非洲行動金融服務市場 - 供通訊業者與銀行參考的商業個案 是由出版商Pyramid Research, Inc.在2009年01月所出版的。
這份英文市場調查報告書包含48 Pages, 25 Exhibits 價格從美金2490起跳。
Abstract
Description
Activity in the mobile financial services space around the world has ramped up
a notch as more companies seek to bring to reality the vision of widespread
usage of mobile devices to pay for goods and services. For various reasons,
however, implementing this vision has been held back in practice: consumers
are comfortable with existing payment options; the technology is not yet
optimal; the end-user experience is cumbersome; and business models are still
largely in flux.
Mobile payments are having a more penetrating impact in poorer economies than
in mature ones, with market dynamics that are starkly different, especially in
Africa. This is understandably due to a more constraining supply environment -
one that is primarily cash-based, rife with antiquated regulations and
burdened with a banking system that is geared to focus on the high end of the
consumer market. The greater impact of mobile payments in emerging markets is
also due to the more challenging demand picture of markets where most
consumers have much lower incomes and lack bank accounts.
It is in this context that new business models have emerged over the past few
years that are transforming the financial landscape in developing countries. A
new report by Pyramid Research, Mobile Financial Services in Africa: The
Business Case for Operators and Banks, reviews and analyzes mobile financial
services offerings in African markets, looks at drivers and obstacles to
mobile financial services, breaks down business models to assess their true
bottom-line impact, and provides market projections based on intrinsic market
dynamics.
Key questions answered
- What combination of necessity on the demand side and opportunities on the
supply side have created the unique success of mobile-based financial services
in Africa?
- What are the practical challenges - from regulation and compliance to
fulfillment, security and distribution - that complicate mobile payment
implementation in Africa?
- What role does technology play in the success of various mobile payment
approaches in Africa?
- What business model will drive mobile financial services growth in Africa
over the next five years? Will it be driven by mobile operators, banks or
third parties?
- Why do operators play such a central role in the more successful services,
such as M-PESA? What are the strengths they bring to the table?
- What benefits do mobile financial services bring operators? Is there
revenue to be made? How?
- How fast will mobile money transfer services expand? How many users will
they have by 2013?
- Are the prospects for mobile-based international remittance services
different, and if so, why?
- What business models will dominate mobile finance in the various markets
of Africa? Will M-PESA clones lead the way?
Target audience
Operators
Learn how different business models can be used to provide mobile financial
services, in particular what the role is of the main players and the
supporting ecosystem. Find out which factors - regulations, technology -
make a service successful. Draw on conclusions based on the experience of
successful African operators that have wide application in markets at various
stages of development.
Banks
Determine how different markets require different approaches to mobile
finance. See how your role varies between business models and how you can
build on your strengths in each situation. This report offers the analysis you
need in order to take advantage of the mobile opportunity, especially among
previously unreachable income segments.
Investors
Identify the opportunities in mobile finance by examining case studies of
successes in some of the most difficult markets in the world. This report
provides a thorough grounding in the important issues facing one of the most
exciting segments of the telecommunications industry, giving you the
fundamental tools to develop long-range plans and winning strategies.
Mobile financial platform vendors and integrators
Discover where your greatest opportunities lie and how deep you involvement in
the business of providing mobile financial services should be. Understand the
challenges facing your customers and what role you can play in meeting those
challenges. This report promises the analysis you need to take a larger share
of operator spending with informed go-to-market strategies and creative
solutions, particularly in a time of economic downturn worldwide.
Methodology
- Our projections include mobile banking transactions and money
transfers. Services we consider phase III services (payroll, merchant
payments, etc.) are not included in our estimates, although we believe they
can represent upward of 10-20% of our estimates over the long term.
- Our revenue projections focus on the service providers' revenue from
mobile payment transactions. Mobile operator revenue generated from mobile
payment-driven SMS usage is not included in our estimates.
- For indicative purposes, we also estimate the dollar volumes of money
circulating through mobile transactions. While we provide some anecdotal
data on overall mobile payment transaction volumes, we believe such estimates
are highly uncertain (including everything from airtime recharges to cash
withdrawals, and potentially to payroll disbursements) and only moderately
meaningful. As a result, our projections focus on mobile money transfer
volumes.
- We use two approaches to estimate mobile banking and domestic mobile
money transfer revenue, depending on the nature of the data available. In
the first method, we start from the average transaction value per user, based
on estimates obtained or estimated from service provider data and other
sources.These estimates are then multiplied by the number of transactions per
user and the average number of active users over the course of the year. In
the second method, we multiply the average revenue per mobile banking user by
the total number of users.
- International money transfer estimates are built top-down, starting
with top-level remittance data generated by the World Bank and projected using
a 2% annual growth rate after 2009.
- We focused on six key African mobile transfer markets - Kenya, South
Africa, Nigeria, Ghana, Tanzania and Egypt - from which we extrapolated
to the rest of the continent, based on our assessment of developments in each
market' s mobile payment space over the next three to five years.
Furthermore, the reader should bear in mind a number of limitations to our estimates:
- As suggested, they are top-level estimates with some margin of error.
- They do not purport to encompass all new forms of transactions and
business models that may emerge over the next five years.
- Our estimates are built on assumptions generated in a number of key
markets and obtained from a small number of key providers (South Africa,
Kenya, M-PESA, etc.). While we adjusted our estimates based on the nature of
each individual market, our core markets understandably drive our assumptions.
Table of Contents
Table of contents
Table of exhibits
Acronyms and abbreviations
Companies mentioned in this report
Executive summary
Section 1: African mobile payment landscape - definitions and context
- 1.1 Defining mobile payments
- 1.2 African context
- 1.3 Practical challenges
- 1.4 The technology: From WAP to USSD
Section 2: Ecosystems and business models
- 2.1 Overview
- 2.2 Hybrid, bank-driven models
- 2.3 MNO-driven models
- 2.4 Third-party models
Section 3: The African mobile payment business case for banks and MNOs
- 3.1 The mobile operator - pivotal
- What the MNO brings to the table
- What' s in it for the MNO?
- 3.2 The bank' s role: Fundamental, depending on regulatory requirements and
the impetus to reach the unbanked
- 3.3 Other parts of the value chain
Section 4: Service roadmap and market forecasts
- 4.1 Service roadmap and challenges
- Airtime payment services
- The domestic money transfer model: Tight margins
- International money transfers
- Phase III services
- 4.2 Market projections
- Methodology
- Forecasts: 60m-plus mobile payment users by 2013
Section 5: Model and country case studies
- 5.1 M-PESA
- What it is and how it works
- M-PESA performance
- Impact on Safaricom' s subscriber growth and churn
- Impact on Safaricom' s ARPU
- 5.2 Country study: South Africa
- Wizzit: What it is and how it works
- Wizzit: Performance
- MTN Mobile Banking
- FNB Banking
- 5.3 Country study: Nigeria
- 5.4 Other platforms: From Celpay to Sokotele
Related resources
Table of exhibits
- Exhibit 1: Overview of mobile financial services
- Exhibit 2: Matrix of mobile payment models in Africa
- Exhibit 3: Mobile penetration and bank account penetration in selected
markets
- Exhibit 4: Bank break-even costs of transactions by channel - Kenya
- Exhibit 5: Technology deployment for sample service providers
- Exhibit 6: Mobile payment ecosystem
- Exhibit 7: Model matrix chart - service focus and customer ownership
- Exhibit 8: Banking sophistication and mobile penetration
- Exhibit 9: Sample mobile payment models in African markets
- Exhibit 10: The roles of the MNO and the bank in MTN Mobile Banking
- Exhibit 11: The roles of the MNO and the bank in M-PESA
- Exhibit 12: The roles of banks, MNOs and third parties in the third-party
model
- Exhibit 13: Bank, ATM and MNO distribution footprints in Nigeria, Kenya
and South Africa
- Exhibit 14: M-PESA' s impact on Safaricom churn
- Exhibit 15: Evolution of mobile payment service portfolio in the African
context
- Exhibit 16: Sample mobile payment services in African markets
- Exhibit 17: Traditional domestic mobile money transfer value chain
- Exhibit 18: Traditional international money transfer value chain
- Exhibit 19: Africa money transfer and mobile banking active users*
- Exhibit 20: Mobile money transfer and mobile banking transaction volumes
in Africa
- Exhibit 21: The M-PESA framework
- Exhibit 22: Access to financial services in Kenya and M-PESA' s target
market
- Exhibit 23: Evolution of M-PESA registered users and transaction volumes
- Exhibit 24: Overview of Wizzit platform
- Exhibit 25: Wizzit banking charges
