Clean and focused campaign – “Send Money Home” – focused only on national remittances – something that was done in abundance
Transaction fees were the lowest for any mode of money transfer
Fees clearly communicated with slabs/displays at agents
Differential pricing for customers paying to other customers vs non-customers. This brought in viral effects and drove further registrations
Security was the main plank as money transfer was not all that safe
Realized that trust resides in timely delivery of SMS receipt. Initial outages or delays created a lot of complaints. mPesa team upgraded the SMSC servers and the menu also
Low hurdles to join/sign-up. Any ID proof worked and there wasn’t much KYC done
Availability of agents was high. Uncomporable distribution reach.
Agents were handpicked, shortlisted after a comprehensive evaluation and then trained sufficiently