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Carrier billing in Asia: 2018 market report by Fortumo

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This market reports gives an overview of the digital ecosystem and direct carrier billing landscape in South-East Asia. From the digital ecosystem perspective, the countries profiled can be categorized into three:

1) Mature, developed countries with a smaller growth curve: Malaysia, Singapore, Taiwan
2) Steadily growing markets: Indonesia, Philippines, Thailand, Vietnam
3) Emerging markets with lower starting base and higher growth: Cambodia, Myanmar, Pakistan

The digital ecosystem of the Asia Pacific region is booming. Among other news over the past year, the following stories from Asia have caught our eye: SVOD services are estimated to reach 1.8 billion subscribers this year; Amazon Prime has recently expanded into India and Tencent is looking to dominate the e-sports and livestreaming scenes.

At the same time, service providers face a challenge in monetization: traditional payment method (bank cards) ownership is extremely low and marketing channels used in mature Western countries are not efficient. Streaming services are increasingly relying on telco bundling for growth in the region and carrier billing is used to collect payments from users.

In the report, we have brought out demographic information, data on payment access and user spend behaviour with carrier billing. These indicators should be useful to digital service providers in assessing the potential of launching telco partnerships in the region. Fortumo can support in getting these partnerships off the ground through our turnkey payment solutions and Trident Bundling Platform covering all the countries profiled.

Carrier billing data in the report is aggregated across all merchants using carrier billing with Fortumo’s Payments API and Web SDK.

Any questions about the report? Get in touch at bd@fortumo.com.

Fortumo is a digital enablement platform for app stores and digital service providers for user acquisition, monetization and retention. The company connects service providers with more than 350 mobile operators across Asia, Europe, Latin America, the Middle East and Africa.

Service providers use Fortumo’s platform to manage the end-to-end customer lifecycle of mobile users on these networks through the company’s bundling, carrier billing and messaging solutions.

Fortumo’s platform is used by thousands of leading digital merchants including Google, Spotify, Electronic Arts and EasyPark. Founded in 2007, Fortumo has offices in San Francisco, Madrid, Beijing, Delhi, Singapore, Estonia and Hanoi. For more information, please visit https://fortumo.com.

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Carrier billing in Asia: 2018 market report by Fortumo

  1. 1. CarrierbillinginAsia:2018 Market report by Fortumo Asia
  2. 2. Carrier billing in Asia: 2018 This market reports gives an overview of the digital ecosystem and direct carrier billing landscape in South-East Asia. From the digital ecosystem perspective, the countries profiled can be categorized into three: INTRODUCTION The digital ecosystem of the Asia Pacific region is booming. Among other news over the past year, the following stories from Asia have caught our eye: SVOD services are estimated to reach 1.8 billion subscribers this year; Amazon Prime has recently expanded into India and Tencent is looking to dominate the e-sports and livestreaming scenes. Mature, developed countries with a smaller growth curve: Malaysia, Singapore, Taiwan Steadily growing markets: Indonesia, Philippines, Thailand, Vietnam Emerging markets with lower starting base and higher growth: Cambodia, Myanmar, Pakistan At the same time, service providers face a challenge in monetization: traditional payment method (bank cards) ownership is extremely low and marketing channels used in mature Western countries are not efficient. Streaming services are increasingly relying on telco bundling for growth in the region and carrier billing is used to collect payments from users. For more information on global digital merchant partnerships with telcos in the region, check out the overview on the next page.
  3. 3. Carrier billing in Asia: 2018 In the report, we have brought out demographic information, data on payment access and user spend behaviour with carrier billing. These indicators should be useful to digital service providers in assessing the potential of launching telco partnerships in the region. Fortumo can support in getting these partnerships off the ground through our turnkey payment solutions and Trident Bundling Platform covering all the countries profiled. Carrier billing data in the report is aggregated across all merchants using carrier billing with Fortumo’s Payments API and Web SDK. Mattias Liivak Head of Marketing & PR Any questions about the report? Get in touch: bd@fortumo.com. Andrea Boetti VP of Global Business Development & Sales
  4. 4. Carrier billing in Asia: 2018 Where do Google, Apple, Facebook, Spotify, Netflix and Riot Games use carrier billing? Indonesia Pakistan Philippines Vietnam Thailand Myanmar Malaysia Taiwan Cambodia Singapore
  5. 5. Carrier billing in Asia: 2018 INDONESIA CarrierbillinginAsia:2018
  6. 6. Carrier billing in Asia: 2018 Market profile Median age: GNI per capita: $3,540 Gross National Income (2016) 30256 Population: 438 Mobile phones: million yearsmillion INDONESIA 60% Smartphone penetration (of all mobile phones): Credit card penetration: 2%58% Mobile broadband access: 98% Prepaid SIM market share: Debit card penetration: 31% GROWTH MARKET
  7. 7. Carrier billing in Asia: 2018 Market share of carrier billing in digital gaming (SuperdataResearch): 19% (2nd most popular payment method) 1 Indonesian Rupiah (IDR) Transitioner $0.36 5x lower Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 61/100 Recurring support: YES Major merchant deployments: Currency:Taxation info: $0.000068 Monthly median revenue (YTD): % denotes YTD change $2.3 -11% INDONESIA 10% VAT 1.75% Universal Service Obligation
  8. 8. Carrier billing in Asia: 2018 Price point Popularity % Price point Revenue % Available pricing: Dynamic pricing Price point (in USD) 0.23 1.19 3.97 37.9 14.6% 21% 5.3% 3.2% 6% 12.2% 5.9% 10.9% 3.61 Carrier billing landscape LOCALIZATION (browser language) 83% Indonesian 83% 29% TABLET DESKTOP MOBILE 70% 2% TRAFFIC SOURCES CARRIERS SUPPORTED BY FORTUMO CARRIER MARKET SHARES 45% 22% 14% 14% 5% INDONESIA
  9. 9. Carrier billing in Asia: 2018 PAKISTAN CarrierbillinginAsia:2018
  10. 10. Carrier billing in Asia: 2018 Market profile PAKISTAN Median age: GNI per capita: $1,580 Gross National Income (2016) 24199 Population: 146 Mobile phones: million yearsmillion 34% Smartphone penetration (of all mobile phones): Credit card penetration: 1%34% Mobile broadband access: 96% Prepaid SIM market share: Debit card penetration: 8% EMERGING MARKET
  11. 11. Carrier billing in Asia: 2018 1 Pakistani Rupee (PKR) Emerging $0.48 4x lower Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 37/100 Recurring support: YES Major merchant deployments: Currency: $0.0082 Monthly median revenue (YTD): % denotes YTD change $0.8 (unchanged) PAKISTAN Taxation info: 19.5% VAT 10% WHT
  12. 12. Carrier billing in Asia: 2018 Price point Popularity % Price point Revenue % Price point (in USD) 0.170.08 8.790.88 26.2% 10.4% 3% 6.2% 0.3% 5.8% Carrier billing landscape LOCALIZATION (browser language) 98% English 98% 91% TABLET DESKTOP MOBILE 7% 2% TRAFFIC SOURCES CARRIERS SUPPORTED BY FORTUMO CARRIER MARKET SHARES 25% 19% PAKISTAN Available pricing: Dynamic pricing
  13. 13. Carrier billing in Asia: 2018 PHILIPPINES CarrierbillinginAsia:2018
  14. 14. Carrier billing in Asia: 2018 Market profile Median age: GNI per capita: $3,660 Gross National Income (2016) 24106 Population: 119 Mobile phones: million yearsmillion PHILIPPINES 65% Smartphone penetration (of all mobile phones): Credit card penetration: 2%60% Mobile broadband access: 96% Prepaid SIM market share: Debit card penetration: 21% GROWTH MARKET
  15. 15. Carrier billing in Asia: 2018 Market share of carrier billing in digital gaming (SuperdataResearch): 25% (1st most popular payment method) 1 Philippine Piso (PHP) Advanced $0.66 3x lower Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 67/100 Recurring support: YES Major merchant deployments: Currency:Taxation info: $0.019 Monthly median revenue (YTD): % denotes YTD change $2.4 -28% PHILIPPINES 12% VAT
  16. 16. Carrier billing in Asia: 2018 Price point Popularity % Price point Revenue % Price point (in USD) 0.280.019 19.590.9 2.45 3.4% 0.4% 3.6% 1.4% 17.7% 18.8% 0.3% 1% 8.3% 10.1% 2.83 8.5 Carrier billing landscape LOCALIZATION (browser language) 97% English 97% 62% TABLET DESKTOP MOBILE 32% 6% TRAFFIC SOURCES CARRIERS SUPPORTED BY FORTUMO CARRIER MARKET SHARES 65% 35% PHILIPPINES Available pricing: Dynamic pricing
  17. 17. Carrier billing in Asia: 2018 VIETNAM CarrierbillinginAsia:2018
  18. 18. Carrier billing in Asia: 2018 Market profile Median age: GNI per capita: $2,170 Gross National Income (2016) 3196 Population: 140 Mobile phones: million yearsmillion VIETNAM 72% Smartphone penetration (of all mobile phones): Credit card penetration: 4%35% Mobile broadband access: 89% Prepaid SIM market share: Debit card penetration: 27% GROWTH MARKET
  19. 19. Carrier billing in Asia: 2018 Market share of carrier billing in digital gaming (SuperdataResearch): 16% (2nd most popular payment method) 1 Vietnamese dong (VND) Transitioner $0.41 5x lower Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 83/100 Recurring support: YES Major merchant deployments: Currency: $0.000043 Monthly median revenue (YTD): % denotes YTD change $1.5 +17% VIETNAM Taxation info: 10% VAT 10% WHT
  20. 20. Carrier billing in Asia: 2018 Price point Popularity % Price point Revenue % Price point (in USD) 0.96 2.191 8.6% 4.3% 1.5% 1.7% 4.3% 2.3% 19.420,0002 100 0.1% 1% Carrier billing landscape LOCALIZATION (browser language) 96% Vietnamese 96% 91% TABLET DESKTOP MOBILE 8% 1% TRAFFIC SOURCES CARRIERS SUPPORTED BY FORTUMO CARRIER MARKET SHARES 34% 27% 26% 8% 2% VIETNAM Available pricing: Dynamic pricing
  21. 21. Carrier billing in Asia: 2018 THAILAND CarrierbillinginAsia:2018
  22. 22. Carrier billing in Asia: 2018 Market profile Median age: GNI per capita: $5,960 Gross National Income (2016) 3869 Population: 90 Mobile phones: million yearsmillion THAILAND 70% Smartphone penetration (of all mobile phones): Credit card penetration: 10%99% Mobile broadband access: 78% Prepaid SIM market share: Debit card penetration: 60% GROWTH MARKET
  23. 23. Carrier billing in Asia: 2018 1 Thai Baht (THB) Advanced $1.15 2x lower Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 70/100 Recurring support: YES Major merchant deployments: Currency: $0.031 Monthly median revenue (YTD): % denotes YTD change $3.9 +17% THAILAND Taxation info: 7% VAT 5% WHT
  24. 24. Carrier billing in Asia: 2018 Price point Popularity % Price point Revenue % Price point (in €) 0.400.32 1.21 4.33 10.6% 1.7% 12.3% 6% 9.7% 17.2% 27.78 1.1% 6% 13.01 Carrier billing landscape LOCALIZATION (browser language) 83% Thai 83% 70% TABLET DESKTOP MOBILE 27% 3% TRAFFIC SOURCES CARRIERS SUPPORTED BY FORTUMO CARRIER MARKET SHARES 45% 29% 24% THAILAND Available pricing: Dynamic pricing
  25. 25. Carrier billing in Asia: 2018 MYANMAR CarrierbillinginAsia:2018
  26. 26. Carrier billing in Asia: 2018 Market profile Median age: GNI per capita: $1,190 Gross National Income (2016) 2854 Population: 53 Mobile phones: million yearsmillion MYANMAR 80% Smartphone penetration (of all mobile phones): Credit card penetration: 0.1%59% Mobile broadband access: 99% Prepaid SIM market share: Debit card penetration: 5% EMERGING MARKET
  27. 27. Carrier billing in Asia: 2018 1 Myanmar Kyat (MMK) Transitioner $0.47 4x lower Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 53/100 Recurring support: YES Major merchant deployments: Currency: $0.00066 Monthly median revenue (YTD): % denotes YTD change $1.3 +123% MYANMAR Taxation info: 5% VAT 2.5% WHT
  28. 28. Carrier billing in Asia: 2018 Price point Popularity % Price point Revenue % Price point (in USD) 0.070.007 7.720.09 32.6% 5% 32.2% 6.6% 6.8 0.6% 9.9% 3.5% 12.5% 1.62 Carrier billing landscape LOCALIZATION (browser language) 82% English 82% 96% TABLET DESKTOP MOBILE 2% 2% TRAFFIC SOURCES CARRIERS SUPPORTED BY FORTUMO CARRIER MARKET SHARES 45% 37% 18% MYANMAR Available pricing: Dynamic pricing
  29. 29. Carrier billing in Asia: 2018 MALAYSIA CarrierbillinginAsia:2018
  30. 30. Carrier billing in Asia: 2018 Market profile Median age: GNI per capita: $9,650 Gross National Income (2016) 2932 Population: 40 Mobile phones: million yearsmillion MALAYSIA 65% Smartphone penetration (of all mobile phones): Credit card penetration: 21%85% Mobile broadband access: 74% Prepaid SIM market share: Debit card penetration: 74% MATURE MARKET
  31. 31. Carrier billing in Asia: 2018 1 Malaysian Ringgit (MYR) Advanced $0.73 3x lower Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 68/100 Recurring support: YES Major merchant deployments: Currency: $0.24 Monthly median revenue (YTD): % denotes YTD change $2.7 +22% MALAYSIA Taxation info: Goods & Services Tax (currently 0%)
  32. 32. Carrier billing in Asia: 2018 Price point Popularity % Price point Revenue % Price point (in €) 0.74 4.76 9.78 23% 8% 1.2% 2.8% 0.8% 4% 50.87 0.2% 1.9% 19.81 Carrier billing landscape LOCALIZATION (browser language) 68% English 68% 87% TABLET DESKTOP MOBILE 10% 3% TRAFFIC SOURCES CARRIERS SUPPORTED BY FORTUMO CARRIER MARKET SHARES 30% 29% 27% 10% 1% MALAYSIA Available pricing: Dynamic pricing
  33. 33. Carrier billing in Asia: 2018 TAIWAN CarrierbillinginAsia:2018
  34. 34. Carrier billing in Asia: 2018 Market profile Median age: GNI per capita: $8,690 Gross National Income (2016) 4124 Population: 28 Mobile phones: million yearsmillion TAIWAN 76% Smartphone penetration (of all mobile phones): Credit card penetration: 54%100% Mobile broadband access: 15% Prepaid SIM market share: Debit card penetration: 74% MATURE MARKET
  35. 35. Carrier billing in Asia: 2018 1 Taiwan New Dollar (TWD) Advanced $1.77 same Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 74/100 Recurring support: YES Major merchant deployments: Currency: $0.033 Monthly median revenue (YTD): % denotes YTD change $6.4 +1% TAIWAN Taxation info: 5% VAT 15% WHT
  36. 36. Carrier billing in Asia: 2018 Price point Popularity % Price point Revenue % Price point (in USD) 3.022.91 6.72 8.8% 3.4% 6.5% 4.5% 8.3% 9.8% 33.60.94 1% 6.4% 8.4% 9.7% 6.55 Carrier billing landscape LOCALIZATION (browser language) 94% Chinese 94% 37% TABLET DESKTOP MOBILE 55% 8% TRAFFIC SOURCES CARRIERS SUPPORTED BY FORTUMO CARRIER MARKET SHARES 37% 25% 24% 8% 6% TAIWAN Available pricing: Dynamic pricing
  37. 37. Carrier billing in Asia: 2018 CAMBODIA CarrierbillinginAsia:2018
  38. 38. Carrier billing in Asia: 2018 Market profile Median age: GNI per capita: $1,230 Gross National Income (2016) 2516 Population: 23 Mobile phones: million yearsmillion CAMBODIA 48% Smartphone penetration (of all mobile phones): Credit card penetration: 1%58% Mobile broadband access: 93% Prepaid SIM market share: Debit card penetration: 7% EMERGING MARKET
  39. 39. Carrier billing in Asia: 2018 1 Cambodian riel (KHR) Emerging $0.48 4x lower Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 48/100 Recurring support: YES Major merchant deployments: Currency: $0.00025 Monthly median revenue (YTD): % denotes YTD change $0.5 -41% CAMBODIA Taxation info: 10% VAT 3% Specific Tax, 15% WHT
  40. 40. Carrier billing in Asia: 2018 Price point Popularity % Price point Revenue % Price point (in €) 0.3 1 2 30.2% 8.8% 17% 10.2% 5.2% 17% 88 0.1% 1%1.5% 8.9% 5.99 Carrier billing landscape LOCALIZATION (browser language) 78% English 78% 87% TABLET DESKTOP MOBILE 7% 6% TRAFFIC SOURCES CARRIERS SUPPORTED BY FORTUMO CARRIER MARKET SHARES 48% 15% CAMBODIA Available pricing: Dynamic pricing
  41. 41. Carrier billing in Asia: 2018 SINGAPORE
  42. 42. Carrier billing in Asia: 2018 Market profile Median age: GNI per capita: $54,530 Gross National Income (2016) 356 Population: 9 Mobile phones: million yearsmillion SINGAPORE 91% Smartphone penetration (of all mobile phones): Credit card penetration: 49%99% Mobile broadband access: 39% Prepaid SIM market share: Debit card penetration: 92% MATURE MARKET
  43. 43. Carrier billing in Asia: 2018 1 Singapore Dollar (SGD) Leader $1.44 same Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 87/100 Recurring support: YES Major merchant deployments: Currency: $0.73 Monthly median revenue (YTD): % denotes YTD change $7.9 +5% SINGAPORE Taxation info: 7% Goods & Services Tax
  44. 44. Carrier billing in Asia: 2018 Price point Popularity % Price point Revenue % Price point (in USD) 0.72 4.8 7.84 3.9% 0.4% 9.3% 9.3% 14.94 13.8% 26.4% 12.8% 7.9% Carrier billing landscape LOCALIZATION (browser language) 79% English 79% 79% TABLET DESKTOP MOBILE 19% 2% TRAFFIC SOURCES CARRIERS SUPPORTED BY FORTUMO CARRIER MARKET SHARES 45% SINGAPORE Available pricing: Dynamic pricing
  45. 45. Carrier billing in Asia: 2018 Additional reading User verification, charging & churn: improving retention with carrier billing Read now White paper: Carrier bundling for user acquisition and marketing Read now Is it faster to launch carrier billing directly or through a partner? Read now
  46. 46. Carrier billing in Asia: 2018 https://fortumo.com https://facebook.com/fortumo https://twitter.com/fortumo https://www.linkedin.com/company/fortumo-ltd-?trk=biz-companies-cym Fortumo is a digital enablement platform for app stores and digital service providers for user acquisition, monetization and retention. The company connects service providers with more than 350 mobile operators across Asia, Europe, Latin America, the Middle East and Africa. Service providers use Fortumo’s platform to manage the end-to-end customer lifecycle of mobile users on these networks through the company’s bundling, carrier billing and messaging solutions. Fortumo’s platform is used by thousands of leading digital merchants including Google, Spotify and Electronic Arts. Founded in 2007, Fortumo has offices in San Francisco, Beijing, Delhi, Singapore, Estonia and Hanoi. For more information, please visit: This document is for informational purposes only. Fortumo and the authors make no expressed or implied warranties in this document. Fortumo and the author(s) make no representation or warranty in relation to the accuracy, completeness or reliability of the information contained in this document. Any opinions expressed in this document are subject to change without notice. This document may be based on a number of assumptions and different assumptions could result in materially different results. This document should not be regarded by recipients as a substitute for obtaining independent advice and/or the exercise of their own judgement, and is not to be relied upon by recipients. Fortumo and the authors, and any of their members, directors, employees or agents do not accept any liability for any loss or damage arising out of the use of all or any part of this document. Copyright © 2018 Fortumo | All rights reserved.
  47. 47. Carrier billing in Asia: 2018

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