In this video series-2, Daniel Radcliffe, Program Officer, Bill & Melinda Gates Foundation, describes how retail payment systems can reach a critical mass of customers. Daniel notes that agents need to be incentivised in order to encourage them to take up these activities. He also believes that both above the line and below the line marketing is required initially to establish top-of-mind awareness of (and trust in) the service among a large segment of the population. He suggests that the critical mass required for viability of these services varies from country to country.