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10th November 20042
Agenda
• TeliaSonera & Finnish market
• Mobile payment activities
• Payment Instruments
• Learnings & Future
10th November 20043
- strong market leader
• The new company TeliaSonera started operations on 1 January 2003
• The biggest mobile phone operator in Sweden and Finland, the second biggest in Norway and the fourth biggest in Denmark.
• In Finland, TeliaSonera operates under Sonera’s name and brand.
• The company is listed in Helsinki, Stockholm and the USA
• Personnel 25,000, revenues EUR 8.9 billion in 2002 The whole service portfoliot
Selected services
Norja Finland
Latvia2)
Estonia1)
Tanska
Sweden
Lithuania
1) Minority shares in mobile phone and fixed network operators 2) Minority share in a fixed network operator
10th November 20044
Finland as m-Commerce lab
• Mobile penetration 88% - no handset subsidy
• Hardly at all “traditional” prepayment subscribers
• Premium rate services already in use from 1988, content provider processes in place
• Mobile banking already in early 90’s
• Cash is less used in the world - plastic cardsinstead (debit and credit) no checks
• Financial Institutions have already SVA-product for online micropayments
10th November 20045
Key Features of Finnish Mobile Payment Market
• History of mobile payment services is already relatively long, over 15 years.
• Finnish Banks have made a great ground job with bringing Mobile Banking services in early ’90s.
• Finns are pragmatic, which has been perfect driver for premium rate mobile utility services. (news, weathercast, drivers services, mobile tickets, mobile banking, mobile parking, positioning services)
Copyright Päivi Helanto, TeliaSonera Finland
10th November 20046
Agenda
• TeliaSonera & Finnish market
• Mobile payment activities
• Payment Instruments
• Learnings & future
10th November 20047
TSF Activities in Mobile Payment
1980’
1990’
2004-
2000-2004
0200-, 0600-0700-services
Premium rate SMS / WAP
3rd party payment instruments
Copyright Päivi Helanto, TeliaSonera Finland
10th November 20048
Roles of TeliaSonera Finland in mPayment
? Content Billing Service Provider
? Premium Rate Services (since 1988)
? Vending (Uphill Ltd since 2002)
? Parking (Payway Ltd since 1999)
? Technology Provider
? Mobile Pay (1999-2001)
? Application Provider
? Vending (1997-2001)
? Parking (PAYWAY Ltd)
? Mobile Payment Service Facilitator
? Sonera Shopper pilot (2001-2004)
10th November 20049
Vending 1996-
• Open for all mobile subscribers with premium rate numbers
-----------------------------------------
• The first application in 1997, now 1500 vending machines with mobile payment
• Good show case for mobile payment
• Car wash “killer application” in vending
• Video jukebox, golf ball machine, soft drink machines, photo booths…
• Uphill Ltd is a service operator
10th November 200410
Parking 1999-
• Requires registration
--------------------------------
• Pay your parking fee by mobile!
• Today billing in mobile phone bill, Sonera Shopper or credit card
• Sales for Parkit -subscribers
• From 1999 in Stockholm, 2000 in Helsinki
• Good show case for time based billing
• Payway Ltd is the service operator
10th November 200411
Slot machine gambling –pilot , RAY
• Trial with RAY, OKO-bank, Valimo, Sonera (2001-2004)
• Payment instrument: Digiraha, Shopper
• Both payment and win payments with the same e-money (Digiraha &Shopper)
10th November 200412
Premium rate content services since 1988• Billing in mobile phone bill.• There is a real need for optional
payment instruments like SVA or credit card.
• Killer applications from mobile payment view– Tram tickets HKL (already over
40% of all single ticket are SMS-tickets)
– In Idols song competition finals over 15% of Finns voted by telephone their idol in 2 hours.
10th November 200413
Sonera Shopper Trial (2001-2004)
Sonera Shopper is a secure mobile payment service for end-users and merchants
Service is open for all mobile subscribers.
Sonera Shopper provides credit card (Visa / Eurocard) and shopper account (network wallet) as payment options.
Sonera Shopper is usable with any mobile handset.
10th November 200414
Application Areas
WAP payments
WEB payments
Parking
Vending
Point-of-sales
Mobile content
Sonera Shopper Trial (2001-2004)
10th November 200415
Shopper Environment
Financial Institutions
Consumer
Sonera
Merchants
User DBMerchant DB
Transaction DB
Shopper Account
10th November 200416
Technical user interfaces and Authentication
Point of Sales: SMS (pin code + mobile phone number)
Parking: premium rate number + Interactive Voice Response IVR (mobile phone number)
Vending: Premium rate number + IVR (mobile phone number)
WEB: web+SMS (pin code + mobile phone-number)
10th November 200418
Agenda
• TeliaSonera & Finnish market
• Mobile payment activities
• Payment Instruments
• Learnings & Future
10th November 200419
Payment Instruments in Mobile Payment
Who pays the the content – you or your employer
How strong authentication
Clearing&Settlement
Business Models
10th November 200420
Payment Instruments in Mobile Payment
Mobile phone bill
Direct Debit (trial) /Banks
Credit Card (trial)/Luottokunta
Stored-value-account (=Mobile Cash) e.g. Digiraha, Mobiiliraha
10th November 200421
Agenda
• TeliaSonera & Finnish market
• Mobile payment activities
• Payment Instruments
• Learnings & Future
10th November 200422
The Major Learnings in 15 years
• One mobile payment year is 7 normal years.
• The less registration needed for end-users the better
• Applications with real value are the best
• Easy user interface
• Mobile Operators billing system is still very efficient for micropayments
Copyright Päivi Helanto, TeliaSonera Finland
10th November 200423
The Future
2005 2006 2007 2008 2009
3rd party content
New e/m-commerce applications
Prepaid top-up
Copyright Päivi Helanto, TeliaSonera Finland