Mobile Money in Latin America: A case study of Tigo Paraguay
Authors: Camilo Tellez and M. Yasmina McCarty
This case study begins with a summary of the Paraguayan mobile financial ecosystem, highlighting the favourable conditions which have contributed to the development of Mobile Money. It then examines the key success factors of Tigo’s Mobile Money product such as deep market knowledge, successful distribution network, effective marketing tactics, and collaboration with an aligned bank partner.
Paraguay is one of the poorest countries in Latin America, with high levels of financial inequality and rural areas suffering from inadequate access to education and financial services. However, this small country has led the region in its development of Mobile Money services. It is the only country in Latin America where the two largest operators, Tigo and Personal, both have live Mobile Money platforms.