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Mobile Wallets Alternative to Savings Accounts ?

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Submitted By adriendtc
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Mobile Wallets
Alternative to savings accounts ?

September 2012

Mobile phones can do almost anything these days

"I'm amazed at all the cool stuff I can do with my new phone. Yesterday I sent a photo to my mom, bought some music, watched a movie, trimmed my sideburns and neutered my cat!"

Mobile Wallets FINAL.pptx

1

How many of you have received SMS alerts from your bank on your phone? How many of you have a smart feature phone?

How many of you have a mobile banking application installed on your phone?
How many on you are aware of USSD based mobile services?

How many of you have transferred money using mobile banking?
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Huge untapped potential for MFS in India
Fundamental drivers for adoption of mobile payments in place Transactions on mobile channel remain small
'000 cr
% of HHs earning > INR 1.5 lac pa % of popln b/w 20-50 yrs of age 150.1 7,100 7,077.5

1

%
54 44 72 46

%
100 0

100 Younger 50 Richer Demographic 0

FY 12

2
High Mobile Penetration

# / 100
200 100 0

201 202 2 0 119

150

83

# of subscribers per 100 pop 201 202 2 0

100

83.4

3
Prevalence of Paper Payments

% of txns
100 50 0 46 54

50 83 17 e-payments paper payments 1.8 0 NEF T POS (credit & debit) ECS (Debit) Mobile

Source: RBI Data, Euromonitor , EIU, BCG Payments Model
Mobile Wallets FINAL.pptx

201 202 2 0

3

One reason : lack of consumer awareness
Penetration far lower than other payment channels
% of customers who have used the channel at-least once in past 1 year
100 96 96 92 79 Private Sector Banks Public Sector Banks

Lack of awareness about channel / utility key reasons
% Reasons for not using mobile channel by non-users
30

27

26

80

20 60 17

40

38 25

38 26 29 22

12

28
19

10

10 7

20

11

7
0
Don’t Not aware InDo not Safety Hidden feel the convenienceknow how concerns charges / need to to use High fees

0
Branch ATM Debit Card Mobile Call Internet Mobile Banking center Banking Banking (SMS) (Non SMS)

Reasons

Channels
Note: Sample Size : ~13,900 customers Source: FIBAC survey 2012
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Despite readiness, low adoption vs other nations
India scores high on readiness for mobile financial services
Market Environment
2 1 0 Kenya Brazil India South Africa

Significant gap between potential and adoption
Adoption & Availability
2 1 0 Afghanistan Ghana Tanzania Kenya Phillipines

High Readiness
Phillipines Pakistan Indonesia Malaysia Nigeria

Bangladesh
Argentina

Uganda

Mexico

-1
-2 -3 -3 -2

Tanzania

-1
-2 -3

South Africa Uganda Indonesia Malaysia Pakistan Nigeria Bangladesh India
Argentina Brazil

Ghana Afghanistan

-1

0

1

2

-3

-2

-1

0

1

2

Low Readiness

Institutional Environment

Market Environment

Note: Country scores are based on the difference of the unweighted average country result on each of pillars included in a specific environment and the total sample mean for that environment. The difference is expressed as the number of standard deviations of a country score from the mean. Note: "Adoption and Availability" metric includes measures of adoption of MFS services, the diversity of mobile payments services and the diversity of other mobile financial services; "Market Environment" refers to combination of "Market Competitiveness" (includes measure of financial sector and telecom sector competitiveness and innovation) and "Market Catalysts" (includes govt leadership, data collecting and monitoring ); "Institutional Environment " refers to a combination of "Regulatory Proportionality" (Financial sector, telecom sector and MFS regulation) and "Consumer Protection" (includes regulation and enforcement and administration) Source: WEF Mobile Financial Services Development Report 2011 (in collaboration with BCG)
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Mobile financial services alive with innovation

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Broadly, three categories of innovation
1

Mobile Banking

2

Mobile Wallets

3

Mobile POS

• Channel for banked customers • Mobile app for smart phones; USSD / BREW / SMS • All use cases : fund transfer, remittance, billpay, balances, etc
Mobile Wallets FINAL.pptx

• Payments channel independent of bank a/c • Store of value / card information • POS, fund transfer, bill payments

• Low cost card readers attached to mobile phone • Card based POS at small merchants; home delivery vendors

7

70% spends happen through banked customers
62% of all households in India are banked today
# of HHs (mn)
150 Unbanked Banked 73% 100 74% 50 88% 16 0 2 38 10 77 21 59 20 47% 111

Banked households contribute to more than 70% of all spends
% of Consumption Spend
40 Unbanked HHs Banked HHs 30 24% 3% 32%

9% 19%
5%

26% 14%

56

10

21% 14%

23%
12%
Next Billion Strugglers

52
0 Strugglers Affluent

14
Affluent

28
Aspirer Next Billion Aspirer

% Banked

A well executed mobile banking platform can address a large proportion of consumption spend in India
Mobile Wallets FINAL.pptx

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Mobile wallet – primarily targeted at unbanked
Several mobile wallets launched in India and abroad
• Remittance solution saves time and money • Savings instrument
Unbanked Customers Examples from other geographies

Examples from India

• Pay using mobile wallets vs cash / card • Ring fence account for unsafe POS
Banked Customers
Kenya Uganda Philippines

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9

Three models have been tried globally
Telco Led Collaborative Bank Led

Kenya
Kenya Philippines

South Africa

Pakistan
Philippines

South Africa

Philippines

• Distribution through telco network

• Distribution through telco network

• Distribution led by bank • Deposits held by banks • Bank's brand • Telco agnostic

• Deposits held in prepaid account issued by telco
• Telco's brand

• Deposits held in banks
• Branding either joint or with bank assuming minor role

Mobile Wallets FINAL.pptx

10

Making wallets work has not been easy
100+ mobile money services operational / being launched
No.of mobile money services
150 119 9 100 6 0
Kenya Uganda South Africa

Few have been successful
Successful

26

Partially Successful

33 50
Tanzania Pakistan

Philippines

45
0 Africa APA C LA C ME E. Eur

Unsuccessful

US A

Total

South Africa

India

Haiti

Success of mobile money undertaking highly dependent on environment, value proposition and execution strategy
Source: Gartner, Company data, BCG analysis
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Will mobile wallet be the next big thing in India?
1 Target Segment A solution primarily for the unbanked or for existing banked customers as well ?

2

Market Structure

Are banks best placed to launch wallets ? Would the bank-telco collaborative model take off? Will it change if cash-out is allowed for telcos?
Does current regulation on KYC norms need to adapt to the reality of mobile wallets ? Should USSD be made ubiquitous, will it help? Are there security concerns ? Will mobile wallets be a tool primarily for remittance or for other payments as well? How will wallet providers build distribution and awareness for mass adoption ?
12

3

Regulation

4

Technology

5

Use Cases

6
Mobile Wallets FINAL.pptx

Distribution

We have a tendency to underestimate future

"I think there is a world market for maybe 5 computers"
Thomas Watson, IBM chairman

"640KB ought to be enough for anybody"
Attributed to Bill Gates

Mobile Wallets FINAL.pptx

13

Unused slides

Mobile banking - channel for banked customers
Can address all mobile payment needs for banked users Can serve a large existing population leveraging different tech platforms
# of HHs (mn)
150 Unbanked Banked 111 77 21 50 16

1
Fund Transfer

2
Remittance
100

59

3
Bill Payments

38 10

56
Next Billion

4
Ticketing

0

14
Affluent

28
Aspirer

52
Strugglers

5
Balance Enquiry

App Based

USSD / BREW / SMS based

Source: Euromonitor, BCG Indian Consumer Survey December 2010
Mobile Wallets FINAL.pptx

15

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