They are trying to collect small monthly payments for a service that is better than the service these people/businesses already use.

Currently distribution works using mobile payments:

1. Customers pay using telecom companies:

2. A voucher sms is sent out.

3. This voucher can be entered into automated distributed distribution center that will release what the customer bought.

It works surprisingly well, but sometimes they are tempted to use scratch cards in some of the markets.