Big on activation, mobile wallet players hold camps to educate masses

The app for rural consumers has to be simple and menu-driven, devoid of any elitist features

Post-demonetisation, mobile wallet service providers have come into their own. A number of players are seizing this as an opportunity to increase their engagement levels with potential users, particularly in rural areas that appear to be grappling in the dark as the government nudges people to go cashless. The rules of engaging potential mobile wallet users in villages and Tier-II and Tier-III towns is in stark contrast to big print adverts and digital communiqués targeted at urban users.

For the mobile wallet industry, the mantra to winning over rural folks lies in being closer to them and engaging them on