Vodafone M-Pesa Impact of mobile money on Romanian society

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1 Vodafone M-Pesa Impact of mobile money on Romanian society Mar 2015 Dana Popescu General Manager M-Pesa Serviciul M-Pesa este furnizat de Vodafone România M-Payments S.R.L. autorizata de către Banca Naţională a României si înregistrată cu nr. IEME-RO-0002/ în Registrul Instituţiilor Emitente de Monedă Electronică.

2 What? What? What is M-Pesa and why do we need it in Romania? M-Pesa is Vodafone mobile-money transfer and payment service which do not require a bank account, internet connection or a smartphone Each Romanian has a mobile phone 130% is the penetration level of mobile telephony in Romania Still low level of financial services adoption 43% of Romanians (>15 yo) do not use financial services due to lack of proximity and prices

3 Vodafone is well positioned to address customer needs and build a successful mobile money business together with its Partners Opportunity High % of pop. unbanked % 48% RO % CZ % HU % AU Large int. remittances market [EUR bn] Official , , Unbanked ,9 4, Informal Cash driven society 5,960 15% 85% Sep ,224 16% 84% Sep 2014 Large domestic money transf. mkt. [EUR bn] 1, , , Card tranz. ATM withdr. 1, e Approach M-Pesa can accommodate customers expectations: safe, fast, easy available, cheap service for money transfer M-Pesa is a strong and sustainable differentiator for Vodafone, addressing clearly identified customer segments M-Pesa can evolve into part of a wallet solution for specific customer segments

4 Identifying key segments to target - Core adopters of money transfers End-users core adopters of p2p transactions Parent Displaced worker 3 4 Parent (household) Elders 2 1 Student/ Youth Parent to Student/ Pupils studying in other locality than home Family to Elders living in different area Displaced worker sending money back to family Friends Youth 4 Friends transfers - Family members sending gifts / support to other family members Key end-users segments doing one-to-one transactions, whether sending money to family members, among friends or for informal transactions 4 06 April 2015

5 What can you do with M-Pesa? Secure and fast No registration fee No monthly fee Multifunctional Send money Pay bills Recharge prepaid Pay at merchants Availability 24 x 7 rural & urban No need for internet access No need for bank account/ card account 5

6 benefits Journey Customer Journey Card2M-Pesa End2End Flow SENDER card holder (abroad or domestic) RECEIVER (domestic) Easy to use and access from a secured web interface No charges to send money (only exchange fee of the bank from EUR to Ron) Always in control of your money in m- pesa account Easy to receive money from abroad Cost me nothing to receive money in my m-pesa account 6

7 M-Pesa partners benefits distributor A new source of revenue Increased traffic in partner s locations Market study shows that M-Pesa has the ability to attract new customers in Distributors portfolio.

8 M-Pesa partners benefits merchants Lower commission for payment transactions - compared with bank POS Reduced cost for cash management High availability of funds collected via M-Pesa payments Customers benefit of one of the most secured payment method a key benefit mainly for online payments 1 Transfer bani 2 Retrag bani 3 Depun bani 4 Reincarcare 5 Plati facturi 6 Plati la comerciant 7 Contul meu 8 Tarife M-Pesa

9 M-Pesa benefits for Romanian market M-Pesa increases the level of financial inclusion, thus acting as a driver of economic growth M-Pesa stimulate the local economy and generate new jobs in the distribution network M-Pesa streamline the time and resources needed for sending money and thus increase quality of life day-to-day customer M-Pesa ensure transparency and control over the flow of money 9

10 Mobile advertising: geo-location Location based advertising through SMSs sent in target proximity 10

11 Mobile advertising: geo-location Location based advertising through SMSs sent in target proximity 11

12 Mobile advertising: geo-location Location based advertising through SMSs sent in target proximity 12

13 Mobile advertising: SMS Insert SMS INSERT SMS sent after Cartela Vodafone recharge «Ai incarcat 3EUR. Credit total: 4.5EUR. Trimite minim100 de lei prin M-Pesa celor dragi si primesti un Mega Bonus. Detalii pe 13

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