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Mobile Payment Apps in Europe. Winners: MobilePay (DK), Swish (SE), Vipps (NO).

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Mobile payment apps and systems across Europe struggle with low reach and low user engagement. This applies to e.g. Twint (CH), BLIK (PL), Paym (UK), MB Way (PT), Jiffy (IT) or Paydirekt (DE).
So far, only few players managed to break the vicious cycle and become the local standard: MobilePay (DK), Swish (SE) or Vipps (NO).

Veröffentlicht in: Mobil
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Mobile Payment Apps in Europe. Winners: MobilePay (DK), Swish (SE), Vipps (NO).

  1. 1. Inteliace Research ToppaymentappsinEurope,2017 Breaking the vicious cycle. Payment apps need mass adoption in order to enjoy high user engagement 1 MobilePay Swish Vipps MB Way Twint BLIK Jiffy Paym Paydirekt 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% System/app Users (m) Swish (SE) 5.7 BLIK (PL) 5.2 Jiffy (IT) 4.2 MobilePay (DK) 3.6 Paym (UK) 3.5 Vipps (NO) 2.6 Paydirekt (DE) 1.0 Twint (CH) 0.5 MB Way (PT) 0.4 Share of users in total population 15y+ , as of Q3 2017*, in % Averagenumberoftransactionspersingleuserpermonth,asofQ32017*,in% * Data for Q3 2017 or most recent available, partially estimates Source: Inteliace Research, press notes Use of mobile payment systems/apps in selected European countries, Reach vs. User Engagement, As of Q3 2017* REACH OF THE APP USERENGAGEMENT Early stage Developed or • In markets where payment apps have been mass adopted (Denmark, Sweden, Norway), the user engagement is high. • In other markets, where payment apps reach a fraction of population only, the user engagement is usually quite low.

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