FIVE MOST IMPORTANT TRENDS IMPACTING M-COMMERCE

Transcription

1 FIVE MOST IMPORTANT TRENDS IMPACTING M-COMMERCE Michelle Evans Consumer Finance Senior Analyst

2 THE FIVE TRENDS SHAPING MOBILE PAYMENTS TODAY Euromonitor International: Strategic global market research 2

3 THE FIVE TRENDS SHAPING MOBILE PAYMENTS TODAY Euromonitor covers industry sectors, countries and consumers 3

4 GLOBAL OVERVIEW OF MOBILE COMMERCE 4 Global overview of mobile commerce

5 GLOBAL OVERVIEW OF MOBILE COMMERCE How Apple set the smartphone revolution into motion 5 Baltimore Sun He wanted to create the first phone that people would fall in love with.he wanted to create something that was so instrumental and integrated in peoples lives that you d rather leave your wallet at home than your iphone. former iphone product marketing manager Bob Borchers said of Steve Jobs in 2012

6 GLOBAL OVERVIEW OF MOBILE COMMERCE The state of the mobile payments industry 6

7 GLOBAL OVERVIEW OF MOBILE COMMERCE Mobile is paving the route to full financial mobility for consumers 7 Photo courtesy of PayPal Image by Euromonitor International

8 GLOBAL OVERVIEW OF MOBILE COMMERCE Mobile banking is conditioning consumers for mobile payments 8 Mobile banking Mobile bill payment Mobile person-to-person payments Mobile remote payments, such as mobile messaging or in-app purchases Mobile in-store payments

9 GLOBAL OVERVIEW OF MOBILE COMMERCE Potential benefits of a mobile-enabled environment are immense 9 Boost Revenues Reduce Costs Enhance the customer experience Further brand proposition Move more people through the line more efficiently Drive more frequent purchases from repeat customers Attract potential customers during low peaks in business Lower processing fees paid by merchants Potential for more secure payments and thus less fraud loss Better align staffing to business needs Connect with the on-the-go consumer New ways to advertise and market Earn and redeem rewards in a more seamless manner Richer experience creates stronger brand affinity Provides a platform for an embedded loyalty scheme New ways to reward the best consumers for their loyalty

10 GLOBAL OVERVIEW OF MOBILE COMMERCE These mobile devices have ushered in the connected consumer 10 Enables mobile-driven offers, coupons and discounts Analytics allows brands to know consumers better Enables brands to deliver personalised products to meet those needs Could assist consumers in locating the desired products in store Aid consumer in comparison shopping Manage loyalty offers and rewards

11 GLOBAL OVERVIEW OF MOBILE COMMERCE Smartphones and tablets have become major conduits for change $300 billion IN 2014 IN THE 46 MARKETS RESEARCHED BY EUROMONITOR $1 trillion IN 2019 IN THE 46 MARKETS RESEARCHED BY EUROMONITOR 4% MOBILE PAYMENTS AS A PERCENTAGE OF CARD PAYMENT VOLUME IN 2019

12 COUCH COMMERCE SPURS MOBILE PAYMENTS 12 Trend 1 Couch commerce spurs mobile payments

13 COUCH COMMERCE SPURS MOBILE PAYMENTS Couch commerce trend is more common in developed markets 13 Largest Tablet-Driven M-Commerce 2014 United Kingdom Germany Netherlands USA Sweden Singapore Mexico Malaysia India Vietnam 0% 20% 40% 60% 80% 100% Tablet m-commerce Mobile phone m-commerce

14 COUCH COMMERCE SPURS MOBILE PAYMENTS UK emerges in 2014 as a hotbed for mobile payments 14 US$1057 MOBILE COMMERCE SPEND IN 2014 ON A PER CAPITA BASIS 80% of mobile PURCHASES MADE THROUGH TABLETS VERSUS MOBILE PHONES

15 COUCH COMMERCE SPURS MOBILE PAYMENTS Consumers are purchasing higher value items on tablets vs mobile 15 Most Popular Purchases Made Over the Internet by Device in the UK 2014 Most Popular Purchases Made Over the Internet by Device Globally 2014 Electronics & Appliances Leisure & Entertainment Leisure & Entertainment Electronics & Appliances Apparel & Accessories Apparel & Accessories Beauty & Personal Care Travel Services Travel Services Beauty & Personal Care Household Essentials Household Essentials Mobile phone Tablet Computer Mobile phone Tablet Computer Source: Euromonitor Internationals' Hyperconnectivity Survey 2014 N=8,000

16 THE DISAPPEARING ACT OF PAYMENTS 16 Trend 2 The disappearing act of payments

17 THE DISAPPEARING ACT OF PAYMENTS Mobile shopping barriers centre on the device-specific experience 17 Reasons Against Mobile Shopping Globally 2014 Small screen size Security or privacy concerns Cumbersome to use or slow to load websites Inconvenient Prefer to buy in physical stores Website is not optimized for mobile Poor or unrealiable connectivity Difficult to enter payment and shipping information Mobile sites do not have features of traditional sites No store-specific app available App interface is not intuitive Not enough room on phone to download app Mobile phone Tablet Source: Euromonitor Internationals' Hyperconnectivity Survey 2014 N=8,000

18 THE DISAPPEARING ACT OF PAYMENTS Payments becoming increasingly more invisible thanks to mobile 18 Euromonitor International

19 THE DISAPPEARING ACT OF PAYMENTS Mobile-specific apps usher in the integrated commerce concept 19 Photo courtesy of Uber Photo courtesy of Airbnb

20 THE DISAPPEARING ACT OF PAYMENTS Payment disappear entirely with automatic replenishment services 20 Images courtesy of Amazon

21 S-COMMERCE: THE NEW FRONTIER IN M-COMMERCE 21 Trend 3 S-Commerce: The new frontier in m-commerce

22 Billion S-COMMERCE: THE NEW FRONTIER IN M-COMMERCE Social networks invites commerce into the conversation 22 Internet and Social Media Users Internet Users Social Media Users Mobile Internet Subscriptions Mobile Social Users Source: Euromonitor International from International Telecommunications Union (ITU)/trade sources/oecd/national statistics Photo courtesy of Flickr user Jason Howie

23 S-COMMERCE: THE NEW FRONTIER IN M-COMMERCE Social media: The future of the brand-and-consumer relationship 23 Interactions with Brands and Retailers on Social Media Follow or like a company s social media feed or post Did not interact with brands or retailers on social media platforms Share or retweet a company s social media feed or post Provide feedback on a product or service to a company via a social media post Buy something via a social media platform Share a photo of a product tagged to a company Talk to a customer service representative through social media Share a purchase you made with your social network Share or retweet a product Receive a discount or offer for referring someone via social media Complain about a faulty product or service via social media 0% 10% 20% 30% 40% 50% Source: Euromonitor Internationals' Hyperconnectivity Survey 2014 N=8,000 Image by Euromonitor International

24 S-COMMERCE: THE NEW FRONTIER IN M-COMMERCE Asia was the first region to embrace the s-commerce concept 24

25 S-COMMERCE: THE NEW FRONTIER IN M-COMMERCE Western social players begin to take s-commerce baby steps 25 Interactions with Brands and Retailers on Social Media 2014, By Market India China Colombia Indonesia Turkey Brazil Mexico Middle East Spain Russia UK Australia US Japan France Germany 0% 10% 20% 30% 40% 50% Source: Euromonitor Internationals' Hyperconnectivity Survey 2014 N=8,000 Image by Euromonitor International

26 S-COMMERCE: THE NEW FRONTIER IN M-COMMERCE Social networks introduce Buy buttons to drive s-commerce 26

27 S-COMMERCE: THE NEW FRONTIER IN M-COMMERCE Hurdles to commerce one day unfolding in the social media stream 27 Reasons for Not Interacting with Brands on Social Media 2014 Prefer to interact with companies in less public settings No reason to interact with brands or retailers Do not want companies to have access to my social media profile(s) Do not want my social networks to see what I am buying Do not use social media Do not know how to interact brands or retailers on social media Companies I like do not have social media presence I do not know of companies with social media presence Lack of consumer interest Companies of interest not on social media Consumer distrust of platforms Security and privacy concerns Battle for control of customer relationship Inventory and payment integration 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: Euromonitor Internationals' Hyperconnectivity Survey 2014 N=8,000

28 S-COMMERCE: THE NEW FRONTIER IN M-COMMERCE Social commerce has the power to drive mobile commerce 28 Offline/online convergence The boundaries between online and offline commerce are blurring. Increasingly consumers are expecting a consistent experience at all points of interaction. Two-way communication Traditional approach to brands broadcasting is evolving. Consumers are actively sharing both good and bad impressions about products through social media. Multichannel Multichannel shopping is the new norm with traditional retailers needed both an online and offline presence. Social media is a component of this approach.

29 MAKING THE CASE FOR PROXIMITY MOBILE 29 Trend 4 Making the case for proximity mobile

30 MAKING THE CASE FOR PROXIMITY MOBILE Reasons that consumers do not use in-store mobile payments 30 Reasons For Not Using In-Store Mobile Payments Globally 2014 Do not trust security Convenience of established payment methods Lack of interest No clear benefits over traditional payment methods Do not know how to use in-store mobile payments Do not shop at retailers with this option Do not think in-store mobile payments are efficient Not aware of in-store mobile payments In-store mobile payments are not easy to use Not able to access in-store mobile payments None of the above Photo courtesy of Apple Inc. Other Source: Euromonitor Internationals' Hyperconnectivity Survey 2014 N=8,000

31 MAKING THE CASE FOR PROXIMITY MOBILE User-friendly app, loyalty focus top the list of preferred features 31 Preferred In-Store Mobile Payments Features Globally 2014 Easy-to-use app Earn points or rewards Increased security of transactions Mobile payment verified by trusted third party Ability to track or keep record of in-store purchases Wider merchant acceptance More convenient payment app or platform In-store mobile payment app enhances experience Access to device with in-store mobile payments None of the above Other Photo by Euromonitor International Source: Euromonitor Internationals' Hyperconnectivity Survey 2014 N=8,000

32 MAKING THE CASE FOR PROXIMITY MOBILE Starbucks found immense success by pairing loyalty with payments million MOBILE APP USERS 8 million MOBILE PAYMENTS PROCESSED BY STARBUCKS WEEKLY Euromonitor International 19% OF TOTAL US SALES MADE VIA MOBILE DEVICE

33 MAKING THE CASE FOR PROXIMITY MOBILE Three out of five consumers are interested in proximity payments 33 Global Consumers Interested in Making Future In-Store Mobile Payments 2014 Not at all interested Somewhat interested A little interested Very interested Extremely interested Photo courtesy of Starbucks Corp Source: Euromonitor Internationals' Hyperconnectivity Survey 2014 N=8,000

34 MAKING THE CASE FOR PROXIMITY MOBILE US will be the battleground for the global mobile payments war 34

35 PAYMENT ENTRANTS: FRIENDS OR FOES? 35 Trend 5 Payment entrants: Friends or foes?

36 PAYMENT ENTRANTS: FRIENDS OR FOES? Payment players now competing against unconventional ones 36 Banks/card issuers (eg Barclays) Retailers (eg Tesco plc) Card operators (eg Visa Inc) Mobile advertising platform (eg iad by Apple Inc) Mobile payments Value-added service providers (eg PayPal Inc) Mobile app platforms (eg Android by Google Inc) Mobile phone networks (eg Verizon Wireless) Mobile phone manufacturers (eg Samsung Electronics)

37 PAYMENT ENTRANTS: FRIENDS OR FOES? Pass-through transactions do not threaten traditional players 37 Pay after: Credit or charge card Photo courtesy of LevelUp Photo courtesy of Apple

38 PAYMENT ENTRANTS: FRIENDS OR FOES? Closed-loop systems are more of a friend than an outright foe 38 Pay before: Pre-paid Card Photo courtesy of Starbucks Corp

39 PAYMENT ENTRANTS: FRIENDS OR FOES? EFT-funded mobile wallets cut out traditional payment companies 39 Pay at purchase: Direct bank transfer Bank partners HSBC Merchant partners Asda Sainsbury s First Direct House of Fraser Nationwide Shop Direct Clarks Santander Thomas Cook Best Western Image courtesy of Zapp Metro Bank Spar Oxfam

40 PAYMENT ENTRANTS: FRIENDS OR FOES? Continuum of theoretical disruption to traditional payments network 40 Least disruptive to most disruptive

41 THANK YOU FOR LISTENING Michelle Evans Consumer Finance Senior Connect with Search for Euromonitor International Market Research Group