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Mobile Money in Côte d’ivoire: A turnAround story 7
Focus on Moov
Moov was the third Mno to launch a mobile money service in Côte d’ivoire in January 2013.
Moov is a subsidiary of etisalat Group. While etisalat had substantial experience in Finan-
cial services, Côte d’ivoire was the first market were etisalat Group subsidiary Moov rolled
out Mobile Money service “Flooz”. Capitalizing on etisalat experience accumulated from its
international markets, as part of go-to-market activities, in Cote d’ivoire, etisalat paid special
attention to the efficient merchants on-boarding and retail level activation activities.
“Of all the markets where we operate in West Africa, Côte d’Ivoire has demonstrated to
be a very promising market for mobile money opportunities. There was a clear need for
digitizing consumer finance services. Realizing the wealth of experience Etisalat Group
gained from launching mCommerce offerings in other markets, we have decided to
focus on SMEs and enterprise customers by developing the acceptance ecosystem”
Khalifa Al Shamsi, Chief digital services officer at e tisalat Group.
This case study of mobile money in Côte d’Ivoire was initially published as part of MMU 2013
State of the Industry report on Mobile Financial Services.
Focus on Moov
Moov was the third Mno to launch a mobile money service in Côte d’ivoire in January 2013.
Moov is a subsidiary of etisalat Group. While etisalat had substantial experience in Finan-
cial services, Côte d’ivoire was the first market were etisalat Group subsidiary Moov rolled
out Mobile Money service “Flooz”. Capitalizing on etisalat experience accumulated from its
international markets, as part of go-to-market activities, in Cote d’ivoire, etisalat paid special
attention to the efficient merchants on-boarding and retail level activation activities.
“Of all the markets where we operate in West Africa, Côte d’Ivoire has demonstrated to
be a very promising market for mobile money opportunities. There was a clear need for
digitizing consumer finance services. Realizing the wealth of experience Etisalat Group
gained from launching mCommerce offerings in other markets, we have decided to
focus on SMEs and enterprise customers by developing the acceptance ecosystem”
Khalifa Al Shamsi, Chief digital services officer at e tisalat Group.
This case study of mobile money in Côte d’Ivoire was initially published as part of MMU 2013
State of the Industry report on Mobile Financial Services.
