The launch of Telenor Pakistan EasyPaisa was arguebly the biggest launch of branchless banking in the world this year. With a brilliant marketing campaign consisting of social-media teasers, billboards, double-full page advertisements and a glamourous event, the service was announced last week Wednesday. I think everyone seeing the television advertisements would agree that the campaign was as good as it can be. (See here and here).However, what makes this launch significant, is the fact that Telenor Pakistan subscriber base is close to thirty million in a country of 180 million people. The product was launched with 2 000 agents activated and supported. The service deployed is unique to the culture and needs of this vast country. During the launch the State Bank of Pakistan governor, Syed Salim Raza, publicly gave his support for the service and highlighted the big need for more affordable financial services, where only 12% of the population is served with formal financial services. Read more press here, here and here.