Setting up a Mobile Money ecosystem: the M-Commerce Hub, 2010

Copyright © Accenture 2010 All RightsReserved
Setting up a Mobile Money ecosystem:
the M-Commerce Hub
Prepaid Summit: Europe 2010
Milan, October 14th, 2010

Agenda
 The big picture, and GSMA / EPC joint approach on Mobile Money
 The new emerging trend: Telco-driven national schemas
 Accenture AMOS: a complete TSM platform
 Implementing a mobile commerce hub with Banks

Cards issuers and payments providers facing new
challenges…
 Cards & Payments Industry is changing due to…
o Decrease in CreditCards profitability
o Contactlesscards introduction costs
o Difficulty to attack cash transactions (micro-payments)
o Increasing customeracquisitionand churn costs
o New players trying to enter in the market, both in developed
and developingcountries
o Prepaid cards growingfast,butwith low profitability
o Rapid commoditization
o Difficultto differenciate
MOBILITY
IS A STRATEGIC RESOURCE TO
HELP SOLVING THESE
PROBLEMS

The mobile money big picture:
Mapping traditional payments vs. Mobile Money
4
Bank
payments
Card
payments
Money
Transfer
cash
payments
 DD
 CT
 Tax
payments
 other
 POS payments
(Card Present)
 online and MOTO1
(Card Not Present)
 remittances
1 MOTO: Mail Order / Telephone Order
 client-merchant
 vending
machines
 kiosks, bar
 parking
 transportation
 tickting
Mobile Remote payments
Mobile Contactless payments
 online P2P

BANKING
TRENDS
a split market
5
REGIONS
DEVELOPED
MARKETS
TELCO
TRENDS
 WCDMA
 Smartphones
 Over-the-top
MOBILE MONEY
SERVICES
SUCCESS
STORIES
DEVELOPING
MARKETS
 Mainly GSM
 Basic phones
 Pervasive MNO
tech. infrastr.
 Pervasive MNO
sales & distr.
channel
 Mobile remote
payments
parking, tickets
 Mobile contact-
less (NFC)
 Mobile
commerce
 P2Ppayments
 Airtime topup
 Remittances
 B2PPayments
(e.g. salary, bill
payments,
social benefits)
 Central and
Eastern Europe
 Latin America
 Africa
 Asia
 100% banked
customers
 Pervasive POS/
ATM infrastr.
 Online/mobile
 Prepaid cards
for underbanked
 Unbanked
Customers
 Branches/POS
/ATM mainly in
urban areas
 Austria
(Paybox)
 Japan
(Osaifu Keitai)
 Kenya
(M-Pesa)
 Philippines
(Smart, Globe)
 Western Europe
 USA
 Japan

Mobile Money related services – Banks PoV
consumers demand vs. complexity
Consumers
demand
Complexity of realization
+
-
+-
1 Launch P2P to leverage viral
recruitment, ignite the
system, and establish
network effect
2
Extend the range of services,
and opportunity to deposit
cash
3 Launch Mobile Financial
Services as a way to increase
operating mergins
Recommended
roadmap
DEVELOPING COUNTRIES
Source: Accenture Analysis
P2P
money transfer
Receive remittances
X-to-wallet
Mobile
cards
Bills
payemtns
Retail
payments1
1 where P2P is not applicable
Send remittances
Wallet-to-X
Cash-in /
Cash-out
Airtime topup
Mobile
micro-loans
Mobile
micro-
insurances
Cash-out
through
ATMs
Salary
payments
1
2
3
Self-consistent
services
1-to-few (e.g. agents
network needed)
1-to-many (e.g. Merchant
acquiring needed)
Mobile
banking
Social
benefits

Mobile Money related services – Banks PoV
consumers demand vs. complexity
Consumers
demand
Complexity of realization
+
-
+-
1 Start from mobilization of
Banks services (m-banking,
mobile cards) and remote
P2Ppayments
2
Add services addressing
specific segments’ needs
(e.g. remittances for
immigrants / prepaid
cardholders), and remote
payments killer apps (parking,
transport)
3 Launch Mobile Contactless
Payments (NFCes)
leveraging a bank-owned or a
neutral TSM, and Mobile
Financial Services
Recommended
roadmap
DEVELOPED COUNTRIES
Source: Accenture Analysis
P2P money
transfer
(domestic)
Receive remittances
on mobile wallet
Bill
payments
Retail
payments
Send
remittances
wallet-to-X
Airtime
topup
Instant-
loans
Instant-
insurances
Mobile
cards1
Self-consistent
services
1-to-few (e.g. agents
network needed)
1-to-many (e.g. Merchant
acquiring needed)
Parking
Transportation
Ticketing
1 e.g. issuing of a co-branded card with
mobile value-added services
Mobile
Banking
No
interoperability
Full
interop
1
2
3

political and regulatory
1. Differentfactorscontributeto increase pressure on new subjects – namely
Telcos – to launch Mobile Moneyand innovative payments initiatives
– EC and ECB driven war on cash,leading to progressive deregulationof
payments services
– Politicalpowerwillingnes - especially in Europe- to create alternatives to
existing card schemas
– Progressivesaturationof traditionalrevenuepools forTelcos,create the
urgencyto address new businessstreams
– New technologies(Internet,smartphones,NFC)make new payment
servicespossible
2. In developed countries,Telco learnedfrom pastexperiencesthat:
– Interoperability is key
– Merchantacceptance is a huge barrier
– VAS and mobile payments are notdifferenciators,butmay be relevantto
increaseprofitability (ARPU)
– A competitive approach towards Banks is now out of question
8

technology and standardization
1. Technology
– Mobility to add two fundamentaldimensions (“Where”and “When”)to purchasing context
– Smartphones’successpavingthe way to dematerializion of mobility-related processes,including allvalue-
added servicesthatmay lead to paymentoperations
– mobile marketing,couponing,ticketing,vouchering,etc.
– NFC and contactless technologies enablig new interactionmodels
2. Standardization
– GSMA has a driving role
– EPC (European Payments Council)joined forces with GSMA to standardize mobile payments with a Bank-
driven AND Telco-driven approach.
– Two key issues:
– SE (Secure Element)positioningand ownership
– TSM (Trusted Service Manager)role and ownership
– Traditionalcard associations /schemas apparently taking a differentroad
9
WHAT
WHO
WHAT
WHO
WHERE WHEN
When is
going to
buy?
What is
looking for?
Who’s
consumer?
Where is the
consumer
located?
PURCHASING CONTEXT

Standardzation:
GSMA and EPC approach
GSMA and EPC guidelines for MCP (Mobile Contactles Payments)1
• Collaborative approachbetween Telcos and Issuers (Banks)
• SIM-basedapproach
• SE (Secure Element,storing security credentials)is in the SIM
• MNOs to rent SIM memory space to Banks and Service Providers
• SEPAbased approach
• all transactionsto fall into one of 3 SEPAcategories
• SDD (Direct Debit), SCT (CreditTransfer)and SCP (card transactions)
• IBAN code as common end-points identifier(?!)
• Otherstandardizationhighlights
• Starting with MCP (Mobile Contactless Payments,based on mobile NFC)
• Remote payments to be specifiedin Q1-2011
• TSM as centralelement,providing interoperability,OTAprovisioningand
security mgmtaccording to different businessmodels
• Issuer-centric TSM,MNO-centric TSM,independentTSM
1 EPC, June and August 2010

The new trend:
emerging Telco consortia for Mobile Money services
12
Germany: mpass@POS
MNO: Vodafone,O2,T-Mobile
Bank:(to be selected)
Other: Telecash (acquiring,processing)
USA: Mercury
MNO: Verizon, AT&T, T-Mobile
Bank: Barclays
Other: Discover (acquiring, processing)
Denmark (Nordic)
TDC,Telenor, TeliaSonera,Hutch
Bank:all
Other:Nets (main issuer and acquirer)
Netherland
MNO: KPN, Vodafone,T-Mobile
Bank:RaboBank, ING, ABN AMRO

Market status1
Emerging Telco-lead national payment schemas (1/2)
USA
 “Mercury” schema
o Driven by Verizon,AT&T wireless and T-Mobile
o Barclays and Discover participate too
o Full Mobile NFC ecosystem
o First pilots planned Q2-2011
Germany
 mpass schema addressing POS payments
o Evolution of current mpass
o Driven by Vodafone D2,Telefonica O2 and DT
o Pilot with NFC stickers planned Q1-2011

Market status
Emerging Telco-lead national payment schemas (2/2)
Netherland
 MNO and banks joining forces
o Rabobank, ING, ABN Amro to setup a JV with KPN,
Vodafone and T-Mobile
o Mobile NFC considered as primary objective
...in the pipeline:
 Denmark and Nordic
 Italy
 top African countries
 UK ?
 Spain ?

Mapping value-chain roles vs. players
merchant acquirer /
PSP
payment
scheme issuer
issuing
processor
(wallet)
TSM - mobile
service prov
Mobile
channel
Sells goods&
services
Merchant acceptance,
POS mgmt,. and
access to payments
networks
Rules and
markets the
payment circuit,
defines MFA1
Issues payment
instrument to his
customers
Trans. processing,
hubbing, wallet
/SVAmanagement,
clearing/settlement
Security and OTA
provisioning mgmt.,
directoryservices,
Network
connectivity+
UICC / handsets
management
Osafu Keitai
(Japan) (MNO) MNO (MNO) (MNO) Bank MNO MNO
M-Pesa
(Kenya) Bank MNO MNO MNO MNO N/A MNO
Paybox
(Austria) Bank MNO MNO MNO MNO N/A MNO
Payez Mobile
(France) Bank Bank MNO Bank Bank MNO MNO
Mpass
(Germany)2 Bank Bank MNO Bank Bank N/A MNO
Mercury2
(US) Bank Bank MNO Bank ? MNO MNO
Netherland2
Bank Bank MNO Bank ? ? MNO
TYPICAL
APPROACH Bank Bank MNO Bank MNO MNO MNO
1 MFA: Multilateral frame-agreement
2 based on publicly available info
historic
new

AMOS Portfolio of Services
18
Accenture Mobility Operated Services offers vertical applications on top of a
proven Mobile Money Management platform
A Managed Services approach help to:
Define – mobility strategy and business model
Build – architecture assessmentand design,and integrationwith third parties
Run – ongoing operationsand managementvia a managed service
Integration
Layers
Service
Plattform
Mobile
Client
Mobility Enabling
Service Delivery Platform (SDP) / Business Support Systems (BSS)
Mobile Application Enabling and Device management
MNO Integration
Telco providers Financial Institutions / banks
Mobile
Vouchering
Mobile
Vehicle
Tracking
Mobile
Betting
Mobile
Health
Mobile
Marketing
Mobile
Ticketing
Mobile
Data
Collection
Mobile
Money
Management
Mobile Money Management
Mobile Money services used as enablers for other Value-Added services
Copyright © 2010 Accenture. All Rights Reserved.

AMOS services overview:
Mobile Processor and TSM
19
• Real-time, high throughput TSM according to GSMA/EPC specs
• Mobile processing platform
• Wide portfolio of Mobile Financial Services offered as a
managed service, according to a PaaS/SaaS approach
 Cross-operator
 +500 operators connected to date
 Multi-channel
 Mobile Web,SMS,STK, USSD,
WAP etc.
 Multi-platform
 iPhone,Android,RIM,Symbian,
WM
 Mobile Wallet
 Clearing,settlement& reconciliation
 OTAprovisioning
 Connectorsand integrationoptions
towards
 Banks
 Financialpartners
 Merchants
 Security
 Reporting (BI,KPI, SA, compliance)
 PCI-DSS compliance
 GSMA/ EPC guidelines compliance
Copyright © 2010 Accenture. All Rights Reserved.

Agenda
 The big picture, and GSMA / EPC joint approach on Mobile Money
 The new emerging trend: Telco-driven national schemas
 Accenture AMOS: a complete TSM and Mobile Processing offering
 Implementing a mobile commerce hub with Banks

AMOS is a turn-key offering for Banks, to implement a
mobile commerce hub
21
Merchanthub ecosystem
AMOS
TSM
Financial
Institutions
Post
Bank
Other
Merchant
Aggregator
Merchant Merchant Merchant MerchantMerchant
Bank
Bank
Telco
Operator
Customer
Wallet
processing
MFS
Mobile payments
Merchant
aggregation
Mobile Merchant
application
Mobile wallet &
cards integration
AMOS offering for Banks

1. Wide range of Mobile Money use cases (P2P,P2B,B2P,etc.), channels
(SKT,SMS, ...) and platforms (iPhone,Android,...) already supported
2. Wide range of mobile value-addedservices (MFS)ready
• Mobile loyalty management
• Mobile vouchers,coupones and marketing etc.
• Open to 3PP developers (SDKand OPEN APIs)
3. Already supportingTSM functionality
• SIM OTAprovisioning -unique experienceon large scale,live
projects (PosteMobile)
• P2P hubbing(directory services)
• (optionally)walletissuing,card processing integration and
clearing/settlementcapabilities
4. Managed service platform with
• Reduced upfrontCAPEX and risks
• Pay-per-use,transaction based approach
AMOS helps clients
setting up a TSM ready to
manage Mobile Money
and value-added Mobile
Financial Services
AMOS: a turn-key, fully managed TSM and Mobile
Processing service

Setting up a Mobile Money ecosystem: the M-Commerce Hub, 2010

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