The key to building a winning mobile banking proposition is to grasp the key elements that have led to bank-led mobile banking success in emerging markets in sub-Saharan Africa and Asia.
USSD (Unstructured Supplementary Service Data), has enormous potential to deliver new products and services to mobile customers in the Pacific, but has yet to come into its own as a mature, fully-fledged service. Like SMS, USSD has a low barrier to entry for subscribers and customers. It is intuitive, menu-driven and works across all handsets, yet unlike SMS, USSD services and availability varies greatly across Mobile Network Operators (MNO’s) and regions in the Pacific. “Just about every handset made in the last 10 years handles USSD sessions and menus, and all GSM handsets will at least handle basic USSD, which is why this is a popular service for top-ups and balance inquiries” said Gary Collins, Head of Mobile and InStore banking at Westpac Bank. “It requires no special handset functionality, so customers don’t need expensive java-enabled smartphones, or pre-loaded Sim-cards. From a mobile customer point of view, it is ready Read more…
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