Vodacom m-pesa: ‘Mobilising’ Cash in a Challenging Market

Vodacom m-pesa: ‘Mobilising’ Cash in a Challenging Market

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Abstract

In March 2012, Mark Taylor, managing executive for Online and Vodacom m-pesa, reflected on the 19 months since the launch of m-pesa, Vodacom's mobile payment platform. M-pesa was a partnership between the South African mobile telecommunications company, the Vodacom Group, and the Nedbank Group Limited. In a country with high cellphone penetration and more than 15 million unbanked South Africans' slower than expected uptake was surprising. Taylor was nonetheless convinced that m-pesa had potential – but for it to succeed, he had to find ways to overcome the challenges of making mobile money work in a country like South Africa.

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