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  5. > Thailand%s Cards and Payments Industry: Emerging Opportunities, Trends, Size, Drivers, Strategies, Products and Competitive Landscape

Synopsis
The report provides top-level market analysis, information and insights into Thailand's cards and payments industry, including:
- Current and forecast values for each category of Thailand's cards and payments industry, including debit cards, credit cards, charge cards and prepaid cards
- Comprehensive analysis of the industry’s market attractiveness and future growth areas
- Analysis of various market drivers and regulations governing Thailand's cards and payments industry
- Detailed analysis of the marketing strategies adopted for selling debit, credit, charge and prepaid cards used by banks and other institutions in the market
- Comprehensive analysis of consumer attitudes and buying preferences for cards
- The competitive landscape of Thailand's cards and payments industry

Summary
The Thai card payments channel grew in value and volume terms during the review period (2009–2013). In terms of the number of cards in circulation, the channel grew from 61.2 million in 2009 to 119.5 million in 2013, at a compound annual growth rate (CAGR) of 18.20%, and is anticipated to further post a CAGR of 7.26% over the forecast period to reach 179.7 million in 2018. In terms of transaction value, the card payments channel grew THB4.1 trillion (US$119 billion) in 2009 to THB7.5 trillion (US$244.5 billion) in 2013, at a review-period CAGR of 16.48%. It is anticipated to post a forecast-period CAGR of 6.70%, to reach to THB11 trillion (US$353.8 billion) in 2018.
Many factors supported the review-period growth such as an increase in per capita income, payment infrastructure modernization, and an influx of foreign banks that have brought technological innovations and branch expansion opportunities with them. As banking customers become more sophisticated, banks are differentiating their product offerings and subsequently card customization for specific customer groups such as high-income individuals, travelers and online shoppers is gaining prominence. Banks are also using online, mobile and social media to promote products and services, and increase customer engagement.
Growing demand from consumers for prepaid cards has forced banks and issuing companies to introduce numerous variants of prepaid cards to meet specific needs. Krungthai Bank offers the KTB e-Money Card, while Bank of Ayudhya and Bangkok Bank offer the Krungsri Gift Card and Shell Prepaid Card respectively. Cards for other specific purposes such as public transport fares, online shopping and entertainment are slowly gaining importance.
Growth in the number of middle-class families and young population, the greater need for credit, changes in consumer spending habits and the easy approval of credit cards fueled demand. Banks are issuing customized credit cards targeted at diverse customer segments such as the young population, high-income customers and travelers. Co-branded credit cards are slowly gaining popularity in Thailand, and most are offered in association with retailers, oil companies and automobile manufacturers. Siam Commercial Bank (SCB), for example, offers the SCB Toyota Card in association with Toyota.
The value of e-commerce increased from THB61.2 billion (US$1.8 billion) in 2009 to THB156.4 billion (US$5.1 billion) in 2013, at a review-period CAGR of 26.44%. E-commerce is expected to reach THB446.9 billion (US$14.4 billion) in 2018, at a forecast-period CAGR of 22.36%.
Outbound tourist spending increased at a review-period CAGR of 5.80% and is expected to rise over the forecast period at a CAGR of 6.46% to reach THB218.5 billion (US$7 billion) in 2018. Strong economic growth and an increase in disposable incomes are likely to spur outbound spending. Banks are also offering reward points, discounts and free insurance cover. Positive growth prospects for the e-commerce and travel industries are expected to encourage growth. Banks are also encouraging customers to use payment cards by awarding cashback offers, discounts, reward points and purchase insurance.

Scope
- This report provides a comprehensive analysis of Thailand's cards and payments industry.
- It provides current values for Thailand's cards and payments industry for 2013, and forecast figures for 2018.
- It details the different economic, infrastructural and business drivers affecting Thailand's cards and payments industry.
- It outlines the current regulatory framework in the industry.
- It details the marketing strategies used by various banks and other institutions.
- It profiles the major banks in Thailand's cards and payments industry.

Reasons To Buy
- Make strategic business decisions using top-level historic and forecast market data related to Thailand's cards and payments industry and each market within it.
- Understand the key market trends and growth opportunities within Thailand's cards and payments industry.
- Assess the competitive dynamics in Thailand's cards and payments industry.
- Gain insights in to the marketing strategies used for selling various card types in Thailand.
- Gain insights into key regulations governing Thailand's cards and payments industry.

Key Highlights
- The Thai card payments channel grew in value and volume terms during the review period (2009–2013). In terms of the number of cards in circulation, the channel grew from 61.2 million in 2009 to 119.5 million in 2013, at a compound annual growth rate (CAGR) of 18.20%, and is anticipated to further post a CAGR of 7.26% over the forecast period to reach 179.7 million in 2018. In terms of transaction value, the card payments channel grew THB4.1 trillion (US$119 billion) in 2009 to THB7.5 trillion (US$244.5 billion) in 2013, at a review-period CAGR of 16.48%. It is anticipated to post a forecast-period CAGR of 6.70%, to reach to THB11 trillion (US$353.8 billion) in 2018.
- Growing demand from consumers for prepaid cards has forced banks and issuing companies to introduce numerous variants of prepaid cards to meet specific needs. Krungthai Bank offers the KTB e-Money Card, while Bank of Ayudhya and Bangkok Bank offer the Krungsri Gift Card and Shell Prepaid Card respectively. Cards for other specific purposes such as public transport fares, online shopping and entertainment are slowly gaining importance.
- Growth in the number of middle-class families and young population, the greater need for credit, changes in consumer spending habits and the easy approval of credit cards fueled demand. Banks are issuing customized credit cards targeted at diverse customer segments such as the young population, high-income customers and travelers. Co-branded credit cards are slowly gaining popularity in Thailand, and most are offered in association with retailers, oil companies and automobile manufacturers. Siam Commercial Bank (SCB), for example, offers the SCB Toyota Card in association with Toyota.
- The value of e-commerce increased from THB61.2 billion (US$1.8 billion) in 2009 to THB156.4 billion (US$5.1 billion) in 2013, at a review-period CAGR of 26.44%. E-commerce is expected to reach THB446.9 billion (US$14.4 billion) in 2018, at a forecast-period CAGR of 22.36%.
- Outbound tourist spending increased at a review-period CAGR of 5.80% and is expected to rise over the forecast period at a CAGR of 6.46% to reach THB218.5 billion (US$7 billion) in 2018. Strong economic growth and an increase in disposable incomes are likely to spur outbound spending. Banks are also offering reward points, discounts and free insurance cover. Positive growth prospects for the e-commerce and travel industries are expected to encourage growth. Banks are also encouraging customers to use payment cards by awarding cashback offers, discounts, reward points and purchase insurance.

Table Of Contents

Thailand%s Cards and Payments Industry: Emerging Opportunities, Trends, Size, Drivers, Strategies, Products and Competitive Landscape
Table of Contents
1 Executive Summary
2 Analysis of Market Environment, Key Trends and Drivers
2.1 Payment Infrastructure and Emerging Technologies
2.1.1 Growing mobile payments
2.1.2 ATMs
2.1.3 POS terminals
2.1.4 M-Pesa
2.1.5 EMV cards
2.2 Business Drivers
2.2.1 Growth in retail industry
2.2.2 Growth in e-commerce
2.3 Economic Drivers
2.3.1 GDP growth
2.3.2 GDP per capita
2.3.3 Inflation
3 Cards and Payments Industry Share Analysis
3.1 Industry Overview
3.1.1 Check payments
3.1.2 Credit transfer
3.1.3 Card transactions
3.1.4 Cash transactions
3.1.5 Direct debit
4 Regulatory Framework and Card Fraud Statistics
4.1 Regulatory Framework
4.1.1 Overview
4.1.2 Restructuring of payment systems fees and charges
4.1.3 Anti-money laundering and counter terrorism financing (AML/CTF)
4.1.4 Foreign direct investment (FDI) regulations
4.2 Card Fraud Statistics
4.2.1 Lost or stolen card fraud
4.2.2 Counterfeit card fraud
4.2.3 Card-not-present fraud
4.2.4 Card ID theft
5 Emerging Consumer Attitudes and Trends
5.1 Industry Segmentation and Targeting
5.1.1 Retail segment
5.1.2 Corporate segment
5.2 Travel and Tourism Spending
5.2.1 Outbound tourist trips
5.2.2 Outbound tourist spending
6 Analysis of Card Payments and Growth Prospects
6.1 Channel Share Analysis by Card Category
6.2 Size of and Forecast for the Card Payments Channel
6.2.1 Analysis by number of cards in circulation
6.2.2 Analysis by transaction value
7 Analysis of Credit Card Payments and Growth Prospects
7.1 Overall Category Size and Forecast
7.1.1 Analysis by number of cards in circulation
7.1.2 Analysis by transaction value
7.1.3 Analysis by transaction volume
7.2 Transaction Share Analysis by Channel
7.2.1 Analysis by transaction value
7.2.2 Analysis by transaction volume
7.3 Personal Credit Cards Segment Size and Forecast
7.3.1 Analysis by number of cards in circulation
7.3.2 Analysis by transaction value
7.3.3 Analysis by transaction volume
7.4 Commercial Credit Cards Segment Size and Forecast
7.4.1 Analysis by number of cards in circulation
7.4.2 Analysis by transaction value
7.4.3 Analysis by transaction volume
7.5 Competitive Landscape
7.5.1 Scheme share analysis
7.5.2 Issuer share analysis
8 Analysis of Debit Card Payments and Growth Prospects
8.1 Overall Category Size and Forecast
8.1.1 Analysis by number of cards in circulation
8.1.2 Analysis by transaction value
8.1.3 Analysis by transaction volume
8.2 Transaction Share Analysis by Channel
8.2.1 Analysis by transaction value
8.2.2 Analysis by transaction volume
8.3 Competitive Landscape
8.3.1 Scheme share analysis
8.3.2 Issuer share analysis
9 Analysis of Charge Card Payments and Growth Prospects
9.1 Overall Category Size and Forecast
9.1.1 Analysis by number of cards in circulation
9.1.2 Analysis by transaction value
9.1.3 Analysis by transaction volume
9.2 Transaction Share Analysis by Channel
9.2.1 Analysis by transaction value
9.2.2 Analysis by transaction volume
9.3 Personal Charge Cards Segment Size and Forecast
9.3.1 Analysis by number of cards in circulation
9.3.2 Analysis by transaction value
9.3.3 Analysis by transaction volume
9.4 Commercial Charge Cards Segment Size and Forecast
9.4.1 Analysis by number of cards in circulation
9.4.2 Analysis by transaction value
9.4.3 Analysis by transaction volume
9.5 Competitive Landscape
9.5.1 Scheme share analysis
10 Analysis of Prepaid Card Payments and Growth Prospects
10.1 Overall Category Size and Forecast
10.1.1 Analysis by number of cards in circulation
10.1.2 Analysis by transaction value
10.2 Open-Loop Prepaid Cards Segment Size and Forecast
10.2.1 Analysis by number of cards in circulation
10.2.2 Analysis by transaction value
10.3 Closed-Loop Prepaid Cards Segment Size and Forecast
10.3.1 Analysis by number of cards in circulation
10.3.2 Analysis by transaction value
11 Merchant Acquiring
12 Company Profiles of Card Issuers
12.1 Siam Commercial Bank (SCB)
12.1.1 Key financials
12.1.2 Card portfolio
12.1.3 Strategies
12.2 Krungthai Bank (KTB)
12.2.1 Key financials
12.2.2 Card portfolio
12.2.3 Strategies
12.3 Kasikornbank
12.3.1 Key financials
12.3.2 Card portfolio
12.3.3 Strategies
12.4 Bangkok Bank
12.4.1 Key financials
12.4.2 Card portfolio
12.4.3 Strategies
12.5 Bank of Ayudhya (Krungsri)
12.5.1 Key financials
12.5.2 Card portfolio
12.5.3 Strategies
13 Appendix
13.1 Methodology
13.2 Contact Timetric
13.3 About Timetric
13.4 Timetric's Services
13.5 Definitions
13.6 Disclaimer

List of Tables
Table 1: Thai Payment Channels (THB Trillion), 2009-2013
Table 2: Payment Systems Fee and Charges by the Thai Banker's Association and the BoT
Table 3: Market Entry Strategies of Foreign Banks
Table 4: Thai Card Fraud (THB Million), 2009-2013
Table 5: Thai Cards for High-Income Customers
Table 6: Thai Travel Cards
Table 7: Thai Cards for Shoppers
Table 8: Thai Co-branded Cards
Table 9: Thai Cards for Online Shoppers
Table 10: Thai Transport Cards
Table 11: Thai Entertainment Cards
Table 12: Thai Cards Offered for Corporate Customers
Table 13: Thai Card Payments Channel by Card Category (Million), 2009-2018
Table 14: Thai Card Payments Channel Size by Volume of Cards (Million), 2009-2018
Table 15: Thai Card Payments Channel Size by Transaction Value (THB Trillion), 2009-2018
Table 16: Thai Card Payments Channel Size by Transaction Value (US$ Billion), 2009-2018
Table 17: Thai Credit Cards Category Size by Volume of Cards (Million), 2009-2018
Table 18: Thai Credit Cards Category Size by Transaction Value (THB Billion), 2009-2018
Table 19: Thai Credit Cards Category Size by Transaction Value (US$ Billion), 2009-2018
Table 20: Thai Credit Cards Category Size by Transaction Volume (Million), 2009-2018
Table 21: Thai Personal Credit Cards Segment Size by Volume of Cards (Million), 2009-2018
Table 22: Thai Personal Credit Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Table 23: Thai Personal Credit Cards Segment Size by Transaction Value (US$ Billion), 2009-2018
Table 24: Thai Personal Credit Cards Segment Size by Transaction Volume (Million), 2009-2018
Table 25: Thai Commercial Credit Cards Segment Size by Volume of Cards (Thousand), 2009-2018
Table 26: Thai Commercial Credit Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Table 27: Thai Commercial Credit Cards Segment Size by Transaction Value (US$ Billion), 2009-2018
Table 28: Thai Commercial Credit Cards Segment Size by Transaction Volume (Million), 2009-2018
Table 29: Thai Debit Cards Category Size by Volume of Cards (Million), 2009-2018
Table 30: Thai Debit Cards Category Size by Transaction Value (THB Trillion), 2009-2018
Table 31: Thai Debit Cards Category Size by Transaction Value (US$ Billion), 2009-2018
Table 32: Thai Debit Cards Category Size by Transaction Volume (Million), 2009-2018
Table 33: Thai Charge Cards Category Size by Volume of Cards (Thousand), 2009-2018
Table 34: Thai Charge Cards Category Size by Transaction Value (THB Billion), 2009-2018
Table 35: Thai Charge Cards Category Size by Transaction Value (US$ Million), 2009-2018
Table 36: Thai Charge Cards Category Size by Transaction Volume (Million), 2009-2018
Table 37: Thai Personal Charge Cards Segment Size by Volume of Cards (Thousand), 2009-2018
Table 38: Thai Personal Charge Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Table 39: Thai Personal Charge Cards Segment Size by Transaction Value (US$ Million), 2009-2018
Table 40: Thai Personal Charge Cards Segment Size by Transaction Volume (Million), 2009-2018
Table 41: Thai Commercial Charge Cards Segment Size by Volume of Cards (Thousand), 2009-2018
Table 42: Thai Commercial Charge Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Table 43: Thai Commercial Charge Cards Segment Size by Transaction Value (US$ Million), 2009-2018
Table 44: Thai Commercial Charge Cards Segment Size by Transaction Volume (Million), 2009-2018
Table 45: Thai Prepaid Cards Category Size by Volume of Cards (Million), 2009-2018
Table 46: Thai Prepaid Cards Category Size by Transaction Value (THB Billion), 2009-2018
Table 47: Thai Prepaid Cards Category Size by Transaction Value (US$ Million), 2009-2018
Table 48: Thai Open-Loop Prepaid Cards Segment Size by Volume of Cards (Million), 2009-2018
Table 49: Thai Open-Loop Prepaid Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Table 50: Thai Open-Loop Prepaid Cards Segment Size by Transaction Value (US$ Million), 2009-2018
Table 51: Thai Closed-Loop Prepaid Cards Segment Size by Volume of Cards (Million), 2009-2018
Table 52: Thai Closed-Loop Prepaid Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Table 53: Thai Closed-Loop Prepaid Cards Segment Size by Transaction Value (US$ Million), 2009-2018
Table 54: SCB - Key Financial Indicators (THB Billion), Year Ended December, 2012-2013
Table 55: SCB - Card Portfolio and Key Features
Table 56: KTB - Key Financial Indicators (THB Billion), Year Ended December, 2012-2013
Table 57: KTB - Card Portfolio and Key Features
Table 58: Kasikornbank - Key Financial Indicators (THB Billion), Year Ended December, 2012-2013
Table 59: Kasikornbank - Card Portfolio and Key Features
Table 60: Bangkok Bank - Key Financial Indicators (THB Billion), Year Ended December, 2012-2013
Table 61: Bangkok Bank - Card Portfolio and Key Features
Table 62: Bank of Ayudhya - Key Financial Indicators (THB Billion), Year Ended December, 2012-2013
Table 63: Bank of Ayudhya - Card Portfolio and Key Features
Table 64: Key Definitions

List of Figures
Figure 1: Benchmarking the Thai Card Payment Channel Against Other Regional Markets
Figure 2: Thai Growth of Various Card Categories (%), 2009-2018
Figure 3: Thai Value of M-Payments (THB Million), 2009-2018
Figure 4: Thai ATM Volume and Penetration, 2009-2018
Figure 5: Thai POS Penetration, 2009-2018
Figure 6: Thai Value of Retail Sales (THB Billion), 2009-2018
Figure 7: Thai E-Commerce Value (THB Billion), 2009-2013
Figure 8: Thai Real GDP Growth (%), 2009-2018
Figure 9: Thai Nominal GDP Per Capita (US$), 2009-2018
Figure 10: Thai Inflation (Consumer Price Inflation) Rate (%), 2009-2018
Figure 11: Shares of Thai Payment Channels (%), 2009 and 2013
Figure 12: Share of Thai Card Fraud (%), 2009 and 2013
Figure 13: Thai Lost or Stolen Card Fraud Value (THB Million), 2009-2013
Figure 14: Thai Counterfeit Card Fraud Value (THB Million), 2009-2013
Figure 15: Thai Card-Not-Present Fraud Value (THB Million), 2009-2013
Figure 16: Thai Card ID Theft Value (THB Million), 2009-2013
Figure 17: Thai Cards and Payments Industry Segmentation by Card Type
Figure 18: Thai Volume of Outbound Tourist Trips (Thousand), 2009-2018
Figure 19: Thai Outbound Tourist Spending (THB Billion), 2009-2018
Figure 20: Thai Card Payments Channel by Card Category (%), 2009-2018
Figure 21: Thai Card Payments Channel Size by Volume of Cards (Million), 2009-2018
Figure 22: Thai Card Payments Channel Size by Transaction Value (THB Trillion), 2009-2018
Figure 23: Thai Credit Cards Category Volume and Penetration, 2009-2018
Figure 24: Thai Credit Cards Category Size by Volume of Cards (Million), 2009-2018
Figure 25: Thai Credit Cards Category Size by Transaction Value (THB Billion), 2009-2018
Figure 26: Thai Credit Cards Category Size by Transaction Volume (Million), 2009-2018
Figure 27: Thai Credit Cards Category Transaction Value Share Analysis by Channel (THB Billion), 2009-2018
Figure 28: Thai Credit Cards Category Transaction Volume Share Analysis by Channel (Million), 2009-2018
Figure 29: Thai Personal Credit Cards Segment Size by Volume of Cards (Million), 2009-2018
Figure 30: Thai Personal Credit Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Figure 31: Thai Personal Credit Cards Segment Size by Transaction Volume (Million), 2009-2018
Figure 32: Thai Commercial Credit Cards Segment Size by Volume of Cards (Thousand), 2009-2018
Figure 33: Thai Commercial Credit Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Figure 34: Thai Commercial Credit Cards Segment Size by Transaction Volume (Million), 2009-2018
Figure 35: Thai Credit Cards Category Share by Scheme (%), 2013
Figure 36: Thai Credit Cards Category Share by Issuer (%), 2013
Figure 37: Thai Debit Cards Category Volume and Penetration, 2009-2018
Figure 38: Thai Debit Cards Category Size by Volume of Cards (Million), 2009-2018
Figure 39: Thai Debit Cards Category Size by Transaction Value (THB Trillion), 2009-2018
Figure 40: Thai Debit Cards Category Size by Transaction Volume (Million), 2009-2018
Figure 41: Thai Debit Cards Category Transaction Value Share Analysis by Channel (THB Billion), 2009-2018
Figure 42: Thai Debit Cards Category Transaction Volume Share Analysis by Channel (Million), 2009-2018
Figure 43: Thai Debit Cards Category Share by Scheme (%), 2013
Figure 44: Thai Debit Cards Category Share by Issuer (%), 2013
Figure 45: Thai Charge Cards Category Volume and Penetration, 2009-2018
Figure 46: Thai Charge Cards Category Size by Volume of Cards (Thousand), 2009-2018
Figure 47: Thai Charge Cards Category Size by Transaction Value (THB Billion), 2009-2018
Figure 48: Thai Charge Cards Category Size by Transaction Volume (Million), 2009-2018
Figure 49: Thai Charge Cards Category Transaction Value Share Analysis by Channel (THB Million), 2009-2018
Figure 50: Thai Charge Cards Category Transaction Volume Share Analysis by Channel (Thousand), 2009-2018
Figure 51: Thai Personal Charge Cards Segment Size by Volume of Cards (Thousand), 2009-2018
Figure 52: Thai Personal Charge Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Figure 53: Thai Personal Charge Cards Segment Size by Transaction Volume (Million), 2009-2018
Figure 54: Thai Commercial Charge Cards Segment Size by Volume of Cards (Thousand), 2009-2018
Figure 55: Thai Commercial Charge Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Figure 56: Thai Commercial Charge Cards Segment Size by Transaction Volume (Million), 2009-2018
Figure 57: Thai Charge Cards Category Share by Scheme (%), 2013
Figure 58: Thai Prepaid Cards Category Volume and Penetration, 2009-2018
Figure 59: Thai Prepaid Cards Category Size by Volume of Cards (Million), 2009-2018
Figure 60: Thai Prepaid Cards Category Size by Transaction Value (THB Billion), 2009-2018
Figure 61: Thai Open-Loop Prepaid Cards Segment Size by Volume of Cards (Million), 2009-2018
Figure 62: Thai Open-Loop Prepaid Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Figure 63: Thai Closed-Loop Prepaid Cards Segment Size by Volume of Cards (Million), 2009-2018
Figure 64: Thai Closed-Loop Prepaid Cards Segment Size by Transaction Value (THB Billion), 2009-2018
Figure 65: Thai Share of Merchant Acquirers in Terms of Volume of Transactions at POS Terminals, 2013

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