Launch &

Usage Drive
in Asia
 Construct
of the presentation

Payment market opportunity in

Asia
Key markets in Asia
Looking at insights from iPhone
users and potential Apple Pay
users
Insights from mobile payment
markets in Asia
Way forward for Apple Pay or
Asia in mobile payment
market
Asia can be the hotbed for mobile wallet market
with growth projections showing the potential & difference between unbanked adult
population and mobile penetration presenting the opportunity

Top Mobile Commerce Markets in 2014 Top Mobile Commerce Markets in 2019
Unbanked Percentage Mobile Phone
Adult total adult Penetration
US US (Percentage of Total
Population population Population)
UK China
India 423
47% 73%
China UK

Japan Japan China 235

21% 92%
South Korea India
Indonasia 116 127
64%
%
Germany South Korea
146
Germany
Vietnam 49 69% %
Thailand

113
India Italy
Philipines 46 69% %
Australia France
Euromonitor 2015 144

McKinsey 2015
22%
Thailand 12 %
Taiwan Australia
148
19% %
0 50,000 100,000150,000 100,000 300,000 Malaysia 4
US$ billion 0 200,000
US $ billion 400,000
 Key markets in
Asia
Top #10 markets of Asia in terms of
credit card transactions
China is the largest market, followed by Japan and South Korea in terms of size.
India is proving to be a fast growing market with tremendous possibilities.

Current Credit Card

Transactions 3,379,801 mn$ Remaining 7 markets and their 82534.6

#1 China Amounting to:

Growth Projection
4,931,243 mn$
growth 74842.4
70374.6
(2021): 58815.4

Current Credit Card

Transactions
510,311 mn$
#2 Japan
38496.2
46624.1
Amounting to:
Growth Projection
676,924 mn$

Figure in mn$
(2021):

#3 South Current Credit Card

Transactions
Amounting to:
475,375 mn$
2016 2017 2018 2019 2020 2021

Korea Growth Projection

(2021):
541,381 mn$ Taiwan
UAE
Hong Kong
Singapore
India
Malaysia
Thailand

Euromonitor 2016
 A peek into
iPhone, Apple Pay
users
Apple users are taking to mobile payments,
better than users on other platform
As compared to Android smartphones or tablet and Windows mobile devices in case of the
Adyens user base; leading to the notion that apple users are early are adopter mobile wallets

% Relative share of mobile payments per device type

Ayden Index 2015

iPhone has a strong loyal user base in some of these
key markets and most of them love the phone due to
the exclusivity and prestige associated with the
phone If you could buy any phone in Why do Chinese

PopKing161
the world what would that be? people love iPhone?
Vietnam Philippines India Bangladesh Video

iPhone iPhone iPhone Microsoft

1 38.81% 41.18% 24.04% 32.33%

Samsung Samsung iPhone

Microsoft
Miss The iPhone 2 15.40%
Galaxy Galaxy 18.80%
Malini wins easily 25.74% 18.27%

TechInAsia
Any Samsung
Fashion & on prestige Samsung Any
Style Blogger 3 Galaxy Samsung Samsung Galaxy
appeal

INDIA 11.91% 9.38% 13.65% 10.53%
Despite the desirability, Apple users in Asia are facing a
dilemma, with older iPhones available at a cheaper
price, is owning an iPhone matter of pride
ANYMORE?
There is high penetration of older iPhone in the developing Asian markets on one side and
Apple pay is only compatible in the latest and higher-end apple devices making it somewhat
exclusive
ApplePay compatible devices High penetration of Apple
devices killing exclusivity
 insights from
the mobile payment
market
Audience in key markets like China and India is falling in
love with the promotion and cashbacks of mobile
payments
Apart from the convenience of mobile wallets, audience in these key markets are focused on
maximizing value, thus Indians love Cashbacks, Chinese loves promotion and Filipinos love free
gifts
What are the reasons Chinese
Place of using mobile

eMarketer 2015
people love Mobile payments?
payments in China

31.8 29.1 28.7

% % %

Gadgetsnow 2015
In summation
MARKET APPLE
Has a relatively loyal user
Asia is a cluster of base who considers
fast growing sizable iPhone to be a symbol
economies, with prestige. However, with
ample opportunities the older iPhone models
for the growth for being available in the
mobile wallets market at cheaper cost, it
is affecting the exclusivity
of iPhones
AUDIENC
E
of iPhones are aspirational
and enjoys standing out in
the crowd; and these people
have the constant need to
be pampered by the brands,
which the current mobile
wallets using to their
advantage and spoiling
them with promotion and
cashbacks.
Therefore
There is an opportunity,
to create a service for the
audience which brings back
the exclusivity of being
an apple user.
Because,
Unlike the other mobile
wallets, which are rooted in
functionality and financial gain
that it can bring to
the users A convenient, secure,
technologically prudent app is
anyways expected by the
Apple users from Apple Pay;

Thus apple needs not just meet

the expectation but exceed
them and give them

MORE
So, instead of giving
cashbacks and offers
Be a
personalized,
intelligent &
premium
mobile wallet
But, how

PERSONALIZE
INTELLIGENT
D
Each of the users of Demonstrate the intuitive
apple pay or the users of aspect of mobile wallets. By
Apple pay compatible analyzing the usage patterns
devices (potential Apple of the potential users
Pay users) are high value suggest the usage or benefits
customers for Apple. of Apple Pay so that the
audience can relate to the
To market Apple Pay, features in a more relevant
these audience should be environment. For example, if
reached and engaged at the audience checks in a fine
a individual level. And dining place, tell them the
the after installation benefits of apple pay related
communication should to that dining outlet (if any).
be regular and Also create conversation with
personalized too; so that the
retention is ensured existing users by suggesting
while reducing dropouts them contents, shopping
opportunities etc
PREMIUM
Give the audience perks of
using the app on a day to
day basis so that they dont
drop out of the wagon,
instead enjoys the ride
These audiences are used to
things like airline loyalty
programs, so they can see
the long term benefits and
not necessarily interested in
short term gains.
So, offer annual benefits
and perks which can
motivate them and they can
work towards their targets
THANKS
KULANATH KAUSHIK
LODESTAR UM,
GURGAON,
INDIA