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Carrier billing in Latin America - 2017 market report by Fortumo

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This white paper gives an overview of the mobile payments landscape in Latin America. It covers 10 of the biggest countries in the region by population where Fortumo has coverage: Brazil, Mexico, Colombia, Argentina, Venezuela, Peru, Chile, Ecuador, Bolivia and Panama.

With low bank account and payment cards ownership in all Latin American markets, carrier billing has grown to be among the top 3 payment methods for digital content across Latin America. Combined with a growing ownership of smartphones and disposable income (as witnessed also in significant growth of revenue per user), carrier billing is an excellent method of generating additional revenue from Latin America.

From this report, you will find a high-level overview of the digital ecosystem in each country. Additionally, we provide data on carrier billing in the country: money spent per user on digital services as well as pricing dynamics of the market which help you fine-tune your monetization strategy. Payments data is based on merchants using Fortumo’s Web SDK.

If you have any questions about the market report, please contact us at bd@fortumo.com.

Fortumo is a mobile payments company that enables direct carrier billing with more than 350 mobile operators in 90+ countries. Fortumo's payment products work across a wide range of platforms including desktop devices, smartphones, feature phones, tablets and smart TV-s. These products give consumers a simple, 1-click payment method to charge online purchases to their phone bill. For app stores, digital media companies and game developers, Fortumo provides one integration with 350 mobile operators as well as a single point of contact for settlements, reporting, support and infrastructure upgrades. Founded in 2007, Fortumo has offices in Estonia, San Francisco, Beijing, Delhi, Singapore & Hanoi and is backed by Intel Capital and Greycroft Partners. For more information, please visit https://fortumo.com.

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Carrier billing in Latin America - 2017 market report by Fortumo

  1. 1. CARRIERBILLINGIN LATIN AMERICA: 2017 Market report by Fortumo
  2. 2. Carrier billing in Latin America: 2017 This white paper gives an overview of the mobile payments landscape in Latin America. It covers 10 of the biggest countries in the region by population where Fortumo has coverage: Brazil, Mexico, Colombia, Argentina, Venezuela, Peru, Chile, Ecuador, Bolivia and Panama. With low bank account and payment cards ownership in all Latin American markets, carrier billing has grown to be among the top 3 payment methods for digital content across Latin America. Combined with a growing ownership of smartphones and disposable income (as witnessed also in significant growth of revenue per user), carrier billing is an excellent method of generating additional revenue from Latin America. From this report, you will find a high-level overview of the digital ecosystem in each country. Additionally, we provide data on carrier billing in the country: money spent per user on digital services as well as pricing dynamics of the market which help you fine-tune your monetization strategy. Payments data is based on merchants using Fortumo’s Web SDK. INTRODUCTION Mattias Liivak Head of Marketing & PR Fortumo If you have any questions about the data in this report, please reach out to us at bd@fortumo.com. Andrea Boetti VP of Global Business Development & Sales Fortumo
  3. 3. Carrier billing in Latin America: 2017 Market profile BRAZIL GNI PER CAPITA:MEDIAN AGE: 32209 POPULATION: $12,000 million years Gross National Income (IMF 2014 estimate) CURRENCY: 1 Brazilian Real (BRL) = $0.31 CREDIT CARD PENETRATION: DEBIT CARD PENETRATION:32% 59% SMARTPHONE PENETRATION: PREPAID SIM MARKET SHARE:62% 74% MOBILE USERS: MOBILE BROADBAND ACCESS:100% 73% (of all mobile phones)
  4. 4. Carrier billing in Latin America: 2017 Carrier billing landscape February 2017 - April 2017 BRAZIL Market share of carrier billing in digital gaming (SuperdataResearch): 27% (3rd most popular payment method) Price point Popularity %Price point Revenue %Quarterly average revenue per user: Quarterly median revenue per user: % denotes YoY change $23 $9.3 37% 21% % denotes YoY change Price point (in USD) 0.62 1.56 3.12 5.31 CARRIERS SUPPORTED BY FORTUMO 30% 27% 26% 17% CARRIER MARKET SHARES LOCALIZATION Recommended, 97% of users have browser language set to Brazilian Portuguese. 97% 70% TABLET DESKTOP MOBILE 29% 1% TRAFFIC SOURCES 0 20 40 60 80 100 15.4% 3.7% 11.4% 18.7% 60.8% 74.1% 10.7% 5.2%
  5. 5. Carrier billing in Latin America: 2017 Market profile MEXICO GNI PER CAPITA:MEDIAN AGE: 28128 POPULATION: $10,000 million years Gross National Income (IMF 2014 estimate) CURRENCY: 1 Mexican Peso (MXN) = $0.052 CREDIT CARD PENETRATION: DEBIT CARD PENETRATION:18% 27% SMARTPHONE PENETRATION: PREPAID SIM MARKET SHARE:82% 87% MOBILE USERS: MOBILE BROADBAND ACCESS:81% 58% (of all mobile phones)
  6. 6. Carrier billing in Latin America: 2017 Carrier billing landscape February 2017 - April 2017 MEXICO Market share of carrier billing in digital gaming (SuperdataResearch): 27% (most popular payment method) Price point Popularity %Price point Revenue %Quarterly average revenue per user: Quarterly median revenue per user: % denotes YoY change $23.7 $5.3 40% 6% % denotes YoY change Price point (in USD) 0.79 1.58 2.64 CARRIERS SUPPORTED BY FORTUMO 80% 13% 7% CARRIER MARKET SHARES LOCALIZATION Recommended, 96% of users have browser language set to Spanish. 96% 84% TABLET DESKTOP MOBILE 10% 6% TRAFFIC SOURCES 0 20 40 60 80 100 28.2% 15.6% 11.3% 6.1% 65.8% 73.1%
  7. 7. Carrier billing in Latin America: 2017 Market profile COLOMBIA GNI PER CAPITA:MEDIAN AGE: 3048 POPULATION: $8,000 million years Gross National Income (IMF 2014 estimate) CURRENCY: 1 Colombian Peso (COP) = $0.00034 CREDIT CARD PENETRATION: DEBIT CARD PENETRATION:14% 30% SMARTPHONE PENETRATION: PREPAID SIM MARKET SHARE:40% 79% MOBILE USERS: MOBILE BROADBAND ACCESS:100% 47% (of all mobile phones)
  8. 8. Carrier billing in Latin America: 2017 Carrier billing landscape February 2017 - April 2017 COLOMBIA Market share of carrier billing in digital gaming (SuperdataResearch): 21% (most popular payment method) Price point Popularity %Price point Revenue %Quarterly average revenue per user: Quarterly median revenue per user: % denotes YoY change $15.6 $3.8 108% 12% % denotes YoY change Price point (in USD) 1.26 1.3 CARRIERS SUPPORTED BY FORTUMO 61% 26% 13% CARRIER MARKET SHARES LOCALIZATION Recommended, 96% of users have browser language set to Spanish. 96% 67% TABLET DESKTOP MOBILE 30% 3% TRAFFIC SOURCES 0 20 40 60 80 100 10.1% 9.9% 89.9% 90.1%
  9. 9. Carrier billing in Latin America: 2017 Market profile 1 There was a significant weakening of ARS against USD in June 2016. ARGENTINA GNI PER CAPITA:MEDIAN AGE: 3244 POPULATION: $13,000 million years Gross National Income (IMF 2014 estimate) CURRENCY: 1 Argentine Peso (ARS) =$0.0651 CREDIT CARD PENETRATION: DEBIT CARD PENETRATION:27% 44% SMARTPHONE PENETRATION: PREPAID SIM MARKET SHARE:67% 74% MOBILE USERS: MOBILE BROADBAND ACCESS:100% 46% (of all mobile phones)
  10. 10. Carrier billing in Latin America: 2017 Carrier billing landscape February 2017 - April 2017 ARGENTINA Market share of carrier billing in digital gaming (SuperdataResearch): 18.1% (3rd most popular payment method) Quarterly average revenue per user: Quarterly median revenue per user: % denotes YoY change $10 $5.3 96% 89% % denotes YoY change CARRIERS SUPPORTED BY FORTUMO 2% 35% 32% 31% CARRIER MARKET SHARES LOCALIZATION Recommended, 97% of users have browser language set to Spanish. 97% 73% TABLET DESKTOP MOBILE 25% 2% TRAFFIC SOURCES Price point Popularity %Price point Revenue %Price point (in USD) 0.57 0.63 0.89 0 20 40 60 80 100 5.8% 3.8% 95.1% 92.7% 1.5% 1.1%
  11. 11. Carrier billing in Latin America: 2017 Market profile VENEZUELA GNI PER CAPITA:MEDIAN AGE: 2831 POPULATION: $13,000 million years Gross National Income (IMF 2014 estimate) CURRENCY: 1 Venezuelan Bolí- var (VEF) = $0.102 CREDIT CARD PENETRATION: DEBIT CARD PENETRATION:22% 50% SMARTPHONE PENETRATION: PREPAID SIM MARKET SHARE:45% 89% MOBILE USERS: MOBILE BROADBAND ACCESS:98% 44% (of all mobile phones) 2 Venezuelan currency is extremely volatile. Note that there is currently a 50-fold difference between the official, state-regulated exchange rate of VEF and the unofficial black market rate: http://venezuelaecon.com/.
  12. 12. Carrier billing in Latin America: 2017 Carrier billing landscape February 2017 - April 2017 VENEZUELA Market share of carrier billing in digital gaming (SuperdataResearch): 25% (most popular payment method) Price point Popularity %Price point Revenue %Quarterly average revenue per user: Quarterly median revenue per user: % denotes YoY change $0.3 $0.1 50% 38% % denotes YoY change Price point (in USD) 0.01 0.03 CARRIERS SUPPORTED BY FORTUMO 30% 30% CARRIER MARKET SHARES LOCALIZATION Recommended, 95% of users have browser language set to Spanish. 95% 72% TABLET DESKTOP MOBILE 25% 3% TRAFFIC SOURCES 0 20 40 60 80 100 81.7% 59.8% 18.3% 40.2%
  13. 13. Carrier billing in Latin America: 2017 Market profile PERU GNI PER CAPITA:MEDIAN AGE: 2832 POPULATION: $6,000 million years Gross National Income (IMF 2014 estimate) CURRENCY: 1 Peruvian Sol (PEN) = $0.30 CREDIT CARD PENETRATION: DEBIT CARD PENETRATION:12% 21% SMARTPHONE PENETRATION: PREPAID SIM MARKET SHARE:25% 66% MOBILE USERS: MOBILE BROADBAND ACCESS:100% 48% (of all mobile phones)
  14. 14. Carrier billing in Latin America: 2017 Carrier billing landscape February 2017 - April 2017 PERU Market share of carrier billing in digital gaming (SuperdataResearch): 18.7% ( 2nd most popular payment method) Quarterly average revenue per user: Quarterly median revenue per user: % denotes YoY change $8.6 $4.525% % denotes YoY change CARRIERS SUPPORTED BY FORTUMO 60% 35% CARRIER MARKET SHARES LOCALIZATION Recommended, 97% of users have browser language set to Spanish. 97% 72% TABLET DESKTOP MOBILE 25% 3% TRAFFIC SOURCES 21%
  15. 15. Carrier billing in Latin America: 2017 Market profile CHILE GNI PER CAPITA:MEDIAN AGE: 3418 POPULATION: $15,000 million years Gross National Income (IMF 2014 estimate) CURRENCY: 1 Chilean Peso (CLP) = $0.0015 CREDIT CARD PENETRATION: DEBIT CARD PENETRATION:28% 54% SMARTPHONE PENETRATION: PREPAID SIM MARKET SHARE:65% 71% MOBILE USERS: MOBILE BROADBAND ACCESS:100% 35% (of all mobile phones)
  16. 16. Carrier billing in Latin America: 2017 Carrier billing landscape February 2017 - April 2017 CHILE Market share of carrier billing in digital gaming (SuperdataResearch): 24.3% (most popular payment method) Price point Popularity %Price point Revenue %Quarterly average revenue per user: Quarterly median revenue per user: % denotes YoY change $13.6 $8.1 % denotes YoY change Price point (in USD) 1.34 2.23 CARRIERS SUPPORTED BY FORTUMO 41% 39% 20% CARRIER MARKET SHARES LOCALIZATION Recommended, 98% of users have browser language set to Spanish. 98% 65% TABLET DESKTOP MOBILE 33% 2% TRAFFIC SOURCES 0 20 40 60 80 100 33.3% 23% 66.7% 77% 34% 107%
  17. 17. Carrier billing in Latin America: 2017 Market profile ECUADOR GNI PER CAPITA:MEDIAN AGE: 2716 POPULATION: $6,000 million years Gross National Income (IMF 2014 estimate) CURRENCY: US Dollar CREDIT CARD PENETRATION: DEBIT CARD PENETRATION:6% 26% SMARTPHONE PENETRATION: PREPAID SIM MARKET SHARE: 72% MOBILE USERS: MOBILE BROADBAND ACCESS:80% 35% (of all mobile phones) NO DATA
  18. 18. Carrier billing in Latin America: 2017 Carrier billing landscape February 2017 - April 2017 ECUADOR Price point Popularity %Price point Revenue %Quarterly average revenue per user: Quarterly median revenue per user: % denotes YoY change $9.5 $6.7 86% 301% % denotes YoY change Price point (in USD) 0.56 2.24 CARRIERS SUPPORTED BY FORTUMO 70% 28% CARRIER MARKET SHARES LOCALIZATION Recommended, 97% of users have browser language set to Spanish. 97% 63% TABLET DESKTOP MOBILE 32% 5% TRAFFIC SOURCES 0 20 40 60 80 100 98.8% 95.4% 1.2% 4.6%
  19. 19. Carrier billing in Latin America: 2017 Market profile BOLIVIA GNI PER CAPITA:MEDIAN AGE: 2411 POPULATION: $3,000 million years Gross National Income (IMF 2014 estimate) CURRENCY: 1 Bolivian Boliviano (BOB) = $0.14 CREDIT CARD PENETRATION: DEBIT CARD PENETRATION:6% 23% SMARTPHONE PENETRATION: PREPAID SIM MARKET SHARE:NO DATA 89% MOBILE USERS: MOBILE BROADBAND ACCESS:96% 35% (of all mobile phones)
  20. 20. Carrier billing in Latin America: 2017 Carrier billing landscape February 2017 - April 2017 BOLIVIA Price point Popularity %Price point Revenue %Quarterly average revenue per user: Quarterly median revenue per user: % denotes YoY change $9.9 $5.1 46% 50% % denotes YoY change Price point (in USD) 0.85 1.71 CARRIERS SUPPORTED BY FORTUMO 31% 19% CARRIER MARKET SHARES LOCALIZATION Recommended, 94% of users have browser language set to Spanish. 94% 72% TABLET DESKTOP MOBILE 26% 2% TRAFFIC SOURCES 0 20 40 60 80 100 92.4% 85.8% 7.6% 14.2%
  21. 21. Carrier billing in Latin America: 2017 Market profile PANAMA GNI PER CAPITA:MEDIAN AGE: 294 POPULATION: $11,000 million years Gross National Income (IMF 2014 estimate) CURRENCY: 1 Panamanian Balboa (PAB) = $1.00 CREDIT CARD PENETRATION: DEBIT CARD PENETRATION:10% 25% SMARTPHONE PENETRATION: PREPAID SIM MARKET SHARE: 88% MOBILE USERS: MOBILE BROADBAND ACCESS:100% 82% (of all mobile phones) NO DATA
  22. 22. Carrier billing in Latin America: 2017 Carrier billing landscape February 2017 - April 2017 PANAMA Quarterly average revenue per user: Quarterly median revenue per user: % denotes YoY change $20.7 $6.5 52% 8% % denotes YoY change CARRIERS SUPPORTED BY FORTUMO 52% 28% 12% CARRIER MARKET SHARES LOCALIZATION Recommended, 95% of users have browser language set to Spanish. 95% 92% TABLET DESKTOP MOBILE 7% 1% TRAFFIC SOURCES Price point Popularity %Price point Revenue %Price point (in USD) 1.5 2 5 0 20 40 60 80 100 41.8% 21.9% 62.5% 35.8% 22.3% 15.6%
  23. 23. Carrier billing in Latin America: 2017 Additional reading Carrier billing in Central & Eastern Europe: 2017 market report Read now Fission case study: increasing live streaming revenue with Fortumo carrier billing Read now Infographic: the new reality of carrier billing Read now
  24. 24. https://fortumo.com https://facebook.com/fortumo https://twitter.com/fortumo https://www.linkedin.com/company/fortumo-ltd. Fortumo is a mobile payments company that enables direct carrier billing with more than 350 mobile operators in 90+ countries. Fortumo's payment products work across a wide range of platforms including desktop devices, smartphones, feature phones, tablets and smart TV-s. These products give consumers a simple, 1-click payment method to charge online purchases to their phone bill. For app stores, digital media companies and game developers, Fortumo provides one integration with 350 mobile operators as well as a single point of contact for settlements, reporting, support and infrastructure upgrades. Founded in 2007, Fortumo has offices in Estonia, San Francisco, Beijing, Delhi, Singapore & Hanoi and is backed by Intel Capital and Greycroft Partners. 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, direc- tors, 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 © 2017 Fortumo | All rights reserved.

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