organizing(the(mobile(point(of(sale(ecosystem(|december(2013 … · 2014-01-10 · 3!!...

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Organizing the Mobile Point of Sale Ecosystem | December 2013 Ecosystem Analysis

This report has added four new players to the MPOS Pyramid™ and offered new insight into the range of players and

services entering the space.

The big takeaway: mPOS continues to break into new territories and that

merchants shouldn’t pick a player but a platform.

The December 2013 MPOS Tracker™

December was all about two things: the holidays and getting deals done before the clock struck midnight.

In the “deals get done” category, perhaps the most significant move was made by Amazon. It finally hinted, it still quite cryptically, at its plans for mobile commerce, when it acquired licensing rights to GoPago and a few of its developer/engineers. DoubleBeam, a mobile commerce platform that is well known for its ability to process checks, acquired the hardware and client assets. Looks like we ended the year with one of our 2014 predictions coming true – the mPOS landscape will begin to contract.

In the “tis the season to get shopping” realm, the mPOS elves seemed to be focused on enabling the more efficient transacting in scenarios where cash always dominated. In fact, in a true sign of the times, Covent Gardens in London broke an 800 year old tradition of only accepting cash by allowing its merchants to use PayPal Here to accept PayPal payment for goods purchased. Hopefully Santa delivered a more lucrative shopping season for those digitally-‐enabled merchants.

In the mPOS breaks new geographic bounds, Kazakstan will distribute mPOS solutions thru its largest banks. This is related to an effort on the part of the government to actually discourage the use of cash so that they have a more accurate record of sales for taxation purposes.

And, finally, in a sure sign that mPOS is more than a passing fancy, academia has embraced the concept and is creating tools to “help” merchants implement mPOS solutions efficiently. The University of Arkansas has developed a risk-‐assessment tool to help retailers implement mPOS technologies by identifying the challenges of these systems and gaguing consumer attitudes relating to them. With support from the Retail Industry Leaders association, Assistant Professor John Aoysius, studied 26 different merchant categories to determine that – drum roll please -‐ no one mPOS solution fits each category. This only reinforces what we’ve been saying now for a while – merchants shouldn’t pick a player, but pick a platform that can support merchants as their businesses evolve.

The key takeaways for December include:

Don’t pick a player – pick a platform. No one, not even the small businesses themselves, can know how their businesses will look a year, two or five years from now. That’s why picking a mobile commerce platform that can enable a variety of functions and features is the best way for SMBs to future their business.

A Monthly Update on the State of the Mobile Point of Sale Ecosystem

A PYMNTS.com Report Sponsored by ROAM

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The incredible shrinking mPOS market has begun, sort of. While the acquisition of GoPago means that GoPago will be absorbed by two existing companies, one of those companies isn’t in the market yet, Amazon, but will be at some point soon. What will be interesting to watch is whether the mPOS market truly consolidates or whether it simply enables new players to emerge. At least in this one data point, the answer is both.

mPOS is defining how consumers and merchants interact. Sure, mPOS enables digital payemtns to happen in places where cash was only once used, but it also enables merchants to enable a number of other capabilities that add value to the consumer/merchant interaction. And, as you will see in our 2014 Tracker, we will begin to report on the how the changing nature of mPOS and its enabling platforms are becoming more the rule and not the exception in how small businesses view their point of sale solutions.

December 2013 report features four new players to the MPOS Pyramid. The new merchant facing players are 1010, Tantrum Street, Kazcommercbank and Vivo. In addition, we’ve updated ten players from prior months. They include the following merchant facing players and two suppliers: Anywhere Commerce and Infinite Peripherals.

The MPOS Organizing Methodology: The MPOS TrackerTM Pyramid The organizing framework for the MPOS ecosystem is the MPOS PYRAMID™. It’s a graphic representation of where we think merchant facing service providers fit in the market. As stated earlier, it’s not designed to suggest that one part of the pyramid is better than another; but rather to depict the characteristics of MPOS solutions. That means that the tip of the MPOS PYRAMID™ doesn’t imply the “best” it simply implies that the fewest players are concentrated there given the various elements of the service offering that those merchant facing players provide to their merchants.

MPOS PYRAMIDTM Methodology We have divided the MPOS market into “layers” representing the broad set of capabilities included in the MPOS service offerings. This, we hope, more easily helps to categorize the MPOS ecosystem by focusing on the capabilities that the various players who serve the merchants in this market offer them. The “powered by” players are organized on the outside of the MPOS PYRAMID™ and aligned with the appropriate capabilities that they “power” inside of the pyramid.

Here’s how we have used the MPOS PYRAMID™ to organize the MPOS sector.

Core. Players in this quadrant offer only the basic hardware/ card reader solutions to merchants that enable mag stripe card acceptance and merchant processing services. Players in this space also have provided some level of security encryption, although the level of security varies by powered-‐by provider. This is where many players enter the market to establish an MPOS presence and merchant base.

Core + Back Office. Players in this quadrant have offerings that provide value-‐added solutions that enable merchants and other SMBs to perform important back office functions. These functions include tracking/managing inventory, creating invoices, integrating with accounting systems and/or other applications that assist merchants and SMBs in managing their back office.

Core + Front Office. Players in this quadrant have offerings that provide value-‐added solutions that enable merchants and other SMBs to perform important customer-‐facing functions. These functions include loyalty, marketing, CRM and advertising solutions that enable merchants and SMBs to more fully manage support marketing, sales and customer retention activities.

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Core + Front and Back Office. Players in this quadrant have offerings that provide value-‐added solutions that enable merchants and other SMBs to support both front and back office functions as described above.

Merchant/Consumer Network. Players in this quadrant have offerings that leverage mobile technology to serve both the merchant/SMB and consumer. These players provide core + front and back office capabilities along with consumer-‐facing applications such as digital wallets. These players use mobile devices and other assets on both the consumer and merchant side to create a network enabled by mobile devices (phones and tablets) and relevant applications.

Open Platform/API. Merchant-‐facing players in this layer are serving merchants directly but have also made a decision to open their hardware/software services to developers via APIs. This is an effort to expand the number of merchants/SMB’s that they can reach as well as to make it easier for their own solutions to be enriched by other developers who can add functionality to the core offer.

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MPOS Player Profiles | New for December 2013

1010

Category Core When Launched December 2013 #Customers/volume N/A Customer Focus Businesses with mobile sales forces, home delivery services and outdoor sales

operations. Geographic Coverage Hong Kong

Pricing n/a

Hong Kong mobile operator 1010 has partnered with Global Payments to release a mPOS reader that emables card acceptance. Compatible with both iOS and Android devices and powered by 1O1O's 4G LTE network, the new EMV-‐ready mPOS dongle was designed for businesses with mobile sales forces, home delivery services and outdoor sales operations. The readers are on sale at selected 1010 retail stores. The EMV readers accept Visa, MasterCard and JBC card payments.

Tantrum Street/Cartwheel Register

Category Core + Back + Network

When Launched December 2013 #Customers/volume November – 15 small merchants in Dallas Customer Focus Small Merchants

Geographic Coverage United States

Pricing

n/a

Tantrum Street created a dongle free mPOS solution for small merchants to enable payments. The mobile app, Cartwheel Register, includes number-‐recognition technology that scans an image of card numbers and an expiration date without storing the information on a device. The device is unlike check scanning technology, where an image is taken. Tantrum Street also offers a consumer facing option, Skip Wallet, a cloud based option that may be loaded with any debit or credit card, gift card or loyalty cards. Consumers may pay with Cartwheel by entering their Skip Wallet payname and PIN or via card. Currently the platform is only available on iOS systems but the company plans to expand to Android in the near future.

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Kazcommercbank

Category Core When Launched Company launched 2010 #Customers/volume n/a Customer Focus All merchants

Geographic Coverage Kazakhstan

Pricing KZT 7,500 (USD $48.75)

Kazakhstan bank Kazcommercbank has started selling branded mobile POS-‐terminals designed for both Android and iOS tablets and smartphones and can accept Visa and MasterCard cards. Kazakhstan mobile operator Kcell will distribute the mPOS terminals but will be “operator agnostic” to allow businesses will be to choose an operator themselves. Terminals will be sold at cost.

Vivo

Category Core When Launched December 2013 #Customers/volume N/A Customer Focus All Merchants

Geographic Coverage Brazil

Pricing Activation cost R$129.90

Vivo, the Brazilian mobile telecoms subsidiary of Spain's Telefónica, started selling the Vivo Mobile Rede mPOS in its stores in São Paulo and Rio de Janeiro this month. Vivo is selling its mobile card reader technology, which enables smartphones and tablets to accept payments in 12 stores on a pilot basis and with the number of stores expanded in Q1 of 2014. Vivo is releasing this device as a result of the partnership with Brazillian card acquirer Rede to provide card acceptance to Brazilian Merchants. The device uses Wi-‐FI or 3G to link to card networks and can accept all major card brands.

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MPOS Merchant Facing Players | December 2013 Updates

iZettle

Category Open When Launched August 2011 #Customers/volume 75,000 Users Customer Focus Merchants that do not accept card payment

Geographic Coverage Sweden, Denmark, Norway, Finland, the UK, Germany, Spain and Mexico

Pricing 2.75% for MC and Diner’s Club or 2.95% for AMEX

Update: Eurostar the high speed rail service that links the U.K, France and Belgium will partner with iZettle to process passenger upgrades on the train after the trip begins. Eurostar says they processed more than £300,000 worth of upgrades in 2012 through on-‐board transactions; the company said iZettle's platform will help process upgrades more quickly and allow it to serve more customers.

I Love Velvet

Category Core + Front When Launched 2010 #Customers/volume 50,000+ Devices in the Market Customer Focus Global Market – Large, Global Retail, Restaurant and Entertainment

Geographic Coverage Global

Pricing

n/a

Update: I Love Velvet recently announced their international expansion as they acquired French virtual prepaid card provider WeXpay. I Love Velvet said it bought WeXpay because of its capability as an international payment gateway, which will enable I Love Velvet to handle payments across Europe and North America. WeXpay's virtual prepaid card can be used at 300 websites and 8,500 point-‐of-‐sale terminals in France. The acquisition of WeXpay will enable I Love Velvet to offer extended mobile payment services from sales management to the final payment transaction,

GoPago

Category Core + Front When Launched August 2009 #Customers/volume n/a Customer Focus Restaurants, Concession Stands,

Geographic Coverage United States

Pricing

2.85% plus $0.10 on transactions under $12

Update: Amazon acquired the rights to license GoPago, the technology and the engineering/product team of the company. The existing point of sale business and merchant relationships were acquired by DoubleBeam.

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PayAnywhere

Category Core + Back + Open

When Launched April 2012 #Customers/volume N/A Customer Focus Small and Medium Merchants

Geographic Coverage US

Pricing

2.69%/swipe

Update: PayAnywhere and MasterCard announced a new partnership that will see MasterCard distribute a branded, co-‐branded or white-‐label solution of PayAnywhere's mPOS solutions to help small businesses reduce friction at the checkout. MasterCard's Truaxis card-‐linked offer platform, which uses targeted incentives and offers, will be integrated into PayAnywhere's service. PayAnywhere and Discover are also partnering so merchants in PayAnywhere’s network can accept the PayPal payment card.

Payleven

Category Core + Open When Launched June 2012 #Customers/volume 1,000 Merchants in Berlin for TRIAL Customer Focus All Merchants

Geographic Coverage Germany, Austria, The UK, Italy, Brazil, The Netherlands, Poland, Spain and Belgium

Pricing 2.75%

Update: Payleven now fully supports Android devices with Intel Atom processors to ensure a smooth process. The technical collaboration will make mobile payment even easier for small and medium sized businesses.

PayPal Here

Category Network

When Launched March 2012 #Customers/volume 200,000+ Merchants Customer Focus All merchant categories

Geographic Coverage US, Canada, Japan, Hong Kong, Australia and the UK

Pricing 2.7% transaction fee, with no monthly fee. The fee for non-‐swipes goes up to 3.5%, with a $ 0.15 fee

Update: In London, at the Covent Garden Market, sellers have, started accepting digital payments with PayPal Here. This move breaks the 800 year old tradition of accepting cash payments only and the decision was made in time for sellers to enable payments on the go for Christmas shoppers. One trader at the market reported that his sales increased by 30% on the first day of using PayPal Here. PayPal believes that small businesses that do not accept electronic payment may be missing out on £800 million worth of sales each year.

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Square

Category Network When Launched February 2009 #Customers/volume $15B per year Customer Focus All Merchants

Geographic Coverage US, Canada, Japan

Pricing $2.75% per swipe, 3.5% + $0.15 per keyed in. 3.25% in Japan

Update: Square announced the acquisition of Evenly, a popular personal payments app that allows consumers to split their purchases evenly and easily among friends. The app will discontinue service on January 15th and will work with Square on seller oriented projects. Square has also unveiled an updated version of the card reader to make it 45% thinner than the previous version.

YESpay

Category Core When Launched June 2012 #Customers/volume The corporation serves over 400,000 merchant locations Customer Focus Small Businesses

Geographic Coverage India, UK

Pricing

n/a

Update: YESpay International has formed a strategic partnership with retail technology specialist PMC to provide a mobile payment app for retailers.

YESpay, will provide its SaaS P2PE (software-‐as-‐a-‐service point-‐to-‐point encryption) encrypted mobile payment platform PMC's Store Enabler mobile application. Store Enabler allows retailers to deploy their existing in-‐store POS and e-‐commerce systems on Android or iOS-‐based mobile devices with full abilities to scan products, print receipts and take secure mobile payments where required in a card-‐present environment.

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MPOS Supplier Update

Anywhere Commerce:

Anywhere Commerce has signed a strategic partnership agreement to supply mPOS technology to Mexican merchant payment processor Prosa. Prosa will use AnywhereCommerce's "aCommerce Gateway" to enable credit, debit, cash and gift card payments. The agreement covers the use of AnywhereCommerce's payment acceptance software as well as its mPOS devices, including the Walker model that accepts both EMV and mag-‐stripe card payments.

Infinite Peripherals:

Released an upgraded line of mobile printers that support the iPhone, iPod Touch and iPad as well as devices using the 2.1 Android operating system and higher. T=The new MFi-‐certified models directly support the iOS and Android operating systems, without requiring AirPrint support that may become expensive.

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Appendix | All mPOS Tracker Player by Classification

Core Back Front Back + Front

Open Back + Open

Front + Open

Network

1010 Aasaanpay AEON Banco Sabadell BlueBamboo CHERRY Circle it Up Clip CommBank Pi Dialog Estel EverPay Flint iKaaz iPay IVeri mPress JUSP Kazcommercbank Mint Mosambee Move and Pay Mswipe MTS POS O2 pay@mobile Payleven Pay-‐Me Russia PagSeguro Payment Pebble PayPocket PayTooSwipe Punto PocketPOS Pogo> Softspace S-‐Pay Mobile Spire/Thyron Swish Vantiv Visalus Vivo Vwalla! Mobile Pay WorldPay YES Bank

2Can Adyen Chase Checkout Cube Ezetap I Love Velvet Intuit Gopayment PayAnywere RevCOIN Sage Payments

Citibank Corduro GlobalBay GoPago Groupon Koupah MRL Posnet Punchey Mobile Pay On Demand Revel

eMobilePOS Kalixia Pro KWI Cloud9 Leaf Lightspeed NCR Next Gen Dine NomadPOS PaySimple payPLUS Retail Cloud Sales Vu ShopKeep Spark Pay Wallmob

Handpoint iZettle Monitise Miura Shuttle Mpowa Payleven QFPay Visa mPOS Swiffpay

Payfirma SumUp Square Tantrum Street/Cartwheel Register PayPal Here

Key – Bold Italics is new to the pyramid as of December 2013

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MPOS Pricing (updated as of November 31, 2013)

Player Pricing

1010 n/a

2Can 2.75% of each transaction

AEON Bt 2,000 for the reader

Adyen €10/month Processing fee varies between 1.60% -‐ 3.95%

BlueBamboo n/a

Chase Checkout Per swipe price based on Paymentech merchant account, card reader is free

Circle It Up n/a

CHERRY n/a

Citibank n/a

Clip n/a

Cloud9 n/a

Corduro Varies, 2.5% per swipe and manual is 2.9% + $.20

CommBank Pi n/a

Cube 2.5% per swipe or 3.5% per key-‐in card information or integration into existing merchant account

Dialog n/a

eMobilePOS n/a

Estel n/a

EverPay n/a

Ezetap Total package less than $50

Flint 1.95% -‐ 2.95% + $0.20/charge

GlobalBay n/a

GoPago 2.85% plus $0.10 on transactions under $12

Groupon Swiped 1.8% + $0.15 per transaction, Keyed 2.3% plus $0.15 per transaction

Handpoint 2.65% per transaction and £9.99 or 1990 ISK monthly fee

I Love Velvet n/a

iKaaz n/a

iPay n/a

Intuit GoPayment $12.95/month and 1.75% swipe and 2.75% entered or 2.75% swipe, 3.75% keyed without monthly fee

iZettle 2.75% for MC and Diner’s Club or 2.95% for AMEX

JUSP 2.5% per transaction and €39 + VAT for the card reader

Kalixia Pro n/a

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Kazcommercbank KZT 7,500 (USD $48.75)

Koupah 2.69% + $.03 per transaction

KWI n/a

Lightspeed $1,098-‐$3,875 per program for one license

Miura Shuttle n/a

Mobile Pay On Demand 2.7%/swipe or 3.5% + $.15 per keyed in

Monitise n/a

Mosambee n/a

Move and Pay n/a

mPowa 25% or minimum charge $0.40 or £0.25 or €0.30. Or 2.95%, depending on country

MRL Posnet n/a

Mswipe n/a

MTS POS Between Rs.200 – Rs.300 per month

NCR Silver

Full hardware package is $499 a month to connect a mobile device. First device is $79/month and additional are up to $29/month. ($.10 per transaction up to $29)

Next Gen Dine $55 per month for a license plus initial hardware package

Nomad n/a

o2 £20 for the POS and 2.75%/transaction

PagSeguro The reader is R$ 118.80

pay@mobile n/a

PayAnywhere 2.69%/swipe

Payfirma

$25 set up fee + $10 monthly fee + 1.99%-‐2.92% + $ .25 / swipe. Minimum monthly fee $40 for processing less than $2,800/month.

Payleven Cost of reader (£89 or 99€) + 2.75%/transaction

PayMeRussia 2.75% for MasterCard, Maestro and Visa payments

PayTooSwipe n/a

PayPal Here 2.7% transaction fee, with no monthly fee. Non-‐swipes up to 3.5%, with a $ 0.15 fee

payPLUS n/a

payPocket n/a

PaySimple $34.95/month and 2.29% + $0.29 / transaction

Punchey .75% + interchange

PocketPOS n/a

Pogo> n/a

QFPay 899 renminbi for the reader and .78%/ transaction

Retail Cloud n/a

RevCOIN 2.55% per transaction or 3.55% +$.15 when card is not present

Revel n/a

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Sage Payments n/a

Sales Vu 2.7% in the US and between 1.73% -‐ 3.26% in Canada

ShopKeep $49 for one register and $98 for two registers per month

Softspace n/a

S-‐Pay MPOS n/a

Spark Pay

Pro Plan $9.95/month plus 1.95 % for swiped, 2.95 % for American Express transactions. A la carte -‐ 2.7% per swipe and 3.7% for keyed in transactions

Spire/Thyron n/a

Square 2.75% per swipe, 3.5% + $0.15 per keyed in. 3.25% in Japan

SumUp 2.75% per transaction

Swiffpay Vary based on country and type of business

Swish HK$498 for reader and 2.99% per transaction Tantrum Street/Cartwheel Register n/a

Wallmob n/a

WorldPay £59.99 for reader and 2.75% per transaction

Vantiv n/a

Visa mPOS Taiwan n/a

Vivo Activation cost R$129.90

YES Bank Rs 2,000 and Rs 250-‐500 per month

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The MPOS Report Context The MPOS Tracker™ organizes the ecosystem into two broad categories: those merchant-‐facing organizations who supply devices to merchants directly and those who “power” those players and supply them with the MPOS hardware, software, tools and services that helps merchant-‐facing organizations meet their customer needs. This, we believe, helps to further establish and define the playing field in what has become a very active space.

What the MPOS Tracker™ is: The MPOS Tracker™ is designed to offer an organizing framework for evaluting the many players that have entered the mobile point of sale (MPOS) sector. For the purposes of the Tracker, we will look at all mobile devices – mobile phones and tablets -‐ and will profile players who enable commerce via either. Consider the monthly MPOS Tracker™ as our best attempt to give the payments space a “playbook” on the MPOS ecosystem and how it is evolving – a sort of “who’s on first” perspective of who’s in it, what their offerings are, and how the market may have evolved month to month. On a quarterly basis, we will do a “deep dive” into the vendors that play in a specific category.

What the MPOS Tracker™ isn’t: At least now, this report isn’t a rating or ranking of the players in this space – this feature will be introduced in Q1 of 2013. It is also probably important to note that we take the information that is provided to us by the vendors as accurate – we have not done our own due diligence to inform the placement of the players on the MPOS Pyramid™. We will conduct diligence to support the rating/ranking feature once introduced.

As we stated in our first report (October 2012), the MPOS ecosystem is moving quickly and this report is by no means complete – which is why we have chosen to do monthly updates. Further, information about the players is available in varying degrees of completeness. Details about volumes and shipments – the information that everyone finds most valuable – is not publicly available. In fact, our big wish is to publish an aggregate number of MPOS shipments so that we can track how this market moves in more quantifiable terms. We thank those who have provided us with that information, so far, but would more so that our report can be complete. We will not publish this information for any individual player but will only publish an aggregate number as available. If you would like for your numbers to be added to the total aggregate MPOS Tracker™, please contact us at [email protected].

If you would like to be included in this report and/or would like your information to be updated, please contact us at [email protected] and we will send you the data sheet required for submission. Further, if you would if you would like to be included in our ratings and ranking, please indicate this as well so that we can send along our more detailed questionnaire for you to complete.

Why is MPOS Relevant? The diffusion of smartphones worldwide has revolutionized the payments industry in a variety of ways. Mobile phones are being considered (and trialed) in both the retail payments environment and the acceptance/point of sale environments. “Going mobile” today now means that both customers and merchants are able to gain tremendous efficiencies at a point of sale that can accommodate the form factors that consumers use today -‐ the plastic card – and move that point of interaction closer to the customer. Merchants large and small are able to gain business efficiencies as well as new customers and sales.

Along the way, card readers have been transformed into tiny devices that plug into the headset jacks of mobile phones and tablets, turning these powerful IP-‐enabled computing devices into mobile point of sale terminals-‐ thus the MPOS acronym. But the power goes well beyond card acceptance anywhere, by anyone. These mobile point of

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sale devices leverage existing payments functionality and infrastructure which means that the chicken and egg issues typically associated with new payments entrants don’t exist. MPOS card readers enable the acceptance of the plastic cards that consumers carry in their wallets today and like to use.

MPOS may have started life as a way to enable casual sellers and small merchants to accept cards, but it is quickly moving up the merchant supply chain. MPOS actually started life way back in 2008 – before Square -‐ in the mobile “field services” space enabling tradespeople and other field service personnel to deliver their services and generate both an invoice and a payment on site. Square applied this concept to the micro merchant who was unable to accept anything other than cash or check. Now, Tier One retailers are turning tablets into cash registers and moving payment and check out to wherever the consumer happens to be in the store. Clearly, MPOS is reinventing the entire commerce experience for all types of merchants and consumers.

Quite naturally, given the “perfect storm” of mobile devices, consumers and plastic cards and existing payments rails, the market has seen an explosion of POS players enter the market. MPOS players can be divided into two camps: the dozens of players who supply devices to merchants and the universe of players who “power” those players and provide them with the MPOS hardware, software and enabling platform functionality needed to meet the needs of their customers. The capabilities of those who “power” the suppliers range greatly, and as a result, the MPOS offerings in market today exhibit a wide range of functions from basic payment card acceptance and processing (eg. Groupon Payments) to enabling a merchant/consumer network (e.g. Square).

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