As part of the implementation of the roadmap on mobile payment, a major lever of the national strategy for financial inclusion, Bank Al-Maghrib has set up, in collaboration with the mobile payment ecosystem, an institutional communication strategy aimed at supporting the implementation of mobile payment and whose main objectives are
- To establish the credibility of this new payment method and the confidence of the public in its use
- To popularize the uses of mobile payment
- Promote the brand name MarocPay to the general public.
To this end, the Groupement du Paiement Mobile Maroc (GP2M), for which the implementation of institutional communication is one of its main missions, has developed a media content composed of several TV and radio spots produced in a didactic and simplified manner, accompanied by practical cases for better information about mobile payment.
Similarly, the Digital Development Agency, as a stakeholder in the National Strategy for Financial Inclusion and as part of the implementation of its action plan on the development of digital inclusion, has signed a partnership agreement with GP2M to help expand the dissemination of this institutional communication to promote and accelerate the adoption of mobile payment at the national level.
Thus, and in application of the provisions of this agreement, ADD and GP2M have launched a media campaign (broadcasting of the aforementioned TV and radio spots), scheduled to run for a period of 3 months, dedicated to the promotion of mobile payment and the MarocPay brand among the general public.
As a reminder and according to the statistics published by Bank Al-Maghrib at the end of 2021, 19 M-Wallets offers have been presented on the market, of which 13 were issued by payment institutions, totaling more than 63 million M-Wallets issued.
