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Mobile Money in Côte d’ivoire: A turnAround story 1
A fter a challenging start, mobile money is taking off in Côte d’ivoire. in June 2013,
CelPaid, Moov, Mtn, orange, and Qash services had together registered close to 5
million mobile money accounts, 35% of which are active. it is quite an impressive
1
number considering there are only 9.6m unique mobile subscribers in Côte d’ivoire (the mobile
market has 20.1m GsM connections and a high degree of multi-siMing). However, it is only
2
recently that ivoirians have started to adopt mobile money. in december 2011, three years after
the launch of the country’s first mobile money service, there were just over 2 million registered
accounts and 22% were active.
What external factors have driven the adoption of mobile money in Côte d’ivoire? What tactics
have mobile money operators employed to increase usage?
the story of mobile money in Côte d’ivoire demonstrates that mobile money can be successful
even in markets where it struggled initially, and that it is possible for a slow-growing mobile
money service to become a sprinter. 3
1. on a 90-day basis
2. GsMA intelligence
3. Mobile Money sprinters are the fastest growing mobile money services in the world as revealed by the 2012 GsMA Mobile Money Adoption survey
A fter a challenging start, mobile money is taking off in Côte d’ivoire. in June 2013,
CelPaid, Moov, Mtn, orange, and Qash services had together registered close to 5
million mobile money accounts, 35% of which are active. it is quite an impressive
1
number considering there are only 9.6m unique mobile subscribers in Côte d’ivoire (the mobile
market has 20.1m GsM connections and a high degree of multi-siMing). However, it is only
2
recently that ivoirians have started to adopt mobile money. in december 2011, three years after
the launch of the country’s first mobile money service, there were just over 2 million registered
accounts and 22% were active.
What external factors have driven the adoption of mobile money in Côte d’ivoire? What tactics
have mobile money operators employed to increase usage?
the story of mobile money in Côte d’ivoire demonstrates that mobile money can be successful
even in markets where it struggled initially, and that it is possible for a slow-growing mobile
money service to become a sprinter. 3
1. on a 90-day basis
2. GsMA intelligence
3. Mobile Money sprinters are the fastest growing mobile money services in the world as revealed by the 2012 GsMA Mobile Money Adoption survey
