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The Tigo Cash in Ghana: mobile financial services case study

  • November 2014
  • -
  • Analysys Mason
  • -
  • 13 pages

Millicom (trading as Tigo) offers mobile financial services (MFS) in five African and four Latin American countries, all of which have significant unbanked populations. Tigo uses MFS as a customer retention tool in markets that are highly competitive. This case study examines Tigo’s MFS initiative in Ghana, discusses its strategy and positioning in the market.

Table Of Contents

The Tigo Cash in Ghana: mobile financial services case study
Table of contents
Executive summary: Tigo Cash targets Ghana's mobile financial services users with a customer-centric approach and segment-specific offerings
Tigo Ghana launched Tigo Cash in 2011, following mobile money launches by competitors MTN and Airtel Ghana
Market context: Tigo is the third-largest mobile operator in Ghana, a highly price-competitive market, but its ARPU declined to USD3.86 in 1H 2014
Tigo Cash in Ghana: positioning and key differentiators
Tigo's mobile financial services offerings form part of Millicom's strategy of becoming a ‘digital lifestyle' enabler, and are key to revenue growth
Tigo Cash: financial services
Mobile money in the agricultural sector: Tigo Cash Ghana's RiMFin project highlights its sector-specific approach to increasing mobile money usage
Mobile money in the agricultural sector: Tigo Cash RimFin project business model
Mobile money in the agricultural sector: success factors include buy-in, education, supporting agents, ecosystem and technical reliability
- About the author
- About Analysys Mason

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