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|New Report Finds Women Are An Underserved Market For Mobile Financial Services|
BARCELONA, Spain, Feb. 26, 2013 /PRNewswire/ -- A study released today by the GSMA mWomen Programme and Visa Inc. (NYSE: V) entitled, Unlocking the Potential: Women and Mobile Financial Services in Emerging Markets, shows that women in developing countries represent a significant underserved market and commercial opportunity for mobile financial service providers. The study, focused on women in Indonesia, Kenya, Pakistan, Papua New Guinea and Tanzania, was undertaken to gain additional insight into how financial institutions and mobile network operators can better support the complex financial lives of women at the base of the pyramid.
Around the world more than 2 billion people, the majority of whom are women, lack access to basic financial services. The study, led by Bankable Frontier Associates, found that women often also face an additional burden of having primary responsibility for managing the household finances. These resource-poor women must overcome numerous challenges in managing their finances: incomes are low, irregular and unpredictable, and formal financial tools hard to access.
Key report findings include:
"At Visa, we believe mobile technology is a key component in advancing financial inclusion, providing the excluded a convenient and accessible point of entry to the formal financial system," said Aletha Ling , Chief Operating Officer of Fundamo, a Visa company. "This is particularly true for women, who face additional barriers to entering the financial mainstream and for whom security and privacy are critical issues. By working to build relevant services, expand distribution networks and tailor their marketing efforts, the mobile financial services community can create better approaches for reaching this underserved group."
"This research clearly demonstrates that women play a critical role in the success of mobile financial services deployment," said Chris Locke , Managing Director, GSMA Mobile for Development. "It underscores the fact that services delivered via mobile phone can better meet women's financial management needs than many of the informal tools they use today and, equally important, provides actionable guidance about how MFS providers can best expand and market their services to better address women's requirements."
According to the report, women are active contributors to household incomes, and as household financial managers, they are responsible for a variety of transactions such as remittances, payments and money storage that MFS providers are well-positioned to deliver. As an additional commercial benefit to MFS providers, when women's financial and payment needs are met consistently, they can be very loyal and evangelising customers. Furthermore, their role as primary recipients of government-to-person payments means that providers who serve women, may be better positioned to provide solutions for the emerging wave of payments in the future.
Daryl Collins , co-author of the seminal work, Portfolios of the Poor, and a director at Bankable Frontier Associates, said: "This study has shown that low-income women undertake complex financial management for their households using a set of often sub-standard instruments. Women often work with high frequency, low value cash flows, which indicates a good match between the services they need and the opportunity for the mobile financial services industry to broaden and stabilize their consumer base."
To better serve low-income women, reduce the mobile phone gender-gap1 and increase the likelihood of commercial success for mobile financial service deployments in emerging markets, the report recommends:
While mobile financial services offer value to women household financial managers, there are several markets where adoption has been slow for both genders. Although barriers to adoption certainly vary by market, women in a given market tend to experience similar and yet more acute challenges than men, meaning a focused effort on women can also improve male adoption as well.
Notes to Editors
For the quantitative analysis, BFA commissioned household surveys in Kenya, Pakistan, Papua New Guinea and Tanzania, over-sampling women to comprise 75 per cent of the total respondents in each country. BFA also undertook qualitative research across rural and urban areas in Indonesia, Kenya, Pakistan, Papua New Guinea and Tanzania, including focus groups of 8-10 and in-depth, one-on-one interviews.
1 A woman in a low or middle-income country is 21% less likely to own a mobile phone than a man, according to the report, "Women and Mobile: A Global Opportunity" published by the GSMA and the Cherie Blair Foundation for Women.
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About the GSMA
For more information, please visit the GSMA corporate website at http://www.gsma.com/ or Mobile World Live, the online portal for the mobile communications industry, at http://www.mobileworldlive.com/
GSMA mWomen (http://www.mwomen.org/), part of GSMA Mobile for Development, aims to increase women's access to and use of mobile phones and life-enhancing mobile services in developing markets. The GSMA mWomen Global Development Alliance is a programme in partnership with the U.S. Agency for International Development, Australian Agency for International Development, GSMA and Visa.
To access the full report, visit http://www.gsma.com/mobilefordevelopment/unlocking-the-potential