B U S I N E S S C H A L L E N G E

MOMO

C O M P E T I T O R S

C H A N L E N G E

Acquiring user is not a problem …retain them is a much harder task

L O W R E T E N T I O N

Unlock the “daily payment” feature for user to change their financial behaviors and creating reason to re-use.

An e-wallet

E-wallet – a Fintech for

daily payment

E-WALLET = TRADITIONAL WALLET + TECHNOLOGY

Convert traditional wallet User to

e-wallet user via

With ambition to replace

traditional wallet

C A T E G O R Y T R U T H

( 1 8 - 2 2 )

F I R S T J O B B E R & U P I S T H E P O T E N T I A L T A R G E T F O R M O M O

S t u d e n t F i r s t j o b b e r & u p

( 2 3 - 3 0 )

• Limited budget

• Small amount per

each payment

• Traditional wallet can

well-address their

payment needs

• Have fixed income & able to

control their own budget

• Higher amount per each

payment

• Have more needs of

payment

• Traditional wallet is not

enough

SIZE

• 7.2 mil potential user in 6

key cities

• 63% penetration of smart

phone among this group

• Average income ~ 9

mil/month

T e c h n o l o g y e a r l y a d o p t e r ( 1 8 - 3 0 )

Frist jobber & up

( 2 3 - 3 0 )

• 7.2 mil potential user in 6 key cities

• 63% penetration of smart phone among this group• Average income ~ 9 mil/month • They are progressive in life• Payment attitude: Payment on experiences over buying stuff• Payment means rewarding & enjoyment

PAYMENT JOURNEY

P r e p a y P a y P o s t p a y

Non-daily payment

Daily payment

T H E I R P A Y M E N T J O U R N E Y

All steps in payment journey

H o w t o c o n v e r t t h e m f r o m u s i n g t r a d i t i o n a l

w a l l e t t o E - w a l l e t ?

HUMANTRUTH

INSIGHTCONSUMERPROBLEM

• They always make the best & get more out

of their spending

As a first jobber, I always

want to get more of

each money in my

pocket. But I often over-

look the daily spending

as it’s a bothersome to

do that

• Big payment tend to be more

careful & cautious

• Daily payment, however, are

often over-look. They don’t know

payment per time is small but

total is very big.

P R O D U C T

I N S I G H T

An E-wallet help you to take away the bothersome via automatically look for & suggest the best options

that you can get more from daily payment.

P R O D U C T C O N C E PT

MAKE PAYMENT

B R A N D I N S I G H T

Every payment I make is a way to

enjoy life. Weighting daily payment

holds me back from enjoying life

fully.

Provide to Whom what Need the Uniqueness by RTB

First jobber

Age: 23-30

Liv ing in 6 key cities

Daily payment

maximization

Suggest daily

payment options that

you can get more

from them

Big Data: ecosystem,

payment behavior

tracking & targeting

S H O R T - T E R M P R O P O S I T I O N

P e r i o d 1 P e r i o d 2 P e r i o d 3

Pay less, get more Upgrade your enjoying standardManage your payment, lead your

life.

L O N G - T E R M P R O P O S I T I O N

MOMO

“Enjoyable payment”

Roots: E-wallet with largest agent network

Target consumer

First jobbers

Competitive environment:

All players offer the same functional benefit

Consumer insight: Every payment I make is a way to enjoy life. Weighting daily payment holds me back from

enjoying life fully.

Benefits:

Integrate all the physical

member, loyalty card,

promotion voucher… into one

e-wallet, you don’t miss any

good offer

Discriminators:

Real-time promotion

providing good offer

Value-belief-personalities:

Mr Know-It-All, all good offers in the

hand. Actively guide you.

Reason to believe

Big Data: ecosystem, payment behavior

tracking & targeting

Brand essence:ENJOYABLE PAYMENT

B R A N D P O S I T I O N I N G

ONLINE

MERCHANT

OFFLINE

MERCHANT

MOMO

USERS

LINK FROM ONLINE

TO OFFLINE

SOURCES

OF FUND

(BANK..)

T H E E C O S Y S T E M

P O R T F O L I O P L A N N I N G

App

feature

POS

expanding

Merchant

category

Merchant browsing –Get more from defined

payment

Location BaseCheck-in & Direct payment in-store

Get more together - Enjoy together

Momo Share

Target 6 key cities in first 3 years.

Food & DrinkCinema/Entertain

mentFashion Tourism

PRODUCT- Payment suggestion.

PACKAGINGFriendly & Lifestyle

design

PRICE• Download: Free• Source of biz: Deal

with merchant to get fee from each transaction.

PLACEAndroid, iOS

PROMOTIONLaunching plan with SOLOMO activation.

PROPOSITIONSPEND LESS – GET MORE

6 P

An enjoyable

life

Daily little enjoyment in life

Enjoyment in daily payment

BRAND ESSENCE

ACTIVATION

PLATFORM

BCI

B R A N D C O M M U N I C A T I O N

K E Y S U C C E S S E S L O O K L I K E

• NEW USER RECRUITMENT = +300,000 active users.

• BRAND AWARENESS GAIN = +10 mio users

• MERCHANT NETWORK BUILDING:

Online: 2000 merchants

Offline: 4000 merchants in 5 key cities

Frist jobber & up (23 – 30)

• Have fixed income & able to control their own budget

• Higher amount per each payment • Have more needs of payment

• Traditional wallet is not enough

Get more everyday, bothersome goes away

Target consumer

Insight

CAMPAIGN IDEA

Phase 1 (2 weeks) Phase 2 ( 1.5 month ) Phase 3 (2 weeks)

AWARENESS ENGAGEMENT AMPLIFICATION

Trigger their bothersome in their

daily payment

Drive trial by promotion and direct

product introduction in merchants

Leverage “bothersome went away

with Momo” story

Dramatize their bothersome in

daily payment

Series of short videos

LCD, Digital, merchantsPR & Social

Maximize trial

Advisors in merchants

Digital, Merchants, Buildings...

Spreading their real experience while

using Momo

Word of mouth creators/opinion leaders experiences on digital

platform

Digital, merchants, Officebuildings

Key task

Key hook

Channel

As a first jobber, I always want to get more of each money in my pocket. But I often over-look the

daily payment as it’s a bothersome to do that

Brand Role Helping them to get more in their daily payment without bothersome with the best options

L A U N C H I N G P L A N

THANK YOU