How easypaisa changed the

dynamics of banking in Pakistan

Mobile Banking
 What is Mobile Banking?
Mobile bankingrefers to the use of
a Smartphone or other cellular
device to performonline
bankingtasks such as transfer of
money
 Pakistan Banking Trends
With a population of over 182 million,
roughly 7% use banking services.
There are over 12000 branches all
across Pakistan which shows the
banking footprint is well established.
With the rapid growth of population,
State Bank of Pakistan realized the
need for technology in banking
sector
 Why Mobile Banking?
Mobile banking seemed to be the best way to
promote banking services in Pakistan
because

It attracts the lower income segment

the access to the rural population

41% of Easypaisas users lived on less than

$2.50 per day
70% lived on less than $3.75 per day
 Mobile Banking in Pakistan
Introduction of branchless banking
regulation in April 2008
 Mobile Banking Model
One-to-One model

A telecom company partners up with

a financial institution to provide
mobile banking services.
 Easypaisa
Started in October 2009, the biggest launch
of branchless banking in the world.
Partnership between Telenor and Tameer
Micro Finance Bank
Covering 800 cities and towns
Huge network of over 75000 easypaisa
shops
With more than 21 million active consumers,
easypaisa is one of the largest mobile
money deployments globally.
 Marketing in the right way
Building the trust by associating the
the bradn with its parent company
telenor
Above the line advertisements
Integrated advertisements all around
the country
Nationwide network of trustworthy
agents
 Matching the media to the target
segment
Based on the relative strengths of each
channel and campaign objectives
Primary focus was on television and
print media
 Service Innovation
Two ways to use easypaisa service
1. Over the counter transactions (OTC)
Agents assist with the transactions
(bills payments and money transfer)

2. Easy Paisa Mobile Accounts

Using mobile phones for transactions
 Easypaisa Services
ATM Cards (2013)
Cash withdrawal from easypaisa accounts
Easypay (2015)
For e-commerce and mobile commerce
NFC Eco System
NFC mobile proximity payment service
Mass Market Insurance Products
Health and Life insurance
Becoming a separate entity
Telenor Pakistan has decided to make
easypaisa a separate entity under
the Tameer Bank
Tameer Bank was completely
acquired by telenor earlier in 2017
The entrance of new players
Telenor easypaisa was the first brand
to introduce mobile banking in
Pakistan
Other telecom players followed the
trend by collaborating with
commercial banks
There is a rise in the competition
 Easypaisaby Tameer Microfinance Bank

Mobicashby the partnership of Mobilink &

Waseela microfinance Bank

Omniby United Bank Limited

Timepey Serviceby Zong and Askari Bank

Upaymentby Ufone & HBL, Summit Bank,

Soneri Bank and Bank AL Habib
Market Share
 Mobile banking can prove to be a game-
changer. The success of mobile Banking in
Pakistan has a positive impact for the
banking industry. Beside the benefits and
convenience created for the consumers,
commercial banks will witness reduced costs
on branch maintenance and resources. It will
also increase the profit margins of Banks and
further encourage them for the development
of innovative banking techniques in the
industry.