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Mobile Payments - Insights from the German Twittersphere

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Deep-dive research on Twitter conversations and key influencers in mobile payments news, technologies, and competitors. Sample report of Twitter intelligence, filtered for English and German language Tweets originating in the German market during Q4 2012-Q1 2013.

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Mobile Payments - Insights from the German Twittersphere

  1. 1. Mobile Payments Insights from the German TwittersphereTwitter Intelligence Update – March 2013
  2. 2. Starling140 - Twitter Business Intelligence German and International CompetitionMultiple payment players and technologies vying for market share
  3. 3. Starling140 - Twitter Business Intelligence Research MethologyInsights on mobile payments from the German Twittersphere German and English language tweets originating from German-based Twitter authors on mobile payments 3,850 high-quality tweets on mobile payments (spam and low value tweets removed) Sourced from 1,790 Twitter authors, with a combined estimated reach of 4.2 million followers Research time frame: 1 November 2012 to 28 March 2013 3
  4. 4. Starling140 - Twitter Business Intelligence Report Contents Conversations Brands People• Buzz Volume • Share of Voice (SOV) • Digital Online• Locations • Topic Breakdown Influencers (DOLs)• Trending Hashtags • Sentiment Analysis • DOL Buzz and Reach• Trending Keywords • Trending Stories • DOL Trending Stories• Topics • Trending Hashtags• Customer Segments • Trending Keywords• Trending Stories• Share of Conversation (SOC) 4
  5. 5. Starling140 - Twitter Business Intelligence Key Findings Mobile payments is a dynamic topic of Twitter discussion in Germany. Many conversations are brand oriented: 1 of every 4 tweets on mobile payments mentions Key Insights a specific brand or company, with attention given to both local German providers and global players such as Apple Passbook. Buzz volumes average 25 high-quality tweets per day. Conversations focus on news (e.g. product releases, events) and user experience (e.g. personal use and opinions ofConversations mobile payment, apps, and technologies) SOV Passbook Wirepay Fidor Bank Google Wallet Targo Bank(March 2013) 29% 11% 11% 10% 7% Apple Passbook continues to lead brand share of voice, with strong volumes of tweets around the CEBIT 2013 conference in early March, in which CEBIT offered and Brands promoted mTickets via Passbook. Top influencers drive a significant majority of mobile payments conversations in Germany: over 80% of tweets from top 35% of twitter users. People Top stories shared (tweets and retweeted) by influencers focussed on NFC technology. Source: Starling140 analysis 5
  6. 6. Conversations
  7. 7. Starling140 - Twitter Business Intelligence Buzz Volume: Monthly Trend Tweets Nutzer 1050 832 738 696 533 539 636 467 453 337 11/12 12/12 01/13 02/13 03/13 03/13 02/13 Monthly Average Current Month % vs. M-1 absolute % vs. AVG absoluteTotal Tweets 696 -34% 1050 -10% 770Total Authors 453 -29% 636 -7% 486Tweets per Author 1.5 -7% 1.7 -3% 1.6Followers Reached 946340 -51% 1925944 -22% 1213439Avg. Followers per Author 2089 -31% 3028 -16% 2495Retweets by Followers 0.13 -13% 0.15 -4% 0.14Retweets by Authors 0.28 -18% 0.34 -17% 0.34 7
  8. 8. Starling140 - Twitter Business Intelligence Buzz Volume: Current Month Average of 25 tweets per day on mobile payments in Germany46 45 Weekends in yellow 41 41 38 38 36 35 36 33 31 31 28 25 26 19 18 17 17 16 14 11 10 11 11 9 8 5 Di 05.03 Do 07.03 Di 12.03 Do 14.03 Di 19.03 Do 21.03 Di 26.03 Do 28.03Fr 01.03 Sa 02.03 So 03.03 Mo 04.03 Mi 06.03 Fr 08.03 Sa 09.03 So 10.03 Mo 11.03 Mi 13.03 Fr 15.03 Sa 16.03 So 17.03 Mo 18.03 Mi 20.03 Fr 22.03 Sa 23.03 So 24.03 Mo 25.03 Mi 27.03 Total Tweets Source: tweets (n=696) and users (n=453) for mobile payments 8
  9. 9. Starling140 - Twitter Business Intelligence Buzz Volume: Location Berlin, Munich, and Hamburg generated two-thirds of mobile payments tweets Tweets Users Berlin 91 55 München 66 45 Hamburg 64 34Düsseldorf 35 18 Frankfurt 26 18 Köln 15 14 Bonn 10 8Hannover 32 8 Stuttgart 10 7 Münster 7 6 Source: tweets by self-identifyiedcity in user profile, n=388 9
  10. 10. Starling140 - Twitter Business Intelligence Leaderboard: Hashtags Most used hashtags (#) in mobile payment conversations Tweets Nutzer #NFC 95 42 #Mobile 54 24 #passbook 19 14 #payment 15 11 #CeBIT 10 8 #Banking 15 7 #INVE 39 6 #smcmuc 6 5 #android 5 5 #MobilePayments 16 5Note: Twitter hashtags are not case sensitive Source: Starling140 analysis, March 2013, hashtags ranked by users 10
  11. 11. Starling140 - Twitter Business Intelligence Leaderboard: Word Count Most used keywords in mobile payment conversationsNote: Keyword analysis excludes a short, common function words e.g. the, and, it, etc. Source: Starling140 analysis, March 2013, word count frequency in mobile payments tweets, n=1100 11
  12. 12. Starling140 - Twitter Business Intelligence Leaderboard: Word Count (without Mobile, NFC, Payment, Bezahlen)Note: Keyword analysis excludes a short, common function words e.g. the, and, it, etc. Source: Starling140 analysis, March 2013, word count frequency in mobile payments tweets, n=1100 12
  13. 13. Starling140 - Twitter Business Intelligence Topics: What People Talk About News continues to dominate conversations# Tweets Change (% vs. previous month) -22% -9% +13% -34% +62% -23% -50% +0% +50% +100% 13
  14. 14. Starling140 - Twitter Business Intelligence Segments: Who is TalkingProfessionals (e.g. Executives, Entrepreneurs, Consultants) lead discussions 3% 21% 33% 114 18% 25% 83 69 61 9 Academia & Blogger Industry Media Professionals Research Source: analysis of user profiles, n=336 14
  15. 15. Starling140 - Twitter Business Intelligence Topic Breakdown by Customer SegmentAcademia & 3 5 1 2 Research Blogger 41 27 28 9 7 2 Industry 69 36 30 13 14 4 Media 64 38 37 14 12 8Professional 97 33 36 14 14 5 0% 20% 40% 60% 80% 100% News User Experience Brands Research Business Cases Security Source: accounts which tweeted on mobile payments during 01.03.13-28.03.13 15
  16. 16. Starling140 - Twitter Business Intelligence Brand Share of Conversation (SOC) Apple‘s Passbook mentioned in over 10% of mobile payment tweets10.5% 02/13 03/13 Mentions as percent of total mobile payments conversation 8.3% 3.2% 3.2% 2.9% 2.9% 1.9% 2.0% 1.7% 1.1% 0.6% 0.5% Passbook Wirepay Google Wallet Fidor Bank TargoBank Docomo Source: total number of Tweets, RTs and mentions for selected brand keywords, 01.03.13-28.03.13 16
  17. 17. Starling140 - Twitter Business Intelligence Mobile Payment Top StoriesRank User and Tweet Source BMW i @BMWi https://twitter.com/BMWi/status/31624778938017382 1 The Future is … NOW! #BMWi announces partnership with 6/photo/1 mobile payment experts NOW! Innovations http://www.nowinnovations.com/ Benedikt Koehler @furukama 2 "The SIM card is the credit card of Africa" - 40% of Kenyas GDP http://worlddays.info/ goes through mobile payment COMPUTER BILD @COMPUTERBILD 3 SumUp stellt ein neues Bezahlkonzept vor. Ohne das Smartphone http://www.computerbild.de/artikel/cb-News-Handy- SumUp-Smartphone-Bezahlen-8180856.html aus der Tasche zu holen, begleicht ihr eure… Peter Schmitt @schmitt_it http://www.cio.de/finance-forum- 4 Online-Banking: Tübinger Studenten stellen NFC-TAN vor: germany/2908475/?qle=rssfeed_ Wissenschaftler und Studenten der Universität Tübingen... dennyf @dennyf 5 Man kann bei Netto nun via NFC bezahlen. Gut, dass man dafür no link mit dem iPhone wirbt :D Source: most retweeted or mentioned Tweets , 01.03.13-28.03.13 17
  18. 18. Brands
  19. 19. Starling140 - Twitter Business Intelligence Brands: Share of Voice (VOC) Apple’s Passbook maintains lead in mobile payment conversations Mentions as percent of total mobile payments brand conversation Apple 29% +1% Wirepay 11% +41% Google 10% +92%Fidor Bank 11% +135%TargoBank 7% +348% 0% 5% 10% 15% 20% 25% 30% 35% +0% +100 +200 +300 +400 SoV 02/13 SoV 03/13 % % % % Source: total number of Tweets, RTs and mentions for brand keywords 19
  20. 20. Starling140 - Twitter Business Intelligence Brand Leaderboard: Hashtags #Passbook 14 19 #NFC 7 8 #CeBIT2go 5 10 #targobank 5 8 #Mobile 4 4 #girogo 4 6 #paperless 3 4#MobilePayments 3 3 #CeBIT 3 5 #mTicket 3 7 Tweets Nutzer 20
  21. 21. Starling140 - Twitter Business Intelligence Brand Conversations: Word CountNote: Keyword analysis excludes a short, common function words e.g. the, and, it, etc. Source: Starling140 analysis, March 2013, word count frequency in mobile payments tweets, n=1100 21
  22. 22. Starling140 - Twitter Business Intelligence Brand Conversations:Top StoriesRank User and Tweet Source COMPUTER BILD @COMPUTERBILD 1 SumUp stellt ein neues Bezahlkonzept vor. Ohne das Smartphone http://www.computerbild.de/artikel/cb-News-Handy-SumUp- Smartphone-Bezahlen-8180856.html aus der Tasche zu holen, begleicht ihr eure… CeBIT @cebit 2 Have you seen our #tutorial? How to... #login #mTicket #passbook https://www.facebook.com/media/set/?set=a.1015261005798 0626.1073741827.311497245625&type=3 #route #search #QRcodes with the app #CeBIT2go André M. Bajorat @ambajorat http://www.bizjournals.com/boston/blog/startups/2013/03/level 3 Partnerschaften sind der weg - Payments giant Heartland to roll up-partners-with-heartland-on.html out LevelUp mobile payment tech nationally. Ulf Valentin © @Ulf_Valentin http://www.eyefortravel.com/mobile-and- 4 Apple’s Passbook polishes the traveller experience says HRS technology/apple%E2%80%99s-passbook-polishes-traveller- experience @jonwestgb. TARGO BANK @TARGOBANK 5 Was macht die #TARGOBANK aus? Welche Vorteile machen den https://www.so-geht-bank-heute.de/ täglichen Umgang mit Geld einfacher? Antworten auf. Source: most retweeted or mentioned Tweets with brand keywords, 01.03.13-28.03.13 22
  23. 23. Starling140 - Twitter Business Intelligence Apple Passbook: Top Themes and Segments Buzz Volume, 30 Days Top Segments 64 13 Total Tweets 12 9 5 11 9 7 7 4 3 3 3 3 3 1 1 1 2 2 2 1 1 1 2 1 1 2 1 2 1 1 2 Do 21.02 Fr 22.02 So 24.02 Do 28.02 Fr 01.03 Do 07.03 Di 26.02 Mi 27.02 Sa 02.03 So 03.03 Mo 04.03 Mi 06.03 Fr 08.03 Sa 09.03 Mo 11.03 So 17.03 Mo 18.03 Do 21.03 Fr 22.03 Do 28.03 Di 05.03 So 10.03 Di 12.03 Mi 13.03 Mi 20.03 Mo 25.03 Di 26.03 Mi 27.03 Academia & Blogger Industry Media Professionals ResearchTweets by Content and Segments Top HashtagsAcademia & #Passbook 14 19 2 1 Research #CeBIT2go 5 10 Blogger 1 1 3 1 4 #paperless 3 #mTicket 3 7 Industry 7 5 7 #CeBIT 3 5 Media 3 5 5 2 2 #iOS 2 #Lufthansa 2 2Professional 9 2 8 1 #Mobile 2 2 Total 20 15 23 4 1 #sbchatde 1 1 0% 20% 40% 60% 80% 100% #Apps 1 1 Tweets Nutzer News User Experience Brands Research Business Cases Security Source: total number of Tweets, RTs and mentions for „passbook“ keyword, 01.03.13-28.03.13, starling140 analysis 23
  24. 24. Starling140 - Twitter Business Intelligence Apple Passbook: Top StoriesRank User and Tweet Source Vapiano @vapiano 1 No link Die Vapiano App verfügt ab sofort über die neue Passbook- Integration! Für noch mehr Zeit, den Besuch bei Vapiano zu genießen. Sabine http://www.cafe- 2 @cafefuture future.net/news/pages/show.php?id=27104 Vapiano integriert Apples Passport in eigene App: Drei Monate nach der Veröffentlichung der neuen Passbook App… http://thenextweb.com/apps/2012/12/09/square- André M. Bajorat integrates-apples-passbook-and-introduces-gift-cards- @ambajorat for-ios-app- 3 users/?utm_source=feedburner&utm_medium=feed&ut Square integrates Apple’s Passbook and introduces gift cards for m_campaign=Feed%3A+TheNextWeb+%28The+Next iOS app users +Web+All+Stories%29 Mac Life http://www.maclife.de/iphone-ipod/software/ios-61- 4 gestaltet-das-finden-von-passbook-apps-einfacher @Mac_Life iOS 6.1 gestaltet das Finden von Passbook-Apps einfacher Moritz Zimmerman @moritzzimmerman 5 Who said that Passbook only works on iPhones? #PassWallet No link nicely does the exact same thing on my Android. Source: most retweeted or mentioned Tweets , 01.03.13-28.03.13 24
  25. 25. People
  26. 26. Starling140 - Twitter Business Intelligence Discovering Key Influencers in Mobile Payments The process behind identifying subject matter experts Each account assigned a topic-specific influence scoreDoes the account regularly Is the account followed,tweet information which is mentioned, or retweeted byon-topic and high quality? other subject matter experts? +1 +2 +1 +2 26
  27. 27. Starling140 - Twitter Business Intelligence Top Opinion Leaders Key PreviousProfile User Name User Type Country User Type Total Followers Tweets Retweeted Influencer Month Change Score Rank IdentivePayment Industry de Industry 3453 31 15 100% 12 +10 ficoba Media de Media 2922 5 1 100% 6 +3 ambajorat Industry de Industry 926 16 3 88% 2 -2 cebit Media de Media 9315 7 6 88% 8 +3 TARGOBANK Industry de Industry 251 7 1 88% - New schmitt_it Specialist de Specialist 61290 2 4 88% - New TheCommsCulture Specialist de Specialist 1109 9 1 75% 42 +34 IdentiveFrance Specialist de Specialist 402 5 0 75% - New wahlborn Blogger de Blogger 1429 4 1 75% 17 +7 contactlesscity Industry de Industry 652 3 1 75% 14 +3Source: extract from key influencer database using weighted algorithm based on follower count, quality, and frequency of tweets on mobile payments. 27
  28. 28. Starling140 - Twitter Business IntelligenceDigital Opinion Leaders (DOLs) – Buzz Volumes and Reach 662 Tweets by DOLs Opinion Leaders 582 377 397 281 153 197 163 102 130 11/12 12/12 01/13 02/13 03/13 03/13 02/13 Monthly Average Current Month % vs. M-1 absolute % vs. AVG absolute Total Tweets 582 -12% 662 +27% 460 Total DOLs 163 -17% 197 +9% 149 Tweets per DOL 3.6 +6% 3.4 +16% 3.1 Followers Reached 585420 -28% 814960 +4% 564494 Avg. Followers per DOL 3592 -13% 4137 -5% 3789 Retweets by Followers 0.40 +33% 0.30 +40% 0.29 Retweets by DOLs 0.61 -20% 0.76 -7% 0.66 www.starlingpartners.com Source: Tweets on mobile payments keywords and analysis of user influence , 01.03.13-28.03.13 28
  29. 29. Starling140 - Twitter Business Intelligence Social Network of Key InfluencersFollower relationships reveal 4 clusters of infleuncers Size of Circle = # followers in mobile payments Source: most influential accounts tweeting on mobile payments, 01.03.13-28.03.13 29
  30. 30. Starling140 - Twitter Business Intelligence Opinion Leaders: Top StoriesRank User and Tweet Source Peter Schmitt @schmitt_it http://www.cio.de/finance-forum-germany/2908475/ 1 Online-Banking: Tübinger Studenten stellen NFC-TAN vor: Wissenschaftler und Studenten der Universität Tübingen... dennyf @dennyf 2 Man kann bei Netto nun via NFC bezahlen. Gut, dass man dafür no link mit dem iPhone wirbt :D Identive Consumer ID @IdentivePayment 3 Cashless parking made possible with the magical touch of NFC http://www.parking-net.com/parking-news/cashless-parking- nfc-sticker stickers #INVE #Cashless #NFC @parking_net Identive Consumer ID @IdentivePayment 4 Mobile payments set to take off in 2013. #INVE #MobilePayments http://www.neurope.eu/article/mobile-payment-take-2013 #NFC @New_Europe CEBiT @cebit https://www.facebook.com/media/set/?set=a.1015261005798 5 Have you seen our #tutorial? How to... #login #mTicket #passbook 0626.1073741827.311497245625&type=3 #route #search #QRcodes with the app #CeBIT2go Source: most retweeted or mentioned Tweets from influential accounts, 01.03.13-28.03.13 30
  31. 31. Starling140 - Twitter Business Intelligence Download this report: http://bit.ly/twitter-mobile-payments-germanyInterested in learning more about this report or custom Twitter research for your own brands? Kevin Michels-Kim Gerold Geis kevin@starlingpartners.com hello@starling140.com @ubermarketer ANALYTICS BY Starling GmbH Binzmühlestrasse 170a, 8050 Zürich, Switzerland www.starling140.com 31

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