The determinants of Successfulness of Mobile Money in rural area.

Abstract

For more than a decade, mobile money has undoubtedly changed lives of people living developing countries. Since 2003 when it was first launched in Philippines, mobile money has increased financial inclusion for unbanked people from developing countries. Although people in cities still use mobile money services than people living in rural places, mobile money has succeeded in rural areas. This success has been attributed to many different factors which have been revealed in this paper. To find those factors, the researcher has reviewed a large number of previous literatures and conducted structured interviews with people in rural areas of Rwanda. To evaluate the success of Mobile Money in rural areas, the author used the Updated DeLone and McLean Model. The results showed that the success of MOMO is due to its system quality, information quality and service quality which make it easier for the people to use it regardless their education level, gender or age. These good qualities make the people feel satisfied and lead to enormous benefits for both MTN and the people in rural areas.