M-Pesa was launched in South Africa in 2010 with the hope it could capture a customer base of 10M users in 3yrs. However, 6yrs on the service only has 76K active users..why?
According to a World Bank report, only 12% of Africans with bank accounts use mobile money services. However, this is not the case in South Africa. Mobile phone usage is high - nine in 10 South Africans own a mobile phone - and a third of these are smartphones, according to figures from the Pew Research Center. Yet South Africa has the most technologically advanced, financially liquid and accessible banking system on the continent. About 75% of adults in the country have bank accounts, a survey done by technology research body FinMark shows. In a statement, Vodacom Chief Executive Shameel Joosub said the success of M-Pesa in South Africa hinged on "achieving a critical mass of users". But Vodacom has struggled to find the customers. That is the problem.