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Mobile Theatre - June 19th, 10:30-11:00 The session looks at the dynamics of the mobile payments landscape today. Which countries and mobile money solutions are championing growth? Get exclusive insights from MEF’s recent 13-country consumer study which reveals how mobile payments are driving consumer engagement globally. Learn more about the exciting opportunities mobile money offers a connected society and better understand the barriers to accelerated adoption – in particular l when it comes to Consumer Trust.
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Mobile Payments Driving Global M-Commerce Adoption
Internet World Johan Lindstrom
• Global trade association representing diverse companies from across the total mobile ecosystem
• Goals: To advance innovation, protecting and championing mobile as the primary entertainment, engagement and commerce platform
• Only association that offers a true international footprint with expertise in growth markets
• Member diversity guarantees holistic and evolving mobile perspectives
1
Shop in store
Shop in aisle
Shop anywhere
Shop at home
The Pace of Change is Accelerating
Every connected device will become a
commerce device
Page 3 July 1, 2014
Page 4 July 1, 2014
Page 5 July 1, 2014
PURCHASE NOW
PRODUCT DETAILS
27% 25%
15% 18% 10% 12%
6%
35%
26%
13% 14% 11% 9% 7%
40%
25% 26%
16% 14% 14% 13% 13% 10% 9%
Trust Nett My network is too slow/takes
too long to download
I have no need to
You have to give/share too much personal
information
Poor browsing experience
I can’t find what I want to
buy
It’s not easy enough
I can’t buy want I want
I didn’t know I could
Had a previous bad experience
Total 2011 Total 2012 Total 2013
The largest barrier to purchase via mobile…? A lack of trust
9
Mobile money users are significantly more likely to purchase via mobile
65%
25% 42%
20% 17% 9%
91%
49% 56% 40% 36%
23%
Any Purchase NETT Physical & Perishable goods NETT
Digital products (e.g. ringtone, app, games,
music)
Physical Goods (e.g. Books, CDs, clothing
etc.)
Virtual Goods (e.g. In application currency, goods, prizes etc.)
Perishable goods (e.g. food and drink)
Total Sample 2013 Use Mobile Money
UK US Kenya China Nigeria Mexico South Africa
Saudi Brazil Indonesia UAE Qatar India
Total Sample 2013 Any mobile money
10
23% 17%
13% 11% 7% 7% 6% 6%
Any card payment
Airtime transfer Online payment service
Direct to mobile phone bill
Coupons, vouchers or offer
code
Mobile wallet payment
Virtual currency A retailer's payment service
15%
4% 7%
5% 4%
Any Mobile Payment Contactless credit card payment
Mobile wallet payment Mobile loyalty card/scheme Plug and pay device
How have you purchased items on your mobile phone in the past 6 months?
66%
25% 22% 18% 16% 14% 13% 13% 11% 9%
92%
26%
56%
13% 19% 26% 34%
54%
18% 26%
76%
15%
48%
15% 4% 10% 13% 12% 6% 6%
78%
43% 45%
21% 15% 18% 21% 16% 15% 12%
Any banking Check bank balance
Send airtime to someone
else
To pay for an App
Pay a bill Transfer funds
between accounts
Transfer funds to
someone else
Send money to someone
else
Top up mobile wallet
Apply for credit / loan
Total Sample 2013 Kenya Nigeria SouthAfrica
Africa leads the way
11
66%
25% 22% 18% 16% 14% 13% 13% 11% 9%
67%
32%
12% 16% 27%
12% 14% 7%
18% 6%
74%
51%
6%
29% 40%
29% 16% 11% 6%
13%
72%
44%
5%
31% 28% 25% 21% 15%
8% 8%
Any banking Check bank balance
Send airtime to someone
else
To pay for an App
Pay a bill Transfer funds between accounts
Transfer money/funds to someone
else
Send money to someone
else
Top up mobile wallet
Apply for credit / loan
Total Sample 2013 China USA UK
Phase II: Mobile Money Initiative Continues with MEF Members
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Find out more. Get in touch.
13
www.mefminute.com
www.mefmobile.org
@MEF
