News

Sicap: Mobile money services more successfull when bundling

October 30, 2011

Mobile money services have are more likely to succeed when bundled with offers. This according to sicap innovation, a provider of customized mobile software solutions.

Given that many mobile money services have uncertain timelines for breaking even, Aleeda Fazal, the leader of Sicap's mobile money team, said she is focused on improving the ROI of mobile money services.  Fazal is speaking this week at the Mobile Money Transfer Global Conference in Dubai, 

To get the marketing mix right, sicap advocates linking the mobile money offer to profiling data in order to target users with offers linked to their purchase history.

For example, when subscribers enter their mobile phone number or swipe their device for RFID detection by the sicap Top-up Kiosk, operators can capitalize on the operation. Linked to the sicap Loyalty and Retention Platform, the kiosk can entice the subscriber during the top-up process by screening a profiled offer.

Depending on the consumer's device and call history, the subscriber may receive an offer for a smartphone upgrade, a voice minute package to friends and family, or a discounted rate to a frequently dialed number abroad.

Fazal also stressed the need to reduce the cost of providing mobile money services, specifically by focusing on improved management of agent networks. For instance, sicap kiosks can be deployed to provide cash in/cash out services at reduced commissions. Eliminating staff expenses and commissions paid to agents can represent huge potential savings for operators.