India figured this out years ago. Launched a domestic government Visa alternative called RuPay and also launched BHIM - an interface where everyone gets an email address like payment address and can send/receive directly. Both have traction.

Sidenote: A bunch of the payment gateways began integrating BHIM and charging merchants a cut of the sale for what they pay 0 for. Can't see that lasting if people move off V/M completely.