Volume 5, Issue 2, July 2014, Pages 286–296
Bonface Barasa Makokha1, Deepa Ramachandran2, and Dr.P. Karthikeya3
1 Lecturer, School of Science Engineering & Nursing Daystar University, Nairobi, Kenya
2 Research Scholar, Anna University, Chennai, India
3 Assistant Professor, School of Management Studies Kongu Engineering College Perundurai, India
Original language: English
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Indian Mobile Network Operators (MNO) are in preparation to launch a major scale up of the mobile money services (MMS) following the policy recommendations by the Mobile Money Association of India (MMAI) through the leadership of Dr. Nachiket Mor. This has led to drastic changes in mobile money service regulations, setting a level playing ground for the MNOs. Enabling regulations, well-developed mobile network, and a huge customer base is an opportunity for the Indian MMS to grow to the level of Mpesa in Kenya. However, research indicates that many mobile money launches rarely meet the set targets. They project their growth based on the existing mobile phone subscribers and on the Mpesa's strategy in Kenya. This leads to dismal performance in the first twelve months. To mitigate the potential investment losses, management team of the MNOs need to understand the factors that may hinder rapid uptake of mobile money services. This paper presents the findings of a survey on behavior influence on usage and acceptance of mobile money services both in India and in Kenya.
Author Keywords: Mpesa, Mobile Money Service, Mobile Network Operator, India Mobile Money Association, Technology acceptance.
Bonface Barasa Makokha1, Deepa Ramachandran2, and Dr.P. Karthikeya3
1 Lecturer, School of Science Engineering & Nursing Daystar University, Nairobi, Kenya
2 Research Scholar, Anna University, Chennai, India
3 Assistant Professor, School of Management Studies Kongu Engineering College Perundurai, India
Original language: English
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
Indian Mobile Network Operators (MNO) are in preparation to launch a major scale up of the mobile money services (MMS) following the policy recommendations by the Mobile Money Association of India (MMAI) through the leadership of Dr. Nachiket Mor. This has led to drastic changes in mobile money service regulations, setting a level playing ground for the MNOs. Enabling regulations, well-developed mobile network, and a huge customer base is an opportunity for the Indian MMS to grow to the level of Mpesa in Kenya. However, research indicates that many mobile money launches rarely meet the set targets. They project their growth based on the existing mobile phone subscribers and on the Mpesa's strategy in Kenya. This leads to dismal performance in the first twelve months. To mitigate the potential investment losses, management team of the MNOs need to understand the factors that may hinder rapid uptake of mobile money services. This paper presents the findings of a survey on behavior influence on usage and acceptance of mobile money services both in India and in Kenya.
Author Keywords: Mpesa, Mobile Money Service, Mobile Network Operator, India Mobile Money Association, Technology acceptance.
How to Cite this Article
Bonface Barasa Makokha, Deepa Ramachandran, and Dr.P. Karthikeya, “Behavioral Hindrance to Rapid Uptake of Mobile Money Services,” International Journal of Innovation and Scientific Research, vol. 5, no. 2, pp. 286–296, July 2014.
