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The Study Makes The Following Key Recommendations Based On Its Findings

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30 views2 pages

The Study Makes The Following Key Recommendations Based On Its Findings

Uploaded by

Prince Hagan
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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The study makes the following key recommendations based on its findings:

The study found that perceived ease of use, which was proxied by factors like ubiquity/power
supply, regulation, education, and gender, was a significant driver of attitudes towards adopting
and continuing to use mobile money services in Africa. The authors recommend that mobile
money providers focus on improving the perceived ease of use of their services by:

1. Ensuring reliable power supply and ubiquity of mobile network coverage to enable consistent
access to mobile money services, especially in rural areas.
2. Implementing enabling regulations that facilitate the adoption and use of mobile money, such
as simplified know-your-customer requirements and interoperability between providers.
3. Improving financial literacy and education, particularly targeting those with lower levels of
formal education, to enhance their comfort and confidence in using mobile money services.
4. Addressing gender disparities in mobile money usage by tailoring marketing and onboarding
efforts to better reach and support female customers.

The study also found that perceived usefulness, proxied by factors like rural dwelling and cost,
was a significant determinant of attitudes and intentions to adopt and continue using mobile
money. Based on this, the authors recommend that mobile money providers:
5. Develop services and pricing models that are tailored to the needs and constraints of rural
populations, who may have limited access to traditional financial services.
6. Ensure that mobile money services are cost-effective and affordable, especially for low-
income segments, to enhance the perceived usefulness and drive adoption and continued usage.
Additionally, the study found that the size and marketing strategies of mobile money providers
also played a significant role in driving adoption and continued usage. Therefore, the authors
recommend that providers:
7. Leverage their scale and brand recognition to build trust and awareness of mobile money
services among potential and existing customers.
8. Invest in targeted marketing and promotional campaigns to educate consumers on the benefits
and use cases of mobile money, further enhancing its perceived usefulness and ease of use.
Reference
Alhassan, A., Li, L. Reddy, K. Duppati, G. (2020) Consumer acceptance and continuance of
mobile money: Secondary data insights from Africa using the technology acceptance model.
Australasian Journal of Information Systems, 24, pp. 1-25.

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