Mobile Payments - Insights from the German Twittersphere

Twitter Intelligence Update – March 2013

Mobile Payments Insights from the German Twittersphere

Starling140 - Twitter Business Intelligence

German and International Competition Multiple payment players and technologies vying for market share


Research Methology

3

Insights on mobile payments from the German Twittersphere

German and English language tweets originating from German-based Twitter authors on mobile payments 3,850 high-quality tweets on mobile payments (spam and low value tweets removed) Sourced from 1,790 Twitter authors, with a combined estimated reach of 4.2 million followers Research time frame: 1 November 2012 to 28 March 2013

http://cartodb.com/


Report Contents

Conversations

• Buzz Volume

• Locations

• Trending Hashtags

• Trending Keywords

• Topics

• Customer Segments

• Trending Stories

• Share of Conversation (SOC)

Brands

• Share of Voice (SOV)

• Topic Breakdown

• Sentiment Analysis

• Trending Stories

• Trending Hashtags

• Trending Keywords

People

• Digital Online Influencers (DOLs)

• DOL Buzz and Reach

• DOL Trending Stories

4


Key Findings

Key Insights

Mobile payments is a dynamic topic of Twitter discussion in Germany. Many conversations are brand oriented: 1 of every 4 tweets on mobile payments mentions a specific brand or company, with attention given to both local German providers and global players such as Apple Passbook.

Conversations

Buzz volumes average 25 high-quality tweets per day. Conversations focus on news (e.g. product releases, events) and user experience (e.g. personal use and opinions of mobile payment, apps, and technologies)

SOV (March 2013)

Passbook 29%

Wirepay 11%

Fidor Bank 11%

Google Wallet 10%

Targo Bank 7%

Brands

Apple Passbook continues to lead brand share of voice, with strong volumes of tweets around the CEBIT 2013 conference in early March, in which CEBIT offered and promoted mTickets via Passbook.

People

Top influencers drive a significant majority of mobile payments conversations in Germany: over 80% of tweets from top 35% of twitter users. Top stories shared (tweets and retweeted) by influencers focussed on NFC technology.

5 Source: Starling140 analysis

Conversations


Buzz Volume: Monthly Trend

7

03/13 02/13 Monthly Average

Current Month % vs. M-1 absolute % vs. AVG absolute

Total Tweets 696 -34% 1'050 -10% 770

Total Authors 453 -29% 636 -7% 486

Tweets per Author 1.5 -7% 1.7 -3% 1.6

Followers Reached 946'340 -51% 1'925'944 -22% 1'213'439

Avg. Followers per Author 2'089 -31% 3'028 -16% 2'495

Retweets by Followers 0.13 -13% 0.15 -4% 0.14

Retweets by Authors 0.28 -18% 0.34 -17% 0.34

696

1050

832 738

533

453 636 539 467

337

03/1302/1301/1312/1211/12

Tweets Nutzer


11

36

26

18

8

11

28

38

31

19

33

10

5

1614

31

41

45

17

11

25

38

3536

41

9

17

46

Do 2

8.0

3

Mi 27.0

3

Di 26.0

3

Mo 2

5.0

3

So 2

4.0

3

Sa 2

3.0

3

Fr

22.0

3

Do 2

1.0

3

Mi 20.0

3

Di 19.0

3

Mo 1

8.0

3

So 1

7.0

3

Sa 1

6.0

3

Fr

15.0

3

Do 1

4.0

3

Mi 13.0

3

Di 12.0

3

Mo 1

1.0

3

So 1

0.0

3

Sa 0

9.0

3

Fr

08.0

3

Do 0

7.0

3

Mi 06.0

3

Di 05.0

3

Mo 0

4.0

3

So 0

3.0

3

Sa 0

2.0

3

Fr

01.0

3

Total Tweets

Buzz Volume: Current Month

8 Source: tweets (n=696) and users (n=453) for mobile payments

Average of 25 tweets per day on mobile payments in Germany

Weekends in yellow


Buzz Volume: Location

9

Berlin, Munich, and Hamburg generated two-thirds of mobile payments tweets

Source: tweets by self-identifyiedcity in user profile, n=388

91

66

64

35

26

15

10

32

10

7

55

45

34

18

18

14

8

8

7

6

Berlin

München

Hamburg

Düsseldorf

Frankfurt

Köln

Bonn

Hannover

Stuttgart

Münster

Tweets Users

http://cartodb.com/


Leaderboard: Hashtags

10

Most used hashtags (#) in mobile payment conversations

Source: Starling140 analysis, March 2013, hashtags ranked by users

Note: Twitter hashtags are not case sensitive

95

54

19

15

10

15

39

6

5

16

42

24

14

11

8

7

6

5

5

5

#NFC

#Mobile

#passbook

#payment

#CeBIT

#Banking

#INVE

#smcmuc

#android

#MobilePayments

Tweets Nutzer


Leaderboard: Word Count

11 Source: Starling140 analysis, March 2013, word count frequency in mobile payments tweets, n=1100

Most used keywords in mobile payment conversations

Note: Keyword analysis excludes a short, common function words e.g. the, and, it, etc.


Leaderboard: Word Count (without Mobile, NFC, Payment, Bezahlen)




Topics: What People Talk About

13

Change (% vs. previous month) # Tweets

News continues to dominate conversations

-23%

-34%

-9%

-22%

+62%

+13%

-50% +0% +50% +100%


69

9

61

83

114

Academia &

Research

Blogger Industry Media Professionals

Segments: Who is Talking

14

21%3%

18%

25%

33%

Professionals (e.g. Executives, Entrepreneurs, Consultants) lead discussions

Source: analysis of user profiles, n=336


3

41

69

64

97

5

27

36

38

33

1

28

30

37

36

2

9

13

14

14

7

14

12

14

2

4

8

5

0% 20% 40% 60% 80% 100%

Academia &

Research

Blogger

Industry

Media

Professional

News User Experience Brands Research Business Cases Security

Topic Breakdown by Customer Segment

15 Source: accounts which tweeted on mobile payments during 01.03.13-28.03.13


10.5%

2.9%

1.9% 1.7%

0.6% 0.5%

8.3%

3.2%2.9%

3.2%

2.0%

1.1%

Passbook Wirepay Google Wallet Fidor Bank TargoBank Docomo

02/13 03/13

Brand Share of Conversation (SOC)

16 Source: total number of Tweets, RTs and mentions for selected brand keywords, 01.03.13-28.03.13

Mentions as percent of total mobile payments conversation

Apple‘s Passbook mentioned in over 10% of mobile payment tweets


@BMWi The Future is … NOW! #BMWi announces partnership with

mobile payment experts NOW! Innovations

@furukama

"The SIM card is the credit card of Africa" - 40% of Kenya's GDP

goes through mobile payment

@COMPUTERBILD

SumUp stellt ein neues Bezahlkonzept vor. Ohne das Smartphone

aus der Tasche zu holen, begleicht ihr eure…

@schmitt_it Online-Banking: Tübinger Studenten stellen NFC-TAN vor:

Wissenschaftler und Studenten der Universität Tübingen...

@dennyf Man kann bei Netto nun via NFC bezahlen. Gut, dass man dafür

mit dem iPhone wirbt :D

Benedikt Koehler

COMPUTER BILD

Peter Schmitt

dennyf

Mobile Payment Top Stories

17

Rank User and Tweet Source

1

2

3

4

5

https://twitter.com/BMWi/status/31624778938017382

6/photo/1

http://www.nowinnovations.com/

http://worlddays.info/

http://www.computerbild.de/artikel/cb-News-Handy-

SumUp-Smartphone-Bezahlen-8180856.html

http://www.cio.de/finance-forum-

germany/2908475/?qle=rssfeed_

no link

BMW i

Source: most retweeted or mentioned Tweets , 01.03.13-28.03.13

https://twitter.com/BMWi/status/316247789380173826/photo/1http:/www.nowinnovations.com/





http://www.computerbild.de/artikel/cb-News-Handy-SumUp-Smartphone-Bezahlen-8180856.html













http://www.cio.de/finance-forum-germany/2908475/?qle=rssfeed_





http://twitter.com/schmitt_it

http://twitter.com/dennyf

http://twitter.com/BMWi

Brands


Brands: Share of Voice (VOC)

19

Apple’s Passbook maintains lead in mobile payment conversations

Source: total number of Tweets, RTs and mentions for brand keywords

Mentions as percent of total mobile payments brand conversation

29%

11%

10%

11%

7%

0% 5% 10% 15% 20% 25% 30% 35%

Apple

Wirepay

Google

Fidor Bank

TargoBank

SoV 02/13 SoV 03/13

+1%

+41%

+92%

+135%

+348%

+0% +100

%

+200

%

+300

%

+400

%


Brand Leaderboard: Hashtags

20

19

8

10

8

4

6

4

3

5

7

14

7

5

5

4

4

3

3

3

3

#Passbook

#NFC

#CeBIT2go

#targobank

#Mobile

#girogo

#paperless

#MobilePayments

#CeBIT

#mTicketTweets Nutzer


Brand Conversations: Word Count




@COMPUTERBILD

SumUp stellt ein neues Bezahlkonzept vor. Ohne das Smartphone

aus der Tasche zu holen, begleicht ihr eure…

@cebit Have you seen our #tutorial? How to... #login #mTicket #passbook

#route #search #QRcodes with the app #CeBIT2go

@ambajorat Partnerschaften sind der weg - Payments giant Heartland to roll

out LevelUp mobile payment tech nationally.

@Ulf_Valentin

Apple’s Passbook polishes the traveller experience says HRS

@jonwestgb.

@TARGOBANK

Was macht die #TARGOBANK aus? Welche Vorteile machen den

täglichen Umgang mit Geld einfacher? Antworten auf.

CeBIT

André M. Bajorat

Ulf Valentin ©

TARGO BANK

Brand Conversations:Top Stories

22


1

2

3

4

5

COMPUTER BILD

http://www.computerbild.de/artikel/cb-News-Handy-SumUp-

Smartphone-Bezahlen-8180856.html

https://www.facebook.com/media/set/?set=a.1015261005798

0626.1073741827.311497245625&type=3

http://www.bizjournals.com/boston/blog/startups/2013/03/level

up-partners-with-heartland-on.html

http://www.eyefortravel.com/mobile-and-

technology/apple%E2%80%99s-passbook-polishes-traveller-

experience

https://www.so-geht-bank-heute.de/

Source: most retweeted or mentioned Tweets with brand keywords, 01.03.13-28.03.13
















http://www.bizjournals.com/boston/blog/startups/2013/03/levelup-partners-with-heartland-on.html










http://www.eyefortravel.com/mobile-and-technology/apple%E2%80%99s-passbook-polishes-traveller-experience













http://twitter.com/cebit

http://twitter.com/ambajorat

http://twitter.com/Ulf_Valentin

http://twitter.com/TARGOBANK


1

7

3

9

20

2

1

5

5

2

15

3

7

5

8

23

1

2

1

4

1

1

0% 20% 40% 60% 80% 100%

Academia &

Research

Blogger

Industry

Media

Professional

Total

News User Experience Brands Research Business Cases Security

Source: total number of Tweets, RTs and mentions for „passbook“ keyword, 01.03.13-28.03.13, starling140 analysis

Apple Passbook: Top Themes and Segments

23

5

1

13

9

12

Academia &

Research

Blogger Industry Media Professionals

19

10

4

7

5

2

2

2

1

1

14

5

3

3

3

2

2

2

1

1

#Passbook

#CeBIT2go

#paperless

#mTicket

#CeBIT

#iOS

#Lufthansa

#Mobile

#sbchatde

#AppsTweets Nutzer

Top Hashtags

Top Segments

Tweets by Content and Segments

2

7

13

121211213

1

7

122

9

333

11

64

2114

Do 2

8.0

3

Mi 27.0

3

Di 26.0

3

Mo 2

5.0

3

Fr

22.0

3

Do 2

1.0

3

Mi 20.0

3

Mo 1

8.0

3

So 1

7.0

3

Mi 13.0

3

Di 12.0

3

Mo 1

1.0

3

So 1

0.0

3

Sa 0

9.0

3

Fr

08.0

3

Do 0

7.0

3

Mi 06.0

3

Di 05.0

3

Mo 0

4.0

3

So 0

3.0

3

Sa 0

2.0

3

Fr

01.0

3

Do 2

8.0

2

Mi 27.0

2

Di 26.0

2

So 2

4.0

2

Fr

22.0

2

Do 2

1.0

2

Total Tweets

Buzz Volume, 30 Days


@vapiano

Die Vapiano App verfügt ab sofort über die neue Passbook-

Integration! Für noch mehr Zeit, den Besuch bei Vapiano zu

genießen.

@cafefuture

Vapiano integriert Apples 'Passport' in eigene App: Drei Monate

nach der Veröffentlichung der neuen Passbook App…

@ambajorat Square integrates Apple’s Passbook and introduces gift cards for iOS app users

@Mac_Life iOS 6.1 gestaltet das Finden von Passbook-Apps einfacher

@moritzzimmerman

Who said that Passbook only works on iPhones? #PassWallet nicely does the exact same thing on my Android.

Sabine

André M. Bajorat

Mac Life

Moritz Zimmerman

Apple Passbook: Top Stories

24


1

2

3

4

5

Vapiano

No link

http://www.cafe-

future.net/news/pages/show.php?id=27104

http://thenextweb.com/apps/2012/12/09/square-

integrates-apples-passbook-and-introduces-gift-cards-

for-ios-app-

users/?utm_source=feedburner&utm_medium=feed&ut

m_campaign=Feed%3A+TheNextWeb+%28The+Next

+Web+All+Stories%29

http://www.maclife.de/iphone-ipod/software/ios-61-

gestaltet-das-finden-von-passbook-apps-einfacher

No link

Source: most retweeted or mentioned Tweets , 01.03.13-28.03.13

http://www.cafe-future.net/news/pages/show.php?id=27104



http://thenextweb.com/apps/2012/12/09/square-integrates-apples-passbook-and-introduces-gift-cards-for-ios-app-users/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+TheNextWeb+(The+Next+Web+All+Stories)

























http://www.maclife.de/iphone-ipod/software/ios-61-gestaltet-das-finden-von-passbook-apps-einfacher



















http://twitter.com/Vapiano

http://twitter.com/cafefuture


http://twitter.com/Mac_Life

http://twitter.com/moritzzimmerman

People


Discovering Key Influencers in Mobile Payments

26

Does the account regularly tweet information which is on-topic and high quality?

+1 +1 +2

Is the account followed, mentioned, or retweeted by other subject matter experts?

Each account assigned a topic-specific influence score

+2

The process behind identifying subject matter experts

http://twitter.com/Vapiano

http://twitter.com/cafefuture


http://twitter.com/Mac_Life

http://twitter.com/moritzzimmerman


Source: extract from key influencer database using weighted algorithm based on follower count, quality, and frequency of tweets on mobile payments.

Top Opinion Leaders

27

Profile User Name User Type Country User Type Total Followers Tweets Retweeted

Key

Influencer

Score

Previous

Month

Rank

Change

IdentivePayment Industry de Industry 3'453 31 15 100% 12 +10

ficoba Media de Media 2'922 5 1 100% 6 +3

ambajorat Industry de Industry 926 16 3 88% 2 -2

cebit Media de Media 9'315 7 6 88% 8 +3

TARGOBANK Industry de Industry 251 7 1 88% - New

schmitt_it Specialist de Specialist 61'290 2 4 88% - New

TheCommsCulture Specialist de Specialist 1'109 9 1 75% 42 +34

IdentiveFrance Specialist de Specialist 402 5 0 75% - New

wahlborn Blogger de Blogger 1'429 4 1 75% 17 +7

contactlesscity Industry de Industry 652 3 1 75% 14 +3


03/13

Current Month % vs. M-1 absolute % vs. AVG absolute

Total Tweets 582 -12% 662 +27% 460

Total DOLs 163 -17% 197 +9% 149

Tweets per DOL 3.6 +6% 3.4 +16% 3.1

Followers Reached 585'420 -28% 814'960 +4% 564'494

Avg. Followers per DOL 3'592 -13% 4'137 -5% 3'789

Retweets by Followers 0.40 +33% 0.30 +40% 0.29

Retweets by DOLs 0.61 -20% 0.76 -7% 0.66

02/13 Monthly Average

Digital Opinion Leaders (DOLs) – Buzz Volumes and Reach

www.starlingpartners.com 28

582

662

397377

281

163197153130102

03/1302/1301/1312/1211/12

Tweets by DOLs Opinion Leaders

Source: Tweets on mobile payments keywords and analysis of user influence , 01.03.13-28.03.13


Social Network of Key Influencers

29

Size of Circle = # followers in mobile payments

Follower relationships reveal 4 clusters of infleuncers

Source: most influential accounts tweeting on mobile payments, 01.03.13-28.03.13


@schmitt_it Online-Banking: Tübinger Studenten stellen NFC-TAN vor:

Wissenschaftler und Studenten der Universität Tübingen...

@dennyf Man kann bei Netto nun via NFC bezahlen. Gut, dass man dafür

mit dem iPhone wirbt :D

@IdentivePayment Cashless parking made possible with the magical 'touch' of NFC

stickers #INVE #Cashless #NFC @parking_net

@IdentivePayment Mobile payments set to take off in 2013. #INVE #MobilePayments

#NFC @New_Europe

@cebit Have you seen our #tutorial? How to... #login #mTicket #passbook

#route #search #QRcodes with the app #CeBIT2go

dennyf

Identive Consumer ID

Identive Consumer ID

CEBiT

Opinion Leaders: Top Stories

30


1

2

3

4

5

Peter Schmitt http://www.cio.de/finance-forum-germany/2908475/

no link

http://www.parking-net.com/parking-news/cashless-parking-

nfc-sticker

http://www.neurope.eu/article/mobile-payment-take-2013

https://www.facebook.com/media/set/?set=a.1015261005798

0626.1073741827.311497245625&type=3

Source: most retweeted or mentioned Tweets from influential accounts, 01.03.13-28.03.13

http://www.cio.de/finance-forum-germany/2908475/






http://www.parking-net.com/parking-news/cashless-parking-nfc-sticker


















https://www.facebook.com/media/set/?set=a.10152610057980626.1073741827.311497245625&type=3

https://www.facebook.com/media/set/?set=a.10152610057980626.1073741827.311497245625&type=3

http://twitter.com/IdentivePayment

http://twitter.com/IdentivePayment

http://twitter.com/cebit

http://twitter.com/dennyf

http://twitter.com/schmitt_it


31

Download this report: http://bit.ly/twitter-mobile-payments-germany

Starling GmbH Binzmühlestrasse 170a, 8050 Zürich, Switzerland www.starling140.com

Gerold Geis [email protected]

Kevin Michels-Kim [email protected] @ubermarketer

ANALYTICS BY

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Technology

Mobile Payments - Insights from the German Twittersphere