Understanding and assessing opportunities in pay buy mobile model


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Mobile Commerce Summit Asia 2010

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Understanding and assessing opportunities in pay buy mobile model

  1. 1. Understanding and Assessing Opportunities in Pay Buy Mobile Model Arief Hamdani Gunawan Innovations in Mobile NFC and the Roadmap that Will Lead Forward
  2. 2. The Core Business As of June 30, 2009 :
  3. 3. Penetration in Telco Industry As of June 30, 2009 :
  4. 4. Pay-Buy-Mobile <ul><li>is a Mobile Network Operator (MNO)-led, </li></ul><ul><li>GSMA initiative, </li></ul><ul><li>for using mobile phones </li></ul><ul><li>to make fast, </li></ul><ul><li>secure payments </li></ul><ul><li>in a retail environment </li></ul><ul><li>using Near Field Communications (NFC)/ </li></ul><ul><li>contactless technology. </li></ul>
  5. 5. Pay-Buy-Mobile initiative <ul><li>34 of the world’s largest MNOs (KTF, AT&T, China Mobile Communications Corporation, Chunghwa Telecom, Far EasTone, Kall, KPN, Maxis, MCI, Meteor, Mobilkom Austria, Mobitel d.d., MTN, NTT DoCoMo, O2, Orange, Pelephone, Partner/Orange, Rogers, SFR, Singtel, SK Telecom, SMART, Softbank, Starhub, Telenor, TeliaSonera, Telecom Italia, Telstra, Turkcell, Vimpelcom, Vodafone, Wind) serving more than 1.3 billion customers have been working together on the Pay- Buy-Mobile initiative, to create and define a global approach to enable NFC payment services on mobile phones. </li></ul><ul><li>Furthermore, the initiative aims to provide a common MNO viewpoint, which is key to enabling the development of a new market and to prevent market fragmentation. </li></ul>
  6. 6. (Business) Ecosystem <ul><li>The Pay-Buy-Mobile ecosystem builds on the traditional payment infrastructure with an expanded value chain incorporating the following players: </li></ul><ul><li>Customer </li></ul><ul><li>Merchant </li></ul><ul><li>Acquirer </li></ul><ul><li>Card Issuing Bank (CIB) </li></ul><ul><li>Payment solution company </li></ul><ul><li>Mobile Network Operator </li></ul><ul><li>Trusted Service Manager </li></ul><ul><li>Mobile Handset Manufacturer </li></ul><ul><li>UICC Manufacturer </li></ul><ul><li>Terminal/Reader Manufacturer </li></ul><ul><li>NFC chip manufacturer </li></ul><ul><li>IC chip manufacturer </li></ul>
  7. 7. Existing credit card ecosystem
  8. 8. Pay-Buy-Mobile ecosystem
  9. 9. Mobile Experience <ul><li>One of the characteristics of a MMT service offered by a mobile operator is that the service is a ‘mobile experience’ in line with characteristics of mobile services in general. </li></ul><ul><li>In some cases, compliance with AML/CFT rules can make a user-friendly mobile experience nearly impossible. </li></ul><ul><li>An example would be the AML/CFT requirement that customers have to identify themselves in a face-to-face meeting in a bank branch with an official paper proof of address . </li></ul>
  10. 10. Business Models
  11. 11. Case Study : Telekomunikasi Seluler Indonesia Number of User per e-Money Player : total 3,2 Mio
  12. 12. Case Study : Telekomunikasi Seluler Indonesia
  13. 13. Case Study : Telekomunikasi Seluler Indonesia <ul><li>Features : </li></ul><ul><li>Cash in </li></ul><ul><li>Purchase </li></ul><ul><li>Online Purchase </li></ul><ul><li>Bill Payment </li></ul><ul><li>P2P Transfer </li></ul><ul><li>Cash Out </li></ul>Number of partners : over 150 companies Merchant Category % Retail 94.0% Fashion/ Life style 1.2% Bill Payment 0.1% Education & University 0.4% Food and beverage 0.8% Insurance 0.0% Portal 0.1% Cellular Shop 0.5% Telkomsel Channel 1.1% Others 1.6%
  14. 14. Thank You [email_address] Innovations in Mobile NFC and the Roadmap that Will Lead Forward