Abstract:
The primary objective of this study is to assess the challenges, opportunities, and key factors influencing customers’ intentions to adopt and consistently use the Tele-Birr mobile money service. A sample size of 382 respondents was selected for the study using a convenience sampling method. Data collected through structured questionnaires designed to capture participants' experiences, attitudes, and behavioral intentions regarding the use of Tele-Birr. Key challenges identified by the majority of respondents include resistance to technological change among certain segments of society, the difficulty in establishing a widespread and efficient agent network, and the lack of reliable customer support services. Despite these challenges, the study also highlighted several opportunities for growth. A considerable number of respondents identified favorable conditions for the expansion of Tele-Birr. These include the Ethiopian government’s commitment to strengthening the innovation, the opportunity for Tele-Birr to leverage the advantages of being a late adopter in a rapidly growing digital finance market, the rising number of educated individuals who are more likely to adopt digital financial services, and the gradual improvement in the banking habits of the general population. The study’s statistical analysis further supports these findings. This means that customers’ intentions to adopt and use Tele-Birr are largely influenced by their perceptions of how easy the service is to use, how beneficial they believe it to be, how much they trust the system, and their assessment of potential risks associated with using the service. In conclusion, while the Tele-Birr mobile money service faces several challenges in terms of societal resistance, agent network limitations, and customer support shortcomings, there are significant opportunities for growth. By addressing the identified challenges and leveraging the favorable conditions for mobile money expansion in Ethiopia, Ethio-Telecom can position Tele-Birr as a key player in the country’s digital financial services sector, helping to promote Top Management, greater financial inclusion and economic development
