The increasing availability of digital services as part of the goal to achieve greater financial inclusion in Africa is being hindered by a lack of trust by consumers. Digital security company Gemalto says securing connections for digital services is the way to increase uptake around the continent.

Sherry Zameer, Senior Vice President, Africa Sales at Gemalto says widespread use of digital services like mobile money solutions hinges on increased trust by end users. "The way that we react to services depends on how much one trusts the technology that drives the service itself. That is the big word of today - trust. If you can trust that technology you then have a higher probability of actually using that service."

Zameer says changes in the digital market are making trust the differentiator between services. "Uber - the largest taxi firm in the world does not own taxis, the most popular media company - Facebook - does not make any content, the world's most valuable retailer Alibaba carries no stock and the world's largest accommodation provider Airbnb - owns no property. It is quite interesting to see us move into a networked economy where the connection is monetised and we are delivering services over that connection but unless the trust is designed into that connection itself the uptake of those service is inconvenient."

"In a networked economy we are being pushed and driven towards these business models. If you trust your service provider you are then more likely to make use of that service," he adds.

Zameer adds that traditionally consumers in Africa have established trust with service providers that had an office and a logo on the door, and it is important to achieve the same level of trust with digital services.

He says investment in security has become an imperative although it is preceded by other factors including the quality of a connection.

Diverse approach

Gaining the trust of end-users goes even further than security in the digital market and e-commerce ecosystem.

Ahmed Cassim, Chief Commercial Officer at remittance company Hello Group, says they have had to do much more to gain trust including interacting with their customers directly.

"We have had to make use of our deep links in the community. We had to make use of brand ambassadors and community leaders and increase the number of languages in our call centres. The only way you can achieve a high level of trust is by having a person from their community explaining to them in their language. No TV campaign works, you can't buy this trust and it is not easy to achieve but once you are on the other side it is worthwhile."