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Wednesday, April 25, 2012

Localise awareness campaign on mobile money - Uduma

Director, Consumer Affairs Bureau of the Nigerian Communications Commission (NCC) Mrs. Mary Uduma, has called for the localization of the on-going sensitization and awareness campaign in order to reach all Nigerians.

Uduma who was represented Mrs. Emily Nwokoro, at the third Consumer Behaviour Symposium held in Lagos, Wednesday as part of the Telecom Trade Fair organized by Logica Media group in collaboration with NCC said that consumers need to be sensitized in order to eliminate suspected fears of failure of this laudable initiative.

She told participants at the event with theme “Moving Towards a Cashless Society; What Behavioural Change Expected from Telecom Consumers” that mobile money or wallet generically refers to payment services operated under the financial regulation and performed from or via a mobile device.

“It’s a mobile payment account for the customer’s convenience,” she said in her address to the occasion, adding that it takes away the need to carry cash with you.

Consumers, she said, could also make transfers, buy airtime and pay bills among others.

She said there is need for behavioural or attitudinal change in the mindset of telecom consumers towards this initiative, stressing that this requires massive sensitization and awareness creation on this project.

According to her, the perception and trust could shape the adoption of branchless banking by the consumer.

On the other hand, users of mobile money understand that one of its greatest values is not just the convenience, but the price.

She added that the use of mobile money a few times is cheaper than the usual bank transaction.

“Their perception will eventually change with the guarantee that the first few user experiences are positive and then other negative perceptions about trust and security will begin to disappear as well,” she noted.

Welcoming participants earlier in his address, the chief executive officer, Logica Group, Otunba Abiodun Ajiboye applauded participants for taking the issue of behavioural change seriously by ensuring that despite the early morning rain in Lagos, they made it to the event.

Remmy Nweke & Yinka Awosanya
ITREALMS Online ... delivering news for ICT4D

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