Beruflich Dokumente
Kultur Dokumente
Environment
A GCash Case Study
Introduction: Traditional M-Banking
2
Non-Traditional m-Banking Opportunity
z The Philippines is geographically fragmented; substantial portion
of population in remote rural areas
z 80% of the Philippine population remains unbanked / underbanked
often traveling far to make a simple financial transaction
z Commercial banks still have very limited reach to remote areas
-----------------------------------------------------------------------------------------------------
z There are 42M mobile subscriptions
z Mobile network infrastructure and distribution system are well
developed even in the remotest areas
z The average mobile user is accustomed to loading and sharing
airtime credit over-the-air and is comfortable with mobile phone’s
security features
-----------------------------------------------------------------------------------------------------
z Globe has high transaction processing capability
z Globe has well developed sales force and business development
capability across the Philippines
3
Answer to Opportunity : GCash
• Transforming a mobile phone into a
wallet, enabling subscribers access
What is
to a cashless and card-less method
GGash?
of facilitating money transfer with
just a text message
Remote prepaid
Merchant Re-loading
Payments
Money Transfer
Bills Payment
Domestic / International
Remittances
5
Central Bank and AMLA Compliant
“…GCash is virtual cash that is better than actual cash, because the system leaves a trail for the Anti-Money Laundering
Council, ,the Bangko Sentral ng Pilipinas, and other regulatory and law enforcement agencies to follow.
Monetary Board
1 time registration and
Resolution no. 116 in
valid ID
Jan. 2005
Duly accomplished
accreditation forms w/ U$ 2,000/month
necessary licenses
CONTROLS
Reporting of “covered”/
Business Processes and
suspicious transactions
the Systems/Security
6
…that has expanded into a Platform
• Half a million active users Worldwide Presence
• Available in over 400 international
outlets in 15 countries
• Accepted in 6,000 domestic outlets
in the Philippines
• 1,500 exchange outlets comprising
of Rural Banks, Pawnshops, Telco
Counters, and FX outlets (all with
government issued remittance
licenses)
GCash transaction value averages
• Spurred a wave of new approaches U$100m per month
and applications in Micro-Finance
and Micro-Payments
ÎProviding micro-finance access
to rural areas is a core strategy
7
Business Model: An Ecosystem Approach
Senders Intermediary Secondary
Beneficiaries
Primary
Beneficiaries
Credit to GCash
Payments
Cash In Cash In
Payments
Merchants
Direct
Phone to Phone
Remittance
8
Payments: Merchant Centric Ecosystem
Remote Deposits
9
Road Map to Success
z Focus on the Customer Segment or the right target
market
z M-Banking success is built on top of a habituation
campaign
Î business development around changing
habits
z Evaluate Ease of Use Strategies while complying
with regulations
Î ensure processes and systems initially mimic
current behavior then progress to enhance
offerings
z Critical mass is key but mass adoption does not
happen over-night Customers Banks Traders
z Educate, educate, educate
---------------------------------------------------- Service
Retailers Merchants
z Develop an open platform enabling players to Providers
further enhance and complement existing services
Î Many-to-many syndrome
Î Ubiquitous access is key
z Create new value added offerings on top of their
existing services
z Utilize players’ key area of strengths and expertise
for best & maximum opportunities in the m-
commerce space
z Create an ecosystem
10
End of Presentation