La technologie transforme les habitudes même dans les secteurs d’activités les plus élitistes. Le secteur bancaire n’y échappe pas, bousculé par les opérateurs télécoms avec leur offre de mobile money, répondant ‘’mieux’’ aux exigences d’utilisateurs de plus en plus impatients. Afin de rester compétitives, il s’imposait pour les banques africaines de s’adapter à ce monde nouveau. D’où la création ces dernières années, de produits et services digitaux.
Depuis le milieu des années 2000, les africains profitent des avantages du mobile money. Ce porte-monnaie électronique associé à un numéro de téléphone, se basant sur l’envoi de codes USSD pour réaliser des opérations comme le transfert d’argent, le paiement de factures, l’achat de biens et services… depuis un mobile, sans l’usage d’internet. Un fonctionnement simple qui permet à une forte population non bancarisée de sécuriser son argent, sans subir les contraintes des banques.
 En Côte d’Ivoire le taux de bancarisation tourne autour de 16% contre 44,96% pour le mobile money
C’est-à -dire les longues files d’attentes, la lourdeur administrative bancaire, les pannes de guichets automatiques, l’indisponibilité des agences les weekends et à certaines heures de la semaine. Résultat, l’on dénombre aujourd’hui plus de 100 millions de comptes mobile money actifs sur le continent. Un chiffre très au-dessus de celui des banques.
Pour exemple, en Côte d’Ivoire, tandis que le taux de bancarisation tourne autour des 16%, celui de la pénétration du mobile money est de 44,96%.
Ainsi, on constate clairement que c’est une concurrence rude que les opérateurs télécoms font aux banques, même si elles n’évoluent pas dans le même secteur d’activité.
Et comme si cela ne suffisait pas, ces telcos sont passés à la vitesse supérieure, à l’instar de Econet qui est entré en possession de Tn Bank en 2012, devenu Steward bank, puis MTN et Orange, qui ont obtenu en 2016 un agrément de la BCEAO, pour l’émission, la gestion et la distribution de monnaie électronique. Le dernier cité a même présenté en septembre, sa carte visa prépayée, fonctionnelle dans les pays de l’UEMOA. De quoi à inquiéter sérieusement les établissements banquiers. Car sur le continent, les chiffres parlent pour les opérateurs de téléphonie mobile.
A titre illustratif, Orange détient 100 millions de clients, alors que Standard Bank, la plus grande banque d’Afrique n’en compte que 15 millions.
Afin de survivre face à ces nouveaux acteurs, les banques ont remis en cause leur capacité d’adaptation aux exigences et besoins des clients. Car il faut le dire, si d’un côté 40% des africains préfèrent utiliser les canaux numériques pour leurs transactions, de l’autre il y’a des banques qui enregistrent d’énormes pertes. Celles de Ecobank par exemple, s’élevaient à 131 millions d’euros en 2016.
Il s’imposait donc pour elles d’aborder un virage numérique visant à transformer leurs deux principales faiblesses, à savoir les limites d’une agence physique et la percée des opérateurs télécoms. Henri-Claude Oyimba, PDG du groupe BGFI Bank affirmait d’ailleurs à cet effet que « la fintech est l’avenir de la banque ».
Deux options se présentaient donc à elles. La première consistait à se réadapter au marché tout en développant leurs propres plateformes digitales, avec le risque du temps que cela prendra. La deuxième, plus rapide à mettre en place, était de s’associer aux telcos.
Stratégie 1 : s’associer aux opérateurs télécoms
Bien entendu, pour aller vite, les banques ont opté pour la première option. Pour ce faire, elles ont de prime abord choisi de s’unir à ces opérateurs venus les titiller sur leur secteur. Ainsi, depuis quelques temps, dans certaines banques il est possible de réaliser des transactions Mobile money, allant du simple transfert d’argent au retrait Mobile money au GAB, sans carte bancaire. D’autres permettent même de lier compte Mobile Money et compte bancaire.
Bridge Bank va encore plus loin dans son partenariat avec MTN en Côte d’Ivoire en lançant le premier service de micro-prêt et micro-épargne sur mobile. Désormais, l’institution bancaire permet à tout individu non bancarisé, détenteur d’un compte ‘’MoMo Kash’’ (MTN Mobile Money) de bénéficier de divers avantages dont l’ouverture d’un compte d’épargne sans formalités administratives, accessible, sécurisé et rentable avec jusqu’à 7% d’intérêts. En sus, il est possible pour le client d’obtenir un prêt à partir de son téléphone, sans constituer un dossier de demande, qu’il peut retirer dans tout point Mobile money.
Toutes ces initiatives reçoivent un accueil favorable de la part de la population, qu’elle soit bancarisée ou pas. Mais, les banques ne comptent pas s’arrêter en si bon chemin et proposent déjà des applications maison.
Stratégie 2 : Se renouveler en développant ses propres offres digitales
Avant la dynamisation du secteur de la finance par les opérateurs de téléphonie mobile, la présence des banques sur le digital se limitait à de simples sites web présentant l’ensemble de leurs produits.
Les choses ont bien changé depuis, car elles prennent véritablement en compte le digital dans leur développement.
Ainsi, des applications ont été déployées donnant la possibilité depuis un smartphone d’avoir accès aux services habituels de la banque, sans se déplacer (ouverture de compte, accès aux produits d’épargne, d’assurance et de crédit, consultation de compte, etc.). On parle alors de banque mobile ou mobile banking.
C’est le cas de l’appli Ecobank Mobile qui propose en plus, l’envoi d’argent à des clients non bancaires dans 33 pays d’Afrique, l’achat sans espèces via QR codes en magasin, le paiement de factures… et de Manko au Sénégal ou Yup en Côte d’Ivoire de la Société Générale, qui se constituent en portefeuilles électronique.
Du côté du nigérian United Bank for Africa (UBA), l’on a plutôt opté pour un assistant virtuel dit chatbot. Une innovation dans le paysage bancaire africain. Son nom, Léo. Un banquier virtuel venu « révolutionner la banque numérique en assistant les clients, lors des transactions bancaires via une plateforme développée notamment avec Facebook Messenger » déclarait Bola Atta, directrice marketing du Groupe UBA lors de la cérémonie de lancement de cet agent conversationnel.
Toutes ces plateformes sont dans bien de cas le résultat de partenariats avec des entreprises du numérique, comme Microsoft partenaire d’Ecobank ou Tag Pay, acteur aujourd’hui important de la fintech africaine. L’entreprise affirme pouvoir « créer un système bancaire 100% digital en seulement trois mois à des tarifs très compétitifs ».
Ces partenariats sont la meilleure parade trouvée par les banques pour éviter de repenser les procédures et réfléchir sur les technologies adéquates. Car selon Yves Eonnet, fondateur de TagPay, « Digitaliser, c’est remplacer complètement le système d’information autour duquel une banque est organisée. Ce n’est pas mettre une application sur un vieux corps ».
Toutefois en Afrique, tout le monde ne vit pas dans les grandes villes et ne dispose pas d’internet.
La solution qu’a trouvé les banques, se déplacer pour proposer des produits simples. Mais là encore, le digital n’est pas loin.
En effet, quand TMB créé un réseau de commerçants en s’associant à la poste congolaise, ou quand Ecobank signe un accord avec OiLibya pour distribuer ses produits financiers dans les stations-service de 18 pays, leurs commerciaux sont toujours équipés de tablettes. 
Une méthode également employée par les institutions de microfinances, comme KWFT et Musoni au Kenya, ou encore Caurie-MF et Microcred au Sénégal. Oui ! Elles ne restent pas en marge de cette ‘’e-révolution’’ qui affiche des résultats déjà satisfaisants.
Ade Ayeyemi, directeur général de Ecobank se félicite même de la croissance de près de 40% du portefeuille clients du groupe, et cela grâce aux transactions réalisées via l’application Ecobank Mobile. Au Kenya, pays du M-Pesa, pionnier du Mobile Money, Equitel et Eazzy Banking ont enregistré chacune 251,6 millions et 92,8 millions de transactions, réalisées essentiellement en dehors de leurs agences. Plus bas, dans le sud de l’Afrique, celles de Standard Bank via son appli mobile croissent de 100% en moyenne par an depuis 2015.
Comme on peut le constater à travers cet article, les banques comptent bien profiter du digital pour pourquoi pas, damer le pion aux opérateurs de téléphonie mobile sur le marché de la fintech. Un défi louable.
Cet article est apparu pour la première fois dans Strat’Marques Magazine
Rodrigue SK
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