1. Emerging Opportunities in Germany's Cards and Payments
Industry: Market Size, Trends and Drivers, Strategies, Products
and Competitive Landscape
Report Details:
Published:December 2012
No. of Pages: 79
Price: Single User License – US$4495
Synopsis
The report provides market analysis, information and insights into Germany''s cards and payments
industry, including:
• Current and forecast values for each segment of Germany''s cards and payments industry
including debit cards, credit cards, prepaid cards and charge cards
• Comprehensive analysis of the industry’s market attractiveness and future growth areas
• Analysis of various market drivers and regulations governing Germany''s cards and payment
market
• Detailed analysis of the marketing strategies adopted for selling prepaid cards used by various
bankers and other institutions in the market
• Comprehensive analysis of consumer attitudes and their buying preferences for cards
• Competitive landscape of Germany''s cards and payments market
Summary
Germany has the world’s fourth-largest economy and presents numerous challenges for
international entrants into the cards and payments industry. Consumers continue to give cash
based payments precedence over card based payments. Total card spend declined at an average
rate of 0.3% from 2005 to 2009 according to figures collected by the Bank for International
Settlements (BIS). Barclaycard has operated in the market for 20 years and has over one million
credit cards in circulation. Germany has been depicted as cash intensive and unwilling to adopt
payment cards on a grander scale by statistics from the BIS and European Central Bank, but there
is positive speculation regarding opportunities which could emerge in Germany in the coming
years. Germany has an advanced saving level and low level of debt. The household savings rate
was around 10% at the end of 2008, compared to 0.5% for the US and 8% for the EU as a whole.
This higher than average saving rate has meant a different approach to payments in the country,
as cash takes precedence over electronic payments. In retail sales there has been a slow but
steady decline in the percentage of cash payments over the review period (2008–2012), a decline

2. that has been offset by the absolute increase in transaction volume. Debit cards in particular have
become increasingly popular owing to a greater adoption rate and technical improvements. The
German card industry is ripe for growth with a highly developed payments infrastructure and,
compared to other economies, a relatively low level of card usage. Payments at POS are around
60% in cash, while 30% are paid by debit card and the remaining 10% is split fairly evenly
between credit cards and merchant cards.
Scope
• This report provides a comprehensive analysis of Germany''s cards and payments industry
• It provides current values for Germany''s cards and payments market for 2012 and forecast
figures for 2017
• It details the different macroeconomic, infrastructural, consumer and business drivers affecting
Germany''s cards and payments industry
• It outlines the current regulatory framework in the industry
• It details the marketing strategies used by various bankers and other institutions
• It profiles the major banks in Germany''s cards and payments market
Reasons To Buy
• Make strategic business decisions using historic and forecast market data related to Germany''s
cards and payments market and each market within it
• Understand the key market trends and growth opportunities within Germany''s cards and
payments market
• Assess the competitive dynamics in Germany''s cards and payments market
• Gain insights into the marketing strategies used for selling various types of cards in Germany
• Gain insights into key regulations governing Germany''s cards and payment market
Key Highlights
• The industry grew substantially in volume and value during the review period. In terms of
transaction volume, the card payment industry grew at a CAGR of 5.55% from 4.4 billion
transactions in 2008 to 5.4 billion in 2012.
• Key initiatives are being taken by the Central Bank of Germany (Deutsche Bundesbank) to
facilitate cashless transactions, including the adoption of the secure SEPA system, the
implementation of EMV technology and development of e-payment systems.
• Germany plans to completely migrate to EMV technology by February 1, 2016. EMV based cards
and POS terminals will facilitate the expansion of the contactless payment system and NFC
technology in the retail sector.
• Another important development in the German contactless payment system is the launch of the
Touch & Travel mobile ticketing service by Germany’s rail transport company, Deutsche Bahn, in
2011.
• The future of ELV is uncertain because of a debate in Germany about the deactivation of
magnetic stripe based cards and upcoming changes to the European direct debit system.

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Major points covered in Table of Contents of this report include
Table of Contents
1 Executive Summary
2 Market Attractiveness and Future Prospects of the Cards and Payments Industry
3 Analysis of German Cards and Payments Industry Drivers
3.1 Infrastructure Drivers
3.1.1 Single Euro Payments Area (SEPA) cards
3.1.2 Growth and modernization in POS terminals
3.1.3 Contactless payments and NFC - innovation in payment industry
3.1.4 Internet and smartphone penetration
3.1.5 ATMs terminals
3.2 Business Drivers
3.2.1 E-commerce
3.2.2 Mobile commerce
3.2.3 Other business drivers
3.3 Other Growth Drivers
3.3.1 Gross domestic product (GDP)
3.3.2 Growing employment rate
3.3.3 Record low repo rate
3.3.4 Urban population
3.3.5 Life style and spending pattern
3.4 Card Fraud Statistics
3.5 Regulatory Framework
3.5.1 SEPA cards framework
3.5.2 The proposed SCF puts the future of ELV cards on hold
3.5.3 Guidelines and requirements of the payment services directive (PSD)
3.5.4 The regulation on cross-border payments in Euro
3.5.5 EPC publishes mobile contactless SEPA guidelines
3.5.6 German Money Laundering Act Reform and E-money distribution
3.5.7 The Proposed Anti-money laundering law presents restriction on the German prepaid card
category
3.5.8 AML/CFT measures in Germany
3.5.9 Interchange fees
4 Emerging Consumer Attitudes and Trends
4.1 Market Segmentation and Targeting
4.1.1 Retail segment
4.1.2 Corporate Sector
4.2 Consumer Preference
4.2.1 Price

4. 4.2.2 Convenience
4.2.3 Services
4.3 Online Buying Behavior
4.4 Preferred Payment Methods
5 Competitive Landscape and Industry Dynamics
5.1 Market Share Analysis by Payment Channels
5.1.1 Overview of payment channels
5.1.2 Credit transfer
5.1.3 Direct debits
5.1.4 Cards
5.1.5 Checks
5.2 Debit Cards Category Share
5.2.1 By bank
5.2.2 By scheme
5.3 Credit Cards Category Share
5.3.1 By bank
5.3.2 By scheme
5.4 Charge Cards Category Share
5.4.1 By card type
6 Strategies Adopted by Key Players
6.1 Marketing / Product Strategy
6.1.1 Debit cards
6.1.2 Credit cards
6.1.3 Prepaid cards
6.1.4 Pricing Strategies
7 Market Size and Growth Potential of Payment Card Industry
7.1 Market Share Analysis by Type of Card
7.2 Total Market Size and Forecast of Card Industry
7.1.1 Analysis by number of cards
7.1.2 Analysis by transaction value
7.1.3 Analysis by transaction volume
7.3 Debit Card Category Size and Forecast
7.3.1 Analysis by number of cards
7.3.2 Analysis by transaction volume
7.4 Prepaid Card Category Size and Forecast
7.1.4 Analysis by segments – open and closed-loop cards
7.1.5 Analysis by transaction value
7.5 Charge Card Category Size and Forecast
7.5.1 Analysis by number of cards
7.5.2 Analysis by transaction value
7.5.3 Analysis by transaction volume
7.6 Credit Card Market Size and Forecast

5. 7.1.6 Analysis by number of cards
7.1.7 Analysis by transaction value
7.1.8 Analysis by transaction volume
8 Company Profiles, Product and Marketing Strategies
8.1 Commerzbank AG
8.1.1 Strategies
8.1.2 Prepaid cards offered
8.1.3 Debit card offered
8.1.4 Credit card offered
8.2 Deutsche Bank
8.2.1 Strategies
8.2.2 Debit cards offered
8.2.3 Credit card offered
8.3 Landesbank Berlin Holding AG
8.3.1 Strategies
8.3.2 Prepaid cards offered
8.3.3 Credit card offered
8.4 Comdirect Bank
8.4.1 Strategies
8.4.2 Debit cards offered
8.4.3 Credit cards offered
8.5 Crédit Mutuel-CIC, Targobank
8.5.1 Strategies
8.5.2 Debit cards offered
8.5.3 Credit cards offered
9 Appendix
9.1 Methodology
9.2 Definitions
9.3 Contact Us
9.4 About Timetric
9.4.1 Our approach
9.4.2 Services
9.4.3 Disclaimer
List of Tables
Table 1: German Payment Channels, 2007 and 2011
Table 2: Germany Cards Industry by Type of Card (Number in Thousands), 2008–2017
Table 3: German Cards Industry Size by Volume (Thousands), 2008–2017
Table 4: German Cards Industry Size by Transaction Value (EUR Million), 2008–2017
Table 5: German Cards Industry Size by Transaction Value (US$ Million), 2008–2017
Table 6: German Cards Industry Size by Transaction Volume (Million), 2008–2017
Table 7: German Debit Card Category Size (Thousands), 2008–2017

6. Table 8: German Debit Card Category Size (EUR Million), 2008–2017
Table 9: German Debit Card Category Size (US$ Million), 2008–2017
Table 10: German Debit Card Category Size by Transaction Volume (Million), 2008–2017
Table 11: German Prepaid Card Category Size (Volume in Thousands), 2008–2017
Table 12:German Open-Loop Prepaid Cards Segment Size (Volume in Thousands), 2008–2017
Table 13: German Closed-Loop Prepaid Cards Segment Size (Volume in Thousands), 2008–2017
Table 14: German Prepaid Cards Category Size (EUR Million), 2008–2017
Table 15: German Prepaid Cards Category Size (US$ Million), 2008–2017
Table 16: German Charge Card Category Size (Thousands), 2008–2017
Table 17: German Charge Card Category Size (EUR Million), 2008–2017
Table 18: German Charge Card Category Size (US$ Million), 2008–2017
Table 19: German Charge Card Category Size by Transaction Volume (Million), 2008–2017
Table 20: German Credit Card Category Size by Volume (Thousands), 2008–2017
Table 21: German Credit Card Category Size by Transaction Value (EUR Million), 2008–2017
Table 22: German Credit Card Category Size by Transaction Value (US$ Million), 2008–2017
Table 23: German Credit Card Category Size by Transaction Volume (Million), 2008–2017
Table 24: Cards and Payments Key Definitions
List of Figures
Figure 1: Current and Future Prospects of Various Cards in Germany
Figure 2: Growth Potential of The German Cards and Payments Industry by Area of Usage
Figure 3: German Cards and Payments Industry Drivers
Figure 4: Number of POS Terminals in Germany (Thousands), 2008–2017
Figure 5: Development Contactless Payment System in Germany
Figure 6: Internet Penetration Rate in Germany, 2008–2012
Figure 7: Share of Smartphone Users of the Total Mobile Users in Germany, 2010 - 2011
Figure 8: Number of ATMs in Germany (Thousands), 2008–2012
Figure 9: Share of Internet Shoppers in Germany (for goods and services bought for private use)
Figure 10: Growth Trend in e-commerce of Germany, 2008–2012
Figure 11: GDP Growth Rate (%), Q1 2009 – Q2 2012
Figure 12: Total Employment (Millions), 2006 - 2011
Figure 13: Change in Repo Rate, January 2011 – July 2012
Figure 14: Inflation Rate (%), 2008–2017
Figure 15: Urbanization in Germany 2012
Figure 16: Share of Different Cashless Payment Methods in Germany, 2011
Figure 17: Germany Card Fraud Statistics (EUR Million), 2008–2012
Figure 18: Consumer Preferences on Various Types of Cards
Figure 19: Most Common Services Offered on Cards
Figure 20: Top Five E-retailers in Germany (based on number of unique visitors in million), July
2012
Figure 21: Share of Different Online Payment Options in Germany (in %)
Figure 22: Share of Different Payment Channel in Germany (%), 2012

7. Figure 23: Germany Value and Growth of Credit Transfer (EUR Million), 2008–2012
Figure 24: Germany Value and Growth of Direct Debit (EUR Million), 2008–2012
Figure 25: Germany Value and Growth of Cards Payment (EUR Million), 2008–2012
Figure 26: Germany Value and Growth of Check Payment (EUR Million), 2008–2012
Figure 27: Germany Debit Card Category Share by Banks (%), 2011
Figure 28: Germany Debit Card Category Share by Schemes (%), 2011
Figure 29: Germany Credit Card Category Share by Bank (%), 2011
Figure 30: Germany Credit Card Category Share by Schemes (%), 2011
Figure 31: Germany Charge Card Category Share by Schemes (%), 2011
Figure 32: Co-branded Cards Offered by Banks in Germany
Figure 33: Comparison of Annual Fee
Figure 34: Germany Cards Industry by Type of Card (%),2008–2017
Figure 35: German Cards Industry Size by Volume (Thousands), 2008–2017
Figure 36: German Cards Industry Size by Transaction Value (EUR Million), 2008–2017
Figure 37: German Cards Industry Size by Transaction Volume (Million), 2008–2017
Figure 38: German Debit Card Category Size (Thousands), 2008–2017
Figure 39: German Debit Card Category Size (EUR Million), 2008–2017
Figure 40: German Debit Card Category Size by Transaction Volume (Million), 2008–2017
Figure 41: German Prepaid Card Category Size (Volume in Thousands), 2008–2017
Figure 42: German Open-Loop Prepaid Cards Segment Size (Volume in Thousands), 2008–2017
Figure 43: German Closed-Loop Prepaid Cards Segment Size (Volume in Thousands),
2008–2017
Figure 44: German Prepaid Cards Category Size (EUR Million), 2008–2017
Figure 45: German Charge Card Category Size (Thousands), 2008–2017
Figure 46: German Charge Card Category Size (EUR Million), 2008–2017
Figure 47: German Charge Card Category Size by Transaction Volume (Million), 2008–2017
Figure 48: German Credit Card Category Size by Volume (Thousands), 2008–2017
Figure 49: German Credit Card Category Size by Transaction Value (EUR Million), 2008–2017
Figure 50: German Credit Card Category Size by Transaction Volume (Million), 2008–2017
Figure 51: Commerzbank AG Market Segmentation of Cards Offered
Figure 52: Deutsche Bank Market Segmentation of Cards Offered
Figure 53: Landesbank Berlin Holding AG Market Segmentation of Cards Offered
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