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  5. > The Cards and Payments Industry in Turkey: Emerging Trends and Opportunities to 2019

Synopsis
Timetric’s 'The Cards and Payments Industry in Turkey: Emerging Trends and Opportunities to 2019' report provides detailed analysis of market trends in Turkey's cards and payments industry. It provides values and volumes for a number of key performance indicators in the industry, including credit transfers, check payments and payment cards during the review period (2010–2014).

The report also analyzes various payment card markets operating in the industry and provides detailed information on the number of cards in circulation, and transaction values and volumes during the review period and over the forecast period (2015–2019). It also offers information on the country's competitive landscape, including market shares of issuers and schemes.

The report brings together Timetric’s research, modeling, and analysis expertise to allow banks and card issuers to identify segment dynamics and competitive advantages. The report also covers detailed regulatory policies, recent changes in regulatory structure, card fraud statistics, and profiles of card issuers operating in the country.

Summary
Timetric’s 'The Cards and Payments Industry in Turkey: Emerging Trends and Opportunities to 2019' report provides top-level market analysis, information and insights into Turkey's cards and payments industry, including:

- Current and forecast values for each market in Turkey's cards and payments industry, including debit cards and credit cards. It also includes detailed analysis of the prepaid cards market.

- Detailed insights into payment instruments including credit transfers, check payments and payment cards. It also, includes an overview of the country's key alternative payment instruments.

- Analysis of various market drivers and regulations governing Turkey's cards and payments industry.

- Detailed analysis of strategies adopted by banks and other institutions to market debit and credit cards.

- Comprehensive analysis of consumer attitudes and buying preferences for cards.

- The competitive landscape of Turkey's cards and payments industry.

Scope
- This report provides a comprehensive analysis of Turkey's cards and payments industry.

- It provides current values for Turkey's cards and payments industry for 2014, and forecast figures to 2019.

- It details the different economic, infrastructural and business drivers affecting Turkey's cards and payments industry.

- It outlines the current regulatory framework in the industry.

- It details marketing strategies used by various banks and other institutions.

- It profiles major banks in Turkey's cards and payments industry.

Reasons To Buy
- Make strategic business decisions, using top-level historic and forecast market data, related to Turkey's cards and payments industry and each market within it.

- Understand the key market trends and growth opportunities in Turkey's cards and payments industry.

- Assess the competitive dynamics in Turkey's cards and payments industry.

- Gain insights into marketing strategies used for various card types in Turkey.

- Gain insights into key regulations governing Turkey's cards and payments industry.

Key Highlights
- Amid mounting credit card debt, the Banking Regulation and Supervision Agency (BDDK) introduced new set of credit card regulations in October 2013. According to the new regulations, payment in installments is limited to six months, to a maximum of 12 months. Furthermore, the minimum monthly payment on credit cards has been increased from 25% to 30%. These regulations resulted in the slow growth of credit card transaction value and volume at POS in 2014, with the same trend expected to continue over the forecast period (2015–2019).

- Telecom companies have played a key role in spreading new forms of mobile financial services in Turkey. In December 2013, Visa Europe, Garanti Bank and the mobile operator Turkcell partnered to launch the Turkcell mobile wallet. Under this agreement, the bank’s customers can make contactless payments using their NFC-enabled smartphones at any of the 78,000 contactless-enabled terminals across Turkey or the 1.2 million contactless-enabled terminals across Europe. This is anticipated to drive contactless payments over the forecast period.

- In 2012, the Interbank Card Centre of Turkey (BKM) launched a digital wallet called BKM Express. This wallet lets its users transfer money quickly (person-to-person) and shop securely 24/7 without sharing card details with merchants. All large banks in Turkey support payments through the BKM Express wallet. This move is anticipated to further increase the scope for online shopping, driving card-based payments.

Table Of Contents

The Cards and Payments Industry in Turkey: Emerging Trends and Opportunities to 2019
Table of Contents
1 Definitions and Methodology
1.1 Definitions
1.2 Methodology
2 Key Facts and Events
3 Executive Summary
4 Payment Instruments
4.1 Current Payments Environment
4.2 Alternative Payment Instruments
4.2.1 Mobile wallet
4.2.2 BKM Express
4.2.3 PayMobile
4.2.4 3pay
4.2.5 PayU
4.2.6 iyzi Payments
4.2.7 Paymentwall
4.2.8 Direct carrier billing
5 Regulations in the Cards and Payments Industry
5.1 Regulatory Framework
5.2 Anti-Money Laundering (AML)
5.3 Foreign Direct Investment (FDI) Regulations
6 Analysis of Cards and Payments Industry Drivers
6.1 Demographic Drivers
6.2 Economic Drivers
6.3 Infrastructure Drivers
6.4 Business Drivers
7 Market Segmentation and New Product Launches
7.1 Market Segmentation and Targeting
7.1.1 Consumer cards
7.1.2 Commercial cards
7.2 New Product Launches
8 Payment Cards
8.1 Payment Cards Analysis
8.1.1 Volume and value of payment card transactions by type
8.1.2 Personal vs commercial cards
9 Debit Cards
9.1 Debit Cards Market Analysis
9.1.1 Debit cards transaction volume and value by channel
9.1.2 Debit cards scheme shares in terms of number of cards in circulation and transaction value
9.1.3 Debit cards issuers' market shares
9.1.4 Debit cards comparison
10 Credit Cards
10.1 Credit Cards Market Analysis
10.1.1 Credit cards transaction volume and value by channel
10.1.2 Credit cards scheme shares in terms of number of cards in circulation and transaction value
10.1.3 Credit cards issuers' market share
10.1.4 Credit cards comparison
11 Commercial Cards
11.1 Commercial Cards Market Analysis
11.1.1 Commercial cards comparison
12 Card Fraud Statistics
12.1 Card Fraud Analysis
13 Card Issuers
13.1 Yapi ve Kredi Bankasi AS.
13.2 TC Ziraat Bankas? A?
13.3 Turkiye ?? Bankasi AS
13.4 Turkiye Garanti Bankasi AS
13.5 VakifBank
14 Prepaid Cards
14.1 Prepaid Cards Market Analysis
14.1.1 Prepaid cards comparison
15 Merchant Acquiring
15.1 Merchant Acquiring Market Analysis
16 Appendix
16.1 Tables
16.2 Contact Timetric
16.3 About Timetric
16.4 Timetric's Services
16.5 Disclaimer

List of Tables
Table 1: Key Definitions
Table 2: Annual Average Exchange Rate
Table 3: Turkey - Key Facts, 2014
Table 4: Regional Benchmarking of Turkish Payment Cards, 2014
Table 5: Turkey - Mode of Entry of Foreign Banks
Table 6: Cards for High-Income Consumers, 2015
Table 7: Cards for Travelers, 2015
Table 8: Cards for Shoppers, 2015
Table 9: Cards for Students and Youth Population, 2015
Table 10: Commercial Cards Comparison and Key Features, 2015
Table 11: Turkey - New Product Launches
Table 12: Turkey - Pay Now, Average Interchange Fees: Intra-Network Transactions (%), 2010-2014
Table 13: Turkey - Pay Now, Average Merchant Service Charge: Domestic Transactions (%), 2010-2019
Table 14: Turkey - Debit Cards Comparison and Key Features, 2014
Table 15: Turkey - Pay Later, Average Interchange Fees: Intra-Network Transactions (%), 2010-2014
Table 16: Turkey - Pay Later, Average Merchant Service Charge: Domestic Transactions (%), 2010-2019
Table 17: Turkey - Gold Credit Cards Comparison and Key Features, 2015
Table 18: Turkey - Premium Credit Cards Comparison and Key Features, 2015
Table 19: Turkey - Commercial Cards Comparison and Key Features, 2015
Table 20: Turkey - Prepaid Cards Comparison and Key Features, 2015
Table 21: Turkey - Payment Instruments Transaction Value (TRY Billion), 2010-2014
Table 22: Turkey - Payment Instruments Transaction Value (US$ Billion), 2010-2014
Table 23: Turkey - Payment Instruments Transaction Volume (Million), 2010-2014
Table 24: Turkey - Number of Payment Cards in Circulation by Type (Million), 2010-2019
Table 25: Turkey - Volume of Payment Card Transactions by Type (Million), 2010-2019
Table 26: Turkey - Value of Payment Card Transactions by Type (TRY Billion), 2010-2019
Table 27: Turkey - Value of Payment Card Transactions by Type (US$ Billion), 2010-2019
Table 28: Turkey - Personal and Commercial Cards Transaction Volume (Million), 2010-2019
Table 29: Turkey - Personal and Commercial Cards Transaction Value (TRY Billion), 2010-2019
Table 30: Turkey - Personal and Commercial Cards Transaction Value (US$ Billion), 2010-2019
Table 31: Turkey - Number of Debit Cards in Circulation (Million), 2010-2019
Table 32: Turkey - Debit Cards Transaction Volume and Frequency by Channel, 2010-2019
Table 33: Turkey - Debit Cards Total and Average Transaction Value by Channel, 2010-2019
Table 34: Turkey - Debit Cards Total and Average Transaction Value by Channel, 2010-2019
Table 35: Turkey - Number of Debit Cards in Circulation By Scheme (Million), 2010-2014
Table 36: Turkey - Debit Cards Transaction Value By Scheme (TRY Billion), 2010-2014
Table 37: Turkey - Debit Cards Transaction Value By Scheme (US$ Billion), 2010-2014
Table 38: Turkey - Debit Cards Transaction Value by Issuer (TRY Billion), 2010-2014
Table 39: Turkey - Debit Cards Transaction Value by Issuer (US$ Billion), 2010-2014
Table 40: Turkey - Number of Credit Cards in Circulation (Million), 2010-2019
Table 41: Turkey - Credit Cards Transaction Volume and Frequency by Channel, 2010-2019
Table 42: Turkey - Credit Cards Total and Average Transaction Value by Channel, 2010-2019
Table 43: Turkey - Credit Cards Total and Average Transaction Value by Channel, 2010-2019
Table 44: Turkey - Number of Credit Cards in Circulation By Scheme (Million), 2010-2014
Table 45: Turkey - Credit Cards Transaction Value By Scheme (TRY Billion), 2010-2014
Table 46: Turkey - Credit Cards Transaction Value By Scheme (US$ Billion), 2010-2014
Table 47: Turkey - Credit Cards Transaction Value By Issuer (TRY Billion), 2010-2014
Table 48: Turkey - Credit Cards Transaction Value By Issuer (US$ Billion), 2010-2014
Table 49: Turkey - Credit Cards Balance Outstanding By Issuer (TRY Billion), 2010-2014
Table 50: Turkey - Credit Cards Balance Outstanding By Issuer (US$ Billion), 2010-2014
Table 51: Turkey - Number of Commercial Cards in Circulation (Thousand), 2010-2019
Table 52: Turkey - Commercial Cards Transaction Value (TRY Billion), 2010-2019
Table 53: Turkey - Commercial Cards Transaction Value (US$ Billion), 2010-2019
Table 54: Turkey - Card Fraud (TRY Million), 2010-2014
Table 55: Turkey - Card Fraud (US$ Million), 2010-2014
Table 56: Turkey - Number of Prepaid Cards in Circulation (Million), 2010-2019
Table 57: Turkey - Prepaid Cards Transaction Value (TRY Million), 2010-2019
Table 58: Turkey - Prepaid Cards Transaction Value (US$ Million), 2010-2019
Table 59: Turkey - Merchant Acquiring Transaction Volume by Card Type (Million), 2010-2019
Table 60: Turkey - Merchant Acquiring Total Transaction Value (TRY Billion), 2010-2019
Table 61: Turkey - Merchant Acquiring Total Transaction Value (US$ Billion), 2010-2019
Table 62: Turkey - Acquirers' Transaction Value (TRY Billion), 2010-2014
Table 63: Turkey - Acquirers' Transaction Value (US$ Billion), 2010-2014
Table 64: Turkey - Retail Outlets and Total Merchant Accounts (Thousand), 2010-2019

List of Figures
Figure 1: Turkey - Payment Instruments Shares by Transaction Value (%), 2010 and 2014
Figure 2: Turkey - Payment Instruments Shares by Transaction Volume (%), 2010 and 2014
Figure 3: Turkey - Total Population and Structure, 2014
Figure 4: Turkey - Internet and Mobile Penetration (Users per 100 Inhabitants), 2010-2019
Figure 5: Turkey - Economic Indicators, 2010-2019
Figure 6: Turkey - Number of ATMs, POS Terminals and Deposit Bank Branches, 2010-2019
Figure 7: Turkey - Household Final Consumption Expenditure and Retail Sales, 2010-2014
Figure 8: Turkey - E-Commerce Value (US$ Billion), 2010-2019
Figure 9: Turkey - Outbound and Inbound Trips Volume and Spending, 2010-2019
Figure 10: Turkey - Cards and Payments Industry Segmentation by Card Type, 2015
Figure 11: Turkey - Growth in Payment Cards Transaction Value and Number of Cards in Circulation by Type, 2010-2019
Figure 12: Turkey - Volume and Value of Payment Card Transactions by Type (%), 2010-2019
Figure 13: Turkey - Personal and Commercial Cards, Transaction Volume and Value (%), 2010-2019
Figure 14: Turkey - Growth in Debit Cards Transaction Value and Number of Debit Cards in Circulation, 2010-2019
Figure 15: Turkey - Debit Cards Transaction Volume and Value by Channel, 2010-2019
Figure 16: Turkey - Debit Cards Scheme Shares in Terms of Number of Cards in Circulation and Transaction Value (%), 2014
Figure 17: Turkey - Debit Cards Issuers' Market Shares in Terms of Transaction Value (%), 2014
Figure 18: Turkey - Growth in Credit Cards Transaction Value and Number of Credit Cards in Circulation, 2010-2019
Figure 19: Turkey - Credit Cards Transaction Volume and Value by Channel, 2010-2019
Figure 20: Turkey - Credit Cards Scheme Shares in Terms of Number of Cards in Circulation and Transaction Value (%), 2014
Figure 21: Turkey - Credit Cards Issuers' Market Share in Terms of Transaction Value (%), 2014
Figure 22: Turkey - Credit Cards Issuers' Market Share in Terms of Outstanding Balance (%), 2014
Figure 23: Turkey - Number of Commercial Cards in Circulation and Transaction Value, 2010-2019
Figure 24: Turkey - Shares of Various Types of Card Fraud in Terms of Transaction Value (%), 2010 and 2014
Figure 25: Turkey - Number of Prepaid Cards in Circulation and Transaction Value, 2010-2019
Figure 26: Turkey - Merchant Acquiring Transaction Volume and Value, 2010-2019
Figure 27: Turkey - Merchant Acquirers' Market Share in Terms of Transaction Value %, 2014
Figure 28: Turkey - Number of Retail Outlets and Total Merchant Accounts (Thousand), 2010-2019

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