20150514 mobile money in latam gsma rio
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Transcript of 20150514 mobile money in latam gsma rio
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 3
Ericsson ConsumerLabThe Voice of the Consumer
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 4
Key Take-aways
Convenience a key driver for m-commerce for both strugglers and achievers.
1
Safety and control is essential for Latin Americans.
2
Consumers lack overall trust in institutions and network performance.
3
› There are three conclusive consumer take-aways from this m-commerce study in Latin America:
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 5
Method and purpose of study
Method
• 4080 online interviews
• 30 expert interviews
• 50 in-depth interviews
• Diaries and “shop alongs”
• In home interviews
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 6
Regions of study
The markets in focus for the study were chosen to achieve a mixture of geographical location, sociocultural factors and level of maturity of the telecom and financial sectors and consumer markets
BRAZIL ARGENTINA COLOMBIA CHILE MEXICO
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 12
Financial Ecosystem
Source: World Bank, Measuring Financial Inclusion Report, April 2012
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 14
Steep growth in buying power in the middle class (brazil)
Source: Data Popular
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 16
Credit cards in the middle class (BRAZIl)
Source: Data Popular
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 18
Drivers to m-commerce
Achievers− Independence−No queuing−Safety−Mobility−Control
Prerequisites
Source: Ericsson ConsumerLab M-Commerce in Sub Saharan Africa, Consumer Insight Report 2012
Education Trust Transparency
Strugglers−Safety−No queuing−Mobility− Independence−Control
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 19
Barriers to m-commerce
Achievers−Network reliability−Lack of transparency−User interface−Security−Accessibility
Prerequisites
Source: Ericsson ConsumerLab M-Commerce in Sub Saharan Africa, Consumer Insight Report 2012
Strugglers−Lack of knowledge−Service fees−Security−Network reliability−Lack of transparency−Accessibility
Affordability Support User friendly
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 21
Preferred provider
Question: Which type of organization would you prefer provides the ability for your products and services with your mobile phone? (single code)Base: User or interested in Mobile wallet
Please note different sample characteristics– see appendix for details
Source: ConsumerLab Analytical Platform 2012
A bank
A bank credit card provider
A mobile network provider/ carrier
A mobile handset brand
A large retail store
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 22
Banks vs. Operators
OperatorsBanks
Banks are the most trusted institution to handle money
Operators trusted as a facilitating intermediary
– More secure than handling cash
– Control– Convenience– Possibility to get loans
– High fees and interest rates
– Minimum deposit amounts
– Bank cards may lead to spending more money
– Constant queuing to perform services
– Poor customer service
+ -– Accessibility, anywhere
and anytime– Almost like cash, quick
and easy– Sense of safety – Connected to additional
services, like top-up
– Network quality– Unreliable coverage and
performance– Bad customer service
experience– Hidden charges and
additional fees
+ -
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 24
› “Asociación de Bancos de Perú” (ASBANC), was founded in 1967
› The union brings together banks and private financial institutions in Peru
› Principal objective: promote the strengthening of the private financial system, providing services, information, advice and consultation to its members on matters of general interest
ASBANC OVERVIEWMAJOR ASBANC’ MEMBERS
BANCO DE CREDITO DEL PERUINTERBANKCITIBANK DEL PERU S.A.SCOTIABANK PERU S.A.A.BBVA BANCO CONTINENTALBANCO DE COMERCIOBANCO FINANCIEROBANCO INTERAMERICANO DE FINANZASBANCO FALABELLA PERU S.A.MIBANCO, BANCO DE LA MICROEMPRESA S.A.BANCO RIPLEY S.A.HSBC BANK PERU S.A.BANCO SANTANDER PERU S.A.BANCO AZTECA DEL PERUDEUTSCHE BANK PERUFINANCIERA TFCFINANCIERA EDYFICARCREDISCOTIA FINANCIERA S.A.AMERIKA FINANCIERAFINANCIERA UNIVERSALFINANCIERA CONFIANZAFONDOS SURA SAF S.A.C.
Source: D. Navarro Input
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 25
ExEMPLO de Solucão Carteira móvel
Switch
Cha
nnel
s ASBANC Wallet Platform
Switch
Bancos
Rede de Agentes
Operadora 1 Operadora 3 Operadora 4Operadora 2
Agentes Financeiros
Cartões de crédito
Switch
Switch
Ericsson Wallet Platform
Can
ais
Register / Cash in / Cash out / Airtime
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 26
HOW TO CREATE SUSTAINABLE M-COMMERCE ECOSYSTEM?
Stage 1Basic connectivityCritical mass of mobile coverage and penetration among rural poor
Stage 2Digital remote paymentsPoor people adopt and use digital for person-to-person transfers and government payments
Stage 3Full range of digital financial servicesPoor people adopt and use digital for savings, credit and insurance services
Stage 4Digital in-store purchasesPoor people conduct a majority of transactions (including small in-store purchases) digitally.
Inclusive digital Economy
M-Commerce Latam | Ericsson Internal | 2014-11-03 | Page 27
supporting financial inclusion in peru
Mobile coverage
Connecting local partners
Financial Training
People Development
Socio-Economic growth
Enable baseline and socio-economic impact measurements
Educate the population about their rights and duties, regarding to financial and insurance system and also the private pension funds
Promote better access and use to financial services to the population, so it will lead an increase in the well
Connect local partners (NGOs) that will train communities for m-Commerce and others
Partners receive free training in financial literacy and have the opportunity to transmit this knowledge and experience to the community
The ecosystem
Alignment is needed from all parties involved in the
mobile banking ecosystem for these services to reach
more people