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.