This presentation I gave to the audience of the 3rd annual E-Money and Retail Payments Conference in Moscow on November 11th, 2011

1. Mobile commerce in Russia: 2012-2015
E-Money Conference 2012 1

2. Daniel Gusev:
- payments geek - first stumbled on this topic in 2006 by accident
- invaded privacy of pretty much every important person on this topic
- eagerly takes these persons ideas and sells them through his blog
http://www.linkedin.com/in/danielgusev
@dngusev
http://valuedrivenbanking.blogspot.com/
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3. What?
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4. Mobile commerce: process of buying things with your mobile
Single-handed
Pervasive
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5. Mobile commerce: process of buying things with your mobile
Different things – same experience
Interactive
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6. Mobile commerce: process of buying things with your mobile
Ubiquity of funding sources
Device dictates behavior
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7. Where?
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8. CARD-BASED PAYMENTS
< RUB 1-2 TRN IN TPV.
DEEP CASH OCEAN
> RUB 10 TRN IN TPV
PURCHASES IN RU IN 2010: KASH IS KING
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9. RUSSIA: PURCHASES IN 2010 # transactions
CASH
MICRO-PAYMENTS CONVENIENCE PAYMENTS SHADY PAYMENTS
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10. RUSSIA: PURCHASES IN 2010 # transactions
CASH
RUB 1 TRN. RUB 3 TRN. RUB 6 TRN.
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11. HOW TO GET TO THE TIPPING POINT
NOT ABOUT
TECHNOLOGY
MOBILE MONEY
CONTACTLESS DIRECT DEBIT
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12. HOW TO GET TO THE TIPPING POINT
ALL ABOUT
EXPERIENCE
MOBILE MONEY
CONTACTLESS DIRECT DEBIT
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13. Business: Top-up volumes are (for now) predominantly cash-based
Big smart-phone
UX: Small kiosk (with dual SIM)
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14. THE ROAD IS CLEAR, YOU ONLY HAVE TO NAVIGATE IT
Big variety of technologies:
- Phone is the wallet (NFC)
- SIM is the wallet
- App is the wallet
- Card is the wallet
…
Customer won’t give a
damn, once he is con-
vinced this solves his
problem
Things to remember:
- To excel in UX, you have to reside on an open platform or work closely with mobile OEM
- Payments in the past was everything about control - today this may be about giving it away
- Data interexchange does not matter as the contextualization of this exchange for a customer
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15. In the end…
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16. The people who are crazy enough to think they can change the world are the ones who do
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