MTN MOBILE MONEY BUSINESS MODEL IN CAMEROON

MTN Mobile Money (MoMo) is a financial service provided by MTN, one of Africa's leading
telecommunications companies. MTN MoMo allows users to store, send, and receive money via
their mobile phones, providing an essential service in a region where traditional banking is less
accessible. Here’s an improved and more detailed analysis of MTN Mobile Money in Cameroon
using the Business Model Canvas:

A. Overview of MTN mobile money in Cameroon

MTN Mobile Money (MoMo) was launched in Cameroon in 2009 by MTN Group to provide
accessible and affordable financial services, especially to the unbanked and under banked
populations. Initially focused on money transfers and airtime purchases, MTN MoMo expanded
its offerings to include bill payments, merchant payments, savings, microloans, and insurance
products, (Mishra, 2023). Despite early challenges in awareness and adoption, the service grew
significantly, driven by continuous marketing efforts, an extensive agent network, and
technological enhancements. Operating in a competitive market with regulatory support from the
Central Bank of Central African States (BEAC), MTN MoMo played a crucial role in increasing
financial inclusion and economic empowerment, particularly in rural areas. Strategic partnerships
with banking institutions, utility companies, technology providers, and NGOs further bolstered
its growth. As the platform continues to innovate and expand, it aims to introduce more
advanced financial products, extend its reach to remote areas, and adapt to evolving regulatory
requirements, solidifying its role in Cameroon's financial ecosystem, (Talom & Tengeh, 2020).

Initially started as a payment gateway, MTN mobile money is building on its strong foundation
and has continually adapted to the dynamic financial landscape in Cameroon by embracing
innovation and customer-centric strategies. The platform has integrated sophisticated security
measures to protect against fraud and cyber threats, ensuring users' trust and safety. It has also
focused on financial literacy programs to educate users on effectively utilizing mobile money
services, thus enhancing user engagement and loyalty. The service has seen a surge in adoption
during the COVID-19 pandemic as digital financial solutions became more critical, leading to a
significant increase in transactions and user base. MTN MoMo's partnerships with NGOs have
enabled targeted outreach programs to promote financial inclusion in the most underserved
communities. Looking ahead, MTN MoMo plans to leverage advanced technologies such as
artificial intelligence and blockchain to offer more personalized and secure financial products.
Additionally, the service aims to foster greater economic empowerment by supporting small and
medium-sized enterprises (SMEs) with tailored financial solutions. As regulatory frameworks
evolve, MTN MoMo is committed to maintaining compliance and fostering collaborative
relationships with regulatory bodies to ensure sustainable growth, (GSMA, 2022). The ongoing
expansion of MTN MoMo's service portfolio and geographic reach underscores its commitment
to driving economic development and improving financial access for all Cameroonians.
 MTN mobile money business model canvas

Key partners Key Activities Value Proposition Customer Customer

 Service Relationship Segments
 Telecommun Provisions  Convenience
ication  Agent  Accessibility  Customer support  Unbanked and
infrastructure Networking  Security 
 Banking  Marketing and
Agent Interaction Under banked
Institutions  Speed  Educational  Urban and
Promotions
 Regulatory  Variety of Programs Rural
 Customer Services
Bodies  Promotions and residents
Support
 Agents and  Affordability loyalty Programs  Small
 Compliance
Merchants  Financial  Community businesses
and security
 Technology Inclusion Engagement and merchants
 Research and
Providers  Students and
Development
 Utility youth
Key resources Channels
companies  Salaried
 NGOs  Telecommunic workers
ations Network  Mobile Network  Farmers and
 Mobile money  Agents and agricultural
platform merchants workers
 Agent Network  MTN stores
 Brand  Online and
Reputation mobile Apps
 Human  Advertising and
Resources marketing
 Financial
Resources
Cost Structure Revenue Streams

 Operational costs  Transaction fees

 Agent commissions  Service fees
 Marketing and promotions  Interest and float income
 Customer support  Partnership commissions
 Compliance and security  Value Added services
 Technology and development
 Employee salaries
4. Key Partners
1. Telecommunication Infrastructure Providers
- Role: These partners are crucial for ensuring a robust and reliable network infrastructure, which
is fundamental for the operation of mobile money services. They provide the necessary
bandwidth, network towers, and data transmission facilities.
- Examples: Companies like Huawei, Ericsson, or local infrastructure providers that supply and
maintain the telecommunications hardware and software.
- Importance: Without a reliable telecom network, the mobile money transactions cannot be
processed efficiently, leading to service disruptions and customer dissatisfaction.
2. Banking Institutions
- Role: Collaborate with banks to manage liquidity, facilitate interbank transfers, and integrate
various financial services, for interoperability and expanded services...
- Examples: Local banks such as Afriland First Bank and international banks like Standard
Chartered.
- Importance: These partnerships enable MTN MoMo to offer a wide range of financial services,
including savings accounts, microloans, and interbank transfers, thus enhancing the platform’s
functionality and reliability.
3. Regulatory Bodies
- Role: Work closely with central banks and government entities to ensure compliance with
national and international financial regulations and policies.
- Examples: The Bank of Central African States (BEAC) and other government financial
regulatory agencies.
- Importance: Compliance with financial regulations ensures the legitimacy and security of the
service, builds customer trust, and prevents legal issues that could arise from non-compliance.
4. Agents and Merchants
- Role: Act as the on-ground representatives for MTN MoMo, facilitating cash-in, cash-out
transactions, and enabling merchant payments.
- Examples: Local retail shops, kiosks, and independent agents who provide these services to
customers.
- Importance: An extensive network of agents and merchants increases the accessibility and
convenience of mobile money services, especially in rural and underserved areas.
5. Technology Providers
- Role: Supply and maintain the software and hardware necessary for secure and efficient
transaction processing.
- Examples: Software developers like Comviva, hardware providers like NCR Corporation.

- Collaborate with fintech companies (e.g., Maviance) for innovative solutions.

- Importance: These partnerships ensure the technological backbone of MTN MoMo is robust,
secure, and capable of handling large volumes of transactions seamlessly.
6. Utility Companies
- Role: Partner with utility service providers to enable customers to pay for services like
electricity, water, and gas through the mobile money platform.
- Examples: Companies like AES Sonel (electricity) and CAMWATER (water supply).
- Importance: Offering utility bill payments through MoMo increases the platform’s utility for
customers, driving adoption and regular use.
7. Non-Governmental Organizations (NGOs)
- Role: Collaborate on financial inclusion programs and community outreach initiatives to
educate and empower underserved populations.
- Examples: NGOs like FINCA International and Mercy Corps.
- Importance: These partnerships help to extend the reach of mobile money services to
marginalized communities, promoting financial inclusion and economic development.
Benefits of Key Partnerships
1. Enhanced Service Reliability and Security: Through partnerships with telecom infrastructure
providers and technology firms, MTN MoMo ensures that its platform is both reliable and
secure.
2. Expanded Service Offerings: Collaborations with banks and utility companies allow MTN
MoMo to offer a wider range of financial services, making the platform more attractive to
customers.
3. Regulatory Compliance and Trust: Working with regulatory bodies ensures compliance with
legal requirements, building customer trust and safeguarding the company’s operations.
4. Improved Accessibility: The agent and merchant network, along with community outreach via
NGOs, ensures that even the most remote and underserved populations have access to mobile
money services.
5. Customer Education and Engagement: Partnerships with NGOs and robust customer support
efforts help educate users about the benefits and uses of mobile money, increasing adoption and
engagement.
These key partnerships form the backbone of the MTN Mobile Money business model, enabling
the company to deliver comprehensive, reliable, and accessible financial services across
Cameroon.

To materialize this we propose an effective action, like establish a partner relationship

management team to oversee partnerships.

6. Key Activities
1. Service Provision
- Description: Developing, maintaining, and operating the mobile money platform.
- Activities:
- Platform Development: Building and enhancing the software that powers the mobile money
service, including mobile apps, USSD interfaces, and backend systems, digital channels for
easier access and convenience.

- System Maintenance: Regularly updating the platform to fix bugs, improve performance, and
ensure reliability.
- Security Management: Implementing security measures such as encryption, authentication
protocols, and fraud detection systems.
- Transaction Processing: Ensuring seamless processing of transactions, including money
transfers, bill payments, and airtime purchases.
- Importance:
A reliable and secure platform is essential to gain and retain customer trust and ensure smooth
operation of services.
2. Agent Network Management
- Description: Recruiting, training, and supporting agents and merchants to ensure widespread
service availability.
- Activities:
- Recruitment: Identifying and onboarding new agents and merchants to expand the service
network, in Yaounde (e.g., 500 agents) for wider reach and accessibility.

- Training: Providing comprehensive training on how to use the platform, handle transactions,
and address customer queries.
- Support: Offering ongoing support to agents through regular communication, troubleshooting,
and resolving issues.
- Monitoring: Conducting performance evaluations and audits to ensure agents comply with
company standards and provide quality service.
- Importance: A well-managed agent network ensures that customers have easy access to
services, even in remote areas.
3. Marketing and Promotion
- Description: Running campaigns to drive awareness, adoption, and usage of mobile money
services.
- Activities:
- Advertising: Creating and disseminating advertisements through various channels, including
TV, radio, social media, and billboards.
- Promotional Campaigns: Designing special offers, discounts, and loyalty programs to attract
and retain customers.
- Community Outreach: Engaging with local communities through events, sponsorships, and
partnerships to raise awareness.
- Digital Marketing: Utilizing digital platforms for targeted advertising, social media
engagement, and content marketing.
- Importance: Effective marketing and promotion are crucial for increasing customer base and
transaction volumes.
4. Customer Support
- Description: Providing assistance through call centers, in-app support, and physical locations to
resolve user issues and queries.
- Activities:
- Call Centers: Operating helplines where customers can get assistance with their queries and
issues.
 - In-App Support: Offering real-time support through chatbots and live agents within the mobile
app.
- Physical Locations: Setting up customer service centers where users can get face-to-face help.
- FAQs and Tutorials: Developing and updating resources like FAQs, user guides, and video
tutorials to help customers self-service.
- Importance: Excellent customer support enhances user satisfaction and loyalty, encouraging
repeated use of services.
5. Compliance and Security
- Description: Implementing measures to comply with financial regulations and safeguard
against fraud and cyber threats.
- Activities:
- Regulatory Compliance: Ensuring all operations adhere to local and international financial
regulations and standards.
- Fraud Prevention: Deploying systems to detect and prevent fraudulent activities, including
suspicious transaction monitoring.
- Cybersecurity: Implementing robust cybersecurity measures to protect user data and
transaction integrity.
- Audits and Reviews: Conducting regular internal and external audits to ensure compliance and
security standards are met.
- Importance: Compliance and security are critical to maintaining trust and avoiding legal
penalties.
6. Research and Development
- Description: Innovating and enhancing the mobile money platform with new features and
capabilities to meet evolving customer needs.
- Activities:
- Market Research: Continuously researching market trends, customer needs, and technological
advancements.
- Product Development: Developing new features and services based on market research and
customer feedback.
- Pilot Testing: Conducting pilot tests of new features to gather user feedback and refine the
offerings.
 - Innovation Labs: Setting up dedicated teams or labs focused on experimenting with new
technologies and service models.
- Importance: Continuous innovation ensures the platform stays relevant and competitive,
meeting the changing needs of customers.
7. Financial Literacy Programs
- Description: Educating customers about the benefits and usage of mobile money services.
- Activities:
- Workshops and Seminars: Organizing educational events to teach customers how to use
mobile money services effectively.
- Community Programs: Partnering with NGOs and local organizations to run financial literacy
campaigns.
- Educational Content: Creating and distributing educational materials such as brochures,
videos, and online tutorials.
- School Programs: Implementing programs in schools to educate young people about financial
management using mobile money.
- Importance: Educating customers helps increase adoption and responsible usage, contributing
to financial inclusion.
By engaging in these key activities, MTN Mobile Money ensures the efficient delivery, security,
and continuous improvement of its services, thereby meeting customer needs and driving
business growth.
The Effective action we suggest here is to Invest in digital transformation initiatives (e.g., $1
million) and agent network expansion.

5. Key Resources
1. Telecommunications Network
- Description: The extensive and reliable mobile network infrastructure provided by MTN.
- Components:
- Network Towers: Physical infrastructure that supports the transmission of voice and data
services.
- Bandwidth and Data Services: Ensuring sufficient capacity to handle high volumes of
transactions and customer interactions.
 - Network Management Systems: Software and tools used to monitor and optimize network
performance.
- Importance: A robust telecommunications network is fundamental for the operation of mobile
money services, ensuring that transactions can be processed quickly and reliably.
2. Mobile Money Platform
- Description: The software and backend systems that facilitate financial transactions.
- Components:
- Core Banking System: Manages the accounts, balances, and transaction processing.
- User Interface: Mobile applications and USSD interfaces that customers use to interact with
the service.
- APIs and Integrations: Connectors that allow the platform to integrate with banks, utility
companies, and other service providers.
- Security Systems: Encryption, authentication, and fraud detection mechanisms to protect
transactions and user data.
- Importance: The mobile money platform is the central hub through which all transactions are
processed, making it essential for delivering services efficiently and securely.
3. Agent Network
- Description: A broad network of agents and merchants who act as service points for
transactions.
- Components:
- Agents: Individuals or businesses authorized to conduct transactions on behalf of MTN
MoMo, such as cash-in, cash-out services.
- Merchants: Retailers and other businesses that accept mobile money payments.
- Training and Support Systems: Programs to train agents and merchants on service operations
and customer service.
- Importance: This network extends the reach of mobile money services, providing customers
with accessible points for transactions, especially in remote and underserved areas.
4. Brand Reputation
- Description: MTN's strong brand presence and customer trust in the market.
- Components:
 - Market Presence: MTN’s established presence as a leading telecommunications provider in
Cameroon and Africa.
- Customer Trust: The trust and loyalty built through consistent, reliable services and effective
customer support.
- Marketing and Public Relations: Efforts to maintain and enhance the brand’s image through
advertising, sponsorships, and community engagement.
- Importance: A strong brand reputation helps attract and retain customers, giving them
confidence in the security and reliability of the services provided.
5. Human Resources
- Description: Skilled personnel for operations, customer service, technology development, and
compliance.
- Components:
- Operations Staff: Individuals responsible for managing day-to-day service operations.
- Customer Service Representatives: Staff who provide support and resolve customer issues.
- Technology Developers: Engineers and developers who build and maintain the mobile money
platform.
- Compliance Officers: Specialists who ensure the company adheres to financial regulations and
security standards.
- Marketing and Sales Teams: Professionals who drive customer acquisition and engagement
through various campaigns and initiatives.
- Importance: Human resources are critical for the smooth operation, innovation, and growth of
MTN MoMo services, ensuring that all aspects of the business are managed effectively.
6. Financial Resources
- Description: Capital required for operations, expansion, and innovation.
- Components:
- Operational Funding: Day-to-day expenses for running the service, including salaries, utilities,
and agent commissions.
- Investment Capital: Funds allocated for expanding the service network, developing new
features, and entering new markets.
- Reserve Funds: Financial reserves to ensure liquidity and manage risks associated with
financial transactions.
- Importance: Adequate financial resources are essential to maintain service operations, invest in
growth opportunities, and ensure financial stability.
Importance of Key Resources
1. Operational Efficiency: With robust telecommunications and a reliable platform, MTN MoMo
can ensure smooth and efficient service delivery.
2. Customer Reach: A well-developed agent network and strong brand reputation help to attract
and serve a large customer base.
3. Innovation and Growth: Skilled human resources and financial capital allow for continuous
innovation and expansion of services.
4. Security and Compliance: Advanced security systems and compliance measures protect
transactions and customer data, building trust in the service.
By leveraging these key resources, MTN Mobile Money is able to deliver comprehensive,
secure, and accessible financial services to a wide range of customers in Cameroon, contributing
to financial inclusion and economic development.

1. Value Propositions
1. Convenience
- Description: Allowing users to perform financial transactions anytime, anywhere via their
mobile phones.
- Details:
- Ease of Use: The service is accessible through simple USSD codes and mobile apps, making it
user-friendly even for those who are not tech-savvy.
- 24/7 Availability: Unlike traditional banks, MTN MoMo services are available round the clock,
enabling users to transact at any time of the day.
- Wide Range of Transactions: Users can perform various transactions such as money transfers,
bill payments, airtime purchases, and more from their mobile phones.
- Importance: Convenience is a significant factor that drives adoption and usage, especially in
regions where access to physical banking infrastructure is limited.
2. Accessibility
- Description: Providing financial services to underserved and unbanked populations in both
urban and rural areas.
- Details:
- Agent Network: A vast network of agents and merchants ensures that even remote areas have
access to mobile money services.
- Low Entry Barriers: Minimal requirements for setting up and using the service, making it
accessible to a broad demographic, including those without formal banking access.
- Multilingual Support: Services available in multiple languages to cater to diverse populations.
- Importance: Accessibility ensures that more people can benefit from financial services,
promoting financial inclusion and economic participation.
3. Security
- Description: Offering secure transactions, reducing the need to carry cash, and employing
robust security measures.
- Details:
- Data Encryption: Ensuring that all transactions and user data are encrypted to prevent
unauthorized access.
- Authentication Protocols: Multi-factor authentication and PIN protection to secure user
accounts.
- Fraud Detection: Advanced systems to detect and prevent fraudulent activities.
- Importance: Security is critical for building trust among users, encouraging them to adopt and
regularly use mobile money services.
4. Speed
- Description: Facilitating quick, real-time transactions that save users time.
- Details:
- Instant Transfers: Most transactions, such as sending money or paying bills, are completed in
real-time.
- Efficiency: Users can complete transactions in a few steps without the need for lengthy
processes or waiting in lines.
- Importance: Speed enhances user satisfaction and convenience, making the service more
attractive compared to traditional banking methods.
5. Variety of Services
- Description: Providing a range of services, including money transfers, bill payments, airtime
purchases, savings, and microloans.
- Details:
- Money Transfers: Sending and receiving money locally and internationally.
- Bill Payments: Paying for utilities like electricity, water, and gas, as well as other services
such as school fees.
- Airtime Purchases: Buying airtime and data bundles directly from the mobile money account.
- Savings and Loans: Access to micro-savings accounts and microloans, promoting financial
management and planning.
- Importance: Offering a variety of services increases the utility of the platform, encouraging
users to rely on it for multiple financial needs.
6. Affordability
- Description: Offering cost-effective financial services compared to traditional banking fees.
- Details:
- Lower Transaction Fees: Competitive pricing for transactions such as money transfers and bill
payments like to Offer affordable and reliable mobile financial services (e.g., 5% transaction fee).

- No Account Maintenance Fees: Unlike traditional bank accounts, there are typically no
maintenance fees for holding a mobile money account.
- Economies of Scale: As the user base grows, costs per transaction can be reduced, making
services even more affordable.
- Importance: Affordability makes mobile money services accessible to a broader population,
including low-income individuals.
7. Financial Inclusion
- Description: Empowering people with access to financial services, thereby fostering economic
development.
- Details:
- Unbanked Populations: Providing financial services to those without access to traditional
banking like convenient and accessible financial solutions for underserved populations (e.g.,
rural areas).

- Economic Participation: Enabling more people to engage in the economy through secure and
efficient financial transactions.
- Empowerment: Helping users manage their finances better, save money, and access credit.
- Importance: Financial inclusion is essential for economic growth and reducing poverty, as it
allows more people to participate in the financial system.
Benefits of Value Propositions
1. Customer Satisfaction: Convenience, speed, and security lead to higher user satisfaction,
promoting loyalty and frequent use.
2. Market Penetration: Accessibility and affordability allow MTN MoMo to reach a wide and
diverse customer base, including underserved and unbanked populations.
3. Economic Impact: Financial inclusion and a variety of services contribute to the overall
economic development by enabling more people to engage in economic activities.
4. Competitive Advantage: Offering a comprehensive range of services with strong security
measures and at affordable rates sets MTN MoMo apart from competitors.
By focusing on these value propositions, MTN Mobile Money ensures that it meets the needs
and expectations of its customers, driving widespread adoption and sustained usage in
Cameroon.
- Effective action: Conduct market research to understand customer needs and preferences.

3. Customer Relationships
1. Customer Support
- Description: Offering 24/7 support through multiple channels to assist users with their issues
and queries.
- Details:
- Call Centers: Dedicated helplines where customers can speak to representatives to get help
with their transactions, account issues, and other inquiries. The call centers operate around the
clock to ensure assistance is always available.
- In-App Support: Real-time support within the mobile app, including chatbots for quick
answers and live chat options for more complex issues.
- Physical Locations: Customer service desks at MTN stores and other physical locations where
customers can receive face-to-face support.
- FAQs and Tutorials: Comprehensive FAQs, user guides, and video tutorials available on the
website and app to help customers troubleshoot issues on their own.
- Importance: Providing robust customer support builds trust and satisfaction, ensuring that users
feel confident and supported when using MTN MoMo services.
2. Agent Interaction
- Description: Direct interactions with agents for cash-in, cash-out transactions, and other
services.
- Details:
- Agent Training: Ensuring that agents are well-trained to provide excellent customer service,
handle transactions efficiently, and resolve customer queries.
- Agent Accessibility: Strategically placing agents in both urban and rural areas to maximize
accessibility for all customers.
- Service Quality Monitoring: Regular assessments and feedback collection to maintain high
standards of service at agent locations.
- Importance: Agents act as the primary touch points for many customers, particularly in regions
with limited digital access. Quality interactions at this level enhance the overall customer
experience.
3. Educational Programs
- Description: Conducting financial literacy and training programs to help customers understand
and use mobile money services effectively.
- Details:
- Workshops and Seminars: Hosting events in communities to educate users about the features
and benefits of mobile money, as well as basic financial management principles.
- School Programs: Collaborating with educational institutions to teach students about digital
finance and the use of mobile money.
- Online Resources: Providing educational content, such as articles, videos, and interactive
tutorials, through the MTN MoMo app and website.
- Community Outreach: Partnering with NGOs and local organizations to deliver financial
literacy programs in underserved areas.
- Importance: Educating customers enhances their ability to use the services effectively and
responsibly, leading to higher adoption rates and better financial management among users.
4. Promotions and Loyalty Programs
- Description: Engaging customers through special offers, discounts, and loyalty rewards.
- Details:
 - Promotional Campaigns: Offering discounts or bonuses for using certain services, such as fee
waivers for the first few transactions or cashback offers on bill payments.
- Loyalty Rewards: Implementing reward programs where customers earn points or benefits for
frequent usage, which can be redeemed for services or products, a customer loyalty program
(e.g., rewards points) to reward loyal customers to make to be faithful them.

- Referral Bonuses: Incentivizing existing customers to refer new users to the platform through
referral bonuses.
- Seasonal Offers: Creating time-limited offers and discounts during holidays or special events
to boost engagement.
- Importance: Promotions and loyalty programs help to attract new users and retain existing ones
by making the service more appealing and rewarding.
5. Community Engagement
- Description: Building strong relationships with communities through social initiatives and
partnerships with local organizations.
- Details:
- Corporate Social Responsibility (CSR): Participating in or sponsoring community projects,
such as educational programs, health initiatives, and infrastructure development.
- Local Partnerships: Collaborating with local businesses, NGOs, and community groups to
support economic development and social causes.
- Feedback Mechanisms: Actively seeking feedback from community members to understand
their needs and improve service offerings.
- Community Events: Organizing or participating in local events to increase brand visibility and
build goodwill among community members.
- Importance: Community engagement fosters a positive brand image, builds trust, and
strengthens the relationship between MTN MoMo and its users, contributing to long-term loyalty
and support.
Importance of Customer Relationships
1. Customer Trust and Satisfaction: Strong customer relationships ensure that users feel
supported and valued, leading to higher satisfaction and trust in the service.
2. Increased Adoption and Usage: Effective educational programs and promotions encourage
more people to use the service regularly, driving growth in the user base and transaction
volumes.
3. Enhanced Brand Loyalty: Loyalty programs and community engagement initiatives help build
a loyal customer base that is less likely to switch to competitors.
4. Positive Word of Mouth: Satisfied customers are more likely to recommend the service to
others, helping to expand the customer base organically.
5. Feedback and Improvement: Regular interactions with customers provide valuable feedback
that can be used to improve services and address user needs more effectively.

6. Offer personalized services and support through social media (e.g., Facebook, Twitter) and
other channels.

By focusing on these detailed customer relationship strategies, MTN Mobile Money ensures that
it provides a positive and supportive experience for its users, fostering long-term loyalty and
growth in the Cameroonian market.

Effective action: Develop a customer relationship management (CRM) system.

9. Channels
1. Mobile Network
- Description: The primary channel through which customers access MTN MoMo services via
their mobile phones.
- Details:
- USSD Codes: Users can dial short codes (e.g., *123#) on their phones to access services
without needing internet connectivity, which is particularly useful in regions with limited data
coverage.
- SMS: Notifications and transaction confirmations are sent via SMS, providing users with real-
time updates on their activities.
 - Mobile Apps: The MTN MoMo app offers a more interactive and user-friendly interface for
users with smartphones, allowing them to manage their accounts, perform transactions, and
access various services.
- Importance: Utilizing the mobile network ensures that services are accessible to a broad
audience, including those without internet access, making financial services more inclusive.
2. Agents and Merchants
- Description: Physical locations where customers can perform cash-in, cash-out transactions,
and make payments.
- Details:
- Agent Locations: Thousands of authorized agents across urban and rural areas facilitate
transactions such as deposits, withdrawals, and money transfers. These agents are crucial for
users who prefer or need in-person assistance.
- Merchant Integration: Local businesses and merchants accept MTN MoMo as a payment
method for goods and services, expanding the usability of the mobile money service in everyday
transactions.
- Training and Support: Regular training and support for agents and merchants ensure they
provide high-quality service and adhere to MTN MoMo standards.
- Importance: Agents and merchants extend the reach of MTN MoMo services, providing critical
touchpoints for customers who might not have access to digital platforms.
3. MTN Stores
- Description: Official retail stores offering customer service and support.
- Details:
- Customer Assistance: Dedicated staff at MTN stores help customers with account setup,
troubleshooting, and other service-related inquiries.
- Marketing and Sales: Stores also serve as points of sale for MTN products and services,
including SIM cards, mobile phones, and data plans.
- Brand Presence: MTN stores reinforce brand visibility and trust, providing a physical space
where customers can interact with the company.
- Importance: These stores enhance customer experience by providing reliable and direct
support, thereby strengthening customer relationships and trust.
4. Online and Mobile Apps
- Description: Digital platforms for account management and transactions.
- Details:
- MTN MoMo App: A comprehensive mobile application that allows users to manage their
accounts, perform transactions, pay bills, purchase airtime, and access additional services such as
savings and loans.
- Website: The MTN MoMo website provides information about services, FAQs, and user
guides, along with an interface for certain online transactions.
- Integration with Other Apps: Collaborations with other digital platforms and apps to offer
seamless payment solutions and expand the ecosystem of services available to MTN MoMo
users.
- Importance: Digital platforms cater to tech-savvy users and those with internet access, offering
convenience and a wide range of functionalities in one place.
5. Advertising and Marketing
- Description: Utilizing traditional and digital marketing to reach potential customers.
- Details:
- Traditional Media: Television, radio, and print ads to create awareness and promote MTN
MoMo services across a wide audience.
- Digital Marketing: Social media campaigns, email marketing, and online ads targeting specific
demographics to drive engagement and adoption.
- Promotional Campaigns: Special offers, discounts, and loyalty programs communicated
through various media channels to attract and retain customers.
- Community Outreach: Events, sponsorships, and partnerships with local organizations to
engage directly with communities and build brand loyalty.
- Importance: Effective advertising and marketing strategies are essential for increasing brand
awareness, attracting new users, and promoting the benefits of MTN MoMo services.
Importance of Channels
1. Broad Reach: Using a mix of digital and physical channels ensures that MTN MoMo services
are accessible to a wide range of customers, including those in remote and underserved areas.
2. Customer Convenience: Multiple channels offer customers various ways to access and use
services, catering to their preferences and needs.
3. Increased Adoption: Strategic marketing and advertising campaigns help raise awareness and
drive the adoption of MTN MoMo services.
4. Enhanced Customer Support: Physical locations and online platforms provide robust support
systems, ensuring customers can get help when needed.
5. Brand Strength: Consistent presence across multiple channels reinforces MTN MoMo's brand
visibility and trustworthiness.
By leveraging these channels effectively, MTN Mobile Money ensures that it can reach and
serve its diverse customer base in Cameroon, providing convenient, reliable, and accessible
financial services.

2. Customer Segments
1. Unbanked and Under banked Populations
- Description: Individuals without access to traditional banking services, often residing in rural
or underserved areas.
- Characteristics:
- Limited Access: Lack of nearby banks or financial institutions, making traditional banking
services inaccessible.
- Cash Dependence: Reliance on cash for financial transactions due to limited banking
infrastructure.
- Need for Financial Services: Desire for secure and accessible methods to store money, make
payments, and transfer funds.
- MTN MoMo Offering: Provides a convenient and secure alternative to cash, allowing users to
perform financial transactions via mobile phones, thereby promoting financial inclusion.
2. Urban and Rural Residents
- Description: Customers residing in both urban centers and rural communities across Cameroon.
- Characteristics:
- Diverse Demographics: Includes individuals, families, and businesses seeking convenient and
reliable financial services.
- Varied Connectivity: Differences in internet and mobile network accessibility between urban
and rural areas.
 - Transaction Needs: Regular need for money transfers, bill payments, airtime purchases, and
other financial transactions.
- MTN MoMo Offering: Ensures accessibility through a network of agents, mobile apps, and
USSD codes, catering to diverse customer needs across different geographic locations.
3. Small Businesses and Merchants
- Description: Local businesses and vendors using mobile money for transactions, payroll, and
supplier payments.
- Characteristics:
- Micro-entrepreneurs: Small-scale businesses, market vendors, and service providers operating
in various sectors.
- Cash Management: Need for efficient and secure payment solutions for customer transactions
and business operations.
- Financial Inclusion: Desire to access formal financial services to manage business finances
effectively.
- MTN MoMo Offering: Facilitates business transactions through mobile payments, enhancing
operational efficiency and financial management for small businesses.
4. Students and Youth
- Description: Younger demographics adopting mobile money for convenience and modern
financial solutions.
- Characteristics:
- Digital Natives: Comfortable using smartphones and digital technologies for everyday tasks,
including financial transactions.
- Financial Independence: Need for financial services to manage allowances, payments for
educational expenses, and peer-to-peer transfers.
- Tech-Savvy: Preference for mobile apps and digital platforms for ease of use and
accessibility.
- MTN MoMo Offering: Provides a user-friendly mobile app and digital channels tailored to the
needs of young users, promoting financial literacy and independence.
5. Salaried Workers
- Description: Employees using mobile money for salary payments and personal financial
management.
- Characteristics:
- Regular Income: Receive salaries and wages through mobile money platforms, facilitating
quick and secure transactions.
- Financial Planning: Use mobile money services for savings, bill payments, and investments to
manage personal finances effectively.
- Convenience: Prefer mobile solutions for quick access to funds and seamless financial
transactions.
- MTN MoMo Offering: Supports salary payments and offers tools for personal financial
management, enhancing convenience and security for salaried workers.
6. Farmers and Agricultural Workers
- Description: Individuals engaged in agriculture and related activities, including farming,
livestock, and agribusiness.
- Characteristics:
- Seasonal Income: Income fluctuates based on harvest cycles and market conditions, requiring
flexible financial solutions.
- Financial Services: Need for savings, loans, and payments for agricultural inputs, equipment,
and market transactions.
- Remote Locations: Often located in rural areas with limited access to traditional banking
services.
- MTN MoMo Offering: Supports agricultural finance through savings accounts, micro-loans,
and payment solutions, enabling farmers to manage finances and improve agricultural
productivity.

- Identify and target high-value customer segments (e.g., young professionals, entrepreneurs).

- Offer tailored services and promotions to each segment (e.g., discounts, bundles).

Importance of Customer Segments

1. Targeted Services: Tailoring services to specific customer segments ensures that MTN MoMo
meets diverse needs effectively.
2. Market Differentiation: Understanding and targeting different segments help MTN MoMo
differentiate itself from competitors.
3. Financial Inclusion: Serving unbanked and underserved populations contributes to broader
economic development and financial inclusion goals.
4. Customer Acquisition: Attracting and retaining customers from various segments expands the
user base and increases transaction volumes.
5. Customized Solutions: Developing products and features that address specific segment needs
enhances customer satisfaction and loyalty.
By focusing on these detailed customer segments, MTN Mobile Money can effectively design
and deliver services that cater to the unique needs and preferences of each group in Cameroon,
promoting financial inclusion and improving overall customer satisfaction.

- Effective action: Conduct market research to identify and understand customer segments.

7. Cost Structure
Understanding the cost structure is crucial for MTN Mobile Money to manage expenses
effectively while sustaining profitability and providing competitive pricing for its services.
Here's a detailed breakdown of the cost components:
1. Operational Costs
- Description: Expenses related to maintaining the mobile money platform, network
infrastructure, and service operations.
- Details:
- Platform Maintenance: Costs associated with software updates, maintenance of backend
systems, and ensuring the reliability and security of the mobile money platform.
- Network Infrastructure: Investment in telecommunications infrastructure to support mobile
transactions, including network expansion, maintenance, and upgrades.
- Operational Support: Costs for customer service operations, including call centers, in-app
support, and physical customer service locations.
- Transaction Processing: Fees paid to third-party processors or technology providers for
transaction processing services.
- Importance: Operational costs are essential for maintaining the functionality and reliability of
MTN MoMo services, ensuring seamless user experience and service availability.
2. Agent Commissions
- Description: Payments to agents for facilitating transactions and providing services at agent
locations.
- Details:
- Transaction Fees: Commissions paid to agents for each transaction they handle, such as cash-
in, cash-out, and bill payments.
- Agent Support: Training, incentives, and operational support provided to agents to ensure
quality service delivery and compliance with MTN MoMo standards.
- Agent Network Expansion: Costs associated with recruiting and onboarding new agents to
expand service coverage and accessibility.
- Importance: Agents play a crucial role in the distribution and accessibility of MTN MoMo
services, and commission costs are necessary to incentivize and support the agent network.
3. Marketing and Promotion
- Description: Costs for advertising, customer acquisition, and promotional campaigns to raise
awareness and drive adoption of MTN MoMo services.
- Details:
- Advertising Campaigns: Expenses for television, radio, print, and digital advertising to reach
target audiences and build brand awareness.
- Promotional Offers: Costs associated with offering discounts, bonuses, and incentives to
attract new users and encourage usage among existing customers.
- Partnerships and Sponsorships: Investments in partnerships with local events, organizations,
and influencers to promote MTN MoMo services, Negotiate better deals with suppliers and
partners (e.g., 10% discount).

- Importance: Effective marketing and promotion are essential for increasing market share,
expanding the customer base, and maintaining competitive positioning in the mobile money
sector.
4. Customer Support
- Description: Expenses for maintaining customer service operations and providing support to
users.
- Details:
- Call Centers: Operational costs for staffing, technology infrastructure, and training to support
24/7 customer assistance through call centers.
 - In-App Support: Costs associated with developing and maintaining in-app support features,
including chatbots and live chat options, Reduce operational costs through process automation
(e.g., 30% reduction) and efficiency improvements.

- Physical Customer Service Locations: Rent, staffing, and operational costs for maintaining
physical customer service centers at MTN stores and other locations.
- Importance: Providing reliable and responsive customer support is crucial for ensuring
customer satisfaction, resolving issues promptly, and maintaining trust in MTN MoMo services.
5. Compliance and Security
- Description: Investments in regulatory compliance, cybersecurity measures, and fraud
prevention to protect user data and transactions.
- Details:
- Regulatory Compliance: Costs associated with adhering to financial regulations, licensing
fees, and compliance audits required by regulatory authorities.
- Cybersecurity: Investments in technologies, personnel, and training to safeguard against cyber
threats, data breaches, and fraudulent activities.
- Fraud Prevention: Costs for implementing fraud detection systems, monitoring tools, and risk
management protocols to protect users and mitigate financial losses.
- Importance: Compliance and security measures are critical for maintaining trust among users,
ensuring legal adherence, and safeguarding the integrity of MTN MoMo services.
6. Technology and Development
- Description: Costs for software development, system upgrades, and maintaining the
technological infrastructure of MTN MoMo.
- Details:
- Software Development: Expenses for developing and enhancing mobile money platforms,
mobile apps, and backend systems to improve functionality and user experience.
- System Upgrades: Costs associated with upgrading hardware, software, and IT infrastructure
to support increased transaction volumes and new features.
- Innovation and Research: Investments in research and development to innovate new services,
improve efficiency, and meet evolving customer needs.
- Importance: Continuous technological innovation and development are essential for staying
competitive in the mobile money industry, attracting tech-savvy users, and enhancing service
capabilities.
7. Employee Salaries
- Description: Wages and benefits for staff involved in operations, marketing, customer service,
technology development, and compliance.
- Details:
- Operational Staff: Salaries for employees working in customer support, call centers, agent
management, and administrative roles.
- Technical Staff: Compensation for IT professionals, software developers, and technology
specialists responsible for maintaining and upgrading MTN MoMo systems.
- Management and Leadership: Executive salaries, bonuses, and benefits for senior
management overseeing strategic initiatives and operational functions.
- Importance: Employee salaries are a significant part of the cost structure, ensuring skilled
personnel are retained to deliver high-quality services, drive innovation, and maintain
operational efficiency.
Importance of Cost Structure
1. Financial Sustainability: Effective cost management ensures that MTN MoMo operates
profitably while offering competitive pricing for its services.
2. Service Quality: Investments in operational, compliance, and customer support costs
contribute to delivering reliable and secure mobile money services.
3. Competitive Positioning: Managing costs allows MTN MoMo to maintain competitive
pricing, attract customers, and expand market share in Cameroon.
4. Regulatory Compliance: Compliance costs ensure adherence to regulatory requirements,
reducing legal risks and enhancing trust among users and stakeholders.
5. Investment in Growth: Strategic allocation of resources in technology development and
marketing supports innovation, customer acquisition, and business expansion.
By understanding and managing these cost components effectively, MTN Mobile Money can
sustainably grow its operations, enhance service offerings, and maintain leadership in the mobile
financial services sector in Cameroon.
- Effective action: Conduct a cost audit to identify areas for improvement.
8. Revenue Streams
Understanding the revenue streams is crucial for MTN Mobile Money to generate income and
sustain its operations while providing valuable financial services to customers. Here's a detailed
breakdown of the revenue sources:
1. Transaction Fees
- Description: Charges levied on users for various financial transactions conducted through the
MTN MoMo platform, - Diversify revenue streams through digital services (e.g., mobile money,
airtime, data).

- Details:
- Money Transfers: Fees applied when users send money to other individuals or recipients,
either locally or internationally.
- Bill Payments: Charges for using MTN MoMo to pay utility bills such as electricity, water,
and other services.
- Airtime Purchases: Fees for purchasing mobile airtime and data bundles directly through the
mobile money platform.
- Merchant Payments: Transaction fees imposed on merchants and businesses for accepting
payments from customers via MTN MoMo.
- Importance: Transaction fees are a primary revenue stream for MTN MoMo, directly tied to the
usage and adoption of its financial services.
2. Service Fees
- Description: Charges for specific services and transactions beyond standard money transfers
and bill payments.
- Details:
- Balance Inquiries: Fees for checking account balances and transaction histories through the
MTN MoMo platform.
- Withdrawals and Deposits: Charges for cash withdrawals from agents or MTN stores and
deposits into MoMo accounts.
- Microloans: Interest or service fees associated with providing microcredit or short-term loans
through MTN MoMo.
- Insurance Products: Fees from offering insurance products and services, such as micro-
insurance plans, through the mobile money platform.
- Importance: Service fees diversify revenue streams, providing additional income from value-
added services and specialized transactions.
3. Interest and Float Income
- Description: Earnings generated from the float, which is the money held in MTN MoMo
accounts by users, and potential interest from savings products, - Increase revenue from
transaction fees and commissions (e.g., 15% increase).

- Details:
- Float Income: Income earned from holding funds in MoMo accounts, which can be invested
or held in interest-bearing accounts.
- Interest on Savings: Revenue generated from offering savings products and earning interest on
user deposits held within the mobile money ecosystem.
- Importance: Interest and float income provide passive revenue streams, leveraging the funds
held within the MTN MoMo platform to generate additional income.
4. Partnership Commissions
- Description: Revenue earned from collaborations with banks, utility companies, and other
service providers within the MTN MoMo ecosystem.
- Details:
- Banking Partnerships: Commissions from integrating financial services such as loans, savings
accounts, and investment products offered in partnership with banks.
- Utility Payments: Fees received from utility companies for facilitating bill payments through
the MTN MoMo platform.
- Airtime Sales: Revenue generated from selling mobile airtime and data bundles through MTN
MoMo, with commissions from telecom operators.
- Importance: Partnership commissions enhance revenue through strategic alliances, expanding
service offerings and customer convenience within the MoMo ecosystem.
5. Value-Added Services
- Description: Revenue from additional services such as insurance products, microloans, and
other financial and non-financial offerings.
- Details:
- Insurance Products: Fees earned from selling insurance coverage, including health, life, and
property insurance, through MTN MoMo.
 - Microloans: Interest or service fees from providing small loans and credit facilities to
customers, typically with quick approval and disbursement via mobile money.
- Savings Products: Revenue from offering savings accounts, interest-bearing deposits, and
other financial products that encourage saving and investment.
- Importance: Value-added services diversify revenue streams, cater to specific customer needs,
and strengthen MTN MoMo's role as a comprehensive financial services provider.
Importance of Revenue Streams
1. Diversification: Multiple revenue streams reduce dependency on any single source, ensuring
financial stability and resilience against market fluctuations.
2. Scalability: Scalable revenue streams support business growth and expansion into new
markets and customer segments.
3. Customer-Centric: Revenue from transaction fees and service charges reflects customer usage
patterns and engagement with MTN MoMo services.
4. Sustainability: Passive income from float and interest enhances financial sustainability and
profitability over the long term.
5. Innovation: Revenue from partnerships and value-added services encourages innovation and
the development of new products to meet evolving customer needs.
By optimizing these revenue streams, MTN Mobile Money can sustainably grow its business,
enhance customer value, and maintain leadership in the mobile financial services sector in
Cameroon.
- Effective action: Develop a digital services strategy and invest in marketing campaigns (e.g.,
500,000fcfa).

Additional effective actions to improve profit:

- Invest in data analytics (e.g., 200,000fcfa) to understand customer behavior and preferences.

- Enhance security measures (e.g., biometric authentication) to build trust and prevent fraud.

- Offer competitive pricing and promotions (e.g., discounts, bundles) to stay ahead of
competitors.

- Continuously monitor and evaluate the effectiveness of these actions.

By taking these specific actions, MTN Mobile Money can successfully reinvent their business
model in Yaounde, Cameroon, and drive growth, customer satisfaction, and financial inclusion.

B. Strategies to Reinventing MTN mobile money business model.

In the rapidly evolving financial services sector, MTN MoMo stands as a leader in mobile money
solutions, driving financial inclusion across Cameroon. However, with increasing competition,
changing customer needs, and technological advancements, there is a pressing need to reimagine
the MoMo business model. This initiative aims to enhance profitability, expand service
offerings, and better align with the diverse financial needs of Cameroonians, ensuring that MTN
MoMo remains at the forefront of the digital financial revolution in the region. To reinvent the
business model of MTN Mobile Money, the following strategies can be implemented:
1. Increase Their Presence in the Diaspora
The value of personal remittances in Cameroon from 2016 to 2023 has been on the rise, with
2023 recording the highest jump of 30.8%, following a 28.7% increase. This continuous growth
in remittance inflow indicates a high demand for foreign funds entering the country. The top
countries remitting to Cameroon include France, the United States of America, Gabon, Nigeria,
and Germany. In 2021, remittances accounted for 1.2% of Cameroon’s GDP, highlighting their
importance in the economy, (Statista, 2024).
2. Provide Specialized and Integrated Financial Services to Healthcare Providers and Users
The integration of MTN Mobile Money into Cameroon's healthcare system offers a promising
avenue for improving financial access and operational efficiency. With over 5 million active
users and 13 million accounts in the Central African sub-region, MTN Mobile Money has played
a crucial role in boosting financial inclusion in Cameroon. This technology can be particularly
beneficial in making healthcare more accessible, especially in rural areas.
The integration of mobile money services has the potential to reduce patient expenses, as
demonstrated by MTN's recent ZeroFees initiative introduced in May 2024, which temporarily
waived transaction fees. This highlights how such services could help alleviate the financial
strain associated with healthcare costs, (Fru, 2024).
Furthermore, adopting mobile money in healthcare can streamline payment processes, leading to
faster service delivery and increased patient satisfaction. It also enhances data management and
tracking capabilities, which are crucial for maintaining transparency and accountability in the
healthcare system.
The rapid adoption of mobile money in Cameroon, with account ownership surging from 12% in
2014 to 52% in 2021, indicates that the healthcare sector is ready for this technological
integration. By offering tailored financial services through MTN Mobile Money, healthcare
providers can deliver more efficient, accessible, and cost-effective care. This approach supports
financial inclusion and contributes to enhancing the overall quality of healthcare services
throughout Cameroon.
3. Tap into the E-Commerce Evolution in Cameroon
The increasing use of the internet and e-commerce portals in Cameroon indicates a growing need
for e-commerce adoption (Tamba, 2024). Integrating affordable, quick, and reliable payment
facilities for emerging e-commerce users is essential for efficient transactions. According to a
statistical report from Ecommerce DB, Cameroon accounted for 10.1% of the worldwide growth
rate in e-commerce activities between 2023 and 2024, (eCommerce DB, 2024). This growth is
expected to continue at an annual compounded rate of 15.9%, increasing revenues from $424.8
million in 2024 to a projected $767.7 million by 2028. E-commerce activity alone contributed
24.5% to Cameroon's GDP growth in 2023.
4. Integrate MTN Mobile Money Services into Cameroon’s Backbone Activity: Agriculture
In 2022, agriculture contributed approximately 16.98% to Cameroon’s GDP (Research and
Markets, 2023). This sector is crucial for the country’s economy, employing around 60% of the
working population and generating half of the revenue from non-oil exports. On average, the
sector has seen a growth rate of around 3-4% annually in recent years, (Ngoura et al, 2022).
Providing financial services such as quick payments for agricultural inputs, crop insurance, and
access to market information on current prices of agricultural produce will enhance and promote
sustainable agriculture for Cameroonian farmers, (Statista, 2024). This will position MTN
Mobile Money as a sustainable and reliable partner in the growing agricultural sector in
Cameroon.
5. Tapping into the insurance industry of Cameroon
 C. The New MTN mobile money business model.
Key partners Key Activities Value Proposition Customer Customer
 Microfinance  Agent Training  Affordable Relationship Segments
Institutions & Certification Cross-border  Proactive Fraud  Cross-border
 International Programs Payments Alerts & Traders
Remittance  Fraud  Instant Credit Education  Gig Workers
Companies Detection & Scoring &  Personalized & Freelancers
 Agricultural Prevention Microloans Offers &  Women-led
Cooperatives Activities  Savings & Discounts Households
 Utility  Customer- Wealth-  Dedicated SME  Government-
Service Centric Building Tools Relationship to-Person
Providers Product Design  Health Managers (G2P)
 E-commerce Workshops Insurance  Community Beneficiaries
Platforms  Financial Products Forums & Peer  Diaspora
Inclusion  Digital Support Networks Sending
Drives in Receipts &  Self-service Funds Home
Schools & Expense Portals &
Universities Tracking Chatbots
 Green
Operations
Initiatives
Key resources Channels
 Advanced Data  QR Code
Analytics Payments at
Platforms Retailers
 Strong  Embedded Apps
Cybersecurity
in Smartphones
Infrastructure
 User Research
 Voice-based
Panels USSD Channels
 Strategic  Agent-on-Wheels
Intellectual (Mobile Agents)
Property  Partnership with
 APIs & Social Media
Developer Platforms
Platforms
Cost Structure Revenue Streams
 Shared Distribution Infrastructure  Microloan Interest
 Leaner Call Center through Automation  Insurance Premiums
 Energy-efficient Operations  API Access Fees for Developers
 Cloud-based Platforms  Data Insights for SMEs
 Dynamic Commission Models  Advertising in the App
Key Partners:
1. Microfinance Institutions (MFIs)
Over 80% of Cameroonians remain unbanked (World Bank Global Findex, 2021). MFIs already
operate in rural and peri-urban areas and have trust among low-income customers. Partnering
with MFIs allows MTN MoMo to reach those excluded from formal banking and to offer
microloans/savings products via their networks.
2. International Remittance Companies
Remittances represent ~1.2% of Cameroon’s GDP (World Bank, 2022), and diaspora remittances
are a critical source of household income. By partnering with players like Western Union and
MoneyGram, MTN can allow customers to receive remittances directly into MoMo wallets,
capturing a larger share of this inflow and making remittances cheaper and more convenient.
3. Agricultural Cooperatives
Agriculture employs ~70% of Cameroon’s labor force (FAO, 2023), yet many farmers are paid
in cash. Partnering with cooperatives enables MoMo to process bulk digital payments to farmers,
increasing financial inclusion and reducing risks associated with cash.
4. Utility Service Providers
MTN can expand its partnerships beyond electricity providers to include water, sanitation, and
even garbage collection agencies. This increases the number of bills customers can pay through
MoMo, growing transaction volumes.
5. E-commerce Platforms
Cameroon’s e-commerce sector is growing at ~15% CAGR (Statista, 2023). Integration of
MoMo as a payment option in popular online shops and marketplaces helps MTN tap into this
growing segment while providing convenience for customers.

Key Activities:
1. Agent Training & Certification Programs
Agent professionalism directly impacts customer trust and adoption (GSMA, 2023). Certified
training ensures agents can educate customers, prevent fraud, and provide quality service.
2. Fraud Detection & Prevention Activities
Fraud remains a significant barrier to mobile money usage. For example, MTN Ghana reduced
fraud by 80% after implementing real-time monitoring (GSMA, 2022). Similar investments are
crucial in Cameroon.
3. Customer-Centric Product Design Workshops
Co-creation workshops with customers, agents, and businesses ensure products fit real-world
needs, increasing usage and customer satisfaction.
4. Financial Inclusion Drives in Schools & Universities
Only ~15% of young Cameroonians have formal accounts (Findex, 2021). Educating and
onboarding students early builds a loyal, lifelong customer base.
5. Green Operations Initiatives
Aligning with the UN SDG 13 (Climate Action), MTN can deploy solar-powered kiosks and
promote sustainable operations, reducing carbon footprint and enhancing brand image.

Key Resources:
1. Advanced Data Analytics Platforms
McKinsey (2022) notes that data-driven companies are 23 times more likely to acquire
customers. Investing in analytics helps MTN understand customer behavior, personalize offers,
and improve efficiency.
2. Strong Cybersecurity Infrastructure
Digital fraud in Africa is projected to exceed $4 billion by 2025 (AfDB, 2023). Robust security
is critical to prevent fraud and maintain trust.
3. User Research Panels
Maintaining panels of active users and agents allows MTN to test new products and gather
continuous feedback to stay relevant.
4. Strategic Intellectual Property
Developing and protecting proprietary technologies gives MTN a competitive edge against
rivals.
5. APIs & Developer Platforms
Open APIs enable third parties to build innovative solutions that integrate with MoMo, fostering
an ecosystem of services and increasing transaction volumes (GSMA, 2022).
Value Proposition:
1. Affordable Cross-border Payments
Africa has some of the highest remittance costs globally (~8%) (World Bank, 2022). MoMo can
disrupt this by offering lower-cost options.
2. Instant Credit Scoring & Microloans
Using transaction history for credit scoring enables MoMo to offer small, instant loans,
addressing a critical need for working capital among small businesses and low-income
households.
3. Savings & Wealth-Building Tools
Mobile savings accounts improve household resilience to shocks by up to 30% (CGAP, 2021),
deepening customer engagement.
4. Health Insurance Products
Mobile-based insurance already covers 8 million Africans (GSMA, 2021), and MoMo can add
affordable micro-insurance.
5. Digital Receipts & Expense Tracking
Features like digital receipts and personal budgeting tools help customers manage money better,
increasing loyalty.

Customer Relationships:
1. Proactive Fraud Alerts & Education
Proactively informing customers about fraud risks and mitigation builds trust and reduces losses.
2. Personalized Offers & Discounts
McKinsey (2022) finds personalization can increase ARPU by 10–20%. Customized promotions
enhance revenue.
3. Dedicated SME Relationship Managers
SMEs contribute ~40% of Cameroon’s GDP (WB, 2021). Assigning managers improves SME
customer support and retention.
4. Community Forums & Peer Support Networks
Online and offline communities build trust, offer peer advice, and generate word-of-mouth
referrals.
5. Self-service Portals & Chatbots
AI-driven portals reduce operating costs while offering 24/7 support to customers.

Customer Segments:
1. Cross-border Traders
Cameroon’s informal cross-border trade is significant (AfCFTA, 2021). MoMo can streamline
payments for traders.
2. Gig Workers & Freelancers
The rise of digital platforms means more youth are freelancing. MoMo can offer payment
solutions tailored to gig workers.
3. Women-led Households
Women’s financial inclusion lags ~10% behind men (Findex, 2021). Tailored products can close
this gap.
4. Government-to-Person (G2P) Beneficiaries
Social safety nets and government transfers can be delivered via MoMo.
5. Diaspora Sending Funds Home
As noted earlier, the diaspora is a lucrative segment that sends money home regularly.

Channels:
1. QR Code Payments at Retailers
QR payment usage in Africa is projected to grow 20% annually (Bain, 2023). MTN can roll this
out widely in shops.
2. Embedded Apps in Smartphones
Bundling MoMo on smartphones sold through MTN shops increases convenience and adoption.
3. Voice-based USSD Channels
USSD remains critical for non-smartphone users and illiterate customers.
4. Agent-on-Wheels (Mobile Agents)
Deploying agents in vans to serve remote areas increases accessibility.
5. Partnership with Social Media Platforms
Enabling payments through WhatsApp and Facebook integrates MoMo into everyday online life.
Cost Structure:
1. Shared Distribution Infrastructure
Collaborating with other providers to share agents and kiosks lowers costs.
2. Leaner Call Center through Automation
AI chatbots can handle over 50% of queries (McKinsey, 2022), cutting costs.
3. Energy-efficient Operations
Solar kiosks reduce reliance on expensive fuel and electricity.
4. Cloud-based Platforms
Moving operations to the cloud lowers upfront investments and maintenance.
5. Dynamic Commission Models
Incentive-based agent commissions align costs with performance.

Revenue Streams:
1. Microloan Interest
Africa’s digital lending market is expected to reach $15B by 2025 (IFC, 2022). MoMo can
capture this.
2. Insurance Premiums
Affordable micro-insurance offers recurring revenue.
3. API Access Fees for Developers
Charging developers to access MoMo APIs opens a new revenue stream.
4. Data Insights for SMEs
Selling anonymized data helps businesses understand markets.
5. Advertising in the App
High app traffic can be monetized through targeted advertising.

Conclusion
Reinventing the MTN MoMo business model presents a strategic opportunity to solidify its
leadership in Cameroon’s financial services sector. By increasing its presence in the diaspora,
integrating specialized financial services into healthcare, tapping into the growing e-commerce
market, and supporting the backbone of Cameroon’s economy through agricultural services,
MTN MoMo can significantly enhance its value proposition. These initiatives will not only drive
profitability but also ensure that MTN MoMo remains an indispensable partner in Cameroon’s
digital financial revolution, fostering greater financial inclusion and economic growth across the
nation.

Summary
MTN Mobile Money's business model in Cameroon capitalizes on the extensive reach and
reliability of MTN's telecommunications network to offer accessible, convenient, and secure
financial services. By partnering with banks, regulatory bodies, agents, and technology
providers, MTN MoMo can provide a wide range of services tailored to the needs of diverse
customer segments, including the unbanked and under banked populations. The company
focuses on delivering value through convenience, security, and affordability, driving financial
inclusion and economic development in the region. Revenue is generated through transaction
fees, service charges, and partnerships, while costs are managed through efficient operations,
technology investments, and strategic marketing efforts. This comprehensive approach ensures
that MTN Mobile Money remains a leading financial service provider in Cameroon, meeting the
evolving needs of its customers and supporting the broader financial ecosystem.
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Bain & Company. (2023). Africa digital payments report. https://www.bain.com

Consultative Group to Assist the Poor. (2021). Savings impact research. https://www.cgap.org

eCommerceDB. (2024). eCommerce market in Cameroon. eCommerceDB.

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