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Making Money From the
       Mobile Web in Latin
       America

       Wayne Thorsen
       Vice President, Global Partnerships




Telefonica Digital
12.11.2012
2
Carrier Billing: What it is

                             What is Carrier Billing
          Enables customers to charge goods to their operator account


                                   Key Aspects

Currently only available for digital goods (such as mobile games, digital content,
           virtual credits, etc.) but options exist to extend to physical

  Available for both Pre Pay and Post Pay customers, though they each have
                        different requirements and costs




  Currently, Telefónica is actively participating in Carrier Billing in Europe (with
 various partners) and Brazil, Argentina , Colombia and Mexico , with trials being
                               done in other countries


                                          3
The press is awash with news of Carrier Billing
and its rapid growth




                         4
Carrier billing looks to have a robust future
                   Value of in-payment transactions
                                (US $M)


                                                                        • A steep rise in the volume & value
                                                                          of mobile payments over the next
                                                                          2-3 years



Source: Gartner 2012
                                                      Mobile Application Downloads Billed by Carrier
                                                                        (Forecast)
                                          70%

                                          60%
 • Carrier Billing is
   predicted to grow steadily             50%

   in Europe, with a much                 40%
   faster increase in Brazil              30%
   and Latin America
                                          20%

                                          10%

                                           0%
                                                  2012E         2013E       2014E     2015E        2016E
                                                                                                As Percentage of total
                                                                                              Source: Yankee Group


                                                            5
The market potential is huge
LatAm Virtual Goods
                      Brazil, Colombia, Peru, Argentina
                        and Mexico driving the growth.


                              With $336 Million in
                              2010, the market is
                               expected to reach
                                $517M in 2012

                               24% YoY Growth



                          6
Carrier Billing brings significant value compared with traditional
  payment methods

        CONVENIENCE                               UNIVERSAL
 Thanks to a simple, fast and          Thanks to mobile penetration,
 impulsive check-out process              included as standard
   (no registration process)                    capability


           7%                                           5%
    10%                                        Others
                      27%
  35–49                13–17
                                        39%                                   End-user demand for
 17%                             Convenience
25–34                                                             56%        mobile phone payments
                                                                 No credit
                      39%
                                                                   card
                     18–24

  Age segmentation on D2B               Why did you pay by mobile?



   LACK OF OPTIONS                        CONVERSION RATE
The youth segment (for virtual            Much higher % of clients
goods) has no access to credit             finishing the purchase
           cards)                                   (sales x7)




                                                             7
Mobile and financial services penetration
                                  • Success in mobile financial
                                    services = a high mobile
                                    penetration + a relatively
                                    low penetration of
                                    financial

                                  • Mobile penetration
                                    already exceeds 100 per
                                    cent in many countries, as
                                    some individuals have
                                    multiple lines

                                  • A more eloquent form of
                                    displaying this relationship
                                    = the ratio of mobile to
                                    financial services
                                    penetration


                           8
This results in different opportunities within developing
economies

                                           Developing economies

                 Direct operator      Enabling direct operator billing for
                          billing        digital goods and services.

             Transport ticketing    [Limited mass transport infrastructure.]

                                         Enabling money transfers to
               Mobile transfers
                                           merchants and billers.
                                     Enabling small merchants to accept
            Mobile point of sale
                                          payments with a mobile.
             Mobile contactless
                                     [Limited point of sale infrastructure.]
                     payments

           Mobile digital wallets       Enabling mobile digital wallets.


                   Remittances       Enabling cross-border remittances.

                Selling financial   Distributing simple financial products
                       products            to unbanked customers.

                                                             Source: Forrester Research
                                             9
Telefónica offers carrier billing to key partners




                             10
Get in touch
           Explore our Hub: http://www.telefonica.com/digitalhub
            Track us on Twitter: http://www.twitter.com/tefdigital
     Watch our latest videos: http://www.youtube.com/telefonicadigital
 Look us up on LinkedIn: http://www.linkedin.com/company/telef-nica-digital




                                        11

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Making money from mobile web in latin america

  • 1. Making Money From the Mobile Web in Latin America Wayne Thorsen Vice President, Global Partnerships Telefonica Digital 12.11.2012
  • 2. 2
  • 3. Carrier Billing: What it is What is Carrier Billing Enables customers to charge goods to their operator account Key Aspects Currently only available for digital goods (such as mobile games, digital content, virtual credits, etc.) but options exist to extend to physical Available for both Pre Pay and Post Pay customers, though they each have different requirements and costs Currently, Telefónica is actively participating in Carrier Billing in Europe (with various partners) and Brazil, Argentina , Colombia and Mexico , with trials being done in other countries 3
  • 4. The press is awash with news of Carrier Billing and its rapid growth 4
  • 5. Carrier billing looks to have a robust future Value of in-payment transactions (US $M) • A steep rise in the volume & value of mobile payments over the next 2-3 years Source: Gartner 2012 Mobile Application Downloads Billed by Carrier (Forecast) 70% 60% • Carrier Billing is predicted to grow steadily 50% in Europe, with a much 40% faster increase in Brazil 30% and Latin America 20% 10% 0% 2012E 2013E 2014E 2015E 2016E As Percentage of total Source: Yankee Group 5
  • 6. The market potential is huge LatAm Virtual Goods Brazil, Colombia, Peru, Argentina and Mexico driving the growth. With $336 Million in 2010, the market is expected to reach $517M in 2012 24% YoY Growth 6
  • 7. Carrier Billing brings significant value compared with traditional payment methods CONVENIENCE UNIVERSAL Thanks to a simple, fast and Thanks to mobile penetration, impulsive check-out process included as standard (no registration process) capability 7% 5% 10% Others 27% 35–49 13–17 39% End-user demand for 17% Convenience 25–34 56% mobile phone payments No credit 39% card 18–24 Age segmentation on D2B Why did you pay by mobile? LACK OF OPTIONS CONVERSION RATE The youth segment (for virtual Much higher % of clients goods) has no access to credit finishing the purchase cards) (sales x7) 7
  • 8. Mobile and financial services penetration • Success in mobile financial services = a high mobile penetration + a relatively low penetration of financial • Mobile penetration already exceeds 100 per cent in many countries, as some individuals have multiple lines • A more eloquent form of displaying this relationship = the ratio of mobile to financial services penetration 8
  • 9. This results in different opportunities within developing economies Developing economies Direct operator Enabling direct operator billing for billing digital goods and services. Transport ticketing [Limited mass transport infrastructure.] Enabling money transfers to Mobile transfers merchants and billers. Enabling small merchants to accept Mobile point of sale payments with a mobile. Mobile contactless [Limited point of sale infrastructure.] payments Mobile digital wallets Enabling mobile digital wallets. Remittances Enabling cross-border remittances. Selling financial Distributing simple financial products products to unbanked customers. Source: Forrester Research 9
  • 10. Telefónica offers carrier billing to key partners 10
  • 11. Get in touch Explore our Hub: http://www.telefonica.com/digitalhub Track us on Twitter: http://www.twitter.com/tefdigital Watch our latest videos: http://www.youtube.com/telefonicadigital Look us up on LinkedIn: http://www.linkedin.com/company/telef-nica-digital 11