This study reviews key factors that led to the phenomenal growth of mobile money banking services in Kenya using M‐PESA, “mobile cash money”, the leading mobile money service provider as a case study. The study considers the outstanding challenges experienced by users, possible solutions and future trends. These aspects are covered through a critical review of existing literature, secondary data and a survey targeting mobile phone users living in the major urban centers, considered to be the early adopters of new technologies in Kenya. Several lessons learnt from the mobile money rollout in this Kenyan experience are identified for future researchers and practitioners.

Reducing the global diseases burden requires effective diagnosis and treatment. In the developing world, accurate diagnosis can be the most expensive and time-consuming aspect of health care. Healthcare cost can, however, be reduced by use of affordable rapid diagnostic tests (RDTs). In the developed world, low-cost RDTs are being developed in many research laboratories; however, they are not being equally adopted in the developing countries. This disconnect points to a gap in the design philosophy, where parameterization of design variables ignores the most critical component of the system, the point-of-use stakeholders (e.g., doctors, nurses and patients). Herein, we demonstrated that a general focus on reducing cost (i.e., “low-cost”), rather than efficiency and reliability is misguided by the assumption that poverty reduces the value individuals place on their well-being. A case study of clinicians in Kenya showed that “zero-cost” is a low-weight parameter for point-of-use stakeholders, while reliability and standardization are crucial. We therefore argue that a user-driven, value-addition systems-engineering approach is needed for the design of RDTs to enhance adoption and translation into the field.

Birth registration imposes major challenges in developing countries, with importance to rights, health and all levels of development. Despite targeted initiatives, often with focus on improved access and information, universal registration has been elusive. Using cross-sectional survey from Kenya, we provide new evidence for why parents may not register. We report high awareness, low barriers -however with over 50 per cent of children unregistered. We argue this is due to deliberate, informed choice by parents where they weigh perceived costs/benefits. We recommend new focus on this deliberation and policy piggybacking hospital delivery, vaccination and information and communications technology to re-balance parent decision.

Purpose The purpose of this paper is to investigate how technological innovations mitigate inefficiencies in marketing channels in the context of microfinance markets in emerging markets. By examining in detail, specific market inefficiencies that inhibit the efforts of micro and small enterprises to access microfinance in emerging markets and the use of technology to alleviate these failures, the authors bridge the literatures on marketing channel inefficiencies and technological innovation relevant to emerging markets. Design/methodology/approach The authors use a qualitative method in the form of phenomenological interviews and participant observation in Ghana, West Africa, to investigate the research question. Findings The three themes that arise from the findings are: channel structure and structure selection; power-dependence relationships and relational outcomes; and conflict mechanisms and control behaviors. Customerization of technology is observed to mitigate inefficiencies in mobile marketing channels by facilitating data sharing, reminders, peer referencing and other marketing strategies of awareness, affordability, access and scalability. Research limitations/implications The limitations of this study are the fact that the context of the study is only one emerging market country – Ghana. This market is however experiencing dynamic changes in mobile technology innovations that is revolutionizing the microfinance industry. Practical implications Mobile money innovations have advanced the scope of marketing channels to the point that an updated perspective of the role of mobile technology in mitigating marketing channels inefficiency is both appropriate and timely. Originality/value The authors make the contribution of customerization as an aspect of mobile technology that is a key enabler in microfinance marketing channels, serving to mitigate microfinance market inefficiencies. Additionally, the study augments theories on the marketing channels framework by contributing perspectives on mobile technology.