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Branding is also important because it builds a trust relationship between the consumer and the provider. When Safaricom, Kenya's biggest mobile telecom agency, introduced mobile money there was incredible uptake. Interestingly, and with full knowledge that the Government of Kenya wasn't regulating mobile money or guaranteeing deposits via it, people placed large amounts of their savings with a company they only knew through experience using their mobile phone service service (reliable mobile coverage, prepaid phone balances that had integrity and could be checked instantly, etc.).