Three keys to M-PESA’s success: Branding, channel management and pricing

Abstract

M-PESA, a mobile-phone-based electronic payments system, has been adopted by 8.5 million Kenyans in the relatively short span of three years. Surveys of users show it is a highly valued service, and Safaricom continues to expand the range of applications for which it can be used. This paper explores how Safaricom, the mobile operator that commercialises M-PESA, managed to create enough traction with both customers and retail stores, building trust and overcoming the adverse network effects that afflict new payments systems. The focus is on three key aspects of M-PESA’s success: (i) creating awareness and building trust through branding; (ii) creating a consistent user experience while building an extensive channel of retail agents offering cash in/cash out services; and (iii) a customer pricing and agent commission structure which focuses on key drivers of customer willingness to pay and incentivises early adoption.