“A collection of thought leadership and the pursuit of success……”
FOREWORD        Standing at the dawn of the mobile commerce era, we are all searching for the best strategies,reconsiderin...
Neoedge is a top-notch business media and consulting company that aims to serve the corporate worldwith integrity and exce...
TABLE OF CONTENTSForeword ...................................................................................................
Mobility: The New Way to Connect With Your Customers ........................................................................
EXECUTIVE SUMMARYWith many countries represented at the 5th Mobile Commerce Asia event in March 2012 and over 30speakers c...
Once you have the ecosystem working, it’s clear that a thumb friendly, whitespace loving, HTML5 mobilesite is needed for s...
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5th Mobile Commerce Summit Asia report (Preview)

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  1. 1. “A collection of thought leadership and the pursuit of success……”
  2. 2. FOREWORD Standing at the dawn of the mobile commerce era, we are all searching for the best strategies,reconsidering what we really want, what is important and how the myriad of technology can help us. Allover Asia, be it through feature phones or smart phones, mobile commerce initiatives are being plannedand implementations are ongoing. Mastery of commercial and technical knowledge needs to be inharmony. We are all at the tipping point. It is therefore an absolute pleasure for us to organize the 5thMobile Commerce Summit Asia 2012. The insightful presentations, thedelightful delegates and subsequently, the positive camaraderieculminate into a valuable event for everyone. Here at Neoedge, our work always starts with value. We place paramount importance inmaximizing value creation for everyone. This is the key consideration that led us to produce this report.The unique plethora of knowledge, key data and thought leadership created is so irresistible that we felt ithas to be somehow captured, compiled and packaged as that extra ‘’value’’ for you. Together with the CEO of ZenithMist, Christopher Dadd, a well respected industry expert and writer, we have reviewed the presentation slides, listened to key points in the audio and carefully crafted the vast amount of knowledge into one unique comprehensive report. This report may act as your reference if you seek inspiration for best practices, your roadmap asyou implement your next mobile payment platform, the ignition to kick start those brainstormingsessions, your guide as you are segmenting your customers or even as your blueprint if you are startingout your own mobile commerce venture!Whatever your needs are, we hope this report will make your Neoedge experience more complete.We look forward to welcome you again next year!
  3. 3. Neoedge is a top-notch business media and consulting company that aims to serve the corporate worldwith integrity and excellence by providing cutting edge business intelligences and creating high valuenetworking opportunities.Neoedge identifies pressing issues that the corporate world is facing. Our events are developed based oncareful and original research including extensive and direct interactions with potential participants in themarket. Neoedge events are distinguished by delivering premier value to customers in a sustainablemeans.Neoedge is headquartered in Singapore. We have been organising premier events all around the worldincluding in Port of Spain, San Juan, Rio de Janeiro, Hamburg, Accra, Johannesburg, Cape Town, Nairobi,Dubai, Kabul, New Delhi, Mumbai, Bangkok, Hanoi, Ho Chi Minh, Penang, Kuala Lumpur, Singapore,Jakarta, Perth, Manila, Hong Kong, Shenzhen and Shanghai.Neoedge is your long term reliable corporate business partner. Mobile Commerce ASIA eZines,Twitter: @telecommentary Event Hashtag :#5MCSA Chapter: Foreword
  4. 4. TABLE OF CONTENTSForeword .................................................................................................................................................................................................... 2Executive Summary................................................................................................................................................................................ 6 About the report authors ............................................................................................................................................................... 7 Herman Zaidin..................................................................................................................................................................................... 7 Chris Dadd............................................................................................................................................................................................. 7At the Heart of the Money Flows ...................................................................................................................................................... 8 Complementing classic Money Transfers with International Airtime Transfer Services ................................. 8 Effective Strategies to overcome the complexities in interoperability...................................................................... 9 Mobile Commerce: Perspectives from VCs.......................................................................................................................... 10 Customer Convenience and Trust as a Critical Success Factor in Deploying Successful Mobile Payments Processes ............................................................................................................................................................................................ 11 From Mobile Applications to Lifestyle Container............................................................................................................. 13The Body of the Mobile Money Business ................................................................................................................................... 14 Philippines: The Globe GCASH Success: A Case Study of Critical Success Factors & Crucial Lessons in Successful Implementation ........................................................................................................................................................ 14 Philippines: Rural Banks Leveraging Mobile Money to Increase Access to Banking Services ..................... 15 Malaysia: towards a successful remittance business between banks and telecom operators; DiGi’s Position................................................................................................................................................................................................ 16 India: Refining Money Transfer for the Unbanked .......................................................................................................... 17 Indonesia: Regulators as catalysts and drivers for mobile Commerce................................................................... 18 Indonesia: Lessons Learned....................................................................................................................................................... 19 Indonesia: Harnessing the Potential and Development of Mobile Commerce .................................................... 20 Sri Lanka: Bank of Ceylon’s Journey....................................................................................................................................... 22 UAE: Engaging the mobile workforce – leveraging mobile platforms .................................................................... 23 Bangladesh Overview ................................................................................................................................................................... 24 Bangladesh:Commercialization and post-commercialization of Mobile Commerce services...................... 25 Nepal: Mobile Payment Eco-System & Emerging Landscape in Developing Countries .................................. 27 Movenbank Mobile: Ulimate Context..................................................................................................................................... 28Making Sense of it All.......................................................................................................................................................................... 29 Mobile Advertising & Mobile Commerce.............................................................................................................................. 29 Rethinking web and mobile ....................................................................................................................................................... 30 Overcoming a Key Weakness: How to Build and Keep your Customers’ Trust in the Mobile Channel.... 31 Yoose’s Location Based Targeting & Mobile Couponing ............................................................................................... 33 Group buying and the transition to mobile commerce .................................................................................................. 34 From Customer Adoption to Retention................................................................................................................................. 35 Panel discussion: Mobile Commerce at 313@Somerset -Dissecting the value proposition for merchants Chapter: Foreword and retailers to integrate mobile commerce? .................................................................................................................... 37
  5. 5. Mobility: The New Way to Connect With Your Customers .......................................................................................... 39 Nokia’s LifeTools: New opportunities for Mobile Money ............................................................................................. 41 Applying a sportsman’s mindset to achieve success in your mcommerce business ........................................ 42 1. Think Big start small. .......................................................................................................................................................... 45 2. Ideas need insightful investment and we must fail fast, fix and then we can flourish........................... 45 3. Be Open not closed............................................................................................................................................................... 46 In conclusion................................................................................................................................................................................ 47ZenithMist’s Innovation Post Conference Workshop........................................................................................................... 48Post Conference Workshop by C-SAM ........................................................................................................................................ 50 Creating and Optimizing the Mobile Wallet: Current Issues, Latest Developments and Effective Solutions ............................................................................................................................................................................................. 50Sponsors & Supporters ...................................................................................................................................................................... 51Disclaimer................................................................................................................................................................................................ 53 Chapter: Foreword
  6. 6. EXECUTIVE SUMMARYWith many countries represented at the 5th Mobile Commerce Asia event in March 2012 and over 30speakers covering all aspects of mobile money from the ecosystems up to the user experiences on thedevices, a vast amount of experience was shared between leaders.A mobile phone changes lives, across borders. Money and airtimes reaches people in places wheretraditional channels couldn’t afford to reach: dispersing payroll, loans, and tickets and enabling billpayments, purchase of goods and loyalty rewards. Let’s consider the mobile market as a whole for amoment: • In 2011 the mobile industry generated US$1.5 trillion in revenues and invested US$189 billion in capex. • The mobile industry currently employs more than 8 million men and women, and contributes US$617 billion to public funding. • Mobile operators contribute approximately 1.5% of the world’s GDP. • 1.5 billion SIM-based NFC handsets will be sold between 2010 and 2016, representing a cumulative transactions value of over $50 billion. • According to the World Bank, a 10 per cent increase in Mobile penetration drives a 0.6 per cent increase in a developed country’s GDP, a 0.81 per cent increase a developing country’s GDP and in low to middle income countries, a 10% increase in Mobile Broadband penetration yields a 1.4 per cent increase in GDP. 1% of the worlds landmass will contain 90% of people by 2020 (up from 75%).The remittance market opportunity is driving much of the excitement from banks and mobile operators.The World Bank forecasts that remittance flows to emerging markets will rise from US $325b to $404b in2013. Of this total, Juniper Research and Berg Insight think$65b will be mobile in 2014 and by 2015 generating $6.2 ‘’ The mobile industry can learn from thein commissions. As Frederic from BICS reminded us, the introduction of SMS interoperability …complexities of achieving this through an open ecosystem … within seven months of interoperabilityrequires a carefully coordinated effort by money transfer being allowed there was a 350% increaseoperators, banks, regulators, send/receive payment in messaging traffic ’’ (Ovum, 2011)service providers, cash-in/out agents. Across bordersthere are no common minimum rules. Since MMT enablescash to flow around the world, regulators didn’t anticipate customizing the rules for Mobile Network Operators. The good news is that mobile operators went through a similar evolution from bilateral roaming “Facebook has 800m registered users agreements to today’s hub model and arguably banks did but 15% of revenue, based on payments too by joining schemes like VISA, Mastercard etc business from just 1.8% customers.” Jason Tiede, MD, Bank of Amercia The conference highlighted the need to build trusted, robust Merrill Lynch & chairman for Day 1 partnerships and tech. Regulatory compliance was repeated Chapter: Executive Summary as both a benefit and a burden. More people transacting means a bigger interest from crime and therefore the needto watch for fictitious and terrorist names; security flaws in general. Limits for usage have to be enforcedto reduce laundering risks, with strong KYC.
  7. 7. Once you have the ecosystem working, it’s clear that a thumb friendly, whitespace loving, HTML5 mobilesite is needed for smartphone success. After which you simply need to decide where to spend yourmarketing budget by using analytics and location based, social influencing to optimize spend.This report is shaped to fit a human form with a living heart, body and senses model, a metaphor todescribe the hubs like BICS’ HomeSend and Ingenico’s TransferTo that pump the lifeblood of revenuearound the system. Then there’s the complex domestic body of banks, mobile operators and agents suchas DiGi, Indosat, F1soft and Globe. Finally, we explore the services that create the emotionally vitalresponse we get from consumers using mobile through services they touch, see and hear; somethingthat’s shared by dealised, yoose, sprooki, standard chartered and many more.About the report authors Herman Zaidin Herman is the Conference Producer for the 5th Mobile Commerce Summit Asia 2012. From inception to execution, he is responsible for the creative process that leads to the culmination of world class summits and events. In his free time, he is an avid soccer warrior conquering football fields all over Singapore. herman@neo-edge.com | m: +65 6557 9187 | http://sg.linkedin.com/in/hermanzaidin Chris Dadd Chris is founding CEO of ZenithMist and a former GSMA incubation Director, creating game changing ecosystems like NFC for nearly 800 operators. He regularly speaks at, chairs and writes about industry conferences. His agency engages retailers and publishers using m-commerce, m- CRM, m-payments and m-entertainment. Chris runs innovation workshops helping unlock the potential in product development teams. Chris previous innovations include financial apps, merchandising content and multi-country social networking on Operators portals. In his free time, hes a mountaineer, diver, school builder for GivingAfrica.org, musician, avid supporter of his thespian wife and a father of 3. chris@zenithmist.com | @zenith_mist | m: +44 7932976767 | www.linkedin.com/in/chrisdadd Chapter: Executive Summary

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