Tapping Africa’s mobile payment potential through mVisa
Byline by Andrew Torre, Group Country Manager, Sub Saharan Africa, Visa
Africa is a continent rich in potential for the payments industry. It is a leader in mobile payment innovation, and according to sources like McKinsey, eCommerce will be a $75 billion[1] industry by 2025. Yet, today this continent, comprising 1.2 billion people, remains trapped in cash, with just 3 percent of all consumer transactions going through electronic forms of payment. Compare this to Sweden, with a population of 9.6 million people, which generates more Visa transactions a year than the entire African continent combined.
The utter dependence on cash hampers the growth of innovative industries and the ability to include more people in the formal financial system. However, mobile phones represents the biggest opportunity of managing cash displacement. In line with this, Visa has been working on an Africa Acceleration strategy to grow merchant acceptance, introduce new mobile-based customer experiences, and bring more people into the financial system.
Enter mVisa. Visa’s QR code based mobile payment solution, which has recently been making waves in Kenya and Nigeria.
Kenya is ground zero for mobile money innovation in Africa and one where mVisa has stiff competition from an entrenched player. M-Pesa has transformed that category for millions of Kenyans and is so entrenched that, according to some sources, around 42 percent of Kenya’s GDP goes through the service.
Visa’s approach to giving a viable alternative to Kenyans was to form an alliance of leading issuing banks to have them enable mVisa onto their mobile banking apps and allow all consumers to send money to each other domestically without incurring any transaction fees. Considering the thousands of dollars that Kenyans spend on transaction fees every year, this was an especially exciting turning point in the effort to make mVisa a favourite way to pay and be paid in Kenya. For merchants, the QR code lowers the cost of acceptance, and enables them to receive funds directly and securely to their bank accounts. This is critical in helping them manage their supply chain without any delay.
A slew of marquee merchants in Kenya are now accepting mVisa including leading department store Nakumatt, IMAX theatres, supermarket chain Zucchini, service station operators KenolKobil and Little Cab. Over the next few months, thousands more merchants will be enabled to accept mVisa, aided through partnerships with merchant aggregators like Direct Pay and Jambo Pay.
In Nigeria, there is no such dominant domestic player. However having a product that is accessible and relevant to the mass segment is still very important in a country that while being the biggest economy in the continent, still suffers from low awareness and trust of electronic payments.
Banks and merchants in Nigeria have started rallying around the mVisa product and are the first to work with Visa to enable cross-border payments through mVisa. This is a critical requirement for African economies.
Cash is so embedded here not because it is a great technology, but because the alternatives have never been good enough to become broadly adopted in the places where Africans shop on a day-to-day basis. mVisa is a game changer because it’s such a simple, interoperable service that allows people to use the mobile phones they already have, and for merchants to accept it without any costly infrastructure investment. We at Visa really believe mVisa will be key in transforming commerce in Africa and we are only at the very exciting beginning,
The speed at which mVisa has been enabled at numerous banks and merchants in Kenya and Nigeria is also testament to the global, interoperable standard that mVisa is based on. Having access to Visa’s Developer Platform has allowed all partner banks the ability to integrate the mVisa APIs directly into their mobile banking apps. While rolling out a new solution with a bank typically can take a very long time from development to implementation and testing, utilizing the Visa Developer Platform interface reduced the time taken significantly.
These announcements are only the tip of the iceberg as mVisa makes its way to more countries around the world. With mVisa now live in India, Kenya and Nigeria, the team is well on its way to launching Visa’s QR code based mobile payment service in more countries around the world.
[1] http://www.mckinsey.com/industries/high-tech/our-insights/lions-go-digital-the-internets-transformative-potential-in-africa