Yemi Atanda, Group Head of ePayments at Guaranty Trust Bank (GTB), takes us behind the scenes of GTB 737, GTB's wildly successful USSD service.
Yemi shares the origin of 737, from how they selected the specific numbers 737, to usage trends, to the wildly successful mass marketing campaign that helped introduce the financial product to everyday Nigerians.
01:06 - Yemi's journey from mechanical engineering to digital banking
03:34 - What USSD is, and how 737 came to be
11:56 - Building out 737 with human-centered design
13:22 - The various use-cases for 737, and the one that trumps them all
16:55 - [Paystack Merchant Alert] Introducing Renmoney paystack.com/renmoney
17:46 - The typical 737 customer
19:08 - How the team came up with the popular 737 jingle
20:25 - Marketing 737 to the average Nigerian
22:17 - Preventing fraud on 737
23:50 - Exploring plans to expand 737 outside of Nigeria
25:27 - Learning about Nigerian behaviour through the lens of 737 usage trends
27:23 - The future of 737 as a USSD service
30:59 - The most important question
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