Creating Awareness and Demand for Mobile Money

  • Date Posted: September 16, 2013
  • Organizations: FHI 360
  • Document Types: Case Study or Vignette
  • Donor Type: Non-US Government Agency

Mobile Money Accelerator Program (MMAP), an associate award under the USAID funded FIELD-Support cooperative agreement, successfully raised the profile of mobile money in Malawi through participating in the 10th Malawi National Agriculture Fair. A joint mobile money exhibit was launched with competing mobile network operators TNM and Airtel. Throughout the three days of the fair Airtel and TNM–local mobile money providers–registered a combined 667 clients for mobile money.

The attention that the dynamic exhibit garnered at the fair went a long way in raising the profile of mobile money. Media attention and high profile visitors show early signs of the hoped for “snowball effect” that will increase mobile money registrations and transactions.