ANZ Bank launched WING commercially in Cambodia in 2009 as the first mobile money business in the country, before any regulatory guidelines had been drawn up.
Over the next three years the WING mobile phone banking service became available in rural areas of Cambodia. It helped rural farmers, micro businesses and individuals to be linked into the growing commercial sector.
The programme was supported by the Australian Government’s Enterprise Challenge Fund (ECF). The ECF targets multi-sector, pro-poor market development interventions in nine countries across South East Asia and the Pacific Islands.
The report reviews various key elements of the mobile money business model. It compares the experiences of WING to those of other mobile money deployments elsewhere in the world.
Some of the lessons drawn from WING echo and re-enforce others in the industry. The knowledge acquired and novel approaches provide alternative contributions to the development of this relatively new industry.