MOBILE CONSULTING FOR GLOBAL CPG DELIVERING THE BUSINESS CASE AND ROADMAP TO BUILD A MOBILE COMMERCE PLATFORM IN EAST AFRICA Through in-depth market these carriers in a market, where research, OgilvyRED was able to consumers would typically carry convince local carriers in Africa multiple SIM cards. that their mobile payments system should be evolved Furthermore, mobile payments from a peer-to-peer system were introduced for payments to a system that allows for along the supply chain from payments at retailers. Costs for distributor to retailer. The the SMS, that were required to risk of fraud and simple cash make payments, were absorbed theft was mitigated and all by the carriers. This in return transactions could electronically created brand preference for be accounted for. 74