Every well-thought out digital money initiative must have the customer at the centre.
There are pros and cons for focussing on specific segments as opposed to addressing mainstream customers. Shift Thought maintains a running brief on the nature of demographic segments in each part of the world. Different needs may be addressed based on income and financial access - so the unbanked and underbanked segments are targeted by mobile money and branchless banking, whilst mobile payments addresses the mainstream customer.
The rise of the smartphone increasingly fragments the segments one can address and the ways to address them. Good old SMS is available all over the world, but currently NFC is supported by only around 1% of the handsets.