The Austrian cards and payments industry, which includes a variety of debit, credit, charge and prepaid cards offered by a large number of banking and non-banking companies, recorded increasing growth during the review period. Austrian payments are mainly cash-based, but the country is gradually adopting card payments. The most important payment card instrument is the debit card and in recent years, especially at points of sale, debit card transactions have increased considerably. Banks are offering bespoke products to meet specific customer needs and are increasingly targeting niche markets such as high-end customers.

1. Emerging Opportunities in Austrias Cards and Payments Industry: Market Size, Trends and Drivers,
Strategies, Products and Competitive Landscape
Synopsis
The report provides market analysis, information and insights into Austria’s cards and payments
market, including:
Current and forecast values for each category of Austria’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
Austria’s cards and payments industry Detailed analysis of the marketing strategies adopted for selling
debit, credit, charge and 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 Austria’s cards and payments industry
Executive summary
Austria has the 10th-largest economy in the EU and presents numerous challenges for international entrants
into the cards and payments industry. Austria has a highly developed payment infrastructure and a relatively
low level of card use, providing substantial growth opportunities. Credit transfers and cash-based payments
are the preferred channels, having a combined industry share of 85.4%. Card payments account for just a 1.3%
share.
The Austrian cards and payments industry, which includes a variety of debit, credit, charge and prepaid cards
offered by a large number of banking and non-banking companies, recorded increasing growth during the
review period. Austrian payments are mainly cash-based, but the country is gradually adopting card payments.
The most important payment card instrument is the debit card and in recent years, especially at points of sale,
debit card transactions have increased considerably. Banks are offering bespoke products to meet specific
customer needs and are increasingly targeting niche markets such as high-end customers.
The number of ATMs installed in Austria increased moderately during the review period, from 7,646 in 2008
to 8,252 in 2012, at a CAGR of 1.93%. The number of ATMs in the country is expected to reach a moderate
8,513 by the end of 2017. The number of POS terminals was 107,794 at the end of 2012, up from 106,807 at
the end of 2008, having recorded a CAGR of 0.23% during the review period.
Scope
This report provides a comprehensive analysis of Austria’s cards and payments industry It provides
current values for Austria’s cards and payments industry for 2012 and forecast figures for 2017 It
details the different macroeconomic, infrastructural, consumer and business drivers affecting Austria’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
Austria’s cards and payments industry
Key highlights
The cards and payments industry in Austria grew substantially both in value and volume terms during the
review period. Over the forecast period it is expected to grow at a CAGR of 3.06% in volume terms, and
1.09% in value terms. In terms of transaction value, the overall industry grew from EUR38.2 billion (US$56.0
billion) in 2008 to EUR43.4 billion (US$55.8 billion) in 2012, at a CAGR of 3.26%. It is expected to grow
Emerging Opportunities in Austrias Cards and Payments Industry: Market Size, Trends and Drivers, Strategies, Products and Competitive La

2. from EUR43.9 billion (US$56.4 billion) in 2013 to EUR45.8 billion (US$58.9 billion) in 2017 at a CAGR of
1.1%. E-commerce constitutes more than half of Austrian retail sales. Security developments in e-payment and
m-payment systems have enabled steady growth in e-commerce, and the use of video and social media for
enhanced product presentation and e-commerce services has also driven its growth. Major operators in
Austrian e-commerce are Amazon.de, Neckermann and Otto GmBH. All card categories posted positive
growth during the review period. Growth in terms of number of cards in circulation was highest in the prepaid
cards category with a CAGR of 5.92%. The second-largest growth was seen in the charge card category with a
CAGR of 4.36%. The credit cards category is expected to grow, with a CAGR of 1.68% over the forecast
period, while debit cards are also expected to grow at a CAGR of 1.36% during 2013–2017.
Reasons to buy
Make strategic business decisions using historic and forecast market data related to Austria’s cards
and payments industry and each market within it Understand the key market trends and growth opportunities
within Austria’s cards and payments industry Assess the competitive dynamics in Austria’s
cards and payments industry Gain insights into the marketing strategies used for selling various types of cards
in Austria Gain insights into key regulations governing Austria’s cards and payments industry
table Of Contents
1 Executive Summary
2 Market Attractiveness And Future Prospects Of The Cards And Payments Industry
3 Analysis Of Austrian Cards And Payments Industry Drivers
3.1 Infrastructure Drivers
3.1.1 Single Euro Payments Area (sepa)
3.1.2 Growth And Modernization In Pos Terminals
3.1.3 Growth In Ict Usage In Households And Business Enterprises
3.1.4 Growing Number Of Atms
3.2 Business Drivers
3.2.1 E-commerce
3.2.2 M-commerce
3.2.3 Retail Chains
3.3 Economic Fundamentals
3.3.1 Gross Domestic Product (gdp)
3.3.2 Urban Population
3.3.3 Declining Inflation And Increasing Annual Disposable Income
3.4 Card Fraud Statistics
3.5 Regulatory Framework
3.5.1 Sepa Cards Framework
3.5.2 Guidelines And Requirements Of The Payment Services Directive (psd)
Emerging Opportunities in Austrias Cards and Payments Industry: Market Size, Trends and Drivers, Strategies, Products and Competitive La

3. 3.5.3 Regulations On Cross-border Payments In Euros
3.5.4 Epc Mobile Contactless Sepa Guidelines
4 Emerging Consumer Attitudes And Trends
4.1 Industry Segmentation And Targeting
4.2 Retail Segment
4.2.1 Targeting The High Net Worth Individual (hnwi) Population
4.2.2 Cards For Children And Young Consumers
4.2.3 Cards Targeted At Travel And Tourism
4.3 Corporate Segment
4.3.1 Businesses And Departments
4.4 Consumer Preference
4.4.1 Price
4.4.2 Services
4.4.3 Convenience
4.5 Online Buying Behavior
4.6 Preferred Payment Methods
5 Competitive Landscape And Industry Dynamics
5.1 Industry Share Analysis By Payment Channels
5.1.1 Overview Of Payment Channels
5.1.2 Credit Transfer
5.1.3 Direct Debit
5.1.4 Card Payments
5.1.5 Check Payments
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 Scheme
6 Strategies Adopted By Key Operators
6.1 Market Entry Strategies
6.2 Marketing And Product Strategies
6.2.1 Debit Cards
6.2.2 Credit Cards
6.2.3 Prepaid Cards
Emerging Opportunities in Austrias Cards and Payments Industry: Market Size, Trends and Drivers, Strategies, Products and Competitive La

4. 6.3 Pricing Strategies
7 Size And Growth Potential Of The Card Payments Channel
7.1 Channel Share Analysis By Type Of Card
7.2 Total Size And Forecast Of The Card Payments Channel
7.2.1 Analysis By Number Of Cards
7.2.2 Analysis By Transaction Value
7.2.3 Analysis By Transaction Volume
7.3 Debit Cards Category Size And Forecast
7.3.1 Analysis By Number Of Cards
7.3.2 Analysis By Transaction Value
7.3.3 Analysis By Transaction Volume
7.3.4 Other Key Performance Indicators
7.4 Prepaid Cards Category Size And Forecast
7.4.1 Analysis By Number Of Cards
7.4.2 Analysis By Segments – Open And Closed-loop Cards
7.4.3 Analysis By Transaction Value
7.5 Charge Cards 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
7.5.4 Frequency Of Use
7.6 Credit Cards Category Size And Forecast
7.6.1 Analysis By Number Of Cards
7.1.1 Analysis By Transaction Value
7.1.2 Analysis By Transaction Volume
7.1.3 Other Key Performance Indicators
8 Company Profiles, Products And Marketing Strategies
8.1 Bank Austria
8.1.1 Strategies
8.1.2 Credit Cards Offered
8.1.3 Debit Cards Offered
8.1.4 Prepaid Cards Offered
8.2 Erste Bank
8.2.1 Strategies
8.2.2 Credit Cards Offered
8.2.3 Debit Cards Offered
8.3 Raiffeisen Bank
8.3.1 Strategies
8.3.2 Credit Cards Offered
Emerging Opportunities in Austrias Cards and Payments Industry: Market Size, Trends and Drivers, Strategies, Products and Competitive La

5. 8.3.3 Debit Cards Offered
8.3.4 Prepaid Cards Offered
8.4 Volksbank
8.4.1 Strategies
8.4.2 Credit Cards Offered
8.4.3 Debit Cards Offered
9 Appendix
9.1 Methodology
9.2 Contact Us
9.3 About Timetric
9.4 Disclaimer
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Emerging Opportunities in Austrias Cards and Payments Industry: Market Size, Trends and Drivers, Strategies, Products and Competitive La