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Mobile Payment adoption in Brazil: investigation on a pilot implementation. Adrian Kemmer Cernev Eduardo Henrique Diniz Gvcemf – Research Center for Microfinance at FGV – Getulio Vargas Foundation. Brazil facts & figures. 260 MM 82 % prepaid. 100% coverage. 70% of all
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Mobile Payment adoption in Brazil: investigation on a pilot implementation Adrian Kemmer Cernev Eduardo Henrique Diniz Gvcemf– Research Center for Microfinanceat FGV – Getulio Vargas Foundation
Brazil facts & figures 260 MM 82% prepaid 100% coverage 70% of all transactions in cash 195 MM people • 45% adults • no bank accounts • (67% among the poor) North/South inequalities
Mobile Payment atConjuntoPalmeira Pioneer project oriented to financial inclusion
ResearchStrategy (1st step) Interviews withactorsinvolved: Banco Palmas(3), Executives(10), OperationalPeople(3), Clients(14), Merchants(3), Govofficers(5)
Main actors(2011) ? Ministry of Social Development
Pilot Project Today (Users) • 1,400 registered • 500 active • No mobile payment • No network externality • Security motivation • Freechip
Pilot Project Today (Merchants) • 4 merchants • no significantuse • informal merchants • B2C or C2C?!
Pilot Project Today (Partners) • Governance • Expectationsontheproject • Time line perspective • Modelconflifts Social inclusion To be mature in 15 years Mobile banking Battle for marketshare Channel conflict
Other issues • Operationalfailures • Lowincomemarket • Banco Palmas role • Cash culture
Pilot Project Ecosystem • Interoperability • Closednetworks • ModelReplicability • Acquiringprocess
Research Next Steps • Feedback tointerviewedactors • Governance!!! • Data analysis • Project ELAS data base • Bolsa FamiliaWomen • Groupcomparisons • Government data bases
Next Events • Payment Service Providers • New regulation • Seminaron MM ecosystems • Ministryof Social Development (MDS) • Biggestmobile client • Banco Palmas: 15th anniversary
Thankyou! Adrian Kemmer Cernev adrian.cernev@fgv.br Eduardo Henrique Diniz eduardo.diniz@fgv.br