Gusev e money_2011
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Transcript of Gusev e money_2011
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Mobile commerce in Russia: 2012-2015
E-Money Conference 2012
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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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What?
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Mobile commerce: process of buying things with your mobile
Single-handed Pervasive
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Mobile commerce: process of buying things with your mobile
Different things – same experience Interactive
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Mobile commerce: process of buying things with your mobile
Ubiquity of funding sources Device dictates behavior
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Where?
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CARD-BASED PAYMENTS < RUB 1-2 TRN IN TPV.
DEEP CASH OCEAN
PURCHASES IN RU IN 2010: KASH IS KING
> RUB 10 TRN IN TPV
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MICRO-PAYMENTS
RUSSIA: PURCHASES IN 2010
CONVENIENCE PAYMENTS SHADY PAYMENTS
# transactions
CASH
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RUSSIA: PURCHASES IN 2010
CASH
RUB 6 TRN. RUB 3 TRN.
# transactions
RUB 1 TRN.
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HOW TO GET TO THE TIPPING POINT
DIRECT DEBIT
MOBILE MONEY
CONTACTLESS
NOT ABOUT TECHNOLOGY
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HOW TO GET TO THE TIPPING POINT
DIRECT DEBIT
MOBILE MONEY
CONTACTLESS
ALL ABOUT EXPERIENCE
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Business:
UX:
Top-up volumes are (for now) predominantly cash-based
Small kiosk Big smart-phone (with dual SIM)
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- SIM is the wallet
THE ROAD IS CLEAR, YOU ONLY HAVE TO NAVIGATE IT
Big variety of technologies:
- App is the wallet - Card is the wallet …
Things to remember:
- Phone is the wallet (NFC)
- 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
Customer won’t give a damn, once he is con-vinced this solves his problem
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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