Mobile and Alternative Payments in Canada

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Date: 6-Dec-2012
No. of pages: 146
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Mobile payments are gaining a foothold in Canada: Of an estimated 22 million Canadian adult mobile phone users, some 17% have made a mobile payment in past 12 months, according to Packaged Facts’ survey results. But in this very nascent-stage market, the issue comes down to the method of payment. Despite Canada’s solid contactless point-of-sale base, we see significant challenges for NFC-based mobile payments. However, mobile P2P has already taken hold, and we expect mobile P2P to continue to lead Canadian mobile payments growth, thanks in large part to PayPal and Zoompass, already popular P2P methods straddling online and mobile payments. While QR code awareness is low, our consumer survey results suggest that mobile payers are twice as likely to use a barcode scanning apps during the next 12 months than during the last 12 months. And with Starbucks’ Canadian rollout of its barcode scan-based mobile payment application, usage—and interest—could rise.

Packaged Facts expects Canadian E-Wallet and electronic P2P payments to grow at a compound annual growth rate of 62% during 2012-2015, on the heels of recent and expected mobile payments launches and subsequent consumer uptake.

Mobile and Alternative Payments in Canada provides industry participants with the wealth of analysis and guidance they need to stay abreast of this quickly evolving market. Report coverage includes market sizing and forecast for Canadian mobile payments, as well as a comprehensive evaluation of competitor dynamics:

  • Canadian contactless and mobile payment strategies employed by American Express, Interac, MasterCard and Visa.
  • Mobile payments strategies employed by non-banks: carrier-based payment strategies, led by Rogers Communications and Zoompass; alternative payments & emerging wallet payment strategies, led by Google, PayPal and Square; direct carrier billing, provided by Bango and Text2pay; and emerging mobile payment acceptance options, led by NetSecure Technologies and Payfirma.
  • Mobile banking and mobile payment solutions of Canada’s Big 5 banks (Bank of Montreal, Canadian Imperial Bank of Commerce Royal Bank of Canada, Scotiabank and Toronto-Dominion Bank)
  • Merchant perspective on Canadian mobile payments and analysis of the diverging mobile payment paths taken by Canadian QSR playersTim Hortons and Starbucks.
  • Macro trends shaping the Canadian mobile payments landscape, including internet and mobile phone use trends; eCommerce and online merchant adoption trends; Payment method trends; mobile banking and payments usage versus future interest; and security and fraud.

In addition, Proprietary Packaged Facts consumer survey data provide the basis for a detailed analysis of the consumer context:

  • Mobile phone and smartphone ownership trends, feature usage, app usage, and tablet ownership
  • Mobile payment methods (i.e. P2P, bill payment, etc.) and payment funding choices by demographic
  • Mobile payers’ current and intended use of mobile payment, deposit and communication methods, broken out by smartphone users, non-smartphone users, mobile bankers, and mobile payers
  • Mobile banking by demographic group; feature usage uptake among mobile bankers and mobile smartphone bankers.
  • Current and intended use of mobile phone financial, promotional & shopping tools

Mobile and Alternative Payments in Canada

Table of Contents

Executive Summary

Report Scope

Overview

Market Size and Forecast
Macro trends shaping Canadian mobile payments landscape
Internet and mobile phone use trends
eCommerce and online merchant adoption
Payment methods
Mobile banking and payments usage versus future interest
Security and fraud concerns

Canadian Mobile Phone Usage Trends

Canadian Mobile Banking Trends
Summary analysis

Canadian Mobile Payments Trends
Summary analysis

Canadian Interest in Mobile Financial, Promotional & Shopping Tools
Summary analysis

Canadian Mobile Payments Strategies: Card Associations
American Express
Interac
MasterCard
Visa Canada

Canadian Mobile Payments Strategies: Nonbanks
Carrier-Based Payment Strategies
Alternative Payments & Emerging Wallet Payment Strategies
Emerging mobile payment acceptance options

Mobile Payments Strategies: Canadian Banks

Tim Hortons & Starbucks Canadian Mobile Payment Strategies
Retailer perspective
Tim Horton’s opts for NFC
Starbucks Canada takes the barcode route

Chapter 1: Overview
Canadian payments infrastructure
Payment methods
Canadian payment laws
Payments industry undergoing significant change
The Task Force for the Payments System Review
Code of Conduct for the Credit and Debit Card Industry
Application to mobile payments
Merchant payment choice
Competing domestic debit applications
Principle of equal branding
Debit and credit comingling
CBA Mobile Payments Reference Model
Competition Bureau
Huge discrepancy between credit and debit fees
Challenging practices as anti-competitive

Chapter 2: Market Size and Forecast
Summary analysis
Mobile payments are gaining a foothold in Canada
E-Wallet and electronic P2P payments growing robustly
But represent a tiny sliver of retail payments
Zoompass and PayPal
Going forward: 62% 2012-2015 CAGR
Table 2-1: Canadian E-Wallet/P2P Transaction Value, 2011-2015
NFC mobile payments at POS: significant challenges ahead
NFC mobile payment growth inhibitors
Limited acceptance
Limited access
Limited transaction value amounts
Limited payment flexibility; no loyalty flexibility
Fee & competition concerns
Payment growth context
Cash and check garner largest value share
Credit and debit gain
Contactless card growth
Prepaid use also rises aggressively, but total value remains very small
Graph 2-1: Canadian Retail Payments Value, by Payment Type, 2008-2011

Chapter 3: Macro Trends Shaping Canadian Mobile Payments Landscape
Internet and mobile phone use trends
Mobile phone usage nears saturation
Mobile phone coverage virtually universal
Table 3-1: Canadian Wireless Subscribers, Revenue, Availability and Penetration, 2010 and 2011
Smartphone share nears 60%
Graph 3-1: Quarterly Canadian Smartphone/Feature Phone Share, 2011
Smartphone share passes 50%
100% penetration by 2014
Apps and more apps
Graph 3-2: iTunes Music and App Store Downloads
Tablet penetration exceeds U.S. rate
Broadband internet availability nearly universal
Table 3-2: Residential Internet, Broadband and High-Speed Broadband Metrics, 2011
Household internet access at 80%
Graph 3-3: Percentage of Canadian Households with Home Internet Access, 2010
Online banking highly penetrated
eCommerce and online merchant adoption
E-commerce lags
Table 3-3: Canadian Electronic Commerce, Number and Value of Orders
Credit cards dominant online payment option, but online payment services have foothold
Small- and midsize- businesses
Small business online penetration very high
Online banking penetration high; online selling is low
PayPal leading internet payment choice
Table 3-4: Internet payment solutions used by SMEs
Less than half can accept online payments
Table 3-5: Small- and Medium-Size Business Payment Acceptance Rates, Preferred Payment, and Share of Dollar Sales
And mobile platform adoption very low
Social networking not significant
Justifying cost of electronic payment equipment a challenge
Graph 3-4: Obstacles to Accepting Electronic Payments
Payment methods
NFC and contactless
Is 80,000 enough to drive a revolution?
PayPass merchant adoption passing 20,000
But only 5% terminal penetration?
An urban skew
Table 3-6: MasterCard PayPass Terminals & Terminals per Capita:
Top 10 Canadian Cities by Population, 2012
payWave skewed heavily to major chains; narrow retail segment scope
Table 3-7: Visa payWave Merchant Category Penetration: Top 10 Canadian Cities by Population, 2012
Don’t count out QR codes
Eyeing P2P
Lots of checks and cash left to convert
Online/mobile opportunity: P2P transactions skew to cash
Table 3-8: Percentage of Consumer Transactions by Method of Payment & Payment Channel
Card-and phone-based opportunity: Most micropayments made in cash
Table 3-9: Percentage of Consumer Transactions by Transaction Value Range & Method of Payment
Mobile banking and mobile payments use and interest
Awareness is relatively high
Usage foundation is forming
Mobile payments gaining a foothold
NFC and wallet penetration is low
But mobile P2P has taken hold
Future intent suggests pent up demand for mobile payments. . .
. . . and for more holistic mobile financial & promotional organization tools
Security and fraud concerns
Need for robust digital identification and authentication
Research In Motion to address mobile wallet security

Chapter 4: Canadian Mobile Phone Usage Trends
Summary analysis
Mobile phone usage and smartphone usage share
Smartphone share well above 50%
Youth and non-Europeans lead the way
Table 4-1: Canadian Mobile Phone & Smartphone Usage Penetration, 2012
Operating system: still RIM territory
Graph 4-1: Quarterly Canadian Smartphone Operating System Share, 2011
Smartphone users v. non-smartphone users: feature usage, bill & downloads
Texting carries across smartphones and non-smartphones
Strong feature-driven user base for mobile payments providers to target
Table 4-2: Table Feature Usage, Phone Bill & App Download Frequency: Smartphone Users V.Non-Smartphone Users, 2012
Demographic analysis
Table 4-3: Smartphone User Feature Usage, Phone Bill & App Download Frequency: By Gender, 2012
Table 4-4: Smartphone User Feature Usage, Phone Bill & App Download Frequency: By Age, 2012

Chapter 5: Canadian Mobile Banking Trends
Summary analysis
Mobile banker definition
18-29s a pivotal demographic
Table 5-1: Mobile Banking: Canadian Usage Penetration, 2012
Mobile banking features & services
More than 4 million using phone to check account balance/recent transactions
Mobile bill payment catching on
Table 5-2: Mobile Banking Features & Services Usage Penetration and Population:
Canadian Population, Mobile Phone & Smartphone Users, 2012
Mobile bankers = smartphone users
Moderate usage frequency
Table 5-3: Mobile Banking & Mobile Banking Frequency: Mobile Phone, Smartphone
& Non-Smartphone Users, 2012

Chapter 6: Canadian Mobile Payments Trends
Summary analysis
Mobile payer definition
Gaining a foothold
Table 6-1: Mobile Payments: Usage Penetration, 2012
But marked by infrequent use
Mobile payment methods
Bill payment has widest usage footprint
P2P taking hold
Online purchasing more prevalent than most mobile payment methods
Less than 1 in 10 tapping phone at POS; even fewer using virtual wallets
Table 6-2: Mobile Payment Methods, 2012
Payment cards prevailing funding option, followed by bank account & PayPal
Wallet solutions not relevant yet
Carrier direct billing and iTunes
Table 6-3: Mobile Payments: Payment Sources, 2012
Past vs. next 12 months: mobile payment, deposit & communication methods
In light of current use, NFC mobile payment interest is pronounced
Picture check deposit and bill payment
Graph 6-1: Mobile Payers’ Mobile Payment, Deposit and Communication Methods:
Current v. Intended Use, 2012
Interest during next 12 months
Interest more prevalent among smartphone users
Table 6-4: Interest in Mobile Phone Payment, Deposit & Communication Methods in Next 12 months:
Mobile Phone, Smartphone & Non-Smartphone Users, 2012
Mobile bankers more apt to express interest in mobile payment & deposit methods
Table 6-5: Interest in Mobile Phone Payment, Deposit & Communication Methods in Next 12 months:
Mobile Phone Users, Mobile Bankers & Mobile Payers, 2012

Chapter 7: Canadian Interest in Mobile Financial, Promotional & Shopping Tools
Summary analysis
Introduction
Mobile Phone Financial & Promotional Organization
Mobile Financial & Promotional Organization Tools: Current Use & Future Use
Graph 7-1: Mobile Payers: Current and Future Use of Mobile Financial &
Promotional Organization Tools, 2012
Non-smartphone users interested, too
Table 7-1: Interest in Mobile Financial And Promotional Organization Tools in Next 12 months: Mobile Phone, Smartphone & Non-Smartphone Users, 2012
Mobile bankers most apt to express interest in variety of methods
Table 7-2: Interest in Mobile Financial And Promotional Organization Tools in Next 12 months:
Mobile Phone Users, Mobile Bankers & Mobile Payers, 2012
Mobile Phone Shopping Enhancements
Mobile Shopping Tools: Current Use & Future Use
Path to purchase
An online shopping laggard
Mobile purchase apps
Comparing prices while shopping a popular phenomenon
Barcode scanning demand
Graph 7-2: Mobile Payers: Current and Future Use of Mobile Shopping Tools, 2012
Non-smartphone users interested, too
Table 7-3: Interest in Mobile Shopping Tools in Next 12 months: Mobile Phone, Smartphone & Non-Smartphone Users, 2012
Mobile banker interest suggests platform development route
Table 7-4: Interest in Mobile Shopping Tools in Next 12 months: Mobile Phone Users,
Mobile Bankers & Mobile Payers, 2012

Chapter 8: Canadian Mobile Payments Strategies: Card Associations
Summary analysis
American Express
Interac
MasterCard
Visa Canada
American Express Canada
Payment diversification
Prepaid moves
Contactless chip technology migration
Mobile banking website
No Canada Serve yet
Interac
Non-profit status a boon and a bane
Products and services
Interac Flash: Canada’s first contactless debit payment function
Interac Online
Interac e-Transfer
Low, low, low fees
MasterCard
Maestro take a bow—then leaves the stage
PayPass
Security
New issuers
PayPass Wallet Services
PayPass global network remains small
But Canada tells a slightly different story
But only 3% terminal penetration?
An urban skew
Table 8-1: MasterCard PayPass Terminals & Terminals per Capita, Top 10 Canadian Cities by Population, 2012
Visa Canada
Visa payWave
payWave skewed heavily to major chains; narrow retail segment scope
Table 8-2: Visa payWave Merchant Category Penetration, Top 10 Canadian Cities by Population, 2012
CIBC mobile payment app
Visa digital wallet
Zoompass prepaid card option
Co-badged debit foothold

Chapter 9: Canadian Mobile Payments Strategies: Nonbanks
Carrier-Based Payment Strategies
Rogers Communications
Graph 9-1: Wireless Carrier Mobile Phone Subscriber Market Share, Q3 2012
Direct carrier billing
Rogers-branded suretap solution
Gemalto partnership
Financial institution? A credit card?
Zoompass
Major partnerships
Zoompass Tag
Zoompass functionality
Enrollment
Loading the wallet
Transferring money
Prepaid card option
Fee structure
Table 9-1: Zoompass Account Fees
Table 9-2: Zoompass Account Funding and Transaction Maximums
Alternative Payments & Emerging Wallet Payment Strategies
Google Wallet
PayPal
Square
Google Wallet
Not in Canada, for some time we expect
But study it closely
Wallet 1.0: lots of fanfare; little success
Wallet 1.5: putting it in the cloud
Calling all cards
Save to Wallet feature
Online/offline integration: Enter the virtual prepaid card
Online purchases: ubiquity, courtesy of MasterCard
In-store purchase limited by NFC
Security enhancement
Wallet 2.0: Leapfrogging NFC with a physical card
Thank you, Discover
PayPal
100 million accounts and counting
Online and mobile capability
Mobile payment apps
In-store payment launching in U.S.
Already a strong Canadian online player
Mobile checkout enabled for hundreds of thousands of Canadian merchants
PayPal Here: POS payment solution
PayPal Here delays holding it back?
Square, Inc.
How much it costs
Table 9-3: Square Pricing Options & Fees
How it works
Open tab feature
Loyalty tracking
Security
Tools
Square Card Reader
Square Register
Starbucks U.S. relationship does not extend to Canada
Direct Carrier Billing
Text2pay
Bango
Emerging mobile payment acceptance options
NetSecure Technologies
Like Square, but not like Square
Kudos Slice
Payfirma
NFC in the works
Fee structure
Table 9-4: Payfirma Mobile Payment Pricing

Chapter 10: Mobile Payments Strategies: Canadian Banks
Summary analysis
Bank of Montreal
Mobile PayPass Tag
Canadian Imperial Bank of Commerce
Mobile banking leadership
CIBC Mobile Payment App
Who can use it
Incentive to use it
How they can use it
Royal Bank of Canada
Mobex Mobile Payment provides learning curve
Mobile wallet launch on the horizon
Scotiabank/ING Direct
Passive social network banking on Facebook
Remote check deposit
Toronto-Dominion Bank
Mobile banking app launches met with strong demand

Chapter 11: Tim Hortons & Starbucks Canadian Mobile Payment Strategies
Summary analysis: retailer perspective
A Tale of Two Chains: Starbucks and Tim Horton’s
Tim Horton’s opts for NFC
Starbucks Canada takes the barcode route
100 mobile million transactions and counting
Stored value card foundation
Benefits
Square partnership—a Square investment
But Starbucks chooses PayPal in Canada
Appendix
Methodology
Consumer survey methodology
U.S. Cell Phone Ownership/Use, by Demographic: 2012 Survey Comparison
Packaged Facts Canadian Survey Demographics
Market size and forecast
Report table interpretation
Abbreviations
Terms and definitions
Explanatory tables
Table A1: Mobile Phone, Smartphone, Non-Smartphone, Mobile Banking & Mobile Payments Users, 2012

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