Citations (5)



Scaling Mobile Money

Ignacio Mas


Daniel Radcliffe

Bill and Melinda Gates Foundation

May 31, 2011

Journal of Payments Strategy & Systems, Vol. 5, No. 3, September 2011

Retail payment systems require scale to get off the ground and struggle to grow incrementally, as they need to build trust, reap network effects and overcome chicken-and-egg problems of acquiring both customers and merchants. To overcome these barriers, they must (i) create enough urgency in customers’ minds to learn about, try, and use the service; (ii) invest heavily in above- and below-the-line marketing to establish top-of-mind awareness of (and trust in) the service among a large segment of the population; and (iii) incur considerable customer acquisition costs (beyond marketing and promotion) to ensure that their cash-in/out merchants are adequately incentivized to promote the service. Many deployments around the world have potential to scale, but are stuck in the ‘sub-scale trap’ due to under-resourcing.

Number of Pages in PDF File: 19

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Date posted: September 23, 2010 ; Last revised: January 2, 2012

Suggested Citation

Mas, Ignacio and Radcliffe, Daniel, Scaling Mobile Money (May 31, 2011). Journal of Payments Strategy & Systems, Vol. 5, No. 3, September 2011. Available at SSRN: http://ssrn.com/abstract=1681245

Contact Information

Ignacio Mas (Contact Author)
Independent ( email )
No Address Available
Daniel Radcliffe
Bill and Melinda Gates Foundation ( email )
P.O. Box 23350
Seattle, WA 98102
United States
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