2. 2
“Digitized” audience in Russia
Up to 50% of
internet traffic in Russia
are coming from mobile
devices
More than 87 million
Russians go online (InternetWorldStat.com,
June 2014) to find answers to their
questions, solve problems or spend
money
3. 3
Mobile users behavior in Russia
Smartphone
owners
Tablet PC
owners
Multiple devices
owners
Daily usage have increased significantly
for the last year
Multiple devices owners are more likely
go online from mobile device rather
than stationary PC or notebook
Source: Mobile Russia, 2014
4. 4
What makes internet attractive to them?
Work Education Networking Entertainment News Information
More than a half
of internet users go
online for networking,
communication and
entertainment
Source: FOM, 2014
Social networks 36%
Video 10%
Mail 5%
Search 3%
News 2%
Shopping 2%
Dating 2%
Catalogues 2%
Music 2%
% of total time spending,
monthly
Active users are averagely spending
121 minutes per a day
in Internet
Source: TNS Web Index, March 2014
5. 5
How big is OTT-video segment?
mln. users penetration rate
By the 2017 Russian OTT-
video audience will reach
100 mln.users
penetrating 70%of
total population
OTT-video market size will
grow to 11,4bln.
rurby the end of 2017
bln. Rubles
Source: J’son & Partners
6. 6
• Regular video streaming devices with their embedded OSs aren’t easy to maintain a
standard https link to payment confirmation so the whole process must be tokenized for
security reasons;
• Also TV interface (or fridge!) isn’t handy enough to make payment process seamless for
user (unless we’re not talking about premium SMS);
• I have many devices but service content is often linked to particular platform which makes
my not happy by entering his payment credentials multiple times;
• Frankly speaking, I’m personally don not trust my credit card to fridge or TV set interface
(remember PSN grand card theft), and will be happy to use more secure way to pay
• And yes, you need to finish with my payment super fast while catching seconds of my
attention, otherwise your sale offer will obsolete
What makes payments in digital
age so different?
7. 7
• One-click or recurrent payments for
cards, e-wallets, mobile balance and
internet banks
• Payment API/SDKs for native or
webview mobile applications,
embedded devices or closed loop
systems
• Authentication tokens and personal
mobile phone
• Predefined sum, limits and
permissions
• Mobile checkout
• Copy & Paste payment forms
On a technology level…
What helps?
• How to save my card in fridge?
• How to gather cart of food without
hands?
• How to transfer my payment details
from one device to another?
• How not to forget your cart
selection when you’ve changed
device?
• Is it possible to pay in “delayed”
mode?
• Is it possible to avoid heavy
integration process?
What thwarts?
8. 8
1TV.ru case. Simple integration
• Integration was done in 1 day(copy &
paste)
• Worked well with a half of
milliontransactions in a single day
9. 9
Smart TV case. Tokens & permissions
SmartTV
Problems:
• No HTTPS
• Difficult interface & onscreen
keyboard
• Payments must be recurring or
one-click
Confirmation code:
12345
LG Smart TV.
3000 rur / 30 day
Solution:
• Linking e-wallet to SmartTV store
• One time password by SMS
• Access token granting permission to spend up to particular
sum per selected period
• Non-subscription type of payment are limited by token limit, if
limit exceed – new confirmation by OTP
10. 10
Yota case. Card linking, multi-platform
Regular Web flow
Yota
Website
Payments
section
Input
credentials
Opening
YM page
(i-frame),
card details
Processing
Payment on
YM side
Success? Payment
success
page
Payment
fail
page
Regular mobile flow
Yota app
iOS/Android
Payment
button
YM payment
form in native
UI
Input sum
of payment
and card data
Processing
Payment on
YM side
Success? Payment
success
page
Payment
fail
page
Flow after card linking
Input
sum
Yes
Yes
Yes
No
No
No
Tries
Yota
Website
11. 12
• Rising conversion rate to successful payments by adding all major payment options – up
to 40%
• Access to underbanked audience and audience who never use credit card online;
• Sberbank Online (Number 900) will allow you access to 50 mln users w/out asking
them anything but phone number
• Linked e-wallets audience suppresses 60 mln users who wouldn’t need to show
they credit card online
• Alternative payments are often useful in co-marketing since their pages are last line of
defense before payment is done and first what user sees after successful payment -
up to 10%
Benefits of alternative payment options
