How NFC mobile prepaid payment is changing smart life in Korea October 203 eb card / Team Leader and Head of Mobile Marketing Jack Lee
CONTENTS. Introduction of mobile cashbee 2. Mobile payment market status in Korea 3. Mobile cashbee payment analysis. Conclusion
. Introduction of mobile cashbee - about eb card? Business area About LOTTE Group Integrated Transportation System - Bus, Taxi, Metro fare collection Rank (Asset) 990 2000 203 E-Money Business (Prepaid card) Hyundai Hyundai Samsung Company history 2 Daewoo Samsung Hyundai Motor 20~203 Started Mobile Cashbee iphone & Android service with Korea MNO (SKT, KT, LGU+) Started global roaming service with japanese the 3 LG LG SK 200 largest MNO, NTT DOCOMO Started retail payment and charging service Launched new brand Cashbee of eb Card Merged with Lotte Group Samsung Hanjin SK Hanjin LG 2000~2009 Established eb Card Co., Ltd 6 SK POSCO 2000~2009 2000 Built & Operating Bus/Taxi Fare Collecting System over the whole part of Korea Issued pre-paid card ( total 0 Million by 20) Established company Eb Co., Ltd 7 8 Ssang Yong Daewoo Kumho Hyundai Heavy Ind. GS
. Introduction of mobile cashbee - about mobile cashbee? Introduction of cashbee Prepaid card issuers United brand Prepaid card + LOTTE Membership Mobile cash bee Public Transportation Payment Smart phone cashbee Provide existing prepaid card service and additional service by smart phone Mobile cashbee Affiliated store Payment Online Shopping Payment
. Introduction of mobile cashbee-mobile cashebee use area Transportation Retail Area Lotte shopping Bus Convenience store Train Highway Fee Public Parking Subway Taxi Food & Drink Entertainment Possible to use public transportation in the whole part of Korea Possible to use for retail payment 70 thousand cashbee affiliate store
. Introduction of cashbee - App. overview Check Balance Show current cashbee value balance 2 TOP-UP Top-up by credit card and mobile micro payment 2 3 3 Balance History Check cashbee balance history Mileage Service With barcode screen, save and use own mileages Main screen Giving& Tacking send and receive cashbee value Millage barcode
2. Mobile payment market status in Korea Distribution status of smart phone and NFC device Increase of smartphone user Distribution of NFC handset Source : Gartner, IDC, Strategy Analytics Source : Gartner, IDC, Strategy Analytics Increase of smartphone user in Korea Distribution of NFC handset in Korea 6,000 0.06 (Unit: bn) (Unit: bn),000 0.0 20 년 0.0(70%),000 0.0 3,000 0.03 20 년 0.037(62%) 2,000 0.02 203 년 0.027(7%),000 0.0 0 09. 2 0. 6 0. 2. 06. 2 2. 06 2. 2 Mobile 이동전화 phone 가입자 user 스마트폰 Smart 가입자 phone user 202 년 20 년 0.03(23%) 0.003(6%) Source : ROA Consulting, Dongyang Finanacial
2. Mobile payment market status in Korea Cashbee and T-money have been providing mobile payment service since 2007. Mobile prepaid card(usim) distribution in Korea(202) (UNIT: million EA) 3 30 Non prepaid USIM card (include iphone USIM) 26 33 2 20 0 6 80% TOTAL Prepaid card TOTAL USIM card Amount of mobile NFC payment (202) Comparison of Mobile prepaid and credit payment Comparison of prepaid card s use area (UNIT: million $ (US)) (UNIT: million $ (US)) mobile credit payment 7M (33%) Online 7M Mobile prepaid payment 7M (67%) Retall 6M Mobile Payment (prepaid+credit) 22M Transportation 2 M 0 00 0 200 20 0 00 0
3. Mobile cashbee payment analysis WHY mobile cashbee? - Payable card in payment area state Classification Traffic payment Retail payment Online payment ISO type RF pre-paid RF deferred payment (NFC IN-APP) Mobile type NFC pre-paid (cashbee) NFC deferred payment X Why? - Cashbee is pre-paid card issuers, but also it builds traffic infra and run them. - No traffic payment with mobile deferred payment is Not technical issue But business issue P.S : Expansion of payment area now
3. Mobile cashbee payment analysis WHAT changes? Global Roaming Service - Possible to pay for transportation fare and products at retail stores with their own phone in Korea 00% Taxis 00% Buses 00% Metro 00% Conv. Stores ( major) Cashbe global NFC roaming service overview NFC Phone of NTT docomo Download App in Japan Use in Korea
3. Mobile cashbee payment analysis WHAT changes? smart payment life with m-cashbee Not in service 2 0 9 8 7 6 2 3 Pay for transportation fare AM 08:00 2 0 9 8 7 6 2 3 Order and pay through smart menu board PM 2:00 2 0 9 8 7 6 2 3 Use mileage and coupon through location based service PM 06:00 2 0 9 8 7 6 2 3 Check daily expense PM 0:00 08:00 0:00 2:00 3:00 6:00 8:00 9:00 22:00 2 0 2 2 0 2 2 0 2 2 0 2 9 3 9 3 9 3 9 3 8 7 6 8 7 6 8 7 6 8 7 6 Access to company with mobile cashbee company ID card AM 09:00 Use mobile cashbee at conviennce store PM 0:00 Pay back borrowed money from collegue through sending cashbee PM 0:00 Send mobile coupon gift for girl friend PM 07:00
3. Mobile cashbee payment analysis WHAT learn from changes?. What we did? Provide convergence service Step Provide Benefit as reward Step2 inhance marketing Step3 Experienced using RF payment through touch way from 996 (Rate of using trans. card bus: 98%, Subway: 00%) However, need more time prefer using card type despite they have smart phone 2. What we need? Phone Manufacture Mobile carrier company Need continuous mutual cooperation" Platform service provider
3. Mobile cashbee payment analysis HOW changes? Alliance with local and abroad carrier company Technical cooperation with USIM vendor Continuous Expansion of affiliate Maintain high quality service Communication with customer
3. Mobile cashbee payment analysis What is the risk and how overcome? Rely on the platform service based on USIM of mobile carrier company Found various platform service way Current Platform Phone provider MNO MicroSD provider
3. Mobile cashbee payment analysis What is the risk and how overcome? Mutual cooperation with competition, credit card is another competition of mobile prepaid card. Introduction of Mobile cashbee deferred payment service The service is requested making a payment about customer s used amount after using balance with out top-up. Process of using deferred payment way Register credit card Give daily balance Use for transit & retail payment Restore daily balance Request use amount Comparison of two service Category Prepaid service Deferred payment service Contents Top-up balance by credit card in advance Requested making a payment about Top-up history Requested used amout after using Feature Impossible to refund and cancel when theft or miss No risk about theft or miss Solve customer's complain about using pre. card Credit card companies effort to expand using micro payment
3. Mobile cashbee payment analysis Big Data? Huge Data not saved or analyzed in the past Why important recently? - Difficult to save all of matters because of technical issue - Not valid to save big data because of economical issue - Impossible to be analyzed quickly <PAST> <PRESENT> - Possbile to record everything - Financial economical - Possible analyze Why valuable? As using Big data, If performing something, the matter will be resulted from Big data
3. Mobile cashbee payment analysis Big Data of mobile cashbee Contents Past data (Iso type cashbee card) Current date (Mobile cashbee) Using area Traffic, retail Traffic, retail + Online Payment, topup Offline affiliate Offline + Online (Credit card, banking etc) Saving data Payment, balance history Amount, time, place(address), card number. Payment, balance history Amount, time, card number Place : GPS coordinate 2. Personal information Mobile number, region, age, gemder etc 3. Additional Automatic top-up data, reason of refund, excahnge cashbee
3. Mobile cashbee payment analysis Case of marketing example by Big data Scenario. Target condition : Customers of using traffic or retail every day 2. Service scenario - Provide 20% beverage discount coupon to Customers at subway nearby Seven-Eleven store - Provide 0% discount coffee shop coupon to 30~0 years old customers who go to home from work nearby subway - Provide 20% discount fastfood beverage to customers who go to work nearby subway Effect analysis Contents Before After Number of sending coupon M Number of using coupon.2m 2.9M Using Rate 23% 7% - Using rate 3% up - Consistent using rate of Mobile Cashbee customers who use coupon % up - Average using amount 30% up - Reduce sending coupon cost loss : $,000
. Conclusion Business aspect Expansion of distribution and development of technology on mobile made business environment better Do it before others do it Quality, Quality, Quality Technical aspect Application of big data needs investment on technology in order to analyze data rapidly with enormous information Marketing aspect Through analyzing Big Data, decide not with a feeling or inclination but with prediction and evidence Data-driven decision making Customer-centered service Customer is smart and required simple things
Thank you eb card Head of Mobile Marketing Jack Lee TEL : 82-2-2028-90 Cell : 82-0-983-333 E-mail : jack.lee@lotte.net Office Address : 7FL., LOTTE CENTER, 33-2, Gasan-Dong Geumcheon-Gu, Seoul, 3-70 Korea