By Niyi Adekanye
One of the country’s pioneering mobile money operators, Paga has been stroking its ad campaign fires on radio. The company is trying to get significant market share in a market dominated by banks with strong financial muscle and a network of retail outlets and information technology.
Paga is obviously one of the known mobile money operator not backed or sponsored by a bank .Paga’s advertising campaign has, so far, been quite heavily on radio, which may align with its target audience— the lower demographic classes who really need and would potentially use mobile money services.It nonetheless should balance this with the visual impact of TV on which Paga has been absent –so far.
It is a tough market though, as the market is yet to gain enough traction among Nigerians.
Other mobile money operators include First Monie,(First Bank) Afripay (UBA),GTB Mobile money, PocketMoni(eTranzact),Standard Chartered Bank, Fortis, among others.
