The e-wallet in SEA: How brands can also make it a vehicle for inclusion and change

Amid the changing notion of what an e-wallet is and what it can contain, The Secret Little Agency’s Eunice Tan says brands can help consumers to understand that the platform is not just a new lifehack for instant money, discounts and rewards.

This article is part of a Spotlight series on e-wallet marketing in Southeast Asia. Read more

Southeast Asia is one of the most rapidly developing regions in the world, with projected economic growth rates averaging 5.1% for member states of ASEAN or the Association of Southeast Asian Nations. Yet, banking penetration numbers reveal something more striking – half of the region’s population is unbanked with no access to banking facilities, let alone a savings account or access to credit facilities.

The reality is that in Southeast Asia it’s easier to obtain an internet connection than a bank account. It’s...

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