Mobile money. Martin Sebelius, Partner – Greenwich Consulting Nordic

1. Confidential
Mobile payments
Mobile Future
28 November 2012
Martin Sebelius +46 735 80 20 20

2. Greenwich Consulting © 2012 2
OVERVIEW
Mobile payments is a very wide field of services
Domestic money
transfer
Mobile money
transfers
Mobile banking
Airtime top-up
Mobile PoS
payments
Online banking
Mobile remote
payments
Mobile payments
Bill payments
International
remittance

3. Greenwich Consulting © 2012 3
OVERVIEW
Mobile payments is a very wide field of services
Domestic money
transfer
Mobile money
transfers
Mobile banking
Airtime top-up
Mobile PoS
payments
Online banking
Mobile remote
payments
Mobile payments
Bill payments
International
remittance

4. Greenwich Consulting © 2012 4
OVERVIEW
Why is it taking so long?
What is the customer
need?
Proven business
model, anyone?
Changing consumer
behaviour takes time
No DNA of openness
and co-operation
Technology mess

5. Greenwich Consulting © 2012 5
4 Lines

6. Greenwich Consulting © 2012 6
OUTLOOK
Thought Sweden was at the forefront? Think again.
145 live mobile money deployments worldwide
M-PESA in Kenya has 15+ million customers
generating 18% of the operator’s revenues
Smart (Philippines): 10 million customers
true move (Thailand): 40% penetration
Starbucks supports 20 million mobile transactions
per week
Turkcell cooperates with banks, MasterCard and
merchants to enable LBS, home shipping, NFC, etc
Source: GSMA Mobile Money Tracker, Nov 27 2012

7. Greenwich Consulting © 2012 7
FUTURE
No winner in sight

8. Greenwich Consulting © 2012 8
FUTURE
Don’t focus on mobile payments
1. Awareness
2. Search
3. Comparison
4. Decision
6. Loyalty
5. Transaction
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9. Greenwich Consulting © 2012 9
FUTURE
We are in all channels – at the same time
• Physical stores are
for look and feel
only
• 80% av retailers
foresee 5% loss of
revenues*
• …and only 12% has
a strategy to
address
showrooming
• Amazon opening
own stores?
• Increased focus on
same day delivery to
match ”instant
gratification”
• Order online – pick
up in store
• Google Chrome
Zone shop-in-shop
…and the reverse
Showrooming
* Source: eBay Local,

10. Greenwich Consulting © 2012 10
Greenwich Consulting has a broad international footprint, across large-scale
projects in more than 80 countries
Present in + 80 countries of the World, during the last 18 months
Countries where Greenwich
Consulting has recently
completed assignments
• New York
• São Paulo
• Luanda
• Lisbon
• Madrid
• Paris
• London
• Düsseldorf
• Munich
• Stockholm
10 offices
23 partners
150 consultants

11. Greenwich Consulting © 2012 11
We work with a 360° view on companies capabilities for competitiveness and
growth
360º View of a company’s critical capabilities
• The 360º view looks at the 10 most relevant
capabilities that enable a company to grow
• All 10 areas are interlinked and only together can
unleash their full power and propel the company
in front of competition
• During the “diagnosis” phase of this methodology,
companies can benchmark themselves against
industry good practise on all 10 capabilities
• This makes it easy to focus efforts on the weak
areas and to define a prioritised action plan
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Presence
Partnering
Excellence
Efficiency
Costumer Intimacy
Agility
Attractiveness
Technical
Enabling
Governance
Strategy
Growth
wheel

12. Confidential
Martin Sebelius +46 735 80 20 20