Companies business:
bKash Limited is a subsidiary of BRAC Bank, started as a joint venture between BRAC Bank
Limited, Bangladesh and Money in Motion LLC, USA.
Its main objective is ensuring access to a broader range of financial services for the people
of Bangladesh.
It focuses to serve the low-income masses of the country to achieve broader financial
inclusion by providing services that are convenient, affordable, and reliable (bKash, 2016).
bKash is the most convenient way of transferring money on their own mobile phones
anytime, anywhere through mobile apps.
bKash has the adaptability to perform transactions 24 hours a day, 7 days per week,
regardless to time and spot.
Their most convenient way of transferring money is, there is No Queues No Waiting.
Anyone can transfer money, send and receive money in a second from bKash wallet
whether he/she is on a bus, train, launch, or anywhere else.
The bKash interface is a very easy and simple instruction based USSD channel.
By dialing *247#, anyone can transfer money just by tapping a few buttons on his or her
mobile phone.bKash ensures the availability of cash in agent stores.
Currently people can open their account by their own.
They don’t need to go physical stores to open their account.
For opening account, people have to open app provide their valid national id cards two side
photo and their current photo.
bKash is the most effortless and most secure way to send or get cash instantly on mobile
phones, across the country. No matter where it is in Bangladesh, bKash is always ready to
serve and provide their service nationwide. bKash concentrates greatly in giving customers
with quality, bother free services.
Exiting business canvas model of bKash:
Key partners: Bkash has partnered with almost all mobile network operators to
provide comprehensive coverage of their services across Bangladesh. Bkash started their
partnerships with Robi Axiata Limited(2011), Grameen Phone(2012), Banglalink (2012) and
Airtel(2013).bKash has also a partnership with visa, Mastercard and so on.
Key activities: bKash currently Providing an efficient, competitive, and simple mobile
banking service in Bangladesh. They are doing good marketing and branding through
traditional newspapers advertisements and billboards.
Key resources: bKash has a strong customer base; they provide different services to
different segments too. As their main service is too serve mass people and encourage them
for cashless digital payment. They have good brand value because of Brac Bank partnership
and Financial recourses.
Customer segment: Firstly, bKash focused on lower class people who did not had
enough banking facilities and remittances problem. When they successfully captured that
area, they targeted mass people like middle class and upper class. Right now, they have
almost 40million customer.
Customer relationship: bKash has helpline numbers to connect with customers more
easily, it ensures fast responsiveness too. For better relationship they offer different
cashback offer on different occasions, they started mobile top-up system for more
convenience, sign an agreement with universities, and so on.
Cost structure: Cost structure is very important for any business for determining their
business model as they have quite expensive & largest mobile online payment system. All
kinds of administrative costs, marketing cost and employees’ salaries are included here.
Different types of fees, agent fees, network provider fee technological fees are playing an
important role.
Channel: bKash sign agreement with different brands, companies, NGOs, mobile
network partners, customer centers, schools, universities, shopping places, travel agencies,
restaurants, and other different media to build awareness about the service.
implemented its innovative marketing strategy which is proven as a profitable step in the
mobile banking industry
Value proposition: bKash users enjoys the convenience of accessing their finances
from their own mobile phones anytime, anywhere by tapping only. They have the flexibility
to transfer, send & receive money, make payment 24/7 regardless of time and place.bKash
service charges are minimal and there are no hidden costs involved.
Revenue model: There are lots of mobile services are available in Bangladesh as
example Rocket, Nagad, Gpay and so on. But bKash revenue model different from other
mobile banking services cause right now bKash has more than 98% users. Though bKash
charge is low but the customer base of bKash is huge.so the number of sending money, cash
in/cash out from agents, cash out from ATMs transaction are huge. And service fee is mainly
is for corporate clients.
