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市場調查報告書

行動金融服務和行動商務:人們的需求

Mobile Financial Services and M-Commerce: What People Want

出版商 Ovum, Ltd. 商品編碼 355528
出版日期 內容資訊 英文 25 Pages
商品交期: 最快1-2個工作天內
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行動金融服務和行動商務:人們的需求 Mobile Financial Services and M-Commerce: What People Want
出版日期: 2015年10月20日 內容資訊: 英文 25 Pages
簡介

本報告以2015年17個成熟、進展市場的調查為基礎,提供行動金融服務 (MFS) 和行動商務的現狀等相關資料,為您概述為以下內容。

第1章 摘要

  • 概要
  • Ovum的見解
  • 主要的訊息

第2章 整體情況:未開發的市場機會

  • 積極的MFS的利用依然低
  • 許多使用者至今仍在摸索中
  • 舒適層級達不到本來的高度
  • 留下的引進障礙
  • 新興市場以現金為主流
  • 營運者需要能得到信用的進展

第3章 新興市場非銀行用戶層

  • 尚未到達非銀行用戶層的大部分
  • 非銀行使用者的受訪者更信賴非正式的流通管道

第4章 進展:目前MFS利用

  • 確認依然佔MFS的匯款與餘額
  • 成熟、新興市場調整的行動商務
  • 保證成功的社群商務應用程式的初期引進
  • 表示行動接近付款的混合性採訪

第5章 服務的演變:MFS的展望

  • 值得期待最強成長的新興市場
  • 為了提高先進MFS的關注所應該做的事
  • 對行動商務狂熱的新興市場

第6章 引進和利用的活性化:行動的需求

  • 服務基礎的改善活化引進和利用
  • 本地化使報酬更有效
  • 現實的認識照映安全的認識
  • 對報酬和品牌的信賴養成忠誠度
  • MFS供應商應該追隨服務創新背後的氣勢

第7章 結論

  • 供應商必須應對消費者的「對未知的恐懼」

第8章 附屬資料

  • 調查手法
  • 相關報告書
  • 著者
目錄
Product Code: TE0003-000875

This report is based on a survey Ovum conducted in 2015 which explored the state of mobile financial services (MFS) and mobile commerce (m-commerce) in 17 mature and emerging markets.

Highlights

  • Lack of awareness and low active usage of MFS is particularly common among unbanked respondents in emerging markets. These respondents will benefit the most from MFS.
  • Almost half of unbanked respondents in emerging markets keep their savings at home rather than use formal channels. This presents an untapped market for mobile money services.
  • The majority of respondents (users and non-users alike) are not at ease with managing finances from a mobile application, with 35% feeling "very uncomfortable" about it and a further 17% stating they were "uncomfortable."
  • Assesses the current adoption status of MFS and m-commerce in mature and emerging markets.
  • Identifies the most popular types of applications in use today and which services consumers plan to take up in their next wave of adoption.

Features Benefits

  • Assesses the current adoption status of MFS and m-commerce in mature and emerging markets.
  • Identifies the most popular types of applications in use today and which services consumers plan to take up in their next wave of adoption.

Questions Answers

  • What is preventing people from adopting MFS and m-commerce applications and what can be done to improve this?
  • How will consumer usage of MFS and m-commerce applications change in the next 12 months?
  • What factors will increase consumer trust in mobile payment service providers?
  • Why is active usage still low among unbanked consumers?
  • Which markets will experience the strongest growth?

Table of Contents

1. Summary

  • Introduction
  • Ovum view
  • Key messages

2. The big picture: an untapped market opportunity

  • Active MFS usage remains low
  • Many consumers are still in the dark
  • Comfort levels are not as high as they could be
  • The ongoing barriers to adoption persist
  • In emerging markets cash is still king
  • Operators need to make better headway in the trust stakes

3. The unbanked in emerging markets: still falling through the net

  • A large amount of unbanked people are not being reached
  • Unbanked respondents are more reliant on informal channels

4. The state of play: current MFS usage in depth

  • Money transfers and balance checking still dominate MFS
  • Mature and emerging markets align on m-commerce
  • The early adoption of social commerce apps is promising
  • Mobile proximity payments present a mixed picture

5. Service evolution: the outlook for MFS

  • Emerging markets look set to see the strongest growth
  • There is work to do to stimulate interest in advanced MFS
  • Emerging markets are the most enthusiastic about m-commerce

6. Driving adoption and usage: a call to action

  • Improving service cornerstones will drive adoption and usage
  • Localization will make rewards more effective
  • Perception as much as reality colors attitudes to security
  • Rewards and brand trust will foster loyalty
  • MFS providers must keep up the momentum behind service innovation

7. Conclusion

  • Providers must address head-on consumers' “fear of the unknown”

8. Appendix

  • Methodology
  • Further reading
  • Author

List of Figures

  • Figure 1: MFS adoption status, mature and emerging markets
  • Figure 2: MFS comfort levels, mature and emerging markets
  • Figure 3: Barriers to adoption among non-users, mature and emerging markets
  • Figure 4: Preferred payments instruments in emerging markets
  • Figure 5: Trust levels for types of m-payment service provider, global view
  • Figure 6: MFS adoption status, unbanked versus banked in emerging markets
  • Figure 7: Saving behavior, unbanked users in emerging markets
  • Figure 8: Borrowing behavior, unbanked respondents in emerging markets
  • Figure 9: Current usage of MFS applications, mature and emerging markets
  • Figure 10: Current usage of m-commerce applications, mature and emerging markets
  • Figure 11: Current usage of social commerce applications, mature and emerging markets
  • Figure 12: Do you use your mobile phone to tap/wave and pay for goods in stores and similar?
  • Figure 13: Projected usage of MFS, mature and emerging markets
  • Figure 14: Which of the following that you don't use today would you like to use in the next 12 months?
  • Figure 15: Which of the following that you don't use today would you like to use in the next 12 months?
  • Figure 16: Attributes for driving adoption, mature and emerging markets
  • Figure 17: Attributes for driving usage among existing users, mature and emerging markets
  • Figure 18: The appeal of different types of rewards, US and Norway
  • Figure 19: Confidence levels in security, global view
  • Figure 20: Attributes for building trust, global view
  • Figure 21: Interest in additional MFS services/features, mature and emerging markets
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