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Simple.Payments– in the era of digital content,
mobile internet and smart fridges
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“Digitized” audience in Russia
Up to 50% of
internet traffic in Russia are coming from mobile devices
More than 87 millionRussians go online (InternetWorldStat.com,
June 2014) to find answers to their questions, solve problems or spend money
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Mobile users behavior in Russia
Smartphoneowners
Tablet PCowners
Multiple devicesowners
Daily usage have increased significantly for the last year
Multiple devices owners are more likely go online from mobile device rather
than stationary PC or notebook
Source: Mobile Russia, 2014
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What makes internet attractive to them?Work Education Networking Entertainment News Information
More than a halfof internet users go
online for networking, communication and
entertainment
Source: FOM, 2014
Social networks 36%
Video 10% Mail 5% Search 3% News 2% Shopping 2% Dating 2% Catalogues 2% Music 2%
% of total time spending, monthly
Active users are averagely spending
121 minutes per a day
in Internet
Source: TNS Web Index, March 2014
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How big is OTT-video segment?mln. users penetration rate
By the 2017 Russian OTT-video audience will reach
100 mln. users
penetrating 70% of
total population
OTT-video market size will
grow to 11,4bln. rur by the end of 2017
bln. Rubles
Source: J’son & Partners
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• Regular video streaming devices with their embedded OSs aren’t easy to maintain astandard https link to payment confirmation so the whole process must be tokenized forsecurity reasons;
• Also TV interface (or fridge!) isn’t handy enough to make payment process seamless foruser (unless we’re not talking about premium SMS);
• I have many devices but service content is often linked to particular platform which makesmy not happy by entering his payment credentials multiple times;
• Frankly speaking, I’m personally don not trust my credit card to fridge or TV set interface(remember PSN grand card theft), and will be happy to use more secure way to pay
• And yes, you need to finish with my payment super fast while catching seconds of myattention, otherwise your sale offer will obsolete
What makes payments in digital age so different?
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• One-click or recurrent payments forcards, e-wallets, mobile balance andinternet banks
• Payment API/SDKs for native orwebview mobile applications,embedded devices or closed loopsystems
• Authentication tokens and personalmobile phone
• Predefined sum, limits andpermissions
• Mobile checkout
• Copy & Paste payment forms
On a technology level…
What helps?
• How to savemy card in fridge?
• How to gather cart of food withouthands?
• How to transfer my payment detailsfrom one device to another?
• How not to forget your cartselection when you’ve changeddevice?
• Is it possible to pay in “delayed”mode?
• Is it possible to avoid heavyintegration process?
What thwarts?
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1TV.ru case. Simple integration
• Integration was done in 1 day (copy &
paste)
• Worked well with a half of million transactions in a single day
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Smart TV case. Tokens & permissionsSmartTV
Problems:
• No HTTPS
• Difficult interface & onscreenkeyboard
• Payments must be recurring orone-click
Confirmation code: 12345LG Smart TV.3000 rur / 30 day
Solution:
• Linking e-wallet to SmartTV store
• One time password by SMS
• Access token granting permission to spend up to particularsum per selected period
• Non-subscription type of payment are limited by token limit, iflimit exceed – new confirmation by OTP
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Yota case. Card linking, multi-platformRegular Web flow
YotaWebsite
Paymentssection
Input credentials
Opening YM page
(i-frame), card details
Processing Payment on
YM side
Success? Payment success
page
Payment fail
page
Regular mobile flow
Yota appiOS/Android
Paymentbutton
YM payment form in native
UI
Input sum of payment
and card data
Processing Payment on
YM side
Success? Payment success
page
Payment fail
page
Flow after card linking
Input sum
Yes
Yes
Yes
No
No
No
Tries
YotaWebsite
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• Rising conversion rate to successful payments by adding all major payment options –upto 40%
• Access to underbanked audience and audience who never use credit card online;
• Sberbank Online (Number 900) will allow you access to 50 mln users w/out asking
them anything but phone number
• Linked e-wallets audience suppresses 60 mln users who wouldn’t need to show
they credit card online
• Alternative payments are often useful in co-marketing since their pages are last line ofdefense before payment is done and first what user sees after successful payment -
up to 10%
Benefits of alternative payment options
