M commerce Latin America
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Mobile commerce in Latin America

Mobile commerce in Latin America

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  • Connectivity WS IDI Expert Setup 2012-10-15 , Rev
  • Connectivity WS IDI Expert Setup 2012-10-15 , Rev More than 1 Million respondents in more than 70 countries since ConsumerLab started 1995. Every year, ConsumerLab interview 100 000 people in more than 40 countries and 10 megacities, representing the views of 1.1 billion people
  • Connectivity WS IDI Expert Setup 2012-10-15 , Rev The service (m-commerce) could be: • Transactions, payments or remittance via mobile phone • Providing connections and enabling transactions via a mobile device from a bank account • Simple where a mobile device is used or involved in any financial transaction It is also known as next-generation E-commerce.
  • Connectivity WS IDI Expert Setup 2012-10-15 , Rev A PLATFORM FOR MOBILE FINANCIAL SERVICES Ericsson Wallet Platform supports the full range of mobile money services on a single platform. This enables service providers to focus on the specific drivers in each market, and develop great mobile money experiences tailored to meet customer needs safely and with full regulatory compliance. The product is also fully integrated with Ericsson Charging System, which increases subscriber loyalty and delivers operational efficiencies.
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  • http://www.worldbank.org/en/news/feature/2012/11/13/crecimiento-clase-media-america-latina 2012-10-15 Connectivity WS IDI Expert Setup , Rev
  • 2012-10-15 Connectivity WS IDI Expert Setup , Rev 10/08/13 2011-10-19 10/08/13 2011-10-19 Q8. Is your current primary mobile phone…? Have MP Base:All Graf_template:4 Base: Age +15 ª Data refer to adults who report having used a mobile phone in the past year to pay bills or send or receive money
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  • Mcommerce user - D1_26=3 OR D1_26=4 OR D1_26=5 OR D1_26=6 OR D1_27=3 OR D1_27=4 OR D1_27=5 OR D1_27=6 OR F2=1 D1_26 /D1_27 ’d like you to think about the features you have on your mobile phone. Out of these features, please tell me which of these statements best reflects your usage of that feature –Mobile Wallet . (Daily to Less often) F2. In the last 3 months have you used your mobile phone to purchase something, or to help research something that you have bought (either online or in a shop)? [single code] 2012-10-15 Connectivity WS IDI Expert Setup , Rev
  • D2_26 /D2_27 ’d like you to think about the features you have on your mobile phone. Out of these features, please tell me which of these statements best reflects your usage of that feature –Mobile Wallet . AND thinking about the features you are not currently using, how interested would you be to start using in the next 12 months if available to you? Interest = Very interested to start using on my mobile phone(s) + Quite interested to start using on my mobile phone(s) F2. In the last 3 months have you used your mobile phone to purchase something, or to help research something that you have bought (either online or in a shop)? [single code] 2012-10-15 Connectivity WS IDI Expert Setup , Rev
  • Users: D1_27. Using Mobile wallet – where you can pay for products and services via a mobile phone app, or by touching your mobile phone to a sensor (3 to 6) E3 Thinking about the banking you have done in the past 12 months, which of the following banking services have you used? (Via your mobile phone – accessing your bank account online or via an app) F2. In the last 3 months have you used your mobile phone to purchase something, or to help research something that you have bought (either online or in a shop)? [single code] Interested: D2_27 Thinking about the mobile features which you are not currently using, how interested would you be to start using them in the next 12 months if they were available to you? (Very Interested + Interested) E3.A And which channels would you like to use in the future? [Multi code] (Via your mobile phone – accessing your bank account online or via an app) F3a Would you be interested in using any of these services on your mobile when researching or purchasing products in the future? [multi code] Connectivity WS IDI Expert Setup , Rev 2012-10-15
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  • F3. How did you use your phone to purchase or research the product? [multi code] Connectivity WS IDI Expert Setup , Rev 2012-10-15
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  • 2012-10-15 Connectivity WS IDI Expert Setup , Rev Drivers The main driver is Convenience and one of the reasons for that is that Mobile Money Services offers access anywhere at any time Bank offices are rather scarce whereas Agents for different Mobile Money Services are more common. Allowing consumers greater opportunities to withdraw or deposit money Also, by allowing payments and transfers by the mobile phone there is no need to visit a bank or other office, nor stand in line or adjust to specific opening hours, to pay certain bills or to send money Where the banks today take several days to transfer money, e.g. when paying a bill, the Mobile Money Service is instant Some respondents mentioned this to be a reason for choosing Mobile Money to pay for certain bills, knowing they will be paid on time The respondents are aware of the risk of being robbed. Using Mobile Money is seen as an alternative to travel or store cash. Convenience ( 46% ) and not needing to carry cash ( 39% ) is two main reason for using the mobile phone to pay for products Question: Why would you use your mobile phone to pay for products or services instead of using cash or a credit/debit card Source: Ericsson ConsumerLab Analytical Platform 2012, Base: USER OR INTERESTED IN MOBILE WALLET Barriers One disadvantages for using Mobile Money to transfer money and withdrawal is the lack of funding at the Agents Many consumers lack knowledge about Money Services which leads to some misconceptions and distrust in the system Cash is free, Mobile Money is not. Consumers are price sensitive, and if charged extra for a purchase when paying with Mobile Money, the method has a clear disadvantage compared with cash Fees for transfers are however not a huge barrier as long as the fee is reasonable for the amount of money being sent When choosing their primary service, being able to reach remotely located friends and relatives is important Prerequisites Consumers must understand why they are being charged. The benefits of Mobile Money needs to be clear. Advertising is not enough . Education might be needed Trust in the system and the users. Many transactions builds on trust between sender and receiver, where the trust is not already established cash is the preferred payment method due to it straight forwardness. Also t rustworthy technology and service design is fundamental. Quant: Question: Why would you use your mobile phone to pay for products or services instead of using cash or a credit/debit card Base Users or interested in Mobile Wallet
  • 2012-10-15 Connectivity WS IDI Expert Setup , Rev Drivers The main driver is Convenience and one of the reasons for that is that Mobile Money Services offers access anywhere at any time Bank offices are rather scarce whereas Agents for different Mobile Money Services are more common. Allowing consumers greater opportunities to withdraw or deposit money Also, by allowing payments and transfers by the mobile phone there is no need to visit a bank or other office, nor stand in line or adjust to specific opening hours, to pay certain bills or to send money Where the banks today take several days to transfer money, e.g. when paying a bill, the Mobile Money Service is instant Some respondents mentioned this to be a reason for choosing Mobile Money to pay for certain bills, knowing they will be paid on time The respondents are aware of the risk of being robbed. Using Mobile Money is seen as an alternative to travel or store cash. Convenience ( 46% ) and not needing to carry cash ( 39% ) is two main reason for using the mobile phone to pay for products Question: Why would you use your mobile phone to pay for products or services instead of using cash or a credit/debit card Source: Ericsson ConsumerLab Analytical Platform 2012, Base: USER OR INTERESTED IN MOBILE WALLET Barriers One disadvantages for using Mobile Money to transfer money and withdrawal is the lack of funding at the Agents Many consumers lack knowledge about Money Services which leads to some misconceptions and distrust in the system Cash is free, Mobile Money is not. Consumers are price sensitive, and if charged extra for a purchase when paying with Mobile Money, the method has a clear disadvantage compared with cash Fees for transfers are however not a huge barrier as long as the fee is reasonable for the amount of money being sent When choosing their primary service, being able to reach remotely located friends and relatives is important Prerequisites Consumers must understand why they are being charged. The benefits of Mobile Money needs to be clear. Advertising is not enough . Education might be needed Trust in the system and the users. Many transactions builds on trust between sender and receiver, where the trust is not already established cash is the preferred payment method due to it straight forwardness. Also t rustworthy technology and service design is fundamental. Quant: Question: Why would you use your mobile phone to pay for products or services instead of using cash or a credit/debit card Base Users or interested in Mobile Wallet
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  • 2012-10-15 Connectivity WS IDI Expert Setup , Rev 10/08/13 2011-10-19 ConsumerLab Focus Report M-Commerce 2012 12_9807 Uen, Rev PA8 10/08/13 2011-10-19 10/08/13 2011-10-19 E6 Which type of organization would you prefer provides the ability for your products and services with your mobile phone? (single code)
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M commerce Latin America M commerce Latin America Presentation Transcript

  • M-commerce in latin america Patrik Hedlund, Senior Advisor Ericsson ConsumerLab
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 2 (38) Ericsson ConsumerLab The Voice of the Consumer
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 3 (38) WHAT IS M-COMMERCE? Wikipedia definition: Mobile commerce is the ability to conduct commerce using a mobile device, such as a smartphone or tablet From a regulatory point of view it is the provisioning or enabling of products and/or services via mobile phones or devices
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 4 (38) Typical M-COMMERCE services Mobile money transfer (P2P) Mobile payments (P2B, B2B) Mobile banking 1. Airtime transfer 2. Domestic remittance 3. International remittance 1. Airtime top-up 2. Merchant payment 3. Bill payment 4. Salary payment 5. PoS payment Transaction based 1. Loan payment 2. Cash-in/cash-out 3. Account management Info based 1. Alerts 2. Account checking
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 5 (38) Method and purpose of study Purpose of study ›The purpose of the study is to understand the context for M- Commerce specifically and consumers’ behaviors and rituals regarding their private economy in general Method ›4080 online interviews ›30 expert interviews ›50 indepth interviews ›Diaries and shop alongs ›In home interviews Consumption Method of choice Service providers Credit Loyalty Services Etc… Main focus Household Economy Income Spending Savings Credit Transfers Etc… Area of interest
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 6 (38) Regions of study The markets in focus for the study were chosen to achieve a mixture of geographical location, sociocultural factors and level of maturity of the telecom and financial sectors and consumer markets BRAZIL ARGENTINA COLOMBIA CHILE MEXICO
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 7 (38) Key Take-aways Convenience a key driver for m-commerce for both strugglers and achievers. 1 Safety and control is essential for Latin Americans. 2 Consumers lack overall trust in institutions and network performance. 3 › There are three conclusive consumer take-aways from this m-commerce study in Latin America:
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 8 (38) Lacking resources and unbanked Partially financially included, partially banked Affluent and financially included Income Pyramid Respon- dents Simplified income pyramid structure for Argentina, Brazil, Chile, Colombia and Mexico ”Rich” ”Upper Middle” ”Lower Middle” ”Poor” 30% 70%
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 9 (38) Booming middle class Source World bank 2012
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 10 (38) ACKNOWLEDING differences 4/106/10 Acknowledging the economic development of the region also means acknowledging the different conditions under which consumers live and work. On one hand there is the rising middle class, rapidly moving towards financial inclusion, and on the other hand there is the long tail, not yet financially included. are struggling to make ends meet and are moving towards financial inclusion enjoy economic margins allowing for leisure consumption and have reached financial inclusion
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 11 (38) Opportunities for m-commerce Source: World Bank, Measuring Financial Inclusion Report, ConsumerLab Analytical Platform, April 2012 33% 56% 42% 30% 27% 145% 134% 152% 106% 87% 0 20 40 60 80 100 120 140 160 Argentina Brazil Chile Colombia Mexico 22% 24% 29% 15% 23% 25% 10% 20% 20% 13% Low financial inclusion + high mobile penetration makes mobile financial services an attractive opportunity
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 12 (38) No, I think that cash… I would pay everything in cash if I could, because I feel it is more reliable, I am paying for something and that’s all, I don’t have to think of that anymore. – - Paula, 32, Argentina › Latin America can be described as a ’cashonomy’ – consumers are habituated to use small amounts of cash on a daily basis. › Cash is considered a fast, convenient and transparent means of payment that provides great sense of control over one’s spending. › Many stores and merchants don’t accept other means of payment than cash, which makes it important to always have an amount of cash at hand. › The downside of cash is that is causes safety concerns, especially when handling large amounts of cash. ’Cashonomy’
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 13 (38) Unstable incomes for informal workers Yenny, 42, Colombia: ”I sell emeralds and receive commisions on the sales. It is paid either in cash or they write me a check that I can cash in at any bank. Sometimes I can earn 2000 pesos and then go for 2 months without selling any stones. I still spend money every day. It is very unstable.”
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 14 (38) Safety and criminality › Criminality is a major concern in the everyday life of consumers in all markets. › First hand experiences of crime – Most consumers have experienced frauds, card cloning, robberies or even kidnappings. Thus, many have developed individual strategies that increase their sense of safety. – Mistrust of the security of new technologies is high. – Situations and places where fear of crime is high: ATM lines, gasoline stations and card purchases in some situations. › Money laundry is a concern of regulators – From the perspective of regulators in Latin America, money laundry in the context of m-commerce is a current concern. SAFETY
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 15 (38) Carlos, 32, Colombia: “I’ve basically stopped paying for gasoline with my card. Gas stations are where cards most commonly get cloned. If I do pay with a card I ask the clerk to please let me use the card reader myself. My wife’s card got cloned at a gas station. We were at home watching a movie, and suddenly she received an e-mail: ‘You have just withdrawn money’, so we went to a bank, but it was obviously closed, so we had to call and cancel everything. On Monday we went to the bank again and about 700.000 pesos had been withdrawn. Thank god it was at the end of the month and most bills were paid. The money was never returned.” Card cloning example SAFETY
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 16 (38) › There is some cautiousness to debt, both loans and credit cards, especially among low income consumers › Loans are considered risky and expensive, and it is fairly uncommon to have a loan › The purpose of loans differs between high and low income consumers: – Low income consumers take loans primarily to cover unforeseen expenses or to cover daily expenses when the income fluctuate. – High income consumers use loans for larger expenses, such as buying a home or a car. – Both consumer groups consider buying a home the most legitimate reason to take a loan. Cautiousness to debt I don’t like loans very much, because I know you end up paying a lot more than the amount you requested. If I had a big need, I would have to do it, or I would have to look for another solution. - Ingrid, 40, Chile
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 17 (38) › Mistrust in institutions is widespread in Latin America. › The skepticism towards institutions revolve around three common perceptions; – Institutions are historically regarded as part of the establishment, primarily serving the interests of the wealthy. – Repeated exposure to official misconduct and corruption fuels the common perception that institutions are not to be trusted. – The level of service and customer friendliness of institutions is considered low. LACK OF SYSTEMIC TRUST Going to the bank… [only] lures you to get into debt. - Lilian, 39 years, Chile LACK OF SYSTEMIC TRUST
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 18 (38) › Consumers stress the importance of having control over their economy. › Detailed accounting of household economy. – The need for control manifests itself in the form of detailed accounting of household incomes and expenditures. › Payment verifications are crucial. – Payment verifications are stored for a long time as evidence in case the payment would be challenged in the future. – It is common, and appreciated, to receive an e-mail or an SMS for all withdrawals of money from one’s account. Control is key
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 19 (38) Cash is used for CONSUMPTION CONTROL I am really mentally organized on what I spend every week with my card. If I use my card too much I could forget what I am spending. So that is why I rather use cash. I have more control and also because of card cloning. - John, 30, Mexico How much cash I bring with me depends on where I’m going and how much I need to spend. If I know that I’m going to spend 30, then I take 30, if I’m going to spend 10, I take 10. If I take more, sometimes I don’t even spend it and return more than I took. - David, 22, Colombia
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 20 (38) Queues are a great hassle I hate queues. It’s a waste of time. You leave work tired and want to go home, take a shower or see a movie, or you have to pick up your child at school. But then you end up standing in line looking at the clock, wishing time would pass quickly while the queue never moves forward. - Fabiana, 29, Brazil The fact that there would be no queues, that would be a very positive thing about paying with your mobile phone. Usually when you go to the bank there’s a line and you feel disappointed. Not having to deal with crowds of people, I think that is a big advantage. - Maria, 55, Colombia
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 21 (38) a booming m-commere market in Latin america
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 22 (38) If you are Oi subscriber with a bank account from Banco do Brasil, wonderful, Oi’s offer is amazing. But if you are with Oi and Bradesco, then it is useless. - Mcommerce Expert, Brazil › All the main services are offered by partnerships between Operators and Financial Institutions › The services are only offered, and only work, with customers from both the Financial Institution and the Operator › Services can’t reach consumers with accounts in companies that do not have partnerships. › The restriction plays a major role on the lack of mass market services so far Restricted services
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 23 (38) › 15% of all consumers have bought something or used a mobile phone for researching a product that was purchased in last three months. › Groupon foresee strong growth in mobile, basically with no marketing. Currently between 5-10% mobile. › In-store payments experience: “PayPal takes in-store app mobile payments to Mexico – Scan and Go” – May 2012 › PayPal: 15% of all sales are via the mobile channel and the share is increasing › Mercado Libre has developed mobile channels and currently some 7% are sold via mobile. › Facebook success case: Netshoes (3.5M likes). Transition from e- to m-commerce
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 24 (38) Base: ALL M-Commerce – Usage (Daily to Less often Current use of m- commerce Source: ConsumerLab Analytical Platform 2012 LatAm Argentina Brazil Chile Columbia Mexico M-Commerce Mobile Banking Mobile Wallet Mobile Shopping 28% 21% 30% 31% 28% 31%
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 25 (38) Base: Non Users M-Commerce - Interest Interest in M-commerce Source: ConsumerLab Analytical Platform 2012 LatAm Argentina Brazil Chile Columbia Mexico M-Commerce Mobile Banking Mobile Wallet Mobile Shopping 74% 60% 73% 80% 80% 79%
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 26 (38) Ownership - Type of phone Source: ConsumerLab Analytical Platform 2012 Base : Users – Currently Using the service Interested – Interested in using the service Consolidated
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 27 (38) M – Commerce: Current usage vs. interest Base: ALLSource: ConsumerLab Analytical Platform 2012 Interest Usage
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 28 (38) Online research using mobile – Current usage Base: All Source: ConsumerLab Analytical Platform 2012 More than 40% used mobile shopping to compare prices Interest Usage
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 29 (38) Target group 1: Strugglers › Lower income, fluctuating › Informal workers, ‘independents’ › Unbanked/underbanked › Cash is only means of payment › Occasionally use credit, but don’t like it › Feature phone or low-end smartphone › Low awareness and use of new technology Target group 2: Achievers › Higher income, monthly salary › Formal workers, self-employed › Banked/financially included › Prefer cards over cash › Frequently use credit, and like it › High-end smartphone › Embrace new technology Target Group Profiles
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 30 (38) Drivers to m-commerce Achievers −Independence −No queuing −Safety −Mobility −Control Prerequisites Source: Ericsson ConsumerLab M-Commerce in Sub Saharan Africa, Consumer Insight Report 2012 Education Trust Transparency Strugglers −Safety −No queuing −Mobility −Independence −Control
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 31 (38) Barriers to m-commerce Achievers −Network reliability −Lack of transparency −User interface −Security −Accessibility Prerequisites Source: Ericsson ConsumerLab M-Commerce in Sub Saharan Africa, Consumer Insight Report 2012 Strugglers −Lack of knowledge −Service fees −Security −Network reliability −Lack of transparency −Accessibility Affordability Support User friendly
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 32 (38) Important Factors When making purchases CONVENIENCE SAFETY CONTROL DEBIT CREDI T Small purchases Big purchases Small purchases Big purchases Small purchases Big purchases
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 33 (38) Preferred provider Question: Which type of organization would you prefer provides the ability for your products and services with your mobile phone? (single code) Base: User or interested in Mobile wallet Please note different sample characteristics – see appendix for details Source: ConsumerLab Analytical Platform 2012 A bank A bank credit card provider A mobile network provider/ carrier A mobile handset brand A large retail store
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 34 (38) Restoring Trust Operators Banks Regulators A contract of trust ›An overall lack of consumer confidence in institutions, suggests that regulators, banks and MNO’s need to get aligned ›A successful launch of m-commerce would most likely require cooperation rather than competing alternatives which would fuel consumer doubt ›There is a joint interest for all parties involved to create a marketplace built on trust, which if successful could spur consumer spending and economic growth, as well as pushing financial inclusion even one step further.
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 35 (38) › There is a consensus that regulation has a primordial role to: – establish consumer trust – to harmonize the market – to protect the consumer › Regulators to secure: – Allow for new players to enter this market – Right pricing – Secure and simple – Interoperability and interworking › Latin America has a bank centric regulation and Bolivia’s regulation at this time is the only allowing others than banks to provide mobile financial services REGULATION FOR FINANCIAL INCLUSION
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 36 (38) Key success factors Features Services Awareness Knowledge Trust
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 37 (38) Expandfocus beyond the operators i.e. on banks Influence regulators, retailers, CxOs Featuresto provide security, usability, spending control, transparency, planning, budgeting etc. Advicecustomers with best in class marketing and education, for example in “launch workshops” Business opportunities
  • Connectivity WS IDI Expert Setup | Commercial in confidence | , Rev | 2012-10-15 | Page 38 (38)