1. easypaisa Services
Telenor Pakistan and Tameer Micro Finance Bank
Mobile Banking & Payments for Emerging Asia Summit
October 2012
Omar Moeen Malik
omar.malik@telenor.com.pk
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2. The Opportunity - 2009
Number of loan and deposit accounts per 1,000 population
1,200 1,118
Loan
Deposit
Bank account 600
443
364
penetration 255
171
110 61 78
11 32
0
Nepal Bangladesh Pakistan India Sri Lanka
Number of branches and ATMs per 1,000 sq km
60
Branches
45
40 ATMs
Physical 23
coverage 20 16
12
10 7
3 0 3 2
0
Nepal Bangladesh Pakistan India Sri Lanka
GDP per 1.2 1.3 2.6 2.7 4.1
capita ($K)
Source: CIA World Factbook, PSIS dataset, 'Getting Finance in South Asia' — World Bank 2

3. Pakistan is under-banked…
…Butmost
people are
involuntarily
excluded

4. Focusing on the Individual
How does this man…
• Pay Bills?
• Transfer money
• Domestically?
• Internationally from family?
• Save?
Market Potential
• 30 millions bills per month
• Transfer money
• Domestically - $7bn per year
• Internationally - $9bn per year
• Save – Only 12% population has
access to formal financial services
4

5. Value Chain Model with Tameer
Microfinance National
& Branchless Outreach at
Banking Low Cost
License
Banking Strong Brand
experience & Image &
competency Marketing
Shared vision Large Existing
and strategy Customer
Base

6. The Model – Go to Market
Pakistan Population
180 M
100%
Mobile Users Non Mobile Users
90 M 90 M
50% 50%
Market Situation in 2009
Other Mobile
Telenor Customers
Operators
20M
70 M
11%
39%

7. 15th October 2009
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8. Over-the-Counter (OTC) Model

9. Over the Counter Services
1 4 7
Sender communicates the
Pass-code to the Receiver Receiver enters the Secret Pass-code.
2 5 8 Retailer gives cash to receiver
3 6 9
Sender types in a 5 digit Confirmation SMS received & Trx 9
Secret Pass-code. completed

10. OTC was a success!
• Basic Financial Services in a reliable
and convenient way
• 20,000 easypaisa shops in 750 cities
• 160,000 avg. transactions per day
• Targeting 60 Million Transactions
worth Rs. 120 Billion in 2012
• Approx. 4 million users every month
• Targeting the Unbanked, Corporate
and Government
• Brand awareness >80%
• 25% of the revenue for the channel
• “Best Mobile Money Transfer of the
Year” by MMT in 2010
• 2nd fastest growing BB service 3
years after launch
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11. Mobile Accounts
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12. Mobile Accounts (m-Wallet)
• Leveraging upon the OTC success
• Self-Service transactions, anywhere, anytime
• For Telenor subscribers only
• Cheaper transactions
• More services available than on OTC
• USSD menu in Urdu and English
• Cash Deposit/Withdrawal at any
easypaisa shop
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13. Services on Mobile Accounts
• Funds Transfers • Donations
– Account to Account • Airtime Top Up
– Account to Person
• Savings with Insurance
– Person to Account
• Retail Purchase
• Bill Payments
• International Remittances
– Utility Bills
– Internet Companies • Airline Ticketing
CORPORATE SERVICES
• Pension Payments • Salary Disbursals
• Incoming Payments • Government Welfare
• Loan Disbursements and Disbursals
Repayments 13

14. More Services, More Channels?
• Moving beyond transactional services
– Savings and Lending products
– Insurance products
– Online products
– Retail Purchase - A Cash-lite Economy
• Offering more channels?
– Cards?
– IVR?
– Web Portal?
– Handset Apps?
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15. THANKYOU
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