Mobile Payments - Insights from the German Twittersphere

Mobile Payments
Insights from the German Twittersphere

Twitter Intelligence Update – March 2013

Starling140 - Twitter Business Intelligence

German and International Competition
Multiple payment players and technologies vying for market share


Research Methology
Insights on mobile payments from the German Twittersphere

German and English language tweets
originating from German-based Twitter
authors on mobile payments

3,850 high-quality tweets on mobile
payments (spam and low value tweets
removed)

Sourced from 1,790 Twitter authors, with
a combined estimated reach of 4.2 million
followers

Research time frame:
1 November 2012 to 28 March 2013

3


Report Contents

Conversations Brands People

• Buzz Volume • Share of Voice (SOV) • Digital Online
• Locations • Topic Breakdown Influencers (DOLs)
• Trending Hashtags • Sentiment Analysis • DOL Buzz and Reach
• Trending Keywords • Trending Stories • DOL Trending Stories
• Topics • Trending Hashtags
• Customer Segments • Trending Keywords
• Trending Stories
• Share of Conversation
(SOC)

4


Key Findings
Mobile payments is a dynamic topic of Twitter discussion in Germany. Many
conversations are brand oriented: 1 of every 4 tweets on mobile payments mentions
Key Insights a specific brand or company, with attention given to both local German providers and
global players such as Apple Passbook.

Buzz volumes average 25 high-quality tweets per day. Conversations focus on news
(e.g. product releases, events) and user experience (e.g. personal use and opinions of
Conversations
mobile payment, apps, and technologies)

SOV Passbook Wirepay Fidor Bank Google Wallet Targo Bank
(March 2013) 29% 11% 11% 10% 7%

Apple Passbook continues to lead brand share of voice, with strong volumes of
tweets around the CEBIT 2013 conference in early March, in which CEBIT offered and
Brands
promoted mTickets via Passbook.

Top influencers drive a significant majority of mobile payments conversations in
Germany: over 80% of tweets from top 35% of twitter users.
People Top stories shared (tweets and retweeted) by influencers focussed on NFC
technology.

Source: Starling140 analysis 5


Buzz Volume: Monthly Trend
Tweets Nutzer 1050
832
738 696
533

539 636
467 453
337

11/12 12/12 01/13 02/13 03/13

03/13 02/13 Monthly Average
Current Month % vs. M-1 absolute % vs. AVG absolute
Total Tweets 696 -34% 1'050 -10% 770
Total Authors 453 -29% 636 -7% 486
Tweets per Author 1.5 -7% 1.7 -3% 1.6
Followers Reached 946'340 -51% 1'925'944 -22% 1'213'439
Avg. Followers per Author 2'089 -31% 3'028 -16% 2'495
Retweets by Followers 0.13 -13% 0.15 -4% 0.14
Retweets by Authors 0.28 -18% 0.34 -17% 0.34

7


Buzz Volume: Current Month
Average of 25 tweets per day on mobile payments in Germany
46 45 Weekends in yellow
41 41
38 38
36 35 36
33
31 31
28
25 26

19 18
17 17 16
14
11 10 11 11
9 8
5
Di 05.03

Do 07.03

Di 12.03

Do 14.03

Di 19.03

Do 21.03

Di 26.03

Do 28.03
Fr 01.03
Sa 02.03
So 03.03
Mo 04.03

Mi 06.03

Fr 08.03
Sa 09.03
So 10.03
Mo 11.03

Mi 13.03

Fr 15.03
Sa 16.03
So 17.03
Mo 18.03

Mi 20.03

Fr 22.03
Sa 23.03
So 24.03
Mo 25.03

Mi 27.03
Total Tweets
Source: tweets (n=696) and users (n=453) for mobile payments 8


Buzz Volume: Location
Berlin, Munich, and Hamburg generated two-thirds of mobile payments tweets
Tweets Users

Berlin 91
55

München 66
45

Hamburg 64
34

Düsseldorf 35
18

Frankfurt 26
18

Köln 15
14

Bonn 10
8

Hannover 32
8

Stuttgart 10
7

Münster 7
6

Source: tweets by self-identifyiedcity in user profile, n=388 9


Leaderboard: Hashtags
Most used hashtags (#) in mobile payment conversations
Tweets Nutzer

#NFC 95
42

#Mobile 54
24

#passbook 19
14

#payment 15
11

#CeBIT 10
8

#Banking 15
7

#INVE 39
6

#smcmuc 6
5

#android 5
5

#MobilePayments 16
5

Note: Twitter hashtags are not case sensitive

Source: Starling140 analysis, March 2013, hashtags ranked by users 10


Leaderboard: Word Count
Most used keywords in mobile payment conversations

Note: Keyword analysis excludes a short, common function words e.g. the, and, it, etc.

Source: Starling140 analysis, March 2013, word count frequency in mobile payments tweets, n=1100 11


Leaderboard: Word Count
(without Mobile, NFC, Payment, Bezahlen)




Topics: What People Talk About
News continues to dominate conversations
# Tweets Change (% vs. previous month)

-22%

-9%

+13%

-34%

+62%

-23%

-50% +0% +50% +100%

13


Segments: Who is Talking
Professionals (e.g. Executives, Entrepreneurs, Consultants) lead discussions
3%
21%
33%

114
18%

25% 83
69
61

9

Academia & Blogger Industry Media Professionals
Research

Source: analysis of user profiles, n=336 14


Topic Breakdown by Customer Segment

Academia &
3 5 1 2
Research

Blogger 41 27 28 9 7 2

Industry 69 36 30 13 14 4

Media 64 38 37 14 12 8

Professional 97 33 36 14 14 5

0% 20% 40% 60% 80% 100%
News User Experience Brands Research Business Cases Security

Source: accounts which tweeted on mobile payments during 01.03.13-28.03.13 15


Brand Share of Conversation (SOC)
Apple‘s Passbook mentioned in over 10% of mobile payment tweets
10.5%
02/13 03/13
Mentions as percent of total mobile payments conversation

8.3%

3.2% 3.2%
2.9% 2.9%

1.9% 2.0%
1.7%
1.1%
0.6% 0.5%

Passbook Wirepay Google Wallet Fidor Bank TargoBank Docomo

Source: total number of Tweets, RTs and mentions for selected brand keywords, 01.03.13-28.03.13 16


Mobile Payment Top Stories
Rank User and Tweet Source

BMW i
@BMWi https://twitter.com/BMWi/status/31624778938017382
1 The Future is … NOW! #BMWi announces partnership with 6/photo/1
mobile payment experts NOW! Innovations http://www.nowinnovations.com/

Benedikt Koehler
@furukama
2 "The SIM card is the credit card of Africa" - 40% of Kenya's GDP http://worlddays.info/
goes through mobile payment

COMPUTER BILD
@COMPUTERBILD
3 SumUp stellt ein neues Bezahlkonzept vor. Ohne das Smartphone
http://www.computerbild.de/artikel/cb-News-Handy-
SumUp-Smartphone-Bezahlen-8180856.html
aus der Tasche zu holen, begleicht ihr eure…

Peter Schmitt
@schmitt_it http://www.cio.de/finance-forum-
4 Online-Banking: Tübinger Studenten stellen NFC-TAN vor: germany/2908475/?qle=rssfeed_
Wissenschaftler und Studenten der Universität Tübingen...

dennyf
@dennyf
5 Man kann bei Netto nun via NFC bezahlen. Gut, dass man dafür no link
mit dem iPhone wirbt :D

Source: most retweeted or mentioned Tweets , 01.03.13-28.03.13 17


Brands: Share of Voice (VOC)
Apple’s Passbook maintains lead in mobile payment conversations
Mentions as percent of total mobile payments brand conversation

Apple 29% +1%

Wirepay 11% +41%

Google 10% +92%

Fidor Bank 11% +135%

TargoBank 7% +348%

0% 5% 10% 15% 20% 25% 30% 35% +0% +100 +200 +300 +400
SoV 02/13 SoV 03/13 % % % %
Source: total number of Tweets, RTs and mentions for brand keywords 19


Brand Leaderboard: Hashtags

#Passbook 14 19

#NFC 7 8

#CeBIT2go 5 10

#targobank 5 8

#Mobile 4 4

#girogo 4 6

#paperless 3 4

#MobilePayments 3 3

#CeBIT 3 5

#mTicket 3 7
Tweets Nutzer

20


Brand Conversations: Word Count




Brand Conversations:Top Stories

COMPUTER BILD
@COMPUTERBILD
1 SumUp stellt ein neues Bezahlkonzept vor. Ohne das Smartphone
http://www.computerbild.de/artikel/cb-News-Handy-SumUp-
Smartphone-Bezahlen-8180856.html
aus der Tasche zu holen, begleicht ihr eure…

CeBIT
@cebit
2 Have you seen our #tutorial? How to... #login #mTicket #passbook
https://www.facebook.com/media/set/?set=a.1015261005798
0626.1073741827.311497245625&type=3
#route #search #QRcodes with the app #CeBIT2go

André M. Bajorat
@ambajorat http://www.bizjournals.com/boston/blog/startups/2013/03/level
3 Partnerschaften sind der weg - Payments giant Heartland to roll up-partners-with-heartland-on.html
out LevelUp mobile payment tech nationally.

Ulf Valentin ©
@Ulf_Valentin http://www.eyefortravel.com/mobile-and-
4 Apple’s Passbook polishes the traveller experience says HRS technology/apple%E2%80%99s-passbook-polishes-traveller-
experience
@jonwestgb.

TARGO BANK
@TARGOBANK
5 Was macht die #TARGOBANK aus? Welche Vorteile machen den https://www.so-geht-bank-heute.de/

täglichen Umgang mit Geld einfacher? Antworten auf.

Source: most retweeted or mentioned Tweets with brand keywords, 01.03.13-28.03.13 22


Apple Passbook: Top Themes and Segments
Buzz Volume, 30 Days Top Segments
64
13
Total Tweets
12

9

5

11
9
7 7
4 3 3 3 3 3 1
1 1 2 2 2 1 1 1 2 1 1 2 1 2 1 1 2
Do 21.02
Fr 22.02
So 24.02

Do 28.02
Fr 01.03

Do 07.03
Di 26.02
Mi 27.02

Sa 02.03
So 03.03
Mo 04.03

Mi 06.03

Fr 08.03
Sa 09.03

Mo 11.03

So 17.03
Mo 18.03

Do 21.03
Fr 22.03

Do 28.03
Di 05.03

So 10.03

Di 12.03
Mi 13.03

Mi 20.03

Mo 25.03
Di 26.03
Mi 27.03
Academia & Blogger Industry Media Professionals
Research

Tweets by Content and Segments Top Hashtags
Academia & #Passbook 14 19
2 1
Research
#CeBIT2go 5 10

Blogger 1 1 3 1 4
#paperless 3

#mTicket 3 7
Industry 7 5 7

#CeBIT 3 5

Media 3 5 5 2 2
#iOS 2

#Lufthansa 2 2
Professional 9 2 8 1

#Mobile 2 2

Total 20 15 23 4 1
#sbchatde 1 1

0% 20% 40% 60% 80% 100% #Apps 1 1
Tweets Nutzer
News User Experience Brands Research Business Cases Security

Source: total number of Tweets, RTs and mentions for „passbook“ keyword, 01.03.13-28.03.13, starling140 analysis 23


Apple Passbook: Top Stories

Vapiano
@vapiano
1 No link
Die Vapiano App verfügt ab sofort über die neue Passbook-
Integration! Für noch mehr Zeit, den Besuch bei Vapiano zu
genießen.
Sabine
http://www.cafe-
2 @cafefuture future.net/news/pages/show.php?id=27104
Vapiano integriert Apples 'Passport' in eigene App: Drei Monate
nach der Veröffentlichung der neuen Passbook App…
http://thenextweb.com/apps/2012/12/09/square-
André M. Bajorat integrates-apples-passbook-and-introduces-gift-cards-
@ambajorat for-ios-app-
3 users/?utm_source=feedburner&utm_medium=feed&ut
Square integrates Apple’s Passbook and introduces gift cards for m_campaign=Feed%3A+TheNextWeb+%28The+Next
iOS app users +Web+All+Stories%29

Mac Life
http://www.maclife.de/iphone-ipod/software/ios-61-
4 gestaltet-das-finden-von-passbook-apps-einfacher
@Mac_Life
iOS 6.1 gestaltet das Finden von Passbook-Apps einfacher

Moritz Zimmerman
@moritzzimmerman
5 Who said that Passbook only works on iPhones? #PassWallet No link
nicely does the exact same thing on my Android.

Source: most retweeted or mentioned Tweets , 01.03.13-28.03.13 24


Discovering Key Influencers in Mobile Payments
The process behind identifying subject matter experts

Each account assigned a
topic-specific influence score

Does the account regularly Is the account followed,
tweet information which is mentioned, or retweeted by
on-topic and high quality? other subject matter experts?

+1 +2 +1 +2

26


Top Opinion Leaders
Key Previous
Profile User Name User Type Country User Type Total Followers Tweets Retweeted Influencer Month Change
Score Rank

IdentivePayment Industry de Industry 3'453 31 15 100% 12 +10

ficoba Media de Media 2'922 5 1 100% 6 +3

ambajorat Industry de Industry 926 16 3 88% 2 -2

cebit Media de Media 9'315 7 6 88% 8 +3

TARGOBANK Industry de Industry 251 7 1 88% - New

schmitt_it Specialist de Specialist 61'290 2 4 88% - New

TheCommsCulture Specialist de Specialist 1'109 9 1 75% 42 +34

IdentiveFrance Specialist de Specialist 402 5 0 75% - New

wahlborn Blogger de Blogger 1'429 4 1 75% 17 +7

contactlesscity Industry de Industry 652 3 1 75% 14 +3

Source: extract from key influencer database using weighted algorithm based on follower count, quality, and frequency of tweets on mobile payments. 27


Digital Opinion Leaders (DOLs) – Buzz Volumes and Reach
662
Tweets by DOLs Opinion Leaders
582

377 397

281

153 197 163
102 130

11/12 12/12 01/13 02/13 03/13
03/13 02/13 Monthly Average
Current Month % vs. M-1 absolute % vs. AVG absolute
Total Tweets 582 -12% 662 +27% 460
Total DOLs 163 -17% 197 +9% 149
Tweets per DOL 3.6 +6% 3.4 +16% 3.1
Followers Reached 585'420 -28% 814'960 +4% 564'494
Avg. Followers per DOL 3'592 -13% 4'137 -5% 3'789
Retweets by Followers 0.40 +33% 0.30 +40% 0.29
Retweets by DOLs 0.61 -20% 0.76 -7% 0.66
www.starlingpartners.com
Source: Tweets on mobile payments keywords and analysis of user influence , 01.03.13-28.03.13 28


Social Network of Key Influencers
Follower relationships reveal 4 clusters of infleuncers

Size of Circle = # followers in
mobile payments

Source: most influential accounts tweeting on mobile payments, 01.03.13-28.03.13 29


Opinion Leaders: Top Stories

Peter Schmitt
@schmitt_it http://www.cio.de/finance-forum-germany/2908475/
1 Online-Banking: Tübinger Studenten stellen NFC-TAN vor:
Wissenschaftler und Studenten der Universität Tübingen...

dennyf
@dennyf
2 Man kann bei Netto nun via NFC bezahlen. Gut, dass man dafür no link
mit dem iPhone wirbt :D

Identive Consumer ID
@IdentivePayment
3 Cashless parking made possible with the magical 'touch' of NFC
http://www.parking-net.com/parking-news/cashless-parking-
nfc-sticker
stickers #INVE #Cashless #NFC @parking_net

Identive Consumer ID
@IdentivePayment
4 Mobile payments set to take off in 2013. #INVE #MobilePayments http://www.neurope.eu/article/mobile-payment-take-2013

#NFC @New_Europe

CEBiT
@cebit https://www.facebook.com/media/set/?set=a.1015261005798
5 Have you seen our #tutorial? How to... #login #mTicket #passbook 0626.1073741827.311497245625&type=3
#route #search #QRcodes with the app #CeBIT2go

Source: most retweeted or mentioned Tweets from influential accounts, 01.03.13-28.03.13 30


Download this report: http://bit.ly/twitter-mobile-payments-germany

Interested in learning more about this report or custom Twitter research for your own brands?

Kevin Michels-Kim Gerold Geis
kevin@starlingpartners.com hello@starling140.com
@ubermarketer

ANALYTICS BY Starling GmbH
Binzmühlestrasse 170a, 8050 Zürich, Switzerland
www.starling140.com
31

Mobile Payments - Insights from the German Twittersphere

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