Customer adoption is the single biggest inhibitor of the widespread growth of mobile financial services, especially in rural communities, and will be discussed in depth during an expert panel discussion at the sixth annual Mobile Money & Digital Payments Africa, which is to take place in Johannesburg from 21-22 May 2014. According to Emma Pearce, program director of the event, the lack of financial education and product design are two of the biggest barriers to adoption in Africa, though by no means are they the only ones.