Post on 15-Jul-2015
transcript
1
Mobile commerce in Russia: 2012-2015
E-Money Conference 2012
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/
3
What?
4
Mobile commerce: process of buying things with your mobile
Single-handed Pervasive
5
Mobile commerce: process of buying things with your mobile
Different things – same experience Interactive
6
Mobile commerce: process of buying things with your mobile
Ubiquity of funding sources Device dictates behavior
7
Where?
8
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
9
MICRO-PAYMENTS
RUSSIA: PURCHASES IN 2010
CONVENIENCE PAYMENTS SHADY PAYMENTS
# transactions
CASH
10
RUSSIA: PURCHASES IN 2010
CASH
RUB 6 TRN. RUB 3 TRN.
# transactions
RUB 1 TRN.
11
HOW TO GET TO THE TIPPING POINT
DIRECT DEBIT
MOBILE MONEY
CONTACTLESS
NOT ABOUT TECHNOLOGY
12
HOW TO GET TO THE TIPPING POINT
DIRECT DEBIT
MOBILE MONEY
CONTACTLESS
ALL ABOUT EXPERIENCE
13
Business:
UX:
Top-up volumes are (for now) predominantly cash-based
Small kiosk Big smart-phone (with dual SIM)
14
- 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
15
In the end…
16 The people who are crazy enough to think they can change the world are the ones who do