As mobile money services continue to roll out around the world, it is becoming increasingly clear that its uses, and its users, are diverse. To what extent do mobile money providers recognize this diversity and use it as a marketing strategy? I pondered this question as I browsed mobile money television advertisements on YouTube.
Two advertisements in particular stood out for me: M-Pesa's "Send Money Home" advertisement by Safaricom in Kenya, and TchoTcho Mobil's "Keep Cash Safe" advertisement by Digicel in Haiti. They caught my eye because they create a similar scene, yet they are promoting very different uses of mobile money.