proceedings of the 9 microfinance conference

UNIVERSITY OF CAPE COAST

COLLEGE OF HUMANITIES AND LEGAL STUDIES

FACULTY OF SOCIAL SCIENCES

PROCEEDINGS OF THE

9TH MICROFINANCE

CONFERENCE

|| 9th Microfinance Conference FEBRUARY, 2017

UNIVERSITY OF CAPE COAST

COLLEGE OF HUMANITIES AND LEGAL STUDIES

FACULTY OF SOCIAL SCIENCES

University of Cape Coast | College of Humanities and Legal Studies | Faculty of Social Sciences || 2

135-149 || 9th Microfinance Conference

CHALLENGES AND OPPORTUNITIES FOR

MOBILE BANKING

Beny B. Mwenda

Department of Accountancy

College of Business Education (CBE) Tanzania Tel:

+255744762825

P.O BOX 3810, Mbeya, Tanzania, email [email protected]

ABSTRACT

he use of mobile banking has increased substantially in the past few years and appears likely to continue to increase as more consumers use phones of which more financial institutions offer mobile banking. However, integrating mobile banking saves low income customers in rural areas that can reach services such as payments, transfer,

insurance and credits. The objective of this study was to examine the challenges and opportunities faced by the banks and mobile telecom companies. Sample size of 200 respondents were used (25 bank officers (CRDB, NMB, NBC, DTB, EXIM) and 20 Mobile staff companies (Vodacom, Tigo, Airtel, Halotel) as well as 155 customers). Questionnaires and interviews were used to collect data while on analysis SPSS was employed to analyse the data. The findings show technology is still a main barrier in rural areas where mobile networks are of great problem and the study recommends that professional development to improve rural areas on the use and awareness of the technology. Moreover, the study recommended the policies to be developed which might favour the users of the mobile banking system while training will be of paramount for development the sector.

Key words: Challenges, Opportunities, and Mobile Banking

INTRODUCTION

s smartphones become more common and more multipurpose, they can play

progressively larger role in the interactions between consumers and financial

service providers, retailers, and other businesses practitioners. The existence of

mobile phones has constantly empowered potential interaction between financial

service providers and potential customers. Given the dominance of mobile phones

particularly smartphones among low-income individuals, and younger persons, mobile

technology has the potential to empower consumers and expand access and share to financial

services for populations which are in remote areas not yet covered by the banking services.

T

A


Nevertheless, customers and banking service providers will need to recognize the

technological development. Mobile technology is transforming the global banking and

payment industry by providing added convenience to existing bank customers in developed

markets, and by offering new services to the unbanked customers in emerging markets

(Gupta, 2013).

Mobile banking had assisted several people to access and share different financial

services which in turn have lowered the time and cost spend and greatly offered a

convenience response to the users. It has been every time common a practice for people to

draw, save and more importantly take small loans from banks, individuals and groups and

make transaction online in order to engage in small retail businesses or farming ventures.

Over the years, the microfinance sector has prospered and evolved into its current state to

various financial sector policies and programmes such as the provision of subsidized credits,

establishment of rural and community banks (Boateng & Agyei, 2013).

Since 1980s the adoption of mobile and banking financial services has continued to

increase, along with the range of services offered. As part of its technological development,

the ongoing efforts to monitor developments in the mobile financial services arena and to

gain insights into consumers and attitudes toward, mobile and banking financial services, as

well in Tanzania the development mobile and banking financial services has rapidly

increased the many of the customers possess mobile which in turn enhances transaction

(Gupta, 2013).

The M-Payments market has significant potential in transaction but all stakeholders

will need to cooperate to manage the economics of the mobile banking in Tanzania,

vodacom’s m-pesa enables customers to transfer money in Tanzania, Airtel money, tigo

pesa, hallotel’s Halo pesa. Many Banks are progressively investing in mobile technology

and security, developing smartphone apps, adding new features such as remote deposit of

checks, and educating consumers. Consequently, mobile banking implementation among

consumers has been much faster than the adoption of online banking more than a decade

ago. Most banks believe that the mobile channel will help them reduce transaction costs as

well as increase customer engagement and retention (Gupta, 2013).

Statement of the problem

Banking payment is widely in use in most African countries like Tanzania, but still

encounters a lot of challenges in respect to the increased cost of running and network

unreliability. Banking payment can help in creation of a mobile-based digital cash economy

that is more efficient, transparent and inclusive. Mobile money as a mode of financial service

has many inherent advantages of low cost, reach and convenience for all people regardless

of the areas they belong but only they should be covered with network (Deloitte, 2013).

A fundamental assumption of most recent research in various kinds of operations is to

improve technology for the better. Only financial institutions to the greater extent adapted

new ideas and methods on technological development such as use of mobile phones, app

tablets and the internet. (Upton & Kim, 1999).


Mobile money has become a strong financial institution in different places, these institutions

introduced ICT as an improvement to the banking channels which in turn enabled bank

customers’ access information relating to their accounts, (Tiwari, Buse & Herstatt, 2007).

Objective of the study

The general objective of this study was to assess the challenges and opportunities for mobile

banking. Specifically, the study sought to:

i. Figure out Common Mobile Payment Application services available in Tanzania and

ii. Examine challenges on mobile banking in Tanzania

Research questions

i. What are the common mobile payment services applications? ii. What

factors affects mobile banking services in Tanzania?

Literature Review

Mobile Banking and Payment

This involves a service provided by a bank or any other financial institution that

permits its clients to make and conduct different range of financial transactions using a

mobile device such as a mobile phone or tablet, and using software. Mobile banking is

usually obtainable on a 24-hour basis. Some financial institutions have restrictions on which

accounts may be accessed through mobile banking, as well as a limit on the amount that can

be transacted. This can be done either by accessing a bank or credit union’s web page

through the web browser on mobile phone, via text messaging, or by using an app

downloaded to a mobile phone (Federal Reserve, 2015).

Benefits of Mobile Banking

Recent innovations in the telecommunication have proven to be advantageous for

the banking sector and its customers by providing banking added services that meets

customers’ satisfaction whilst on other hand interact in activities such as travel or meeting

people, while transactions taking place via mobile. Mobile banking is Speedy, Convenient,

Efficiency, reduces costs and increases customer base (Wilson, 2012).

Types of mobile banking

Financial transactions are modified day to day which a customer may transact

through mobile banking that mainly includes various list of transactions such as obtaining

account balances, Mobile ticketing, electronic bill payments (water, electricity) and transfers

of funds between one customer’s and/or another’s customers’ accounts while more

importantly some provide copies of statements to be downloaded showing customers

information (Chen, 2008), (Financial Service Development report, 2011).


Empirical literature review

Different Financial institution in the East African Community is dominated by the

banking industries, the development of which varies greatly between countries. In this sense,

Kenya leads the way and is the only country whose local banks have achieved a significant

presence throughout the region. In most other countries, local banks focus predominantly on

domestic markets. Most of the banking sectors in the region, with the exception of Kenya,

have significantly more foreign banks than local banks operating in local markets (Luvanda,

Kimani, & Kimwele 2014).

Alsoufi and Ali (2014) examined Customers’ Perception of Mobile Banking Adoption in

Kingdom of Bahrain. The study was evaluated empirically to measure its impact on M-

banking adoption in of Bahrain. The Technology Adoption Model (TAM) was evaluated

using a sample survey of 372 customers. The results reveal that, the intention to adopt mobile

banking is mainly affected by specific factors which are: Perceived Usefulness and Ease of

Use. On the other hand, some factors such as perceived cost and perceived risk did not show

any effect on the users’ intention to use mobile banking. Moreover, mobile banking

usefulness has to be continuing improved in order to match the user interfaces of elderly,

retailers and others leading the curve with mobile technology as well as technical

infrastructure of mobile banking services should be sophisticated and developed in order to

ensure reliable and timely offering of services to customers. The study concluded that, there

is a need for better understanding on other segments of the industry such as M-Health, M-

Education and M- Government to support mobile technology and its services and abilities.

Masamila (2014), assessed the State of Mobile Banking in Tanzania and Security Issues.

The study revealed that, mobile technology offers an unprecedented growth opportunity for

banking industry in Tanzania. As the economy continues to prosper increasingly affluent

consumers and under banked segments create demand for new financial products and

services. Many consumers in Tanzania have mobile phones, but not bank accounts.

Therefore, the mobile channel presents an effective way to connect them to the national

financial grid. For the local banks, going mobile may increase banks opportunities to unlock

the inherent potential of under banked segments. Furthermore, privacy and data protection

concerns are distinct issues that arise in mobile banking transactions.

They are linked to consumer protection policies within banking services and

telecommunications, as well as certain practices in financial regulation. In mobile banking,

which involves the transfer of electronic money between different parties, privacy is of great

concern. For mobile banking scenario, data may include sender and receiver IDs, their

geographic location, time of day, mobile numbers.

If the transaction is for payment it may include: purchased items and their value and

transaction value. These transactions create a data trail that could be used for various

purposes good and bad. At last, the study concluded that, there are multiple players in mobile

banking systems that are competing in the market.

Nayak, Nath, and Goel, (2014) did a study on Adoption Behaviour of Mobile Banking

Services by Indian Consumers. The study indicated that, recent innovations in the


telecommunication have proven to be a boon for the banking sector and its customers, one

of these is Mobile Banking, where customers interact with the bank via mobile phones and

banks provide them the services like short message services, fund transfers, account details,

issue of cheque book. Presently almost all the banks in the world have started providing their

customers “Mobile Banking” services. Study findings show that, during the last four years,

the numbers of banks providing mobile banking services in India have increased four times.

But numbers of mobile banking users have not increased at the same pace. There are many

challenges that Indian banks are facing for increasing the mobile banking user database like

Handset operability, Security, Scalability and Reliability, Application Distribution etc. The

study concludes by asking mobile banking service providers to increase the awareness about

the mobile banking services to their customers. Banks and the mobile service providers were

needed to come together to bring a revolution in the field of mobile banking.

Okiro and Ndungu (2013) carried out the study on the Impact of Mobile and Internet

Banking on Performance of Financial Institutions in Kenya. The study sought to determine

the impact of mobile and internet-banking on performance of financial institutions in Kenya

where the survey was conducted on financial institutions in Nairobi.

The study investigated 30 financial institutions. The study found that, the most prevalent

internet banking service is balance inquiry while the least is online bill payment. Cash

withdrawal was the most commonly used mobile banking service whereas purchasing

commodities was the least commonly used. The study revealed that among the financial

institutions surveyed, commercial banks had the highest usage of internet banking at 43.3%,

SACCOs had the second highest usage of internet banking whereas none of the microfinance

institutions used internet banking.

Amongst all the financial institutions surveyed commercial banks had the highest usage of

mobile banking, SACCOs the second highest whereas MFIs had the least usage of mobile

banking even though all of them used mobile banking. The study recommends that, further

studies on why mobile banking has been adopted at a faster rate than internet banking so as

to fill the gap between.

Financial Inclusion Tracker Surveys Project (FITSP) wrote a report on Mobile Money in

Tanzania: Use, barriers and opportunities in 2013. Report findings reveal that, Vodacom M-

Pesa is the leader in mobile money services. Tigo Pesa and Airtel Money are the second and

third most popular m-money products. Fifty-three percent of households with m-money

users use Vodacom M-Pesa exclusively. Eighteen percent of households use only Tigo Pesa

and 13 percent of households use only Airtel Money.

Mallat and Rossi (2004), examined on Mobile Banking Services in the adoption of new and

innovative mobile financial applications and service provisioning methods in Asia and

Europe. The study discovered that, mobile operators need more traffic and larger markets

for mobile content services and applications. Efficient mobile payment solutions facilitate

the sales of mobile content and also generate more traffic for mobile networks. Technology

providers are hoped to create standards, on which the more advanced applications could be


build such as the Mobile Payment Forum which provides an open framework for

standardized mobile payments based on payment cards.

United States Agency for International Development (USAID), did a study on Tanzania

Mobile Money Assessment and Case Study to examine cash payment streams and their

electronic alternatives among USAID implementing partners in 2013.

Study found that, since mobile phone manufacturers typically do not include payment

systems on their phones, MNOs place their payment systems on the user’s phones using a

SIM toolkit, which is the software placed on the SIM card itself that holds the mobile money

application.

The other way to load the mobile phone with the mobile money payment software is through

the use of the unstructured supplementary service data (USSD), which is software available

on even the most basic mobile phones that creates a direct link to the MNOs central computer

system. The individual then pays an amount of cash to the registered agent and the equivalent

of the cash amount is then loaded electronically onto the user’s mobile phone to store,

transfer, and pay for goods and services as well as bills along with a range of other services.

The ability to perform all this activity without having to travel to a bank is critical for the

2.5 billion people without access to basic financial services.

Mashhour and Saleh (2015) examined Community Perception of the Security and

Acceptance of Mobile Banking Services in Bahrain. The study examined the factors

influencing user to adopt mobile banking technology services, as well as influencing users’

intentions to adopt mobile banking service and technology. Study discovered that, Bahraini

banks and financial organizations have applied remote enabled service using the internet and

a mobile device to increase efficiency, reduce costs and improve quality of services.

Criticism to Empirical

The studies have gone much deeper on various literature on examining customer

perception on mobile banking, similarly various studies have been conducted on impact of

mobile and internet banking on performance of financial institution but these studies have

not touched on the challenges and opportunities on mobile banking in Tanzania.

Research gap

The prior studies in empirical literature review were basically about mobile banking

services, and then it has observed that, almost all of the studies have been done on the general

knowledge of mobile banking services and the way they are provided. With such prior

studies concerns, the main targets are to keep in touch with effectiveness of mobile banking.

With this focus target, the community and Nation at large will be aware on how banks and

mobile service operators will handle challenges relating to mobile banking. Therefore, the

study will be quite different from other studies since it will assess challenges and

opportunities for mobile banking.


Methodology Study area

The study was carried in Mbeya region at (CRDB bank, NMB bank, NBC bank,

DTB, and EXIM) and various Mobile companies (Vodacom, Tigo, Airtel, and Halotel), as

well involving customers from the same region. Having considered the region, the study

assessed challenges and opportunities for mobile banking.

Research Design

Descriptive research design was employed in this study as it provides an accurate

representation of the respondents in terms of their opinions concerning the study. Sample of

this study involve Bank staffs used (5 CRDB officers, 5 NMB officers, 5 NBC officers, 5

DTB officers, 5 EXIM officers, 5 Vodacom Staffs, 5 Tigo staffs, 5 Airtel staffs, 5 Halotel

staffs as well as155 customers)

Data Collection Tools

The study employed the use of structured closed ended questionnaire and interview

guide to collect primary data of the study from respondents. Structured questionnaires were

distributed to 200 bank staffs, telecom companies and customers. Documentary analysis was

a suitable method for collecting data from secondary sources that consist of statistical

statements and reports, whose data may be used by researchers for their studies for example,

articles, books, journals, census reports, annual reports and other useful published reports

on current statistical statements.

Results Mobile banking Companies available in Tanzania

Respondents were asked on the available mobile banking services in Tanzania.

Findings show that majority 86 of the respondents which is (43%) proved that Vodacom M-

Pesa spearhead in mobile money services while followed by Tigo Pesa which is (34%) and

still upcoming mobile payment which Halotel having (6%). Figure one below helps for

illustrations


Figure 1: Mobile banking Companies available in Tanzania

Source: Field data (2016)

Results of the findings reveal that, there is awareness on the banking in Tanzania since the

mobile companies has spread almost all parts of the country. This has played a vital role to

respondents even in remote area to adapt mobile banking; therefore, the government should

expand network coverage to the remote areas.

Available Mobile Banking Applications Services

Respondents were asked on the available banking application services of which

among many services offered few were selected and the following are the obtained

responses.

Figure 2: Available mobile banking application services


From the findings, results indicate that regardless of various mobile banking services

available in mobile banking application, balance checks and money transfer services are


found to be the most common service that most of customers’ use. On the other hand, bill

payment and purchasing service was also pointed out by many respondents. Yet still the

there are many customers who don’t have knowledge on mobile banking applications.

Challenges of mobile banking

The mobile banking still faces a number of challenges, respondents; results confirm

that (40%) respondents mentioned unreliably network provision; while on other hand (30%)

respondents mentioned limited transaction as a challenge since many customers if they want

to make transaction there is a limit set by the mobiles and banks.

Figure 3: Challenges on use of Mobile Banking


Findings prove that, unreliable network provision from network operators appears to be the

most challenging issue among the widely held mobile banking services. The results give

vibrant image on how customers use mobile banking in their financial service. Limited

amount for transaction and Security issues especially mobile companies were also observed

by respondent as the challenging issue on using mobile banking services. Therefore, the

study conquers with the study done by (Luvanda et al., 2014) on Lack of awareness by End

users on security issues affecting mobile banking, the case study of Kenyan Mobile Phone

End users.

Discussion

The findings deliver clear understanding on the available mobile banking and more

importantly it has been discovered that, many customers make use of just limited available

services. Balance checks and Money transfer service has been pointed out by most of

respondents as the common services that customers perform in their daily banking activities.

Purchasing services and mini statement services are the services that are not so common to

mobile banking and payments.


Study findings reveal that, most of the consumers are aware on the existence of mobile

banking services but rather many of them don’t have opened accounts to the banks so that

they can enjoy the banking services connected to their mobiles.

The challenges on the use of mobile banking services were also discussed as the major study

findings. On the point of the challenges, respondents declared to face difficulties in the

limited transaction amount, network problems, security issues as well as poor

communication between the banks and telecoms mobile operators.

Conclusion

Mobile banking services adopts technological advancement which acts as a channel

between banks and mobile companies. Banking through mobile has emerged as a strategic

resource for achieving higher efficiency, control of operations and reduction of cost by

physical visit at the bank branches.

Study findings declares the general situation about mobile banking services in Tanzania, the

available mobile banking and payment companies available in Tanzania such as Vodacom,

Airtel, Tigo as well as Halotel which they figure out Mobile Payment Application services

between the banks and mobile telecom companies. Yet, the study much more importantly

affirms the challenges towards conquering best services to customers and the trust that the

community has placed on the use of mobile banking services in Tanzania.

Policy Implications Policy implications to the bank

• Banks management should make sure that they conduct continuous awareness creation programmes for the purpose of educating their users on the importance of using mobile banking application to carry out their banking activities. These programmes need to be conducted with expertise so that at the end the targeted goal of imparting knowledge on the use of mobile banking services among customers would be met accordingly.

• Banks should ensure maximum customers account security and transaction delay so that many customers in rural areas would be assured since they have little knowledge.

• Banks should increase the maximum amount to be drawn from the customer account

Policy implications to the mobile companies

• Network providers should make efforts to ensure mobile network is stable to make maximum use of the services offered, as this is one of great challenge encountered in the findings.

• Moreover, the Banks and mobile operators should ensure maximum technical security to the mobile phones and customer account to increase customer trustiness.


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proceedings of the 9 microfinance conference

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