Case Study

Indosat mobile financial services

13 pages
December 2014
Reference: IMD-7-1632

Indosat, a Qatar-based Ooredoo Group telecom subsidiary, launched a mobile banking service in Indonesia. Based on a mobile wallet branded Dompetku (“my wallet” in Indonesian Bahasa), the company introduced basic services to individual customers, allowing them to buy mobile phone credit; pay electricity bills issued by PLN – Indonesia’s monopoly electricity supplier – and perform domestic customer-to-customer money transfers, and a variety of e-commerce and merchant payment options. These services were intended to generate revenue via fees, and Indosat executives hoped that signing customers up to its mobile wallet would tie them more firmly to the company’s service by making it more inconvenient to change to another phone provider. By July 2014 it was clear to Tauseef Riaz, head of Indosat’s Digital Services Unit, that the strategy was not having the desired effect. The mobile wallet had nearly a million registered customers, but less than 10% were active users. Furthermore, Indosat had lost its biggest revenue generator, PLN, after small retailers complained at being cut out of the loop. Other fees generated were lower than anticipated, partly because of competition. And new regulations meant that, after the pilot ended in December 2013, Indosat could no longer leverage its distribution network to recruit and educate customers – something that it had struggled to do even when it was allowed to – because resource constraints made it hard for its team of 40 field staff to train employees in more than 100,000 retail outlets. Given Kenya’s success with M-Pesa, what options does Tauseef have to make Dompetku a success?

Learning Objective
  • To illustrate the challenges of starting internal growth initiatives with plans to leverage across a multinational company
Keywords
Mobile Financial Services, Banking, Start-up, Growth
Settings
World/global, Indonesia
Indosat, Ooredoo, Services, Telecommunications
2013-2014
Type
Field Research
Copyright
© 2014
Available Languages
English
Case clearing houses
Contact

Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics