The Case of Easypaisa

The Case of Easypaisa


A business case study is an in-depth investigation and analysis of a real-life situation faced by a single individual, group or an organization as a whole. Be it a decision, challenge, or a market gap / opportunity, a case contains all the information and data points available to the ‘protagonist’ of the case about the issue under consideration.

Key Elements of a Case Study

A full-blown case study has the following key elements:

► A protagonist who is usually the decision maker who is faced with a problem that needs to be solved

► A problem statement and description of its context

► Supporting data that provides depth and validity to the research as well as lends meaningful insights into the setting of the problem or challenge at hand. This can include (but is not limited to): data tables, documents, spreadsheets, quoted statements and audio/video testimonies.

A typical case study discusses the real-world application of business principles/theories/models. A digital interactive case study, however, makes the descriptive research more interactive and engaging. Rich, data-driven content together with interactive technology enables educators and trainers to achieve the set teaching objectives whilst creating an overall interesting and compelling learning experience.

A digital interactive case study helps students develop their skills in:

► Analytical reasoning and interpretation of data gathered through qualitative and/or quantitative research

► Critical thinking

► Problem solving

► Decision making

► Dealing with ambiguous situations in large, complex organizations

In a first for Pakistan, Telenor Pakistan and Tameer Microfinance Bank launched Easypaisa in 2009, with the goal of financial inclusion of the unbanked masses of the country.

Until 2014, Easypaisa retained its competitive position in the market, enjoyed a large market share and positioned the brand uniquely to generate higher profit margins. However, with the introduction of other and equally good mobile financial service alternatives in the Pakistani market, Easypaisa continues to struggle to regain its lost market share and reposition itself as the market leader.

This case will explore the rise and fall of Easypaisa’s market share in the rapidly growing mobile financial services industry in Pakistan.

For MBA, EMBA and/or Executive Education programs.

In this case, learners will learn:

► How a company can gain first-mover advantage through a technology breakthrough and become a market leader

► How to identify a sweet spot and fill the market gap through value innovation, a key principle of blue ocean strategy

► How new entrants capture consumers by creating me-too product offerings or making them better or cheaper

► Teaching note and other Teacher Support materials such as videos, data files etc.

Publishing Date: September 26, 2018

Discipline: Marketing

Subjects: Principles of Marketing, Marketing Strategy, Marketing Management, New Product Development, Value Innovation

Industry: Mobile Financial Services

Region: South East Asia

Length: 3 hour read

► If you're an educator/trainer, go to our Contact Us page and leave us a message.

► Our team will contact you to verify and schedule an appointment with you in order to discuss your course/training requirements. Access to the case study will be given only upon full receipt of the payment.

► You will be provided with free, on-site training by EdTech Worx's subject matter experts. Relevant Teaching Support materials (videos, notes etc) will also be given on the training day.


The Case of Easypaisa is frequently used with the following products: 

Marketing Essentials (Digital Interactive Book)

Marketing Essentials (Blended Learning Course)

Marketing Essentials (3 - Day Boot Camp)

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If you are not sure whether you should buy the full-fledged products, register for a free & unlimited access to our sample online courses and get a sneak peek of our digital interactive learning platform:

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About the Author

Dr. Farrah Arif

With a PhD from University of Cambridge and a distinguished career as educationist, corporate trainer, strategic thinker and marketing consultant, Dr. Farrah Arif, Founder & CEO EDTechWorx and LUMS Executive in Residence, has helped many organizations optimize their business strategy to drive sustainable revenue growth and profits. Her areas of specialty are Business Digital Transformation Strategy, Marketing in the Digital Age, Consumer Data Analytics and Simulation, and Design Thinking.

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01:12am - Jan. 2, 2021