Platforms for Successful Mobile Money Services

Platforms for Successful Mobile Money Services

Authors: Fion?n McGrath & Susie Lonie

The MMU programme is supported by The Bill &Melinda Gates Foundation, The Mastercard Foundation and Omidyar Network.

Contents

4

EXECUTIVE SUMMARY

5 PART 1 Introducing mobile money platforms

7 PART 2 Technical features of a mobile money platform

12 PART 3 Functional Layers

18 PART 4 RFP Development & Evaluation

21 PART 5 Conclusion

Figures

8 FIGURE 1 Top-down approach to a mobile money service and platform 10 FIGURE 2 Mobile Money Interfaces 13 FIGURE 3 High-level Mobile Money System Requirements 15 FIGURE 4 A sample agent distribution hierarchy

4 GSMA - MOBILE MONEY FOR THE UNBANKED

Executive Summary

HALF OF GSMA'S 14 "MOBILE MONEY SPRINTERS"ARE IN THE PROCESS OF MIGRATING OR ARE PLANNING TO MIGRATE THEIR PLATFORMS

1 Sprinters are the world's most successful mobile money services, see Claire P?nicaud (2013), "State of the Industry: Results from the 2012 Global Mobile Money Adoption Survey," GSMA Mobile Money for the Unbanked Programme.

IN THE EARLY DAYS of the mobile money industry, mobile money platforms lacked suf?FLHQWIXQFWLRQDOLW\DQGFDSDFLW\$QXPEHU RIKLJKSUR?OHPRELOHPRQH\VHUYLFHVZHUH unable to scale up their platform and meet the capacity demands of mounting numEHUVRIFXVWRPHUVEULQJLQJWKHLUJURZWKWR DVFUHHFKLQJKDOW0DQ\RWKHUVIRXQGWKHLU platforms had inadequate functionality to PHHWWKHLUVWUDWHJLFDQGRSHUDWLRQDOYLVLRQ RIPRELOHPRQH\7KLVEHFDPHFOHDUZKHQ the second round of RFPs for mobile money SODWIRUPVZDVUHFHQWO\LVVXHGKDOIRI *60$?V?PRELOHPRQH\VSULQWHUV? are in the process of migrating or are planning WRPLJUDWHWKHLUSODWIRUPV

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7KHUHLVQRPDJLFIRUPXODWRGULYLQJDQLQGXVWU\IRUZDUG2QO\WLPHH[SHULHQFHDQG JURZLQJFRQVXPHUGHPDQGZLOOSURGXFH PRELOHPRQH\VHUYLFHVDQGSODWIRUPVWKDW GHOLYHUFRPSUHKHQVLYHIXQFWLRQDOLW\DQG VWDEOHVROXWLRQV0RELOHPRQH\FRQWLQXHVWR JURZWRGD\QHZVHUYLFHVDUHSODQQLQJ WRODXQFKDOODURXQGWKHZRUOG7KLVSDSHU LVEDVHGRQH[WHQVLYHUHVHDUFKRIPRELOH PRQH\VHUYLFHSURYLGHUVDQGSODWIRUP YHQGRUVDQGDLPVWRKHOSVHUYLFHSURYLGers identify the functional and technical features they require for a platform to meet WKHLUEXVLQHVVQHHGV7KHSDSHUUHYLHZV ZKDWPDNHVPRELOHPRQH\DXQLTXHW\SHRI VHUYLFHIRU012VLGHQWLI\LQJWKHPDLQIHDtures of a mobile money platform and the important functional and technical aspects WRFRQVLGHUZKHQHQWHULQJWKHPRELOHPRQH\LQGXVWU\)LQDOO\WKHUHDUHJXLGHOLQHV IRU012VVHHNLQJWRLVVXHDQGHYDOXDWHDQ 5)3IRUDPRELOHPRQH\SODWIRUP

TECH PAPER 5

PART 1:

Introducing mobile money platforms

MOBILE MONEY IS MORE COMPLEX THAN VAS 0RUHDQGPRUHPRELOHQHWZRUNRSHUDWRUV012V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

realising that, unlike airtime, mobile money

is not a stand-alone product that they can

VLPSO\VHOODQGZDONDZD\IURP,QVWHDG they are beginning to treat mobile money DVDXQLTXHVHUYLFHWKDWUHTXLUHVPXFK PRUHDWWHQWLRQ,WLVQRWVLPSO\DYDOXH DGGHGVHUYLFH9$6RULQWHOOLJHQWQHWZRUN ,1H[WHQVLRQEXWDQHQWLUHO\QHZOLQHRI EXVLQHVVWKDWOHYHUDJHVDQ012?VGLVWULEXWLRQQHWZRUNVDQGGHPDQGVH[WUDFDUHDQG attention such as additional and dedicated UHVRXUFHVWRVXFFHHG

THE EVOLUTION OF MOBILE MONEY PLATFORMS 0RVWHDUO\PRELOHPRQH\SODWIRUPVZHUH VLPSO\PRUHDGYDQFHGDLUWLPHUHFKDUJH SODWIRUPV7KLVZDVWUXHRIPRELOHPRQH\ SLRQHHUV8WLED7HOHSLQ&RPYLYDDQG H6HUY*OREDOZLWKRQO\)XQGDPR?VRIIHULQJ EHLQJDVHUYLFHVSHFL?FGHYHORSPHQW$Q airtime platform consists of a core transDFWLRQDOHQJLQHZKLFKDOORZVWKHLQLWLDO loading of the recharge amount and then

6 GSMA - MOBILE MONEY FOR THE UNBANKED

THE CORE TECHNICAL REQUIREMENTS FOR A MOBILE MONEY PLATFORM ARE ESSENTIALLY THE SAME ACROSS DIFFERENT MARKETS, BUT SOME CUSTOMISATION IS NECESSARY BECAUSE LOCAL REGULATIONS AND CONSUMER PROPOSITIONS VARY.

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+RZHYHUPRELOHPRQH\VHUYLFHVDUHRI FRXUVHYDVWO\GLIIHUHQW

When mobile money is spent, it is not ?XVHGXS?OLNHDLUWLPH5DWKHUWKHSHUVRQZKRUHFHLYHVWKHWUDQVIHULQWXUQ transfers it to another person, business, RURWKHUSD\PHQWUHFLSLHQW7KHUHIRUH a mobile money platform has many more use-cases, many more stakeholders and the frequency of transactions WDNHVRQDGLIIHUHQWDVSHFW

PRUHEDVLFSODWIRUPVWKDWDOORZHGWKHPWR JHWWKHLUVHUYLFHWRPDUNHWTXLFNO\+RZHYHUWKHGRZQVLGHRIWKLVDSSURDFKZDVWKDW HDFKQHZFKDQJHUHTXHVWZDVFRVWO\DQG WKHIXQFWLRQDOLW\WKDWZDVLQDGYHUWHQWO\ omitted from the platform became costly and time consuming to add on an on-going EDVLV7KHUHVXOWZDVWKDWHDUO\SODWIRUPV ZHUHRIWHQXQDEOHWRRIIHUVWDELOLW\RUJURZ DORQJVLGHFRQVXPHUGHPDQG

THE EVOLUTION OF A SERVICE

MNOs are beginning to have the realisation that

0RELOHPRQH\WUDQVDFWLRQVDUHVHQVLWLYHDQGPXVWEHFRPSOHWHGIXOO\FRUUHFWO\DQGTXLFNO\$WUDGLWLRQDO9$6LV QRWDVVHQVLWLYHDQGLWLVDFFHSWDEOHIRU DFRQYHQWLRQDO606WREHGHOD\HGEXW

a mobile money transaction request RUUHVSRQVHFDUULHGRYHU606PXVW DOZD\VEHGHOLYHUHGRQWLPH$JHQWV FDQQRWDQGZLOOQRWKDQGRYHUFDVKXQWLOWKH\KDYHUHFHLYHGDQ606FRQ?UPLQJWKDWWKH?FDVKRXW?WUDQVDFWLRQKDV EHHQFRPSOHWHGVXFFHVVIXOO\1RUFDQ DQDJHQWDIIRUGWRZDLWVHYHUDOPLQXWHV IRUWKH606WRDUULYHZKLOVWWKHTXHXH LQWKHVWRUHJURZVORQJHUDQGFXVWRPHUVJURZLPSDWLHQW

Wow, I am now a Payment Service Provider and not a product seller.....I'll need to send a bill.

Vincent Kadar, CEO, Telepin

9$6QRGHVDUHPRUHVWUDLJKWIRUZDUG

there is no need for multiple distribuWLRQOHYHOVQXPHURXVLQWHUIDFHVWR RWKHUFRUHHOHPHQWVRU?QDQFLDOUHJXODWLRQVJRYHUQLQJZKDWLVDQGZKDWLV QRWDOORZHG

7KHFRUHWHFKQLFDOUHTXLUHPHQWVIRUD mobile money platform are essentially the same across different markets, but some customisation is necessary because local regulations and consumer SURSRVLWLRQVYDU\

MOBILE MONEY PLATFORMS: THE NEED FOR INVESTMENT $QRWKHULVVXHZLWK?UVWJHQHUDWLRQPRELOH PRQH\SODWIRUPVZDVWKHOHYHORIXSIURQW LQYHVWPHQWUHTXLUHG:KHQPDQ\PRELOH PRQH\VHUYLFHV?UVWODXQFKHGWKHUHZDV OLWWOHHYLGHQFHRIKRZPXFKUHYHQXHPRELOH PRQH\ZRXOGJHQHUDWHDQGWKHUHZDVDIHDU RIFDSLWDOH[SHQGLWXUH&DS([H[SRVXUH 7KLVOHGPRELOHPRQH\VHUYLFHVWRRSWIRU

TECH PAPER 7

PART 2:

Technical features of a mobile money platform

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$WRSGRZQVWUDWHJ\VKRXOGEHIROORZHG IURPWKHYHU\VWDUWDQGVKRXOGWDNHLQWR account the customer proposition, the GHVLUHGSURGXFWPL[DQGKRZWKHVHUYLFH ZLOOEHGHOLYHUHGDORQJVLGHWKHFRUH012 EXVLQHVV)RU012VQHZWRPRELOHPRQH\ it is important to remember that they

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7KHVHFWLRQRQ?JXUHGHWDLOVWKHWHFKQLFDOHOHPHQWVWKDWPXVWEHFRQVLGHUHGZKHQ ODXQFKLQJDPRELOHPRQH\VHUYLFHDQG GHYHORSLQJDQ5)3IRUDPRELOHPRQH\ SODWIRUP,WLVLPSRUWDQWWKDWWKHSODWIRUP choice and the RFP process are not rushed DQGWKDWWKHGHFLVLRQLVVRXQGDQGUH?HFWV WKHRYHUDOOEXVLQHVVVWUDWHJ\

INITIAL PLATFORM DECISIONS 7KH?UVWGHFLVLRQDVHUYLFHSURYLGHUQHHGV WRPDNHLVZKHUHWKHSODWIRUPZLOOVLW7KH KRVWLQJHQYLURQPHQWLVZKHUHWKHVHUYLFHLV SK\VLFDOO\KRXVHG7UDGLWLRQDOO\012VSUHIHUWRKRVWWKHLUSODWIRUPVLQWKHLURZQGDWD

8 GSMA - MOBILE MONEY FOR THE UNBANKED

WHY ARE WE DELIVERING THE SERVICE?

MNO STRATEGY

s OVERALL MNO BUSINESS DECISIONS s OBJECTIVES AND DIRECTIONS s WHAT IS BEING CHANGED?

SUPPORTS MNO STRATEGY

DIRECTION FOR THE SERVICE

MNO TECHNICAL STRATEGY

s OSERVICE BASED s DEMAND FOCUSED

WHAT IS REQUIRED OF THE SERVICE?

FITS IN WITH OVERALL MNO TECHNICAL PORTFOLIO

NEEDS & PRIORITIES OF

THE SERVICE

HOW CAN THE SERVICE BE

DELIVERED?

MOBILE MONEY PLATFORM

s OSERVICE DELIVERY BASED s TECHNOLOGY FOCUSED

FIGURE 1

Top-down approach to a mobile money service and platform2

2 Adapted from John Ward and Joe Peppard, 2002, Strategic Planning for Information Systems, Fig. 3.8, p. 154.

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REGARDLESS OF WHICH HOSTING SOLUTION AN MNO CHOOSES, IT MUST CONSIDER A NUMBER OF OTHER KEY PLATFORM ISSUES:

3ODWIRUPUHGXQGDQF\7KLVLVHVSHFLDOly necessary for a mobile money platIRUPZKHUH?QDQFLDOYDOXHLVVWRUHG DQGPRYHG7KHVZLWFKRYHUIURPOLYH WREDFNXSQRGHPXVWEHVHDPOHVV

'LVDVWHUUHFRYHU\7KHUDSLGUHFRYHU\ IURPDIDLORYHURURXWDJHLVFULWLFDO and must be integrated into any VHUYLFHGHVLJQ

6HUYLFHOHYHO$JUHHPHQW6/$ $Q\FRQWUDFWZLWKDYHQGRUVKRXOG LQFOXGHGHWDLOVJRYHUQLQJLWHPVVXFK DVIXQFWLRQDOLW\GH?QLWLRQVFRQQHFWLYLW\XVHUYHQGRUUHVSRQVLELOLWLHV and obligations, technical support arrangements, escalation procedures, SODWIRUPDYDLODELOLW\DQGSHQDOWLHVIRU QRQFRPSOLDQFH7KHVHODVWWZRLWHPV DUHHVSHFLDOO\LPSRUWDQWDQGSURYLGH UHFRXUVHIRUWKH012LIWKHUHLVD VHUYLFHRXWDJH,QHDUO\GHSOR\PHQWV WKLVSDUWRIFRQWUDFWXDOGLVFXVVLRQVZDV RIWHQUXVKHG,QUHWXUQWKHYHQGRU ZLOOUHTXLUHDQ6/$ZLWKWKH012IRU VLJQDOOLQJDQG606866'GHOLYHU\ 7KHVHLVVXHVDUHHTXDOO\LPSRUWDQWLQ the case of a third party supplier that SURYLGHVWKHOLQNVWRDQH[WHUQDOO\ KRVWHGVROXWLRQWKHPRELOHPRQH\ VHUYLFHSURYLGHUZRXOGKDYHWKHLURZQ FRQWUDFWZLWKWKLVVXSSOLHU

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TECH PAPER 9

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&KDQJHUHTXHVWPDQDJHPHQW0RELOH money is a young and dynamic inGXVWU\DQGLWLVLQHYLWDEOHWKDWPDQ\ FKDQJHVZLOOEHPDGHWRWKHVHUYLFH RYHULWVOLIHWLPH&KDQJHUHTXHVWVDUH DVRXUFHRIIUXVWUDWLRQWRERWK012V DQGYHQGRUVVLQFHWKH\LQFXUGHOD\V DQGH[SHQVHDQGGLYHUWUHVRXUFHV IURPPRUHVWUDWHJLFGHYHORSPHQWV 7KHEHWWHUWKH5)3DQGLWVHYDOXDWLRQ WKHIHZHUFKDQJHVZLOOEHQHHGHG ,QGHHGLIDVWURQJ012YHQGRUSDUW-

nership is established during the RFP SURFHVVPDQDJLQJIXWXUHFKDQJHVZLOO EHOHVVFKDOOHQJLQJ

5RDGPDS7KHURDGPDSPXVWEH GULYHQE\FRPPHUFLDOUHTXLUHPHQWVWR SURYLGHDGGHGIXQFWLRQDOLW\FDSDFLW\ LPSURYHPHQWVDQGRSHUDWLRQDOFRVW VDYLQJV*DWKHULQJGHWDLOHGUHTXLUHPHQWVDQGGRFXPHQWDWLRQDUHH[WUHPHly important in this nascent industry ZKHUHWKHUHDUHIHZEHVWSUDFWLFH VWDQGDUGVWREHHPXODWHG

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TOP-PERFORMING MOBILE MONEY SERVICES HAVE AN ADDITIONAL, THIRD PLATFORM THAT THEY USE FOR TRAINING

COST

IN-HOUSE DATA CENTRE

HOSTED SOLUTION

INITIAL CAPITAL EXPENDITURES ARE GREATER, OPERATING EXPENSES ARE USUALLY LESS

MINIMAL CAPITAL EXPENDITURES BUT OPERATING EXPENSES ARE USUALLY GREATER

EXPERTISE

NEED TO DEVELOP IN-HOUSE EXPERTISE TO SUPPORT THE PLATFORM

NOT AS CRITICAL SINCE THE EXPERTISE COMES FROM THE VENDOR ITSELF

SCALABILITY

LIMITED BY FLOOR SPACE, INTERNAL PROCESSES, AND COMPETING SERVICES

CAN BE MUCH FASTER TO DEPLOY EXTRA CAPACITY

GROUP-WIDE REDUNDANCY

MORE DIFFICULT TO HANDLE WITH MULTIPLE MARKETS EVEN WITH THE SAME VENDOR

MUCH EASIER TO ACHIEVE AS THE HOSTING USUALLY ORIGINATES FROM A LIMITED NUMBER OF HUB LOCATIONS

LATENCY CONSISTENCY

LINKS ARE ALSO IN-HOUSE AND CAN BE EASILY DISTRIBUTED TO LIMIT FAILURE POINTS. LATENCY IS MUCH LESS THAN IN THE CLOUD

VERY DIFFICULT TO ACHIEVE IF EACH MARKET ISSUES ITS OWN RFP (EVEN WITH A SINGLE VENDOR) DUE TO DIFFERENT RELEASES AND WARRANTIES

GROSS REVENUE

USUALLY NOT SHARED WITH THE VENDOR TRADITIONAL MNO MODEL

LINKS TO THE HOST MAY REPRESENT POINTS OF FAILURE (E.G. NON-DISTRIBUTED THIRD PARTY SUPPLIER) AND ADD EXTRA LATENCY

EASIER TO ACHIEVE WHERE ALLOWED. SOME MARKETS CANNOT SUPPORT CLOUD-BASED SOLUTIONS DUE TO REGULATORY CONSTRAINTS THAT PREVENT DATA FROM CROSSING NATIONAL BORDERS (E.G. INDIA, PAKISTAN)

QUITE OFTEN SHARED WITH THE VENDOR THIS IS AN EMERGING MODEL AND SUITABLE FOR SMALLER OPERATIONS

TABLE 1

Costs and benefits of in-house and external hosting

3 `'MTN announces mobile money instabilities'' The Independent, 23 November 2011, (accessed May 5, 2013).

4 `'Unstable Network Worries Mobile Money Clients'', Uganda Radio Network, 3 December 2011 http:// a/story. php?s=38799 (accessed 5 May 2013).

10 GSMA - MOBILE MONEY FOR THE UNBANKED

PRELOHPRQH\VHUYLFHVKDYHDQDG-

ditional, third platform that they use IRUWUDLQLQJ7KLVKDVSURYHQYLWDOWR WKHVXFFHVVRIWKHVHUYLFHDVVWDIIFDQ EHFRPHIDPLOLDUZLWKWKHIXQFWLRQDOLW\ RIWKHVHUYLFHLQDVDIHDQGFRQWUROOHG HQYLURQPHQW)XQGDPRUHFRPPHQGV WKUHHSODWIRUPVDVVWDQGDUG

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HOSTING DECISIONS

INTERFACES TO OTHER PLATFORMS 7KHPRELOHPRQH\SODWIRUPGRHVQRWH[LVW DVDVWDQGDORQHXQLWLWPXVWFRQQHFWWR RWKHU012FRUHHOHPHQWVLQRUGHUWRDFFHVV WKH*60WHFKQRORJ\DQGWRH[WHUQDOSODWIRUPVWRSURYLGHIXOOFRPPHUFLDOIXQFWLRQDOLW\)LJXUHVKRZVWKHW\SLFDOLQWHUIDFHV WKDWDPRELOHPRQH\SODWIRUPUHTXLUHV

INTERNAL MNO INTERFACES 7KHPRVWFRPPRQZD\DFXVWRPHURUDJHQW DFFHVVHVDPRELOHPRQH\VHUYLFHLVWKURXJK 67.RU866'LQWHUIDFHV$LUWLPHWRSXSV are among the most common transactions LQWKHPDMRULW\RIPRELOHPRQH\VHUYLFHV

"Some CTOs have had some badly delivered centralised GSM services in the past so there may be an initial reluctance to go for a hosted solution. People in this role are very conscious of the trade-off between wanting to have control of platforms versus having to develop the expertise in-house required to manage the platform."

Mobile Money Vendor Management & Business Strategy Manager, African Group MNO

INTERNAL MNO

INTERFACES

SMSC

EXTERNAL INTERFACES

BANKING SYSTEMS

USSD GATEWAY

AIRTIME IN OR MEDIATION PLATFORM

WEB SERVICES

MOBILE MONEY CORE SYSTEM

IVR GATEWAY

FIGURE 2

Mobile Money Interfaces

PAYMENT SWITCHES

BILLER SYSTEMS

PAYMENT SERVICE PROVIDER SYSTEMS

POINT OF SALE DEVICES & SYSTEMS

TECH PAPER 11

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ZLWKVRSKLVWLFDWHG326GHYLFHV)RUERWK DJHQWDFWLYLWLHVFDVKLQFDVKRXWDQGIRU merchant payments in store it may be necHVVDU\WRLQWHUIDFHZLWKWKHPHUFKDQW326

7KHFDSDFLW\RIDOOSODWIRUPVDQGWKHEDQGZLGWKRIWKHOLQNVWRWKHVHQRGHVPXVWEH HYDOXDWHGHVSHFLDOO\VLQFHVHYHUDOFRPSHWing users might access them simultaneousO\:KHUHDVVRPHVHUYLFHRXWDJHVKDYHEHHQ the result of platform inadequacies, others KDYHEHHQWKHUHVXOWRIFRQJHVWLRQEHWZHHQ WKHVHLQWHUIDFHVDQGRWKHU012SODWIRUPV 3ULRULWLVLQJWKHGHOLYHU\RIPRELOHPRQH\ messages to and from these systems is recRPPHQGHGGXHWRWKHVHQVLWLYHQDWXUHRID VHUYLFHWKDWPRYHVFXVWRPHUV?PRQH\

EXTERNAL INTERFACES %DQNLQJV\VWHPV$PRELOHPRQH\VHUYLFH LVW\SLFDOO\LQSDUWQHUVKLSZLWKDEDQNVLQFH HPRQH\LVDOZD\VEDFNHGE\IXQGVLQD EDQNDFFRXQW,GHDOO\PDWFKLQJPRQH\ LQWKHEDQNZLWKHPRQH\LQWKHV\VWHP VKRXOGEHDXWRPDWHG$IDFLOLW\WRLQWHUIDFH to other banks may also be needed, for H[DPSOHWRIDFLOLWDWHFDVKRXWYLDDQ$70 QHWZRUNRUWRPDNHWUDQVIHUVEHWZHHQEDQN DQGHPRQH\DFFRXQWV

PLATFORM EVOLUTION

What differences are you noticing in this second round of RFPs?

"Two points to highlight: These RFPs are based on consumer requirements and behaviour gathered during the past five to seven years in several markets, and are demanding more flexibility of the platforms to enable new services and integrate into a more complex ecosystem with the addition of third party players, financial services institutions and payment networks, both for closed and open loop transactions."

Jesus Luzardo, EVP Global Sales Mobile Financial Services, Utiba

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12 GSMA - MOBILE MONEY FOR THE UNBANKED

MATURE SERVICES AND VENDORS AGREE THAT IT IS PREFERABLE TO LAUNCH A NEW MOBILE MONEY SERVICE WITH A LIMITED SUITE OF FUNCTIONALITY

PART 3:

Functional Layers

THE TRANSACTIONAL functionality of mobile money systems must support three W\SHVRIDFWLYLWLHV

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FOCUSSED FUNCTIONALITY AT LAUNCH

"If we look at the number of production units in the field, it is the clients with the crystal clear service offering that are the most successful in the market. These ones have high growth rates and are slowly building on their initial solid core offering. It seems to be a challenge to get the right product definition in the market."

Martin Slabber, Product Manager, Fundamo

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TECH PAPER 13

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Customer activities

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