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Ovum has conducted two parallel surveys – one of 1,800 mobile financial services (MFS) consumers and one of 49 MFS providers – assessing the status and impact of loyalty programs linked to MFS across nine mature and emerging markets.


  • The consumer survey showed that loyalty programs can have a powerful positive effect on MFS users. The overwhelming majority of respondents (69%) said they would definitely use MFS or a mobile wallet service more if they were rewarded for doing so.

Features and Benefits

  • Reveals which types of loyalty rewards and features consumers like best.
  • Explains why tiered loyalty programs are so powerful.
  • Advises on actions that can make loyalty programs more compelling.

Key questions answered

  • Can loyalty programs drive usage of MFS and payments?
  • What benefits can loyalty programs bring to an MFS provider?

Table of contents


  • In brief
  • Ovum view
  • Recommendations for service providers

The big picture: MFS loyalty program deployment and user adoption

  • MFS providers demonstrate commitment to loyalty programs
  • Service providers that do not offer loyalty programs are losing out
  • Loyalty brings multiple strategic benefits across the business
  • More than half of MFS users have not yet registered for loyalty programs
  • More effective marketing and education are needed

Loyalty program rewards and structure

  • Rewards that help save money are most appealing
  • The power of tiered loyalty programs
  • Payment cards and loyalty

MFS loyalty program features

  • Gaps in platform capabilities and the features users prefer
  • Enabling flexibility and convenience is critical for success
  • Selecting the next wave of winning features

Personal data in the loyalty domain

  • Sensitivity around personal data is an issue for loyalty programs


  • Survey methodology
  • Further reading
  • Author

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