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M-money channel distribution case : Tanzania - Vodacom Tanzania M-PESA (English)

In April 2008, Vodacom Tanzania went live with the second East African implementation of Vodafone Group’s revolutionary mobile money transfer platform, m-pesa. Over the last several months, Vodacom has made a number of strategic changes that have resulted in increased subscriber registrations and has enabled a more rapid roll out of the agent network in Tanzania. The changes include a simpler pricing model, a more targeted education-based marketing campaign, and the introduction of an aggregator model to better manage and support its distribution network. Vodacom uses a trust structure that is similar to the operation in Kenya to protect deposits in the service. A holding company has been registered in Tanzania, with independent directors, to act as a trustee of all funds from the m-pesa business. It now services 5.9 million of the country’s 14 million mobile phone subscribers. It is still the leading mobile operator in Tanzania but faces strong competition from 3 other providers, Zain, Tigo, and Zantel. This paper discusses the original strategic tactics that Vodacom Tanzania employed during the launch of m-pesa in April 2008 and describes how those tactics have evolved since to improve delivery and penetration of the system in Tanzania.


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    M-money channel distribution case : Tanzania - Vodacom Tanzania M-PESA

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M-money channel distribution case : Tanzania - Vodacom Tanzania M-PESA (English). IFC mobile money toolkit Washington, D.C. : World Bank Group.