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Mobile Money in Côte d’ivoire: A turnAround story 5
Focus on Orange Money
For orange, one of the key factors driving success has been the commitment of its Ceo. With
the arrival of Ceo Mamadou bamba in 2010, mobile money became a strategic service for or-
ange. in June 2010, orange Money was established as a separate business unit, with the head
of the unit reporting directly to the Ceo. the benefits of this new approach quickly became
clear: the business unit sharpened the company’s focus on mobile money, which has proven to
be an essential ingredient for success in other mobile money markets.
orange also strengthened orange Money’s brand image by partnering with established
companies like the national water and electricity utilities to administer bill payments. it also
invested in building a network of AtMs, which allowed customers to access cash at any time
without the assistance of a mobile money agent. this further reinforced the image of orange
Money as a reliable and secure service.
“On many occasions, customers told us Orange Money changed their life. In fact the
various partnerships and initiatives we engaged in are the results of our willingness to
simply provide adequate answers to their needs”
Sadamoudou Kaba, Head orange Money business unit at orange Côte d’ivoire.
Focus on Orange Money
For orange, one of the key factors driving success has been the commitment of its Ceo. With
the arrival of Ceo Mamadou bamba in 2010, mobile money became a strategic service for or-
ange. in June 2010, orange Money was established as a separate business unit, with the head
of the unit reporting directly to the Ceo. the benefits of this new approach quickly became
clear: the business unit sharpened the company’s focus on mobile money, which has proven to
be an essential ingredient for success in other mobile money markets.
orange also strengthened orange Money’s brand image by partnering with established
companies like the national water and electricity utilities to administer bill payments. it also
invested in building a network of AtMs, which allowed customers to access cash at any time
without the assistance of a mobile money agent. this further reinforced the image of orange
Money as a reliable and secure service.
“On many occasions, customers told us Orange Money changed their life. In fact the
various partnerships and initiatives we engaged in are the results of our willingness to
simply provide adequate answers to their needs”
Sadamoudou Kaba, Head orange Money business unit at orange Côte d’ivoire.
