M-Rewards enables shoppers to earn points at checkout, based on items bought. These points translate to prepaid mobile phone minutes, which are automatically credited the next day.
The programme leverages widespread use of prepaid mobile cards in many developing countries. "It addresses the fastest-growing household expenditure in Asia — mobile phone usage," said Charles Kruse, MD of M-Cashback, the technology provider of M Rewards.
The programme leverages widespread use of prepaid mobile cards in many developing countries. "It addresses the fastest-growing household expenditure in Asia — mobile phone usage," said Charles Kruse, MD of M-Cashback, the technology provider of M Rewards.
"It's particularly suitable here where, according to research, consumers value their mobile phone more than their wallet or handbag."
The scheme has been adopted by retail giants such as Big C, Tesco and Watsons in Thailand; Carrefour in Indonesia; and Robertson's and Waltermart in the Philippines. The company is now eyeing ventures in India, Malaysia, Vietnam and Cambodia.
