Mobile Horizons - Istanbul, June 4, 2013

1. 1
MTS Bank and MTS Money:
New Horizons for a Mobile Operator

2. От доли в медиа (деньги) к
координированное направление
внимания (интереса)
2
voice is dead

3. Revenue from mobile data in USA,
billions of USD
Data is a big thing for now…
Voice ARPU and Data ARPU in USA, USD
People get more and more used to receiving voice services for free. The loss in
revenue is compensated by dramatic growth of data revenues.
Voice
Data

4. …but what next?..
 Serve as data transport only
 Sell access to internet
 Provide the reason WHY
 Leverage current network
 Sell not only access to internet but also
VAS, content and other services (own or
in partnership) which require this access
4
Dumb Pipe Smart Pipe
Forecast:
 Pure technology and investment race
 Hard to differentiate
 No potential for ARPU in the future
Forecast:
 Sustainable ARPU growth
 Higher loyalty and lower churn
 Better grounds for differentiation

5. Mobile Finance
one of the most promising
smart pipe solutions
5

6. Ubiquity
Trust
Synergy
6
1
2
3
Why mobile finance?

7. Ubiquity: Penetration of mobile
is far ahead of (traditional) banking
have a banking
account in Russia
7
45% 98%
vs
have a mobile phone
and account in Russia

8. Trust: People trust mobile operators more than banks
International banks
which are active on the
Russian market are
perceived less reliable
than government banks
Mobile operators are
perceived as reliable and
accessible as the best banks
MTS is perceived better than
competition
Low accessibility High accessibility
LowreliabilityHighreliability

9. Synergy: Winning components
9
Strong &
reliable
brand
Vast retail
presence
(3500 stores)
70 mln
existing
customers
1 2 3
+
Three times more reliable unified scoring system
Sustainable ARPU growth potential
Attractive loyalty program MTS Bonus

10. MTS Bank Launch Advertising Campaign
video case study

11. MTS Bank Launch Advertising Campaign
video case study

12. What next?
 The strategic vision is to unify customers’ banking and mobile accounts to
attain the maximum synergy, build a stronger eco-system and open up
more business opportunities
12
Mobile Money
Unification of mobile
and banking
accounts
Micro Credit
Intermediary solution
for m-commerce and
m-banking
Nano Credit
Operator services for
zero mobile balance
situations
visioncurrentbasic
Instant credit to your
mobile account

13. Credit product line from a mobile operator
13
Nano Credit
Micro Credit
MTS Money
Customer can only spend this credit
money on the operator services
Easy Payment (rent, phone, internet, etc)
Cash withdrawal at operator stores
Payment on the MTS web store
Transfers to other numbers
Virtual card
NFC
Traditional plastic
Payment at MTS Retail
Unification of banking and mobile
accounts in the future
GrowthofLoyaltyandARPU

14. Virtual banking card
NFC card for use with
your SIM card
Unified mobile and
banking account
Mobile POS terminal
Universal banking card
MTS Money
POS and Mobile Credits
Gift banking card
Easy Payment (web site
and application)
Full banking product line from a mobile operator

15. “The best way to predict
the future is to create it”
Abraham Lincoln

16. 16
Yaroslav Smirnov
“New Horizons for a Mobile Operator”
facebook.com/yaroslav.smirnov
linkedin.com/in/yaroslavsmirnov
yaroslav.smirnov@gmail.com
Thank you!