CASE-O-MANIA

Department of Commerce
Delhi School of Economics

Background
XYZ, a nation with a significant unbanked population is facing
challenges in financial accessibility and security. Traditional
banking systems are often inaccessible in rural areas, relying on
physical infrastructure and formal documentation. This limited
financial inclusion is hindering economic development,
particularly for marginalized communities.

Company Overview
Our company ABC, a mobile network operator launched T-
Money which is a mobile phone-based money transfer service
payment and micro financing service, to help revolutionize the
country’s financial landscape. T-Money operates a system of
low-value electronic accounts held by the mobile operator and
accessible from their subscribers’ mobile phones through a SIM
card-resident application. The conversion of cash and electronic
value is performed at a network of retail stores (often referred to
as agents) which are paid for by exchanging these two forms of
liquidity on behalf of customers. All transactions are authorized
and recorded in real time using secure SMS and are capped at
$500. This accessible and secure platform allows users to send
and receive money, store value, and pay for goods and services
without a bank account.
 Challenge
T- Money, while offering a solution to the country’s financial
accessibility issue, faces the critical problem of gaining
acceptance and widespread adoption among a largely tech-
unsavvy population. This challenge is compounded by the need
to establish a robust agent network in geographically dispersed
rural areas, all while navigating complex regulatory hurdles and
ensuring utmost security in a mobile money system.

Requirements
1. Develop an elaborate marketing strategy that would help
the company instill trust among people and help them gain
customers and agents simultaneously.
2. Create a 5-year road map that will help the company with
growth and expansion.
3. Form a strategy to deal with the issues related to regulation
and security.

**Note**
The solutions will be checked for plagiarism and AI. Copying
answers from online forums (like Chegg) and AI sites like Chat
GPT and Bard will lead to disqualification.
Any additional information taken from the web or assumptions
should be included with the solution.