Executive Summary

Mobile commerce will witness strong growth in the coming years – both in terms of subscribers and revenues. The purpose of the Report is to help businesses in identifying the lucrative revenue opportunities and making future-proof investments and strategies.

MNOs have an obvious opportunity in mobile payments due to network ownership and existing relationship with a huge chunk of target segment. Consequently, many operators are formulating strategies to leverage this advantage and to expand their portfolio in banking and payments. In November, 2010, AT&T, T-Mobile and Verizon formed a joint venture to create a mobile payment company called Isis, which was later rebranded as Softcard. In 2015, Google acquired the Softcard's intellectual property to integrate it into its competing Google Wallet service. Several such initiatives are taking place around the world. However, the successful launches will have to create a win-win situation for incumbents, telcos, banks, merchants, and disruptive small players.

In the 2nd Chapter, we have segmented the M-Commerce market in four broad categories - Mobile Banking, Mobile Payments, Mobile MicroInsurance (MMI), and Mobile Ticketing and Mobile Coupons. This chapter analyses these broad categories with latest trends and case studies of exemplary players in respective segments.

The following Chapter examines the current M-Commerce market dynamics and important developments. Many organisations such as Amazon and Google are successfully leveraging the mobile devices to drive revenues; however most of the MNOs are lagging far behind in their approach to this highly promising opportunity. We have included various techniques, cases, and examples that will help service providers in making appropriate strategies to drive M-commerce uptake, and promote customer loyalty and brand building via M-Commerce.

The final chapter provides M-Commerce extensive market forecasts on users and revenues, both globally and regionally. These extensive forecasts demonstrate the regional growth trends and market attractiveness for the next five years that will greatly help you in strategic business decisions.

Chapter 1: Executive Summary
Chapter 2: M-Commerce Market Segmentation with Case Studies on Exemplary Players
2.1 Mobile Banking
2.1.1 The changing landscape in mobile banking
2.1.1.1 Telcos entering into the mainstream banking
2.1.1.2 Payment banking services to drive significant revenues for telcos – recent development
from Indian market
2.1.1.3 Mobile Money is not just for the unbanked
2.2 Mobile Payments
2.2.1 M-Payment Types
2.2.1.1 Premium SMS-based Transactional Payments
2.2.1.2 Direct Operator Billing
2.2.1.3 Mobile Web Payments (WAP)
2.2.1.4 NFC (Near Field Communication) Based Payments
2.2.2 CASE STUDY: Rogers Communications’ Credit Card Business
2.2.3 CASE STUDY: Strategic Evaluation of T-Mobile’s Mobile Money
2.2.3.1 Who are the target segments for T-Mobile’s mobile money service?
2.2.3.2 The Business Model
2.2.3.3 Restrictions and limitations
2.2.4 CASE STUDY: mobile marketing and wallet platform WEVE
2.3 Mobile MicroInsurance (MMI)
2.3.1 Why mobile microinsurance is an increasingly attractive opportunity for MNOs?
2.3.2 Which are the ideal markets for mobile microinsurance products and why?
2.3.3 Designing Mobile Microinsurance products for quick uptake
2.3.4 CASE STUDY: Airtel's FBN Padi 4 Life
2.3.5 The business model for mobile insurance
2.3.6 Insurance Telematics/ Usage-Based Insurance (UBI)
2.3.7 CASE STUDY: Tesco Bank Box Insurance
2.3.8 CASE STUDY: Tigo Kiiray
2.4 Mobile Ticketing and Mobile Coupons
Chapter 3: Monetising M-Commerce Opportunity
3.1 Understanding M-Commerce Market Dynamics
3.1.1 Don't Wait, be the early Mover!
3.1.2 M-Payment market is heating up
3.1.2.1 MasterPass: A new M-Payment system from MasterCard
3.1.3 M-Commerce can offer great RoI
3.1.3.1 Case Study from Kenya: Safaricom's mobile money transfer service M-Pesa
3.1.3.1.1 The Investment
3.1.3.1.2 The Return on Investment (RoI)
3.1.3.1.3 Service Innovation
3.1.3.1.4 M-Pesa Business Model
3.1.4 KYC opportunity: Unexplored avenue in banking
3.2 Lean principals for steady growth in M-Commerce market
3.2.1 Applying MVP to push M-Commerce
3.2.1.1 How did T-Mobile drive smooth m-payment adoption?
3.2.2 How to attract new customers?
3.2.3 Ways to drive customer loyalty via early adopters
3.2.4 Retention and brand building using Disruptive Tactics
Chapter 4: Banking, Payments, and Insurance Market Forecasts 2016-2020
4.1 Mobile Banking Market 2016-2020
4.1.1 Mobile Banking Users
4.2 M-Payment Market 2016-2020
4.2.1 M-Payment Users
4.2.2 M-Payment Revenue
4.3 NFC Mobile Payment Market 2016-2020
4.3.1 NFC Mobile Payment
4.3.2 NFC-enabled Cellphones Shipment
4.4 Microinsurance Market 2016-2020
List of Figures:
Figure 2-1 WEVE Value Chain
Figure 2-2 Insured Population vs. MNOs’ Customer Segmentation
Figure 2-3 Insurance Telematics Workflow
Figure 3-1 Global M-Commerce Market (In US$ Billion), 2012-2020
Figure 3-2 Revenue Share of M-Commerce as a percentage of E-Commerce, 2012 – 2020
Figure 3-3 Safaricom's Revenue (In Kshs Billion), FY 2009-FY 2014
Figure 3-4 Safaricom's Revenue Break up (In %), FY 2009-FY2014
Figure 3-5 Total Customers vs. M-Pesa vs. Data (In Million), FY 2011-FY2014
Figure 3-6 M-Pesa vs. Data Customers (as % of Total Customers), FY 2011-FY2014
Figure 3-7 Financial Services Outlets in Kenya, 2009
Figure 3-8 Customer Life Cycle
Figure 4-1 Global Mobile Banking Users (In Million), 2016 – 2020
Figure 4-2 Mobile Banking Users by Region (In Million), 2016 – 2020
Figure 4-3 North America Mobile Banking Users (In Million), 2016 – 2020
Figure 4-4 Latin America Mobile Banking Users (In Million), 2016 – 2020
Figure 4-5 Europe Mobile Banking Users (In Million), 2016 – 2020
Figure 4-6 Asia Pacific Mobile Banking Users (In Million), 2016 – 2020
Figure 4-7 Africa Mobile Banking Users (In Million), 2016 – 2020
Figure 4-8 Middle East Mobile Banking Users (In Million), 2016 – 2020
Figure 4-9 Global M-Payment Users (In Million), 2016 – 2020
Figure 4-10 M-Payment Users by Region (In Million), 2016 – 2020
Figure 4-11 North America M-Payment Users (In Million), 2016 – 2020
Figure 4-12 Latin America M-Payment Users (In Million), 2016 – 2020
Figure 4-13 Europe M-Payment Users (In Million), 2016 – 2020
Figure 4-14 Asia Pacific M-Payment Users (In Million), 2016 – 2020
Figure 4-15 Africa M-Payment Users (In Million), 2016 – 2020
Figure 4-16 Middle East M-Payment Users (In Million), 2016 – 2020
Figure 4-17 Global M-Payment Revenue (In US$ Billion), 2016 – 2020
Figure 4-18 M-Payment Revenue by Region (In US$ Billion), 2016 – 2020
Figure 4-19 North America M-Payment Revenue (In US$ Billion), 2016 – 2020
Figure 4-20 Latin America M-Payment Revenue (In US$ Billion), 2016 – 2020
Figure 4-21 Europe M-Payment Revenue (In US$ Billion), 2016 – 2020
Figure 4-22 Asia Pacific M-Payment Revenue (In US$ Billion), 2016 – 2020
Figure 4-23 Africa M-Payment Revenue (In US$ Billion), 2016 – 2020
Figure 4-24 Middle East M-Payment Revenue (In US$ Billion), 2016 – 2020
Figure 4-25 Global NFC M-Payment Market (In US$ Billion), 2016 – 2020
Figure 4-26 Global NFC-enabled Cellphones Shipment (In Million), 2016 – 2020
Figure 4-27 Global Microinsurance Users (In Million), 2007-2013
Figure 4-28 Global Microinsurance Users (In Million), 2016-2020
List of Tables:
Table 2-1 Key Features of T-Mobile's Mobile Money Service
Table 2-2 Fast Forward - Mobile Marketing and Wallet Platform WEVE
Table 2-3 Key Features of Airtel Nigeria Microinsurance Product Padi4Life
Table 2-4 Tesco Bank Box Insurance
Table 2-5 Key Features of Tigo Kiiray
Table 3-1 Safaricom's Revenue (In Kshs Billion), FY 2009-FY 2014
Table 4-1 Mobile Banking Users by Region (In Million), 2016 – 2018
Table 4-2 M-Payment Users by Region (In Million), 2016 – 2020
Table 4-3 M-Payment Revenue by Region (In US$ Billion), 2016 – 2020

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