Western Union’s entry is good for mobile remittances industry

Western Union, GSM Partner for Global Mobile Money Transfer Service was the headline of a press release a couple days ago.

We expected to see this announcement some time ago (even before the GSMA announcement in February). It will be very interesting to see how Western Union launches a mobile offering without creating conflict for their franchisees.

This is good news for the mobile payments industry – the most difficult and expensive part of building a new market is converting non-customers into potential customers. Western Union will spend a significant amount of money educating their consumers about the safety and convenience of mobile remittances. Once they have done the heavy lifting, it wil be easier (and cheaper) for competitors to lure away the converted users with better services and pricing.