THE ROLE OF BIG DATA/ MOBILE PHONE DATA IN DESIGNING PRODUCTS TO PROMOTE FINANCIAL INCLUSION

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1 THE ROLE OF BIG DATA/ MOBILE PHONE DATA IN DESIGNING PRODUCTS TO PROMOTE FINANCIAL INCLUSION Joseph Nketsiah GM, Risk Management Division, HFC BANK 1

2 Using customer data for marketing or designing new product is about creating a customer profile. There are two kinds of Customer Profiles: Demographic - Customer is married, has children, lives in an upscale neighbourhood, and reads Time magazine Behaviour-Based (Customer Activity) - Customer buys USD $5 airtime every day. Although the two profiles are all important, customer behavior is much stronger predictor of future relationship with a customer than demographic information. Customer behavior profiling is therefore critical to any company interested in selling more to existing customers. 2

3 The impact of customer intelligence and analytics on acquisition, retention, and profitability has become a driving force in how organizations manage their business. The advent of big data is increasingly driving organizations to rethink traditional analytics approach. Organizations are therefore prioritizing investments in big data and analytics in their efforts to win, serve, and retain customers. There is more customer data available than ever before, and organizations are looking for ways to leverage customer analytics in a way that turns information into actionable intelligence. 3

4 Algeria Angola Benin Burkina Faso Bostwana Burundi Chad Cameroon Democratic Republic of Congo Congo Egypt Ghana Gabon Guinea Kenya Lesotho Liberia Madagascar Malawi Mali Morocco Mozambique Nigeria Niger Senegal Sierra Leone Sudan Somalia Rwanda South Africa Togo Tanzania Uganda Zambia Zimbabwe % Adults with accounts at a formal financial institution(%) Adults using mobile money in the past year (%) in 2012 Source: IMF Financial Access Survey (FAS) 4

5 Voice subscriptions as at December 2014 Voice subscriptions as at December 2014 Airtel 12.3% Vodafone 23.3% Glo 4.8% Expresso 0.4% Tigo 13.6% MTN 45.6% MNOs Subscriptions % share of market Expresso 119, Tigo 4,133, MTN 13,852, Vodafone 7,069, Airtel 3,735, Glo 1,450, Source: NCA TOTAL 30,360,

6 Data subscriptions as at December 2014 MNOs Data subscriptions as at December 2014 Subscriptions % share of market Expresso 37, Tigo 2,097, MTN 8,004, Vodafone 2,868, Airtel 2,130, Glo 668, Source: NCA TOTAL 15,805,

7 Mobile operator data Ghana offer access to large number of potential phone service provider clients. As mobile phones become ever-present in Ghana, growing at unprecedented rates. digital data is In this regard, HFC Cignifi- Airtel are undertaking a pilot project aim at identifying and designing innovative approaches that contribute towards greater financial inclusion. It is anticipated that the pilot will demonstrate that Global System for Mobile Communication (GSM) data may be usefully employed by banks to promote financial inclusion products. 7

8 Cignifi will combine Airtel and HFC data to identify common customers. Cignifi will use the behavior calibrate its behavioral models. of these customers to A propensity score that measures the probability that any given Airtel customer will use a savings product will then be established. The intent of the project/analysis is to enable HFC to: Identify prospective savings customers. Target different customers with different offers. 8

9 Identify risk Improve services One opportunity is exploring the possibility of using digital data to assess credit risk for potential and existing customers of HFC Bank for whom no information or formal records exist. This will allow the establishment of a formal credit history enabling customers to engage more broadly with the Bank. HFC will use the data to improve customers needs and relationship by relying on demographic information and behaviour profiling.the Bank expects that distinct behavioral patterns extracted from Airtel data will provide clues about how to enhance relationship once a customer is engaged in a basic service. Partner Presents an opportunity for HFC Bank to partner a MNO such as Airtel in the delivery of services through mobile money which will create a far-reaching digital financial services infrastructure. Financial inclusion Mobile operator data offer access to large number of potential phone service provider clients for HFC to target. It will therefore help HFC track or find new customers, which is an essential component of financial inclusion. 9

10 Big-Data has become very important for all organizations interested in pursuing advanced marketing techniques. As mobile phones become ever-present in Ghana, growing at unprecedented rates. digital data is HFC Bank is leveraging on translating data from Airtel into behavioral profiles in order to design and improve service delivery to customers. Insight from the pilot project will assist in decision making process and also generate enthusiasm among all stakeholders. 10

11 THANK YOU 11

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