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Multiple Perspective of Mobile Money System Development: Action Case of e-Masary Wallet

Mohamad, Mostafa Ragab Ali

[Thesis]. Manchester, UK: The University of Manchester; 2015.

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Abstract

This thesis highlights how the motives, utility and benefits, and challenges of Mobile Money Systems (MMS) shape the financial inclusion in today’s dynamic environment and increase its sustainability. Recently, Mobile Network Operators (MNOs) have been acting as financial service providers to tap the unbanked population at the Base of the Pyramid market (BoP). This approach of bankless banking requires a network of private, non-governmental, retail agents, and governmental organizations to develop and implement a sustainable MMS. Such networks are constantly changing and growing and it is vital for the successful enhancement and evolution of these systems that they adapt to these changes. Appropriate development of a correct system in accordance to different institutions’ needs helps to reconcile different (sometimes conflicting) economic and social goals and maintain high level of sustainability. The environment of MMS development represents a wicked problem situation that requires an inclusive Kantian approach to reconcile the disparate views of individuals, groups, and organizations that constitute this type of information society. "People only see what they are prepared to see" (Ralph Waldo Emerson cited in Holmes, 2007). Interestingly enough that it has been said long time ago and we all know it very well, yet ironically people fail to accept, digest or even see other perspectives or different point of views other than their own (Mitroff & Linstone, 1993). Their various viewpoints are contingent by their indigenous experiences and day-to-day situations and no party can be claimed as the holder of all strands of knowledge or absolute truth. It is argued that while the financial sector in Egypt has been resilient to the global financial crises and the political unrest following the 25th of Jan revolution, it has failed to provide stable and equitable access to finance (Farazi et.al, 2011). During this period of time the position of each actor in the payment and the transfer value chain remains highly awkward in the proposed mobile solutions. Macro-level actors (e.g., Central Bank) do not want to lose control, while others would like to fully control the end-user relationship (e.g., MNOs). Therefore, tussles are likely in any solution, if we want to go forward. This explains why numerous actors which have attempted to launch systems with a full control or who have sought to by-pass the current incumbent (i.e., Microfinance Institutions, MNOs) have faced dismal results. This motivated us to analyze the unique case of e-Masary for mobile money and payment services from multiple perspectives (i.e. From organizational, technical and personal views) (Linstone, 1989). This trilogy will help to investigate how multilayer stakeholders see the benefits and challenges of MMS being developed in the case of e-Masary and how to make it more sustainable. In doing so, the Multiview framework (Avison & Wood-Harper, 1998) has been adopted as a methodology for data collection and interpretation aiming to capture a rich picture of the study results and deeper understanding of the phenomenon.

Layman's Abstract

This thesis highlights how the motives, utility and benefits, and challenges of Mobile Money Systems (MMS) shape the financial inclusion in today’s dynamic environment and increase its sustainability. Recently, Mobile Network Operators (MNOs) have been acting as financial service providers to tap the unbanked population at the Base of the Pyramid market (BoP). This approach of bankless banking requires a network of private, non-governmental, retail agents, and governmental organizations to develop and implement a sustainable MMS. Such networks are constantly changing and growing and it is vital for the successful enhancement and evolution of these systems that they adapt to these changes. Appropriate development of a correct system in accordance to different institutions’ needs helps to reconcile different (sometimes conflicting) economic and social goals and maintain high level of sustainability.The environment of MMS development represents a wicked problem situation that requires an inclusive Kantian approach to reconcile the disparate views of individuals, groups, and organizations that constitute this type of information society. "People only see what they are prepared to see" (Ralph Waldo Emerson cited in Holmes, 2007). Interestingly enough that it has been said long time ago and we all know it very well, yet ironically people fail to accept, digest or even see other perspectives or different point of views other than their own. Their various viewpoints are contingent by their indigenous experiences and day-to-day situations and no party can be claimed as the holder of all strands of knowledge or absolute truth. This thesis offers the Mutlview4 as a contingent methodology for Information System Development (ISD) to analyze the unique action case of e-Masary as an MMS from multiperspectives (i.e. from organizational, technical and personal views). We found these TOP perspectives helpful in investigating how multilayer stakeholders see the benefits and challenges of MMS being developed in the case of e-Masary and how to make it more sustainable. Multiview4 has been developed through a mix of the Multivew2, a framework for MMS development, and action case study. This set of tools have been used to interpret and capture a rich picture of the Egyptian BoP context where e-Masary multidimensional system has been developed. The financial sector in Egypt has been resilient to the global financial crises and the political unrest following the 25th of Jan revolution. However, this thesis pointed out the failure of the financial sector to provide a stable and equitable access to finance to 90% of the Egyptian population who represent the BoP. During this period of time the position of each actor in the payment and the transfer value chain remains highly awkward in the proposed mobile solutions. Macro-level actors (e.g., Central Bank) do not want to lose control, while others would like to fully control the end-user relationship (e.g., MNOs). Therefore, we found tussles facing absolute solution. Instead, we mapped contingent solutions proposed by the key stakeholders. We also explained why numerous actors failed when they have attempted to launch systems with a full control or have sought to by-pass the current incumbent (i.e., Microfinance Institutions, MNOs) have faced dismal results. This thesis contributed to the multiperspectives theory as a theory of information society with practical evidence from the BoP context. This theory has also been used to conceptualize the BoP ICT-based initiatives. Employing action case as a design for data collection also contributed to the rising debate of engaged scholarship to offer solutions that make our lives better (Welsham, 2012). The practical value of our research offer a systematic tool kit for mobile money professionals, developers, regulators, and customers.

Additional content not available electronically

arts of this thesis have been disseminated in the following publicationsJOURNAL PAPERS MOHAMAD, M. EL ALAMOUDY, S. ALNUWAIRAN, M, WOOD-HARPER, T. (FORTHCOMING 2015). How Mobile-Based Visuals Operate as Messages of Information for Different Cultures? Action case in the pilgrimage in Saudi Arabia. Action Research Journale. Special Issue for Action Researchers Engaging with New Technologies and Communicational Forms.BADEWI, A. MOHAMAD, M. SHEHAB, E. WOOD-HARPER, T (ACCEPTED 23RD SEP 2014). Business Innovation in ERP Orchestration Theory: Multicasts from the west and East. Journal of Strategic Information System.MOHAMAD, M. (2011). Mobile Microfinance and empowerment: the case of e-Masary for financial inclusion in Egypt, Strategic foresight, Vol: 2, Issue No: 11, Pp 11-16.BOOK CHAPTERSMOHAMAD, M.R. WOOD-HARPER, A.T & RAMLOGAN, R.R. (2014A). Mobile Financial Services at the Base of the Pyramid: A Systemic view for Cross-Sector Governance and Embedded Innovation. In Zhao, J. De Pablos, P. & Tennyson, R. Organizational Innovation and IT Governance in Emerging Economies. IGI Global. MOHAMAD, M.R. WOOD-HARPER, A.T & RAMLOGAN, R.R. (2014B). Multiview of Mobile Money System Development at the Base of the Pyramid: Case of e-Masary in Egypt after the Revolution. In Zhao, J. De Pablos, P. &Tennyson, R. Organizational Innovation and IT Governance in Emerging Economies. IGI Global. MOHAMAD. M, WOOD-HARPER, T. RAMLOGAN, R, R. (2015). Multiview of Mobile Money System Development at the Base of the Pyramid: Case of e-Masary in Egypt after the Revolution. In Graham, C, Strategic Management and Leadership for Systems Development in Virtual Spaces. IGI Global.CONFRENCE PAPERSMOHAMAD. M, WOOD-HARPER, T & RAMLOGAN, R, R. (AUGUST 2014). Embedded Innovation in Mobile Financial services at the Base of the Pyramid: An Action case to reveal enablers and mechanisms. Proceedings of the AOM Meeting 2014, Philadelphia, Pennsylvania, USA.MOHAMAD, M.R & WOOD-HARPER, A.T (AUGUST 2013). Multiperspectives of Mobile Money Systems Development: Case of e-Masary in Egypt. Proceedings of the AOM Meeting 2013, Orlando FL, USA.MOHAMAD, M. & WOOD-HARPER, A.T (JULY 2013). Using The Base Of The Pyramid Strategy As Lens For Cross-Sector Collaboration In Financial Inclusion: Case Of E-Masary For Mobile Financial Services, Proceedings of the 8th International conference of Critical Management Studies; Technology-Based Classification Processes in the Global Context. Manchester, UK. MOHAMAD, M. (2012). Base of the Pyramid Value Chain As Lens For Cross-sector Collaboration in Mobile Financial Services, Proceedings of the AOM Meeting 2012, Boston, USA.MOHAMAD, M. (DECEMBER 2011). Exploring Accountability and Enterprises at the Bottom of the Pyramid: Case Study for Mobile Microfinance in Egypt. Proceedings of the 2nd International Conference on Entrepreneurial Networking and Learning within Regional Economies; Waterford, Ireland, UK.MOHAMAD, M. (MAY 2011). Exploring Accountability and Enterprise at Mobile Microfinance Initiatives, Proceedings of the 4th Annual Information Studies Postgraduate Symposium, Manchester Metropolitan University-UK. MOHAMAD, M. (2010). Non-Bank Microfinance at the Bottom of the Pyramid: case study of “My Village” by Vodafone Egypt. Manchester Finance Conference. Manchester business School, UK.FUNDING PROPOSALSMOHAMAD. M, WOOD-HARPER, T. RAMLOGAN, R, R. (SEP 2014). Multiview of Virtual Currency Adoption and Systemic Risks: An Action Research on Service Businesses in the UK. Working paper for funding, The Cryptocurrency, The SWIFT Institute London, UK.

Bibliographic metadata

Type of resource:
Content type:
Administered thesis
Form of thesis:
Traditional
Type of submission:
Doctoral level ETD - final
Thesis title:
Multiple Perspective of Mobile Money System Development: Action Case of e-Masary Wallet
Degree type:
Doctor of Philosophy
Degree programme:
PhD Business and Management
Publication date:
2015-06-19T12:40:57
Institution:
The University of Manchester
Location:
Manchester, UK
Total pages:
473
Abstract:
This thesis highlights how the motives, utility and benefits, and challenges of Mobile Money Systems (MMS) shape the financial inclusion in today’s dynamic environment and increase its sustainability. Recently, Mobile Network Operators (MNOs) have been acting as financial service providers to tap the unbanked population at the Base of the Pyramid market (BoP). This approach of bankless banking requires a network of private, non-governmental, retail agents, and governmental organizations to develop and implement a sustainable MMS. Such networks are constantly changing and growing and it is vital for the successful enhancement and evolution of these systems that they adapt to these changes. Appropriate development of a correct system in accordance to different institutions’ needs helps to reconcile different (sometimes conflicting) economic and social goals and maintain high level of sustainability. The environment of MMS development represents a wicked problem situation that requires an inclusive Kantian approach to reconcile the disparate views of individuals, groups, and organizations that constitute this type of information society. "People only see what they are prepared to see" (Ralph Waldo Emerson cited in Holmes, 2007). Interestingly enough that it has been said long time ago and we all know it very well, yet ironically people fail to accept, digest or even see other perspectives or different point of views other than their own (Mitroff & Linstone, 1993). Their various viewpoints are contingent by their indigenous experiences and day-to-day situations and no party can be claimed as the holder of all strands of knowledge or absolute truth. It is argued that while the financial sector in Egypt has been resilient to the global financial crises and the political unrest following the 25th of Jan revolution, it has failed to provide stable and equitable access to finance (Farazi et.al, 2011). During this period of time the position of each actor in the payment and the transfer value chain remains highly awkward in the proposed mobile solutions. Macro-level actors (e.g., Central Bank) do not want to lose control, while others would like to fully control the end-user relationship (e.g., MNOs). Therefore, tussles are likely in any solution, if we want to go forward. This explains why numerous actors which have attempted to launch systems with a full control or who have sought to by-pass the current incumbent (i.e., Microfinance Institutions, MNOs) have faced dismal results. This motivated us to analyze the unique case of e-Masary for mobile money and payment services from multiple perspectives (i.e. From organizational, technical and personal views) (Linstone, 1989). This trilogy will help to investigate how multilayer stakeholders see the benefits and challenges of MMS being developed in the case of e-Masary and how to make it more sustainable. In doing so, the Multiview framework (Avison & Wood-Harper, 1998) has been adopted as a methodology for data collection and interpretation aiming to capture a rich picture of the study results and deeper understanding of the phenomenon.
Layman's abstract:
This thesis highlights how the motives, utility and benefits, and challenges of Mobile Money Systems (MMS) shape the financial inclusion in today’s dynamic environment and increase its sustainability. Recently, Mobile Network Operators (MNOs) have been acting as financial service providers to tap the unbanked population at the Base of the Pyramid market (BoP). This approach of bankless banking requires a network of private, non-governmental, retail agents, and governmental organizations to develop and implement a sustainable MMS. Such networks are constantly changing and growing and it is vital for the successful enhancement and evolution of these systems that they adapt to these changes. Appropriate development of a correct system in accordance to different institutions’ needs helps to reconcile different (sometimes conflicting) economic and social goals and maintain high level of sustainability.The environment of MMS development represents a wicked problem situation that requires an inclusive Kantian approach to reconcile the disparate views of individuals, groups, and organizations that constitute this type of information society. "People only see what they are prepared to see" (Ralph Waldo Emerson cited in Holmes, 2007). Interestingly enough that it has been said long time ago and we all know it very well, yet ironically people fail to accept, digest or even see other perspectives or different point of views other than their own. Their various viewpoints are contingent by their indigenous experiences and day-to-day situations and no party can be claimed as the holder of all strands of knowledge or absolute truth. This thesis offers the Mutlview4 as a contingent methodology for Information System Development (ISD) to analyze the unique action case of e-Masary as an MMS from multiperspectives (i.e. from organizational, technical and personal views). We found these TOP perspectives helpful in investigating how multilayer stakeholders see the benefits and challenges of MMS being developed in the case of e-Masary and how to make it more sustainable. Multiview4 has been developed through a mix of the Multivew2, a framework for MMS development, and action case study. This set of tools have been used to interpret and capture a rich picture of the Egyptian BoP context where e-Masary multidimensional system has been developed. The financial sector in Egypt has been resilient to the global financial crises and the political unrest following the 25th of Jan revolution. However, this thesis pointed out the failure of the financial sector to provide a stable and equitable access to finance to 90% of the Egyptian population who represent the BoP. During this period of time the position of each actor in the payment and the transfer value chain remains highly awkward in the proposed mobile solutions. Macro-level actors (e.g., Central Bank) do not want to lose control, while others would like to fully control the end-user relationship (e.g., MNOs). Therefore, we found tussles facing absolute solution. Instead, we mapped contingent solutions proposed by the key stakeholders. We also explained why numerous actors failed when they have attempted to launch systems with a full control or have sought to by-pass the current incumbent (i.e., Microfinance Institutions, MNOs) have faced dismal results. This thesis contributed to the multiperspectives theory as a theory of information society with practical evidence from the BoP context. This theory has also been used to conceptualize the BoP ICT-based initiatives. Employing action case as a design for data collection also contributed to the rising debate of engaged scholarship to offer solutions that make our lives better (Welsham, 2012). The practical value of our research offer a systematic tool kit for mobile money professionals, developers, regulators, and customers.
Additional digital content not deposited electronically:
arts of this thesis have been disseminated in the following publicationsJOURNAL PAPERS MOHAMAD, M. EL ALAMOUDY, S. ALNUWAIRAN, M, WOOD-HARPER, T. (FORTHCOMING 2015). How Mobile-Based Visuals Operate as Messages of Information for Different Cultures? Action case in the pilgrimage in Saudi Arabia. Action Research Journale. Special Issue for Action Researchers Engaging with New Technologies and Communicational Forms.BADEWI, A. MOHAMAD, M. SHEHAB, E. WOOD-HARPER, T (ACCEPTED 23RD SEP 2014). Business Innovation in ERP Orchestration Theory: Multicasts from the west and East. Journal of Strategic Information System.MOHAMAD, M. (2011). Mobile Microfinance and empowerment: the case of e-Masary for financial inclusion in Egypt, Strategic foresight, Vol: 2, Issue No: 11, Pp 11-16.BOOK CHAPTERSMOHAMAD, M.R. WOOD-HARPER, A.T & RAMLOGAN, R.R. (2014A). Mobile Financial Services at the Base of the Pyramid: A Systemic view for Cross-Sector Governance and Embedded Innovation. In Zhao, J. De Pablos, P. & Tennyson, R. Organizational Innovation and IT Governance in Emerging Economies. IGI Global. MOHAMAD, M.R. WOOD-HARPER, A.T & RAMLOGAN, R.R. (2014B). Multiview of Mobile Money System Development at the Base of the Pyramid: Case of e-Masary in Egypt after the Revolution. In Zhao, J. De Pablos, P. &Tennyson, R. Organizational Innovation and IT Governance in Emerging Economies. IGI Global. MOHAMAD. M, WOOD-HARPER, T. RAMLOGAN, R, R. (2015). Multiview of Mobile Money System Development at the Base of the Pyramid: Case of e-Masary in Egypt after the Revolution. In Graham, C, Strategic Management and Leadership for Systems Development in Virtual Spaces. IGI Global.CONFRENCE PAPERSMOHAMAD. M, WOOD-HARPER, T & RAMLOGAN, R, R. (AUGUST 2014). Embedded Innovation in Mobile Financial services at the Base of the Pyramid: An Action case to reveal enablers and mechanisms. Proceedings of the AOM Meeting 2014, Philadelphia, Pennsylvania, USA.MOHAMAD, M.R & WOOD-HARPER, A.T (AUGUST 2013). Multiperspectives of Mobile Money Systems Development: Case of e-Masary in Egypt. Proceedings of the AOM Meeting 2013, Orlando FL, USA.MOHAMAD, M. & WOOD-HARPER, A.T (JULY 2013). Using The Base Of The Pyramid Strategy As Lens For Cross-Sector Collaboration In Financial Inclusion: Case Of E-Masary For Mobile Financial Services, Proceedings of the 8th International conference of Critical Management Studies; Technology-Based Classification Processes in the Global Context. Manchester, UK. MOHAMAD, M. (2012). Base of the Pyramid Value Chain As Lens For Cross-sector Collaboration in Mobile Financial Services, Proceedings of the AOM Meeting 2012, Boston, USA.MOHAMAD, M. (DECEMBER 2011). Exploring Accountability and Enterprises at the Bottom of the Pyramid: Case Study for Mobile Microfinance in Egypt. Proceedings of the 2nd International Conference on Entrepreneurial Networking and Learning within Regional Economies; Waterford, Ireland, UK.MOHAMAD, M. (MAY 2011). Exploring Accountability and Enterprise at Mobile Microfinance Initiatives, Proceedings of the 4th Annual Information Studies Postgraduate Symposium, Manchester Metropolitan University-UK. MOHAMAD, M. (2010). Non-Bank Microfinance at the Bottom of the Pyramid: case study of “My Village” by Vodafone Egypt. Manchester Finance Conference. Manchester business School, UK.FUNDING PROPOSALSMOHAMAD. M, WOOD-HARPER, T. RAMLOGAN, R, R. (SEP 2014). Multiview of Virtual Currency Adoption and Systemic Risks: An Action Research on Service Businesses in the UK. Working paper for funding, The Cryptocurrency, The SWIFT Institute London, UK.
Keyword(s):
Thesis main supervisor(s):
Thesis co-supervisor(s):
Degree grantor:
Language:
en

Institutional metadata

University researcher(s):
Academic department(s):

Record metadata

Manchester eScholar ID:
uk-ac-man-scw:266864
Created by:
Mohamad, Mostafa
Created:
19th June, 2015, 11:40:57
Last modified by:
Mohamad, Mostafa
Last modified:
2nd July, 2020, 11:29:01

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