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Summary
This report critically assesses the involvement of mobile operators in the m-payment value chain and the opportunity the ecosystem presents. It is structured around 10 operator case studies, each outlining the success factors of particular mobile payment strategies implemented by service providers worldwide. Besides examining the m-payment business models adopted by operators in different geographies, we look at cutting-edge m-payment services launched by financial institutions, Google and others, and assess their effect on the position of service providers in the m-payment value chain.

Key Findings
Mobile money services for the unbanked, popular in emerging markets, are showing both much faster adoption than m-wallets and related services addressing those with a bank account and a steeper revenue curve. Mobile payments are becoming increasingly integrated into a broader range of mobile services. Furthermore, services such as marketing, advertising, loyalty cards, coupons and discounts are also becoming part of the broader 'mobile wallet.' Operators in developed markets need to make a long-term commitment to the mobile payment opportunity and have access to large financial reserves to be able to reap long-term benefits. While adoption of NFC-capable mobile devices and readers is finally showing real growth, we believe that mobile operators still face major challenges in mobile contactless payments. In this report, we critically assess mobile operators' involvement in the m-payment value chain and the opportunity that this ecosystem presents for them. The analysis has been structured around 10 operator case studies, each outlining the elements of success or failure of particular mobile payment strategies implemented by service providers in markets worldwide. In addition to examining the m-payment business models adopted by service providers in different geographies, we provide an overview of cutting-edge m-payment services launched by financial institutions, Google and other entities, and assess their effect on the position of service providers in the m-payment value chain.

Synopsis
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Table Of Contents

From Digital Content to M-Wallets: M-Payment Strategies for Operators
Table of Contents
Table of contents
Table of exhibits
Companies mentioned
Executive summary
Section 1: Market overview and background
1.1 Definitions and overview
1.1.1 Context
1.1.2 Types of mobile payments
1.1.3 Overview of report
1.2 Banked vs. unbanked
1.3 New revenue opportunities for MNOs
1.4 Overview of mobile payments and wallets
1.4.1 M-wallet alternatives to MNOs
1.4.2 The mobile wallet: more than just payments
1.4.3 Configuring the handset for NFC
1.4.4 The NFC ecosystem and the role of the trusted service manager
Section 2: MNO approaches and strategies
2.1 Overview
2.2 MNO approaches: organizational structure
2.2.1 Separating access and OTT services
2.2.2 Working with financial institutions
2.2.3 Cross-operator partnerships
2.3 Overview of operator opportunities
2.4 Digital content
2.4.1 The role of operators in digital content ecosystems
2.4.2 IPhone penetration and operator approaches to digital content
2.5 Online commerce
2.6 Retail commerce
2.6.1 Operators and trusted service managers
2.6.2 Comparing operator TSM models
2.7 Revenue and churn analysis
2.8 Key takeaways for MNOs
Section 3: Case studies
3.1 Orange — France
3.1.1 Market context
3.1.2 Orange's m-payment strategy
3.2 NTT Docomo — Japan
3.2.1 Market context
3.2.2 NTT Docomo's m-payment strategy
3.3 Safaricom — Kenya
3.3.1 Market context
3.3.2 Safaricom's m-payment strategy
3.4 Telcel — Mexico
3.4.1 Market context
3.4.2 Telcel's m-payment strategy
3.5 T-Mobile — Poland
3.5.1 Market context
3.5.2 T-Mobile's m-payment strategy
3.6 MTS — Russia
3.6.1 Market context
3.6.2 MTS's m-payment strategy
3.7 SK Telecom — South Korea
3.7.1 Market context
3.7.2 SK Telecom's m-payment strategy
3.8 Turkcell — Turkey
3.8.1 Market context
3.8.2 Turkcell's m-payment strategy
3.9 O2 — United Kingdom
3.9.1 Market context
3.9.2 O2's m-payment strategy
3.10 ATandT and ISIS — United States
3.10.1 Market context
3.10.2 ATandT's and ISIS's m-payment strategy
Related resources

Table of contents
Table of exhibits
Companies mentioned
Executive summary
Section 1: Market overview and background
1.1 Definitions and overview
1.1.1 Context
1.1.2 Types of mobile payments
1.1.3 Overview of report
1.2 Banked vs. unbanked
1.3 New revenue opportunities for MNOs
1.4 Overview of mobile payments and wallets
1.4.1 M-wallet alternatives to MNOs
1.4.2 The mobile wallet: more than just payments
1.4.3 Configuring the handset for NFC
1.4.4 The NFC ecosystem and the role of the trusted service manager
Section 2: MNO approaches and strategies
2.1 Overview
2.2 MNO approaches: organizational structure
2.2.1 Separating access and OTT services
2.2.2 Working with financial institutions
2.2.3 Cross-operator partnerships
2.3 Overview of operator opportunities
2.4 Digital content
2.4.1 The role of operators in digital content ecosystems
2.4.2 IPhone penetration and operator approaches to digital content
2.5 Online commerce
2.6 Retail commerce
2.6.1 Operators and trusted service managers
2.6.2 Comparing operator TSM models
2.7 Revenue and churn analysis
2.8 Key takeaways for MNOs
Section 3: Case studies
3.1 Orange — France
3.1.1 Market context
3.1.2 Orange's m-payment strategy
3.2 NTT Docomo — Japan
3.2.1 Market context
3.2.2 NTT Docomo's m-payment strategy
3.3 Safaricom — Kenya
3.3.1 Market context
3.3.2 Safaricom's m-payment strategy
3.4 Telcel — Mexico
3.4.1 Market context
3.4.2 Telcel's m-payment strategy
3.5 T-Mobile — Poland
3.5.1 Market context
3.5.2 T-Mobile's m-payment strategy
3.6 MTS — Russia
3.6.1 Market context
3.6.2 MTS's m-payment strategy
3.7 SK Telecom — South Korea
3.7.1 Market context
3.7.2 SK Telecom's m-payment strategy
3.8 Turkcell — Turkey
3.8.1 Market context
3.8.2 Turkcell's m-payment strategy
3.9 O2 — United Kingdom
3.9.1 Market context
3.9.2 O2's m-payment strategy
3.10 ATandT and ISIS — United States
3.10.1 Market context
3.10.2 ATandT's and ISIS's m-payment strategy
Related resources

List of Tables
Exhibit 1.1: Mobile payment breakdown and overview
Exhibit 1.2: Percentage of adults (15yrs+) with a bank account in 10 markets, year-end 2011
Exhibit 1.3: Percentage of adults (15 years+) who had used mobile money in the previous year, year-end 2011
Exhibit 1.4: Global mobile voice and data revenue growth rates, 2009-2017
Exhibit 1.5: Traditional payment ecosystem
Exhibit 1.6: Benefits of mobile payments to different parts of the ecosystem
Exhibit 1.7: Visa Europe's focus areas for stimulating the use of mobile payments
Exhibit 1.8: Google Wallet
Exhibit 1.9: PayPal Wallet: PayPal Here card reader and smartphone with a payment card
Exhibit 1.10: PayPal Wallet: Picture Payment
Exhibit 1.11: The role of the trusted service manager
Exhibit 2.1: Overview of Docomo's Smart Service restructuring
Exhibit 2.2: Relationships between operators and financial institutions
Exhibit 2.3: Summary of cross-operator partnerships
Exhibit 2.4: Summary of key operator opportunities and actions in different segments of mobile payments
Exhibit 2.5: Operators in the digital content value chain
Exhibit 2.6: Postpaid share of subscriptions vs. iPhone share of smartphone unit sales by country, 2012
Exhibit 2.7: Various e-commerce indicators
Exhibit 2.8: Mobile online commerce value chain
Exhibit 2.9: 11th Street logo
Exhibit 2.10: Buyster commission structure
Exhibit 2.11: Comparison of various trusted service manager (TSM) models
Exhibit 2.12: NTT, Safaricom, SK Telecom and Vodacom Tanzania m-payment revenues as percentages of total service revenue
Exhibit 2.13 Turkcell's customers receive Turkcell loyalty points when using its m-wallet
Exhibit 3.1: France m-payment indicators
Exhibit 3.2: Orange France mobile payments and wallet strategy
Exhibit 3.3: Cityzi campaigns
Exhibit 3.4: Japan m-payment indicators
Exhibit 3.5: NTT Docomo ARPS 2011-2013
Exhibit 3.6: NTT Docomo's “smart services” growth
Exhibit 3.7: NTT Docomo mobile payments and wallet strategy
Exhibit 3.8: iD and DCMX payment service subscribers, 2006-2012
Exhibit 3.9 Kenya m-payment indicators
Exhibit 3.10 Safaricom mobile service revenue growth by category and M-Pesa revenue contribution, 2010-2013
Exhibit 3.11: Safaricom mobile payments and wallet strategy
Exhibit 3.12 M-Pesa advertising
Exhibit 3.13: Mexico m-payment indicators
Exhibit 3.14: Advertising by Telcel's Transfer service
Exhibit 3.15: Telcel mobile payments and wallet strategy
Exhibit 3.16: Poland m-payment indicators
Exhibit 3.17: T-Mobile mobile payments and wallet strategy
Exhibit 3.18: Russia m-payment indicators
Exhibit 3.19: MTS Dengi products
Exhibit 3.20: MTS mobile payments and wallet strategy
Exhibit 3.21: South Korea m-payment indicators
Exhibit 3.22: SK Telecom mobile payments and wallet strategy
Exhibit 3.23: Registered users of SK Mobile Wallet, semi-annually 2010-2013
Exhibit 3.24: Mobile Hana SK Card users, 2009 - 2013
Exhibit 3.25: Total and mobile gross merchandise value of 11th Street online mall, and mobile as a percentage of GMV
Exhibit 3.26: Turkey m-payment indicators
Exhibit 3.27: Turkcell mobile payments and wallet strategy
Exhibit 3.28: Turkcell Wallet in-store experience
Exhibit 3.29: Turkcell app store downloads and smartphone penetration, 2009-2012
Exhibit 3.30: UK m-payment indicators
Exhibit 3.31: O2 UK mobile payments and wallet strategy
Exhibit 3.32: US m-payment indicators
Exhibit 3.33: ATandT mobile payment and wallet strategy

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