Why prepaid business models work so well for the rural and informal economy

We broke down the basic concept of the ‘pay as you go’ or prepaid mobile plan – in general, discounting the details of the various different strategies and pricing/time plans of different countries as a way to begin understanding what is it about this model that makes it work at the BoP.

Could we somehow find a general principle that could then be applied elsewhere, seeing as how successful this model has been amongst the lower income markets?

Fundamentally, all prepaid plans had one lumpsum upfront amount for the starter pack/activation and thereafter could be kept ‘alive’ by a minimum additional recharge or top up accordingly.

That is, this payment plan is flexible – it allows you to decide how much you wish to pay and when, though the absolute minimum frequency does depend on the provider’s rules and this decision making thus puts you in control of how much you spend and when; based on your incoming cash flow and current priorities for your discretionary spending.

Just for comparison’s sake, a mobile phone subscriber on a post paid model would have to pay the amount on the monthly bill by a certain date in order not to fall behind or incur penalties. That is, there is little flexibility (other than making actual changes to which plan you’re on) and the control of when to pay, how much to pay and the frequency of the billing is all in the hands  of the service provider. The user (customer) has little control over time and money.

Now, bringing it back to our findings from the workshop on the financial planning behaviour observed among those at the BoP where we see that it is their ability to control the elements of time – periodicity & frequency; money – cash or goods and also social capital or in this context “trust” that in fact allows them to increase their ability to plan their ‘cash flow’ and ‘working capital’ across their multiple sources of income and resource allocation, thus decreasing the variance between their income and expenditure.

We can already see the fundamental reason why, then, the pay as you go model has been successful for those at the BoP, it is one of the very few that essentially puts control over time and money in the hands of the user (customer) rather than the provider (business). One could, at this point, say that the element of trust or social capital is also involved – just as Ram Babu’s neighbour who loaned him Rs 1300 was willing to let him pay it back in small sums from the money he earned daily from his wheat mill until the total was paid off, the prepaid model does not impose fixed amounts and payment schedules on the user. The transactions occur at the customer’s discretion.

This entry was posted in Analysis, Business Models, Consumer Behaviour, Expenses, Flexibility, Frameworks, Informal & Flexible, Innovation Planning, Mobile platform, Perspective, Prepaid Economy & Informal Sector, Projects and Reports, Research, Rural Economy, User research and tagged , , , , , , , , , . Bookmark the permalink. Post a comment or leave a trackback: Trackback URL.

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