Il mercato dei pagamenti offre oggi svariate possibilità. Se un tempo erano disponibili solo contante ed assegni, oggi una moltitudine di nuove opzioni è a disposizione dei Clienti per supportarli nell’acquisto di beni e servizi. Tecnologia, aspettative progressivamente crescenti dello shopper e cambiamenti socio-demografici stanno impattando notevolmente l’esperienza d’acquisto, con effetto anche sul servizio atteso in termini di supporto al pagamento. Ed allora i benefici che la tecnologia offre devono rispondere ad esigenze chiare, offrendo benefit rilevanti all’occasione d’uso. Si illustra un estratto dei risultati di un’interessante indagine effettuata in Gran Bretagna, sull’evoluzione dell’ecosistema dei pagamenti.

1. The Future of Payments:
bringing consumers
on board
Irene Ierardi
Senior Research Executive
TNS Finance
Webinar, 16 Gennaio 2014, Milano
©TNS 2013
1

2. The roadmap
2
1
Payments today:
an ecosystem in
evolution
4
Taking a closer
look at
consumers’ trends
3
How TNS
responds: a UK
case study
Activating insight
to bring consumers
on board
5
Looking to the future:
pay your way
TNS can take you
through the detail
to unlock growth
©TNS 2013
2

3. 1
Payments today:
an ecosystem in evolution
©TNS 2013

4. Payment technology hits the newspapers and
magazines headlines
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5. A range of providers have harnessed technology
to create a range of payment solutions
Devices
Mobiles
Cards
Tablet
Smartphones
Laptops
Apps
Retailers
Telcos
Banks
Technology
PAY
PAY
Software
Providers
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6. And created a veritable soup of payment brands
PAY
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7. 2
Taking a closer look at
consumers’ trends
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8. Purchasing and payment behaviours are changing due
to emerging trends
1. Technology
Digital technologies,
mobile,
emerging retail models
marrying virtual and
physical environments
Reassurance, value for
money, convenience,
consumer
expectations simplicity, time saving
2. The shift in
PAY
3. Social
economic
change
PA
©TNS 2013
Social-economic change:
Senior, Millennial,
Migrants
8

9. Technology is pervasive
Digital facts and figures
European Internet users
(% population*)
European Facebook subscribers
(% population**)
63%
31%
518.512.109
250.934.000
European smartphone ownership
45%
52%
(% population***)
% Internet users among
mobile owners
European E-Shoppers
31%
(% population****)
€311,6bn
(turnover****)
Source: *Internetworldstats, June 30, 2012; **Internetworldstats, December 31, 2012;
*** TNS Digital Life 2011; **** Ecommerce Europe , 2012
©TNS 2013
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10. Technology is pervasive
Are you on Facebook? Twitter? Pinterest?
CHINA
Internet
Penetration
FRANCE
40%
80%
% of Internet users that:
Go online
daily
Are brand
fans on SN
Write about
brands online
Research
brands online
% of Internet users that:
62%
85%
33%
23%
74%
91%
29%
The digital
empowered consumer
impacting on
Corporate Reputation
88%
Source: Digital Life 2011
10
©TNS 2013

11. Trust and transparency are key words: social media is
hugely influential, more so than a brand’s own voice
“What other people say about brands can be trusted
more than what brands say themselves”
Disagree
France
10
Poland
Brazil
South Africa
Agree
63
11
23
68
40
16
62
Source: TNS Digital Life 2011; I11; Comment reading attitudes Base: Online comment readers (all categories); 1167, 896, 1423, 184
©TNS 2013
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12. New devices are changing behaviours: mobile and the
financial world
Mobile banking
Checking bank accounts and using online
payment mechanisms through specific
apps or dedicated websites on your mobile
phone
22%
of mobile users globally have performed
banking activities on their phones
Source: TNS Mobile Life 2013
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13. Consumers’ needs: at TNS, we speak about 3
currencies
When you employ and activate technology, ask yourself: does it help my
customers save money, time or angst?
Money
The financial crisis gave permission to people
to look for value
Shoppers are better informed, partly as a
result of digital and social media, about deals
and about whether they represent good value
Time
Need of reducing the emotional and
mental clutter in life so to make space for
the important things
Angst
Consumers are looking to simplify: brand
touch points (shop, online, mobile, tablet)
have to guarantee a seamless experience
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14. Social-economic change: the “Grey Age” getting real
0
1
By 2050 2 billion “seniors”
globally–over 60 years
0
2
Europe today:
65 or more years old: 17.5 %
0
3
Europe 2025:
65 or over more than 20%
0
4
Rapid increase in no. of over-80s
in the EU-27’s population: is
projected to almost triple
between 2011 and 2060
©TNS 2013
EU-27 - Median age: 1990 - 2010 - Eurostat
14

15. The “Millenials” have grown up as "digital natives“
this will probably lead to greater demand for payments
to be instantaneous or 24/7
LIMITLESS CONNECTIVITY:
The ability to operate in a multimodal,
trans-media world is a baseline for
Millennials
REAL-TIME INTERACTION:
Millennials live on-the-go, and their
mobile devices ensure they are always
connected and living in real time
LIVING LIFE THROUGH TECHNOLOGY:
For Millennials, digital isn’t just about
bringing the offline online, it is about
creating new spaces and behaviors to
create, play, share and consume
Millennials = born between 1979 and 1997; ages 16-34 in 2013
©TNS 2013
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16. Migration has started to pick up again
Migration has started to pick up again, driven largely by people moving
within the European Union, after 3 years of continuous decline during the
crisis (OECD, International Migration Outlook 2013)
Remittance flows to developing countries are expected to reach
$414 billion in 2013 (up 6.3 percent over 2012) and $540 billion by
2016 (The World Bank, Migration and Development Brief, October 2013)
Continuing to help immigrants to
integrate will ensure they can play
their part in driving growth
©TNS 2013
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17. The new “Payment Services Consumer”: an active
Stakeholder who contributes to choose his own
payment way
A new Stakeholder, who acts as a
pro-sumer, who decides which
payments best meet his
needs and who is aware of the
inclusive service the Electronic
Payment System supplies
©TNS 2013
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18. TNS can take you
through the details
to unlock growth
3
How consumer responds:
a TNS UK case study
©TNS 2013

19. The TNS UK case study
Identify opportunities for payment
methods to better serve consumers
Requirements
on payment
occasions
Consumers
ideal needs
Sample size: 1,706
©TNS 2013
How current
payment methods
meet those needs
Fieldwork: May 2013
19

20. Less is more...
But the consumer
wants more from less
20

21. Consumers have three “core” needs which account for
41% of their spend; three further needs in financial
planning and personalisation define a huge opportunity
Budget planning
Personalised & intelligent
o
26
14
No-hassle, quick & easy
Service & in-control
n
10
19
15
16
Recognised & accepted
Fraud-protection & benefits
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22. The six ideal needs are complementary and fit with
different parts of the market landscape
Currently no payment methods meet ‘personalised &
intelligent’ need
Credit
card
Credit
Online Online Tech
Debit
w/o
card with bank
3rd enabled
Cash cards benefits benefits account party payments
No-hassle, quick and easy
10%
Recognised and accepted
15%
Fraud-protection and benefits
16%
Budget planning
14%
Service and in-control
19%
Personalised and intelligent
26%
©TNS 2013
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23. There are many
opportunities to meet
needs better
Less is more...
but the consumer wants
more from less
©TNS 2013
No payment method
meets consumers
biggest need
23

24. 4
Activating insight
to bring consumers
on board
©TNS 2013

25. There are two key drivers of consumer attitudes and
behaviours; in relation to payments methods, there are
5 segments of similar sizes (of population)
Technologically engaged
+
Tech loving with
limited budget
Financially
uninvolved
+
-
Risk averse
conservative
Financially
disengaged
©TNS 2013
Tech savvy
best deal seeker
Financially
involved
Wealthy
traditionalist
Technologically disengaged
25

26. There are many
opportunities to
meet needs better
Less is more...
but the consumer wants
more from less
©TNS 2013
No payment
method meets
consumers biggest
need
Opportunities
exist within
each consumer
segment
26

27. 5
Looking to the future:
pay your way
©TNS 2013

28. Optimising the ideation process
Personalised & Intelligent: Insight into action
Example of how learning can be used to start process of developing growth ideas
Need gap
Target consumer Consumer insight Example idea(*)
A “Personalised
and intelligent”
payment
method
Tech savvy best
deal seeker
Rewards
connected to the
purchase
experience
pai.com
I want an integrated
shopping and payment
experience. With
today’s technology it’s
ridiculous that
I have to go through a
series of disjointed
steps
(*) New APP for payments that does not
exist in reality, it is just an illustrative idea
©TNS 2013
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29. ©TNS 2013
29

30. There are many
opportunities to
meet needs better
Less is more...
but the
consumer
wants more
from less
©TNS 2013
No payment
method meets
consumers
biggest need
Opportunities
exist within
each consumer
segment
Happier
consumers
and
opportunities
for all
stakeholders
30

31. Thank you
Irene Ierardi
Senior Research Executive
TNS Finance
tel. +39.02.270721
@: irene.ierardi@tnsglobal.com
©TNS 2013
31