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Carrier Billing in the Nordics

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Carrier billing in the Nordics: 2015 market report by Fortumo


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Introduction This market report gives an overview of the carrier billing landscape in 4 Nordic countries: Denmark, Finland, Norway and Sweden. While mature economies with relatively strong bank infrastructure, direct carrier billing is still a popular payment method in the region (being among the top 3 payment methods for online gaming purchases in all of the countries). The reason for direct carrier billing’s success in the Nordics and rest of Europe is due to a significantly more user-friendly checkout flow, and advanced carrier technology (pricing flexibility, high price points and subscriptions). Unlike with bank cards where users have to complete detailed forms and share personal information, carrier billing payments are completed conveniently through a 1-click payment.


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Introduction Data in this market report has been gathered from public sources and Fortumo’s internal payments data from our cross-platform mobile payments solution. In this report, you will find an overview of: Access to payments: comparison of credit card, debit card, mobile and smartphone penetration Payment behavior (average revenue per paying user and average transaction sizes) in each market Carrier billing in the Nordics Devices and languages used by paying users Overview of the mobile operators market share and payment types If you have any questions about the data in this report, please reach out to us at bd@fortumo.com. Andrea Boetti VP of Global Business Development & Sales Fortumo Mattias Liivak Head of Marketing & PR Fortumo


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Population: Market profile Denmark Carrier billing in the Nordics Credit card penetration: 95.9% 15-24 age group 25+ age group 34% Debit card penetration: Median age: 93.9% 5.7 million GDP per capita (IMF 2014 estimate): 36.9% 15-24 age group 25+ age group $44,625 41.6 years Smartphone penetration: 81%


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May 2015 - October 2015 Carrier billing landscape Denmark Carrier billing in the Nordics Monthly ARPPU: $6.31 Average transaction size: $3.88 Share of carrier billing in payment mix: 18.3% (3rd most popular after credit/debit cards and pre-paid vouchers) Carriers in market: TDC (42%) Telenor (25%) Telia (20%) Hutchison 3 (13%) Payment types: one-off transactions subscriptions (weekly and monthly billing) Localization: recommended, 84.1% of paying users have browser locale set to Danish Traffic sources: 54.05% mobile 7.75% tablet 38.2% desktop Important note: Danish consumers have a full right to request a refund 15 days after making a purchase using carrier billing.


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Population: Market profile Finland Carrier billing in the Nordics Credit card penetration: 96.5% 15-24 age group 25+ age group 26.6% Debit card penetration: Median age: 98.2% 5.5 million GDP per capita (IMF 2014 estimate): 67% 15-24 age group 25+ age group $40,661 43.2 years Smartphone penetration: 68%


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May 2015 - October 2015 Carrier billing landscape Finland Carrier billing in the Nordics Monthly ARPPU: $5.92 Average transaction size: $3.88 Share of carrier billing in payment mix: 21% (2nd most popular payment method after credit/debit cards) Carriers in market: Elisa (39%) Sonera (35%) DNA (25%) Others (1%) Payment types: one-off transactions subscriptions (weekly and monthly billing) Localization: Traffic sources: 78.77% mobile recommended, 80.7% of paying users have browser locale set to Finnish 4.4% tablet 16.82% desktop


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Population: Market profile Norway Carrier billing in the Nordics Credit card penetration: 98.8% 15-24 age group 25+ age group 25% Debit card penetration: Median age: 97.8% 5.2 million GDP per capita (IMF 2014 estimate): 76.2% 15-24 age group 25+ age group $67,166 39.1 years Smartphone penetration: 70%


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May 2015 - October 2015 Carrier billing landscape Norway Carrier billing in the Nordics Monthly ARPPU: $5.55 Average transaction size: $3.73 Share of carrier billing in payment mix: 19.9% (3rd most popular after credit/debit cards and pre-paid vouchers) Carriers in market: Telenor (50%) NetCom (23%) Network Norway (12%) Tele2 (6%) Others (9%) Payment types: one-off transactions subscriptions Localization: Traffic sources: 60.1% mobile recommended, 53.9% of paying users have browser locale set to Norway 8.13% tablet 31.77% desktop


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Population: Market profile Sweden Carrier billing in the Nordics Credit card penetration: 97.8% 15-24 age group 25+ age group 16.2% Debit card penetration: Median age: 96.9% 9.3 million GDP per capita (IMF 2014 estimate): 52.8% 15-24 age group 25+ age group $46,219 41.2 years Smartphone penetration: 83%


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May 2015 - October 2015 Carrier billing landscape Sweden Carrier billing in the Nordics Monthly ARPPU: $6.28 Average transaction size: $3.36 Share of carrier billing in payment mix: 11.2% (3rd most popular after credit/debit cards and e-wallets) Carriers in market: Telia (37%) Tele2 (28%) Telenor (17%) Hi3g (12%) Others (6%) Payment types: one-off transactions subscriptions (weekly billing) Localization: Traffic sources: 72.35% mobile recommended, 70.1% of paying users have browser locale set to Swedish 9.02% tablet 18.63% desktop Important note: Consumers in Sweden need to set up an account with WyWallet before they are able to make carrier billing transactions.


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Additional reading Carrier billing in the Nordics Carrier billing in Central & Eastern Europe: free white paper by Fortumo Read now How to avoid cannibalization between online payment methods – white paper by Fortumo Read now How is fraud prevented with carrier billing? Read now


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Fortumo allows any merchant to set up payment processing for web and mobile services, games or apps. Users with a mobile phone are then able to make one-click payments using Fortumo without the need for a credit card: payments are charged to their mobile operator bill instead. Fortumo supports payments in more than 90 countries through 350 mobile operators. Founded in 2007, Fortumo has offices in Estonia, San Francisco, Beijing, Delhi, Mumbai, Singapore and London and is backed by Intel Capital and Greycroft Partners. Get started with mobile payments at https://fortumo.com. https://www.linkedin.com/company/fortumo-ltd https://twitter.com/fortumo https://facebook.com/fortumo This document is for informational purposes only. Fortumo and the authors make no expressed or implied warranties in this document. Fortumo and the author(s) make no representation or warranty in relation to the accuracy, completeness or reliability of the information contained in this document. Any opinions expressed in this document are subject to change without notice. This document may be based on a number of assumptions and different assumptions could result in materially different results. This document should not be regarded by recipients as a substitute for obtaining independent advice and/or the exercise of their own judgement, and is not to be relied upon by recipients. Fortumo and the authors, and any of their members, directors, employees or agents do not accept any liability for any loss or damage arising out of the use of all or any part of this document. Copyright © 2015 Fortumo | All rights reserved.


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