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
0DQ\012VDJUHHWKDWPRELOHPRQH\SODWIRUPVZHUHVHOHFWHGLQKDVWHGXULQJWKH?UVW ZDYHRIGHSOR\PHQWVDQGWKDWLQWKHUXVK WRJHWWKHVHUYLFHWRPDUNHWQRWHQRXJKWLPH ZDVGHYRWHGWRWKH5)3SURFHVV7KHUHVXOW KDVEHHQXQVXLWDEOHSODWIRUPVEDGO\GH?QHG URDGPDSVDQGXQHDV\UHODWLRQVEHWZHHQ 012VDQGWKHLUYHQGRUV9HQGRUVIRUWKHLU SDUWGLGQRWDOZD\VKDYHWKHH[SHUWLVHRU UHVRXUFHVWRWXUQDURXQGGHYHORSPHQWVLQD WLPHO\IDVKLRQFRPSRXQGLQJWKHSUREOHP
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 0RUHDQGPRUHPRELOHQHWZRUNRSHUDWRUV012VDUHVHHLQJPRELOHPRQH\DVD UHYHQXHVWUHDPLQLWVRZQULJKWDQGQRWMXVW DVDZD\WRJHQHUDWHLQGLUHFWUHYHQXHVIURP FKXUQUHGXFWLRQ7KLVQHZSHUVSHFWLYHZDV UHYHDOHGLQWKH*60$*OREDO0RELOH 0RQH\$GRSWLRQ6XUYH\LQZKLFKIRXUPRELOHPRQH\VSULQWHUV?WKHIDVWHVWJURZLQJ SURYLGHUVLQWKHLQGXVWU\?UHSRUWHGWKDWPRELOHPRQH\DFFRXQWHGIRUPRUHWKDQRI RYHUDOO012UHYHQXHV)DVWJURZLQJPRELOH PRQH\VHUYLFHVWKDWWKH008KDYHZRUNHG ZLWKZKLOHUHVHDUFKLQJWKLVSDSHUDOOUHYHDOD FKDQJHLQ012PLQGVHWPRELOHPRQH\LV QRZEHLQJWUHDWHGLQWHUQDOO\DVDVHUYLFHDQG QRORQJHUDVDSURGXFW7KHLQGXVWU\LVPDWXULQJDQGWKHVXUYH\UHYHDOHGDFOHDUVKLIW LQWKHZD\PRELOHPRQH\VSULQWHUVDUHDSSURDFKLQJPRELOHPRQH\7KHVH012VDUH
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$6RULQWHOOLJHQWQHWZRUN ,1H[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$Q airtime platform consists of a core transDFWLRQDOHQJLQHZKLFKDOORZVWKHLQLWLDO loading of the recharge amount and then
6 GSMA - MOBILE MONEY FOR THE UNBANKED
THE CORE TECHNICAL REQUIREMENTS FOR A MOBILE MONEY PLATFORM ARE ESSENTIALLY THE SAME ACROSS DIFFERENT MARKETS, BUT SOME CUSTOMISATION IS NECESSARY BECAUSE LOCAL REGULATIONS AND CONSUMER PROPOSITIONS VARY.
WKHGHELWLQJRIWKDWDPRXQWWKURXJKYRLFH WH[WRUGDWDXVDJH$QDGYDQFHPHQWRIWKLV VLPSOHSODWIRUPZDVDLUWLPHVKDULQJRU WUDQVIHUDPRQJIULHQGV
+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
MATCHING FUNCTIONALITY WITH BUSINESS STRATEGY 7KHLPSRUWDQFHRIPDNLQJWKHULJKWWHFKnology choices from the outset cannot be RYHUVWDWHG0RELOHPRQH\WHFKQRORJ\LVWKH EXLOGLQJEORFNXSRQZKLFKHYHU\WKLQJHOVH GHSHQGVGLVWULEXWLRQEXVLQHVVSURFHVVHV DQGRUJDQLVDWLRQDOVWUXFWXUH:KHQWKH WHFKQRORJ\SHUIRUPVSURSHUO\LWH[LVWVLQ WKHEDFNJURXQGDQGGHOLYHUVIXQFWLRQDOLW\ EDVHGRQWKHPRELOHPRQH\VHUYLFHVWUDWHJ\8OWLPDWHO\LWLVDVRXQGFRPPHUFLDO strategy that determines the success of the VHUYLFHQRWWKHWHFKQRORJ\
$WRSGRZQVWUDWHJ\VKRXOGEHIROORZHG IURPWKHYHU\VWDUWDQGVKRXOGWDNHLQWR account the customer proposition, the GHVLUHGSURGXFWPL[DQGKRZWKHVHUYLFH ZLOOEHGHOLYHUHGDORQJVLGHWKHFRUH012 EXVLQHVV)RU012VQHZWRPRELOHPRQH\ it is important to remember that they
DUHUHVSRQVLEOHIRUKROGLQJDQGPRYLQJ FXVWRPHUV?PRQH\DURXQGDQGWKDWPRELOH money customers are quite often interactLQJZLWK?QDQFLDOVHUYLFHVIRUWKH?UVWWLPH DQGGHSHQGRQLWSHUIRUPLQJH[DFWO\DV WKH\H[SHFWLWWR
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
H[SHULHQFHGSHULRGVRIUDSLGJURZWK WKDWKDYHVWUDLQHGWKHFDSDFLW\RIWKHLU SODWIRUPV,QODWH8JDQGD?V071 0RELOH0RQH\VXIIHUHGOHQJWK\GRZQWLPHDVDUHVXOWRIQHFHVVDU\VHUYLFH XSJUDGHVSURYLQJKRZYXOQHUDEOHFDSDFLW\LVWRZHDNFRPSRQHQWV6HUYLFH usage must be forecasted and included in the capacity planning for a mobile money platform, and all supporting VHUYLFHVDQGYHQGRUVVKRXOGEHDZDUH RIWKHVH?JXUHV
&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
3ODWIRUPHQYLURQPHQWV,WLVFRPPRQIRUWHOHFRPPXQLFDWLRQVYHQGRUV WRSURYLGHERWKDOLYHSODWIRUPDQG DVWDJLQJSODWIRUP7KHOLYHSODWIRUP KDQGOHVWUDI?FZKLOHWKHVWDJLQJSODWIRUPLVXVHGWRWHVWVRIWZDUHXSJUDGHV DQGSDWFKHV'XHWRWKHVHQVLWLYH nature of transmitting customer funds, HDFKPDLQWHQDQFHZLQGRZVKRXOG run through the entire testing suite SULRUWRJRLQJOLYH7RSSHUIRUPLQJ
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).
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