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MEA Millicom’s overall group strategy is to evolve from a traditional communications provider to a ‘digital lifestyle’ provider, with MFS being one of five key pillars for growth.
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 Cash is a challenger in Ghana’s active mobile money market and targets consumer and micro enterprise markets through positioning as a personal, customer-centric offering. Tigo’s marketing focuses on affordability and is linked to its consumer and development support focus.
This case study provides:
•an overview of Tigo Ghana’s Tigo Cash offering and value proposition
•details of the mobile market in Ghana
•Tigo Ghana’s mobile market positioning and key differentiators
•details of Tigo Cash’s basic and specialised financial services
•insight into the use of Tigo Cash in the agricultural sector and the product’s key success factors.