M-commerce in latin america

Patrik Hedlund, Senior Advisor

Ericsson ConsumerLab

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Ericsson ConsumerLabThe Voice of the Consumer

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WHAT IS M-COMMERCE?

Wikipedia definition:

Mobile commerce is the ability to conduct commerce using a mobile device, such as a smartphone or tablet

From a regulatory point of view it is the provisioning or enabling of products and/or services via mobile phonesor devices

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Typical M-COMMERCE services

Mobile money transfer

(P2P)

Mobile payments

(P2B, B2B)

Mobile banking

1. Airtime transfer

2. Domestic remittance

3. International remittance

1. Airtime top-up

2. Merchant payment

3. Bill payment

4. Salary payment

5. PoS payment

Transaction based

1. Loan payment

2. Cash-in/cash-out

3. Account management

Info based

1. Alerts

2. Account checking

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Method and purpose of study

Purpose of study

›The purpose of the study is to understand the context for M-Commerce specifically and consumers’ behaviors and rituals regarding their private economy in general

Method

›4080 online interviews

›30 expert interviews

›50 indepth interviews

›Diaries and shop alongs

›In home interviews

ConsumptionMethod of choice

Service providers

Credit

Loyalty

Services

Etc…

Mainfocus

Household Economy

Income

Spending

Savings

Credit

Transfers

Etc…

Area of interest

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Regions of study

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