Spotlight on Rural Supply: Critical factors to create successful mobile money agents
Although mobile money services have extended further into rural areas than more traditional financial services have been able to in the past, rural customers still remain an underserved segment. A key barrier to reaching these customers is operational. Creating, managing and sustaining an agent network in rural areas remains an industry blind spot. To address this supply-side challenge, this publication explores the supply of mobile money in two predominantly rural markets: Mali and Chad. By understanding how successful rural agents operate, the industry can also begin to understand how providers can adapt their operational strategies to serve more remote locations and identify the ones to focus on first.