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Maybelle M. Santos
Financial Services
Smart Communications, Inc.
• A wholly owned subsidiary of PLDT .
• Serving 45.3M mobile phone subscribers
and 1.2M wireless broadband internet
subscribers as of end Jan. 2010
• Pioneering mCommerce since 2000
(Smart Money was launched in 2000).
• Banking and Regulatory Body Oriented
Solutions.
• Largest & robust mCommerce play –
Millions transactions/day.
• Innovative & Relevant Community
Solutions which have won global
awards.
• 2009 Asia Mobile Awards (GSMA)
• Best Mobile Money Service
• Winner of the Mobile Money for the
Unbanked Award
• 2008 Awardee in the World Business and
Development Awards (UNDP – MDG)
• 2003 Winner in the 4th Annual
Intelligentzo Awards
• 2001 Most Innovative GSM Wireless
Service for Customers (GSMA )
• 2001 Most Innovative Service
(Mastercard)
99%
1%
PrepaidPostpaid
55%31%
14%
SmartMNO #1MNO #3
92.2 Million total Philippine Population*
75.5 Million total mobile subscriber base*
45.3 Million Smart subscriber base
72% of total population - D/E Social Class**
Work Trading
Services
Backyard Manufacturing
Livestock
Crop production
Mobile Banking Service –enabling bank account
holders to access their bank accounts
Smart Money – the world’s first mobile enabled cash card
Smart Money and Mobile BankingSERVICE SMART MONEY MOBILE BANKING
SMART Engine Financial Services Mobile Banking
Key Service Enables e-wallet transfer
between SMART Money
accounts
Enables mobile banking of Bank
account holders
User Segments Banked and un-banked
Corporations and Institutions
Banked
Corporations and Institutions
Partners Banks and Bank Networks
MIMOs, MFIs, Corporations
Banks and Bank Networks
Source of Fund Reloaded from designated fund
sources
CA/SA account view
Host System Part of SMART Finance
Services Infrastructure
Belongs to Bank; connection to
SMART Network via SMART Gateway
Revenue
Sources
Transaction Fees, Float Share
Airtime/VAS Clicks
Airtime/VAS Clicks
2000
1,000,000
NA – Bank data
16
11 + 5
2000
8,500,000
2,500,000
3
35,000,000
4,000
100
700
13K ++
95,000
39
31 – 98%
Launch Date
Registered Accts
Active Users
Number of Banks
Via Consortia/Direct
Merchants (Mastercard)
Number of MIMOs Agents
Smart Wireless Centers
Banco de Oro Branches
ATM + MIMOs
Intl Remco POPs (Remco + Banks)
Intl Remittance Countries
Increase in Monthly ARPU
Balance Inquiry - M
Fund Transfer - M
Reload Prepaid Services - M
Bills Payment - M
Last 3 transactions - M
Change PIN – M
AVAILABLE TRANSACTIONS
Balance Inquiry - M+ATM
Fund Transfer – M
Reload Prepaid Services – M+ATM
Bills Payment - M
Reload Smart Money - M
Money Out Through MIMO Centers
BSP Circular 269 Compliant
Menu-based transactions
Security modules built into the SIM
SIM encrypted
BSP Circular 269, 706, 704 Compliant
Menu-based transactions
Security modules built into the SIM
SIM encrypted
SAFE, SECURE AND RELIABLE
Mobile
Bank Branches Activated
ATMS
Mobile
Mobile + Bank OTC
Access Points Channels – Control
Mobile with STK embedded SIM menu
Smart Money ATM/Mastercard standards
ATMs - pins
MIMO Branches – registered & certified
Mobile and Account Type Driven setup
Face to Face KYC with Smart Ee
(New) Face to Face KYC w/ Registered Agent
Actvations
Fulfillment
Access to Bank Account
Payments from Bank Account
Mobile P2P Transfers - Limits Base on Account Type
Reload/Money – Money In from Bank Accounts
Money Out via Agents or ATMs - registered & pins
Control, Compliance & Reporting for Smart Money
Product and Account Types Transaction Types
Money In Transfer
Purchase Money Out
Consumer Trade
Remittance BoP**
Payroll
Virtual
FILTERING
CRITERIA
PROFILING &
ANALYSIS CRITERIA
Fields
Thresholds
Business Rules
Usage Pattern
Nature of Txn
Account Profile
AnchorData source
Filter
Analysisdaily per
account
Usage Pattern Nature of Transactions
ConsistencyBusiness Rules
ComplianceAccount Correlation
Time Interval
Fund Movement
Location **
Account Profile
Reporting • Automated reporting to BSP - AMLC for positive accounts
• Trade accounts reporting to BDO for report to AMLC
Business Models & Issues Around
Issuing Accounts – EMI or EMNSP, bank or MNO led
Acquiring Merchants /Billers – direct or 3rd party
Activating Agents - direct or aggregator
Consumer Experience – SMS, STK, VPN, Online Widgets
Operational Approach
In- House
Outsourced to 3rd Party
Market Conditions
Consistency or Inefficiencies in User Experiences
Fulfillment - Agent Experiences
Network Availability – MNO rating/rank
Market Penetration
Subscriber Base + Active Mobile Money Users
Smart Mobile Commerce and BoP Programs Exposure for the
BSP Microfinance Committee/Working Group
Hapinoy and Islands Activation Program
Exposure for GSMA Foundation Representatives
Smart Money Program Immersion with IAP Partners
Seed Microfinance and FCCT Cebu for
Central Bank Officials of Guatemala and Equador
Maybelle M. Santos
Financial Services
Smart Communications, Inc.