24 vritti May 2017
Changing Lives
Promotions and Marketing Campaigns around Women
In order to promote mobile money , it becomes essential that women are portrayed in billboards as well as TV and radio ads . The literacy among women is less and it is difficult for them to understand the value of mobile money services through pamphlets . With the presence of women in the campaigns , the female population can easily relate and realize the importance of mobile money . The mobile money providers can run periodic campaigns such as giving bonus money or airtime of specific sum for women who get registered within the duration of promotion . The marketing campaigns should highlight the two very important aspects :
a Security of Mobile Money b
Convenience of usage by showcasing the consumer journey through the agent network .
Mobile money promotions can also be bundled with selling cell phones to women at attractive discounts . Since women will now see value in mobile money , so they will try to own the mobile phone . Documentation process should be made smooth for women such that women not having ID cards can get the same created through the mobile money agents . There can be a initiative launched by mobile money providers to help women get their national IDs or other KYC proofs at nominal or no cost .
Telesom in Somaliland developed TV advertisements showing women using its mobile money service ZAAD for merchant payments and savings — the two use cases it thought would be most appealing to women .
Disbursing Government Grants
Government can make use of the mobile money services to transfer grants to the female population which is below poverty line . This becomes a fast , more secure and less expensive way to disburse funds . The funds will be credited directly to the beneficiary ’ s account and then can be put into better use by the beneficiary . In order to promote female literacy , the government can disburse stipends through mobile money which can only be used by parents to pay for school fees or buy books . The government grants getting disbursed through banks make women to travel to bank branches by spending sum in travelling and then queuing up to get the funds . Further , they can be robbed of the cash on way back to home . When they are disbursed through mobile money , the women can make the better use of funds or get the cashout done through a nearby agent .
In June 2014 , Easypaisa signed an agreement with Sindh Education Reform Program ( SERP ) for educational stipend disbursements . Under the SERP program , Easypaisa is providing disbursement services for stipends . The stipend is offered to more than 400,000 girls studying in classes 6 through 10 , subject to 80 % attendance . In this way they are able to reach rural areas .