Carrier billing in 2016:
Central & Eastern Europe
Market report by Fortumo
Introduction
This white paper gives an overview of the mobile payments landscape in Central & Eastern Europe.
It covers 10...
Russia
Market profile
GDP per capita
(IMF 2014 estimate):
$24,000
Median age:
39 years
Carrier billing in 2016: Central & ...
Carrier billing in 2016: Central & Eastern Europe
Share of carrier billing in payment mix: 22.3% (2nd most popular after e...
Ukraine
Market profile
GDP per capita
(IMF 2014 estimate):
$8600
Median age:
40 years
Carrier billing in 2016: Central & E...
Carrier billing in 2016: Central & Eastern Europe
Share of carrier billing in payment mix: 6.7%
Carriers in market:
Paymen...
Poland
Market profile
GDP per capita
(IMF 2014 estimate):
$23,000
Median age:
38 years
Carrier billing in 2016: Central & ...
T-Mobile (30% Orange (28%) Plus (26%) Play Mobile (16%)
Carrier billing in 2016: Central & Eastern Europe
Share of carrier...
Romania
Market profile
GDP per capita
(IMF 2014 estimate):
$17,000
Median age:
38 years
Carrier billing in 2016: Central &...
Carrier billing in 2016: Central & Eastern Europe
Share of carrier billing in payment mix: 16.2% (3rd most popular after e...
Czech Republic
Market profile
GDP per capita
(IMF 2014 estimate):
$27,000
Median age:
40 years
Carrier billing in 2016: Ce...
Carrier billing in 2016: Central & Eastern Europe
Share of carrier billing in payment mix: 20.9% (3rd most popular after p...
Hungary
Market profile
GDP per capita
(IMF 2014 estimate):
$17,000
Median age:
41 years
Carrier billing in 2016: Central &...
Carrier billing in 2016: Central & Eastern Europe
Carriers in market:
Payment types:
Localization:
Traffic sources:
Hungar...
Azerbaijan
Market profile
GDP per capita
(IMF 2014 estimate):
$17,000
Median age:
28 years
Carrier billing in 2016: Centra...
Carrier billing in 2016: Central & Eastern Europe
Carriers in market:
Payment types:
Localization:
Traffic sources:
Azerba...
Belarus
Market profile
GDP per capita
(IMF 2014 estimate):
$18,000
Median age:
38 years
Carrier billing in 2016: Central &...
Carrier billing in 2016: Central & Eastern Europe
Carriers in market:
Payment types:
Localization:
Traffic sources:
Belaru...
Bulgaria
Market profile
GDP per capita
(IMF 2014 estimate):
$17,000
Median age:
42 years
Carrier billing in 2016: Central ...
Carrier billing in 2016: Central & Eastern Europe
Carriers in market:
Payment types:
Localization:
Traffic sources:
Bulgar...
Serbia
Market profile
GDP per capita
(IMF 2014 estimate):
$13,000
Median age:
41 years
Carrier billing in 2016: Central & ...
Carrier billing in 2016: Central & Eastern Europe
Carriers in market:
Payment types:
Localization:
Traffic sources:
Serbia...
Local payment methods
beyond carrier billing
Yandex Money
https://money.yandex.ru/new/
QIWI
https://qiwi.ru/
WebMoney
http...
Additional reading
Uber proves merchants need to go
beyond credit cards in emerging
markets
Read now
Free e-book:
crash co...
https://fortumo.com
https://facebook.com/fortumo
https://twitter.com/fortumo
https://www.linkedin.com/company/fortumo-ltd....
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Carrier billing in 2016: Central & Eastern Europe market report by Fortumo

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This white paper gives an overview of the mobile payments landscape in Central & Eastern Europe. It covers 10 of the biggest countries in the region by population: Russia, Ukraine, Poland, Romania, Czech Republic, Hungary, Azerbaijan, Belarus, Bulgaria and Serbia. While equal in size to the EU5 (France, Germany, Italy, Spain & UK) or US by population, they are significantly more fragmented. Localization of both the digital service provided and payment methods is a key to
succeed in the region.

Central & Eastern Europe is in an intermediate phase between Western markets and quickly growing emerging markets. There is relatively high ownership of traditional desktop devices, which means traditional software vendors and PC game developers have significant potential in the region. At the same time, access to bank-based payments remains low.

It is also interesting to note that the markets profiled in this report fall into two categories in terms of spending behavior. In countries like Russia and Poland, transaction volumes have declined compared to the last year, while average user spending has increased. At the same time, in countries like Azerbaijan and Belarus, carrier billing’s popularity is quickly growing, indicated by a significant jump in transaction volumes and decline in spend per user. This signals a broader
demographic access to carrier billing.

Fortumo’s Central & Eastern European white paper gives a high-level overview of the biggest markets in the region as well as insights on user spending behavior, device preferences and the mobile operator ecosystem. Data presented in the white paper has been taken from Fortumo’s cross-platform mobile payment solution as well as external public sources of information.

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Carrier billing in 2016: Central & Eastern Europe market report by Fortumo

  1. 1. Carrier billing in 2016: Central & Eastern Europe Market report by Fortumo
  2. 2. Introduction This white paper gives an overview of the mobile payments landscape in Central & Eastern Europe. It covers 10 of the biggest countries in the region by population: Russia, Ukraine, Poland, Romania, Czech Republic, Hungary, Azerbaijan, Belarus, Bulgaria and Serbia. While equal in size to the EU5 (France, Germany, Italy, Spain & UK) or US by population, they are significantly more fragmented. Localization of both the digital service provided and payment methods is a key to succeed in the region. Central & Eastern Europe is in an intermediate phase between Western markets and quickly growing emerging markets. There is relatively high ownership of traditional desktop devices, which means traditional software vendors and PC game developers have significant potential in the region. At the same time, access to bank-based payments remains low. It is also interesting to note that the markets profiled in this report fall into two categories in terms of spending behavior. In countries like Russia and Poland, transaction volumes have declined compared to the last year, while average user spending has increased. At the same time, in countries like Azerbaijan and Belarus, carrier billing’s popularity is quickly growing, indicated by a significant jump in transaction volumes and decline in spend per user. This signals a broader demographic access to carrier billing. Fortumo’s Central & Eastern European white paper gives a high-level overview of the biggest markets in the region as well as insights on user spending behavior, device preferences and the mobile operator ecosystem. Data presented in the white paper has been taken from Fortumo’s cross-platform mobile payment solution as well as external public sources of information. Andrea Boetti VP of Global Business Development & Sales Fortumo Mattias Liivak Head of Marketing & PR Fortumo If you have any questions about the data in this report, please reach out to us at bd@fortumo.com. Carrier billing in 2016: Central & Eastern Europe
  3. 3. Russia Market profile GDP per capita (IMF 2014 estimate): $24,000 Median age: 39 years Carrier billing in 2016: Central & Eastern Europe 46% 75% 15% 22% 146 million Debit card penetration: Credit card penetration: Smartphone penetration: Population: age15-24 age 25+ age 25+
  4. 4. Carrier billing in 2016: Central & Eastern Europe Share of carrier billing in payment mix: 22.3% (2nd most popular after eWallets) Carriers in market: Payment types: Localization: Traffic sources: Important note: The exchange rate of Russian ruble has significantly declined in value compared to USD which should be accounted for when planning expansion to the market. Russia Carrier billing landscape December 2015 - February 2016 Quarterly ARPPU: $12 one-off transactions subscriptions (weekly and monthly billing) MTS (34%) Beeline (25%) Megafon (24%) Tele2 (14%) +71% compared to December 2014 - February 2015) Average transaction size: $2 +50% compared to December 2014 - Februay 2015 79% mobile 18% desktop 3% tablet Recommended, 86% of paying users have browser locale set to Russian Motiv (2%) Smarts (1%) Transaction volume change: -28% compared to December 2014 - February 2015
  5. 5. Ukraine Market profile GDP per capita (IMF 2014 estimate): $8600 Median age: 40 years Carrier billing in 2016: Central & Eastern Europe 39% 50% 20% 29% 43 million Debit card penetration: Credit card penetration: Smartphone penetration: Population: age15-24 age 25+ age 25+
  6. 6. Carrier billing in 2016: Central & Eastern Europe Share of carrier billing in payment mix: 6.7% Carriers in market: Payment types: Localization: Traffic sources: Important note: Web-money services and services with political content are forbidden in Ukraine. The exchange rate of Ukrainian hryvnia has significantly declined in value compared to USD which should be accounted for when planning expansion to the market. Ukraine Carrier billing landscape December 2015 - February 2016 Quarterly ARPPU: $7.5 one-off transactions subscriptions (weekly and monthly billing) Kyivstar (43%) Vodafone (35%) life:) (21%) TriMob (1%) -28% compared to December 2014 - February 2015) Average transaction size: $1.1 -23% compared to December 2014 - Februay 2015 47% mobile 48% desktop 5% tablet Recommended, paying user browser locale is mostly Russian (79%) and Ukrainian (13%) Transaction volume change: +21% compared to December 2014 - February 2015 (4th most popular after eWallets, bank cards and bank transfers)
  7. 7. Poland Market profile GDP per capita (IMF 2014 estimate): $23,000 Median age: 38 years Carrier billing in 2016: Central & Eastern Europe 50% 72% 9% 18% 38 million Debit card penetration: Credit card penetration: Smartphone penetration: Population: age15-24 age 25+ age 25+
  8. 8. T-Mobile (30% Orange (28%) Plus (26%) Play Mobile (16%) Carrier billing in 2016: Central & Eastern Europe Share of carrier billing in payment mix: 19.4% (2nd most popular after eWallets) Carriers in market: Payment types: Localization: Traffic sources: Poland Carrier billing landscape December 2015 - February 2016 Quarterly ARPPU: $30 one-off transactions subscriptions (weekly and monthly billing) +65% compared to December 2014 - February 2015) Average transaction size: $4.5 +27% compared to December 2014 - Februay 2015 59% mobile 36% desktop 5% tablet 97% of paying users have browser locale set to Polish Transaction volume change: -20% compared to December 2014 - February 2015
  9. 9. Romania Market profile GDP per capita (IMF 2014 estimate): $17,000 Median age: 38 years Carrier billing in 2016: Central & Eastern Europe 47% 34% 8% 12% 20 million Debit card penetration: Credit card penetration: Smartphone penetration: Population: age15-24 age 25+ age 25+
  10. 10. Carrier billing in 2016: Central & Eastern Europe Share of carrier billing in payment mix: 16.2% (3rd most popular after eWallets and bank cards) Carriers in market: Payment types: Localization: Traffic sources: Romania Carrier billing landscape December 2015 - February 2016 Quarterly ARPPU: $22 one-off transactions subscriptions (weekly and monthly billing) Orange (39%) Vodafone (30%) T-Mobile (25%) +17% compared to December 2014 - February 2015) Average transaction size: $4.3 +58% compared to December 2014 - Februay 2015 55% mobile 38% desktop 7% tablet Recommended, 67% of paying users have browser locale set to Romanian Transaction volume change: -59% compared to December 2014 - February 2015
  11. 11. Czech Republic Market profile GDP per capita (IMF 2014 estimate): $27,000 Median age: 40 years Carrier billing in 2016: Central & Eastern Europe 66% 75% 14% 28% 10 million Debit card penetration: Credit card penetration: Smartphone penetration: Population: age15-24 age 25+ age 25+
  12. 12. Carrier billing in 2016: Central & Eastern Europe Share of carrier billing in payment mix: 20.9% (3rd most popular after prepaid cards and eWallets) Carriers in market: Payment types: Localization: Traffic sources: Czech Republic Carrier billing landscape December 2015 - February 2016 Quarterly ARPPU: $18 one-off transactions subscriptions (weekly and monthly billing) T-Mobile (39%) O2 (36%) Vodafone (25%) -5% compared to December 2014 - February 2015) Average transaction size: $3.5 -6% compared to December 2014 - Februay 2015 62% mobile 29% desktop 9% tablet 90% of paying users have browser locale set to Czech Transaction volume change: +55% compared to December 2014 - February 2015
  13. 13. Hungary Market profile GDP per capita (IMF 2014 estimate): $17,000 Median age: 41 years Carrier billing in 2016: Central & Eastern Europe 63% 34% 7% 13% 10 million Debit card penetration: Credit card penetration: Smartphone penetration: Population: age15-24 age 25+ age 25+
  14. 14. Carrier billing in 2016: Central & Eastern Europe Carriers in market: Payment types: Localization: Traffic sources: Hungary Carrier billing landscape December 2015 - February 2016 Quarterly ARPPU: $15 one-off transactions subscriptions (weekly and monthly billing) T-Mobile (46%) Telenor (31%) Vodafone (23%) -27% compared to December 2014 - February 2015) Average transaction size: $2.8 -22% compared to December 2014 - Februay 2015 65% mobile 29% desktop 6% tablet Recommended, 94% of paying users have browser locale set to Hungarian Transaction volume change: +79% compared to December 2014 - February 2015
  15. 15. Azerbaijan Market profile GDP per capita (IMF 2014 estimate): $17,000 Median age: 28 years Carrier billing in 2016: Central & Eastern Europe 20% 60% 6% 10% 10 million Debit card penetration: Credit card penetration: Smartphone penetration: Population: age15-24 age 25+ age 25+
  16. 16. Carrier billing in 2016: Central & Eastern Europe Carriers in market: Payment types: Localization: Traffic sources: Azerbaijan Carrier billing landscape December 2015 - February 2016 Quarterly ARPPU: $15 one-off transactions subscriptions (weekly and monthly billing) Azercell (55%) Bakcell (35%) Nar Mobile (10%) -48% compared to December 2014 - February 2015) Average transaction size: $2 -52% compared to December 2014 - Februay 2015 49% mobile 50% desktop 1% tablet Recommended, 58% of paying users have browser locale set to Russian Transaction volume change: +89% compared to December 2014 - February 2015 Important note: e-Wallet services are forbidden in Azerbaijan.
  17. 17. Belarus Market profile GDP per capita (IMF 2014 estimate): $18,000 Median age: 38 years Carrier billing in 2016: Central & Eastern Europe 41% 8% 14% 9 million Debit card penetration: Credit card penetration: Smartphone penetration: Population: age15-24 age 25+ age 25+ 40%
  18. 18. Carrier billing in 2016: Central & Eastern Europe Carriers in market: Payment types: Localization: Traffic sources: Belarus Carrier billing landscape December 2015 - February 2016 Quarterly ARPPU: $15 one-off transactions subscriptions (weekly and monthly billing) MTS (47%) Velcom (41%) Life:) (11%) -17% compared to December 2014 - February 2015) Average transaction size: $1.6 -28% compared to December 2014 - Februay 2015 41% mobile 54% desktop 5% tablet Recommended, 98% of paying users have browser locale set to Russian Transaction volume change: +219% compared to December 2014 - February 2015
  19. 19. Bulgaria Market profile GDP per capita (IMF 2014 estimate): $17,000 Median age: 42 years Carrier billing in 2016: Central & Eastern Europe 60% 3% 13% 7 million Debit card penetration: Credit card penetration: Smartphone penetration: Population: age15-24 age 25+ age 25+ 33%
  20. 20. Carrier billing in 2016: Central & Eastern Europe Carriers in market: Payment types: Localization: Traffic sources: Bulgaria Carrier billing landscape December 2015 - February 2016 Quarterly ARPPU: $15 one-off transactions subscriptions (weekly and monthly billing) M-tel (45%) Telenor (40%) Vivacom (15%) -35% compared to December 2014 - February 2015) Average transaction size: $2.6 -10% compared to December 2014 - Februay 2015 21% mobile 76% desktop 3% tablet Recommended, 78% of paying users have browser locale set to Bulgarian Transaction volume change: +11% compared to December 2014 - February 2015 Important note: Employment (e.g. hiring), medical, juridical and accounting related services are forbidden in Bulgaria.
  21. 21. Serbia Market profile GDP per capita (IMF 2014 estimate): $13,000 Median age: 41 years Carrier billing in 2016: Central & Eastern Europe 58% 14% 16% 7 million Debit card penetration: Credit card penetration: Smartphone penetration: Population: age15-24 age 25+ age 25+ 36%
  22. 22. Carrier billing in 2016: Central & Eastern Europe Carriers in market: Payment types: Localization: Traffic sources: Serbia Carrier billing landscape December 2015 - February 2016 Quarterly ARPPU: $14 one-off transactions subscriptions (weekly and monthly billing) mt:s (53%) Telenor (31%) VIP (16%) -18% compared to December 2014 - February 2015) Average transaction size: $2.3 -14% compared to December 2014 - Februay 2015 35% mobile 38% desktop 27% tablet Recommended, 55% of paying users have browser locale set to Serbian Transaction volume change: +54% compared to December 2014 - February 2015
  23. 23. Local payment methods beyond carrier billing Yandex Money https://money.yandex.ru/new/ QIWI https://qiwi.ru/ WebMoney http://www.wmtransfer.com/ Przelewy24 http://www.przelewy24.pl/en PaysafeCard https://www.paysafecard.com/ Skrill https://www.skrill.com/en/home/ Carrier billing in 2016: Central & Eastern Europe
  24. 24. Additional reading Uber proves merchants need to go beyond credit cards in emerging markets Read now Free e-book: crash course into direct carrier billing Read now India & Pakistan lead in Fortumo’s Emerging Markets Payment Index Read now
  25. 25. https://fortumo.com https://facebook.com/fortumo https://twitter.com/fortumo https://www.linkedin.com/company/fortumo-ltd. Fortumo is a mobile payments company that enables direct carrier billing with more than 350 mobile operators in 90+ countries. Fortumo's payment products work across a wide range of platforms including desktop devices, smartphones, feature phones, tablets and smart TV-s. These products give consumers a simple, 1-click payment method to charge online purchases to their phone bill. For app stores, digital media companies and game developers, Fortumo provides one integration with 350 mobile operators as well as a single point of contact for settlements, reporting, support and infrastructure upgrades. Founded in 2007, Fortumo has offices in Estonia, San Francisco, Beijing, Delhi, Mumbai, Singapore and London and is backed by Intel Capital and Greycroft Partners. This document is for informational purposes only. Fortumo and the authors make no expressed or implied warranties in this document. Fortumo and the author(s) make no representation or warranty in relation to the accuracy, completeness or reliability of the information contained in this document. Any opinions expressed in this document are subject to change without notice. This document may be based on a number of assumptions and different assumptions could result in materially different results. This document should not be regarded by recipients as a substitute for obtaining independent advice and/or the exercise of their own judgement, and is not to be relied upon by recipients. Fortumo and the authors, and any of their members, directors, employees or agents do not accept any liability for any loss or damage arising out of the use of all or any part of this document. Copyright © 2016 Fortumo | All rights reserved.

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