileMoney (2010),What cost decisions have a major impact on profitability?,What m-wallet solution should we choose?,Do all our custome
16、rs need this service?,How aggressively should we market the service?,Customer registration costs as a % of total,What commissions should agents receive?,Do customers need a discount for topping up?,How should we grow and manage agents?,How should we staff our mobile money team?,1,2,3,4,5,6,7,Launch,28%,30%,Technology costs as a % of total,8%,ATL marketing as a % of total,3%,Loss of future ARPU from discounting as a % of total,
