Guest editorial.

The study found that the low-income customers of retailer financial services and mobile bank financial operators find value in these customer experiences and that these experiences can be associated with enhanced financial inclusion. The growth potential of sub-Saharan Africa (SSA) is well documented in practitioner reports (e.g. PricewaterhouseCoopers (PWC), World Bank and McKinsey). Hence, in this environment, traditional financial services marketing strategies may need refinement to allow for the provision of compelling value propositions that will resonate in the SSA marketplace and that may truly appeal to their needs and interests. [Extracted from the article]

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