IFCs role in the project will be to provide technical advisory services that will support Airtel Money Uganda and Airtel Money Zambia in deploying their mobile money service. The project comprises; Market research - in Uganda, a market needs assessment will be conducted and an inactivity study in Zambia to help the operations develop a better understanding of their markets financial service needs and user dynamics. This information will help them improve their roll-out plans, product features, pricing and marketing message. Customer acquisition and product development - In both markets, access to formal financial services is low. Marketing mobile money to unbanked users requires a highly interactive approach that uses simplified products that can resonate with entry users day to day needs. This program will help the clients develop and deploy effective customer acquisition strategies and products that address the needs identified in the market research/inactivity studies proposed above. Agent network build out and management - mobile banking deployments need a well-structured agent network/distribution strategy to support the growth, management and oversight of the network. The project will support the clients in achieving this through agent strategy review and operations improvements (including call center in Uganda) and developing/hiring resources needed to manage the agent network. Business modelling - this will involve financial modelling that will help the clients design sustainable operations that are sensitive to pricing for consumers and commissions for the entire value chain. Ultimately, this exercise will focus on ensuring that the business plans for sustainable growth - long term.