MPESA Service by Vodafone and Safaricom
The Blue Ocean strategy provides a framework for thinking creatively and differently in business. According to Mauborgbe & Kim (2004), “the real opportunity is the creation of blue oceans of unchallenged market space. One company that has been creative and innovative is Kenyan telecom giant Safaricom, which was largely owned by Vodafone. Safaricom Limited devised a service known as MPESA, the most successful mobile money transfer service that enables millions of people to send or receive money through their mobile phones. Vodafone launched the service in the year 2007. According to Safaricom (2011), the number of MPESA customers is about 15 million ...