Mobile Payments White paper by Fortumo
Introduction This white paper gives an overview of the mobile payments landscape. It covers 10 of the biggest countries in the region by population:,,,, Czech Republic,,,, and. These countries combined are almost equal to the US in terms of population but often fly under the radar of web and mobile developers. Since most users in this region do not have access to traditional payment methods (i.e. credit cards) to make payments online, Central & Eastern Europe has significantly higher piracy rates than the global average. Therefore one of the key ways to unlock revenue from this region is to provide users with a payment method that is accessible to a majority of the population. Fortumo s Central & Eastern European white paper gives a high-level overview of the biggest markets in the region as well as insights on user spending behaviour, device preferences and local distribution & payment channels. Data presented in the white paper has been taken from Fortumo s cross-platform mobile payment solution and Android in-app purchasing SDK as well as external public sources of information. Markets Overview Country Population Phone penetration Credit card penetration Average age GDP per capita ($) Digital gaming spend (2014) 146M 155% 17% 38.5 24,298 $1180M 43M 126% 66% 39.7 8,651 $68M 38M 123% 17% 38.2 23,273 $311M 20M 108% 11% 38.1 17,440 10M 136% 21% 40.4 27,347 $147M 10M 116% 13% 41.3 23,236 $100M 10M 78% 3% 28.5 17,028 9M 109% 61% 38.8 17,623 7M 140% 14% 41.6 16,518 7M 139% 8% 41.1 12,465
User Spending Behaviour Web Payments In-App Payments (6 months average, September 2014 - February 2015) Avg transaction (USD) 1,79 1,29 3,72 2,5 3,5 3,61 4,41 2,47 2,98 2,69 (6 months average, September 2014 - February 2015) Monthly ARPPU (USD) Avg transaction (USD) 3,02 2,73 6,05 5,51 5,96 6,62 10,14 6,75 8,01 5,8 2,21 1,41 3,73 3,32 2,62 3,86 3,92 2,4 2,78 2,82 Monthly ARPPU (USD) 4,14 2,97 6,84 7,27 5,8 7,61 9,39 6,15 7,04 5,07
Platform Preference Unlike other emerging regions where users often get their first access to the internet through a smartphone, CEE has a high penetration of traditional devices for internet access. This is also illustrated in their spending behaviour as a significant portion of payments processed through the Fortumo platform are from users on desktop devices. Country Mobile Desktop Tablet 33.01% 58.55% 8.44% 37.34% 53.65% 9.01% 69.17% 23.42% 6.51% 26.24% 70.81% 2.95% 64.40% 24.02% 11.58% 64.52% 28.34% 7.13% 54.37% 40.00% 5.63% 60.12% 36.68% 3.20% 24.98% 72.02% 3.00% 36.67% 43.55% 19.78%
Language & Localization If the user understands English enough to navigate their phone or payment window, they will most likely be able to also understand your service, game or app. Keep in mind that the language used needs to be understandable even for users who don t speak the language: using simple terms such as Store and Buy helps with this. It s also a good idea to visualize the main functions related to purchasing (e.g. a shopping cart icon for your in-game store). In terms of localization, n is the most popular second language in most of the countries covered in this white paper. If there is no capability available to translate your service or game into all local language, effort should at least be made to have n as an alternative language option available in addition to English. Regional n-language social networks are also popular in the region so you should consider integration of platforms like Odnoklassniki, My World and VKontakte. Browser language: web payments (6 months average, September 2014 - February 2015) 94% n 86% n 94% Polish 58% n 86% Czech 88% Hungarian 56% n 96% n 79% n 50% n 5% English 9% Ukrainian 4% English 37% English 10% English 10% English 19% 2% English 17% English 39% English 1% other 5% other 2% other 5% other 4% other 2% other 8% Turkish 2% other 4% other 3% Croatian 7% English 8% other 10% other Device language: in-app payments (6 months average, September 2014 - February 2015) 98% n 71% n 96% Polish 84% n 95% Czech 97% Hungarian 50% n 93% n 83% n 80% n 2% other 12% Ukrainian 4% other 9% English 5% other 3% other 32% Turkish 7% other 11% English 16% English 6% other 4% other 7% English 10% other 7% other 9% i 9% other
Testing your app Test your app! There are over 18 thousand Android devices out there but you don t need to cover all of them: testing your app on a few very different (screen size & hardware specs) will improve chances of as many users as possible being able to play it. Cutting off a portion of users for using an older version of the OS or a device with a smaller screen could have a big impact on revenue especially in emerging markets like Central & Eastern Europe. Android OS versions & screen sizes in the CEE region: Ice Cream Sandwich 4,7% Lollipop 3,1% (4.0 4.0.4) (5.0 5.0.2) Gingerbread 5,7% (2.3 2.3.7) Jelly Bean 48% (4.1 4.3.1) KitKat 38,50% (4.4 4.4.4) 26,2% - 800x480 31% - Others 7,1% - 854x480 Screen sizes 8,4% - 960x540 13,5% - 1280x720 13,8% - 1920x1080 Most popular brands: Most popular devices: Galaxy S4, Galaxy S5, Galaxy S III, Galaxy Trend Plus, Galaxy SII, Galaxy S III Mini, Galaxy S4 Mini, Galaxy S3 Neo, Sony Xperia Z1, Sony Xperia M2
Alternative Payments & Distribution While almost everyone in the U.S. has a credit card, a number of issues prevent the spread of credit cards in growing economies (identity and reputation management, debt enforcement, informal economies), and they re not going to be solved anytime soon. Instead, people rely on alternative payment methods to conduct transactions online. In addition to carrier billing with Fortumo, integration of alternative payment methods can be considered for users in the Central & Eastern European region: Yandex Money https://money.yandex.ru QIWI https://qiwi.ru WebMoney http://www.wmtransfer.com PaysafeCard https://www.paysafecard.com Przelewy24 http://www.przelewy24.pl PayU http://www.en.payu.pl For Android apps, it s also important to consider alternative distribution channels beside Google Play. Many Android smartphone owners in the Central & Eastern European region download apps from these alternative Android app stores: Yandex Store http://store.yandex.com SlideME http://slideme.org Kyivstar App Club http://appclub.com.ua Opera Mobile Store http://apps.opera.com Mobogenie http://www.mobogenie.com Samsung Galaxy Apps http://content.samsung.com
About Fortumo Fortumo allows any merchant to set up payment processing for web and mobile services, games or apps. Users with a mobile phone are then able to make one-click payments using Fortumo without the need for a credit card: payments are charged to their mobile operator bill instead. Fortumo supports payments in 88 countries through 350 mobile operators. Founded in 2007, Fortumo has offices in Estonia, US, India, China and Singapore and is backed by Intel Capital and Greycroft Partners. Get started with mobile payments at https://fortumo.com. bd@fortumo.com https://twitter.com/fortumo https://facebook.com/fortumo