Main Takeaways: -Companies and business models which payments are not the main focus, but an invisible and profitable part of it -How to merge a smoothly retail and payment experience -How these companies make money through payments and financial services

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5. Challenges in Developing Products
Focused on Emerging Countries
By Bruno Martucci

6. Agenda
6
•My background
•Who are the users?
•Main challenges on developing products
•Companies competing for customers: model and overview
•Zooming in: merging retail and payment experience

7. Professional Background – Bruno Martucci
• 12+ years experience in payments
• Credit cards, financial services, banking, insurance
• Ecommerce, prepaid cards, wallets, acquiring, checkouts
• UX / UI
• Startup, Agile/SAFe
7

8. Who are the users?
8
•Digital native: born handling
smartphones
•Real live is social media
•Digital payments part of life
•Ecommerce on daily routine
•Used to streaming content
•Apps: Instagram, TikTok
TikToker
•Digital adapted: from PCs to
smartphones
•Real life and social media
•Cash, debit and credit card
and some payment apps
•Brick and mortar stores for
most part of purchases
•From VHS, to DVD to Netflix
•Apps: Facebook, WhatsApp
Outlooker
•Not digital
•Real life as it is
•Cash based
•Brick and mortar stores for all
purchases
•TV and cable TV
•Apps: phone calls, WhatsApp (!)
Nokiar

9. Main challenges on developing products
9
Local regulation
AML &
Fraud Prevention
GDPR & data
policy
Credit score
Sales channels
UX
Interaction flow
Device used
Smartphone
Font size
Language
Merge brick and
mortar world with
digital ecosystem
Information flow &
connection

10. Companies competing for customers: model and overview
10
•Deployed solutions to solve
specific users’ pains
•Few solutions at the
beginning
•100% digital
•Flexible platforms, agile to
scale and easy to adapt
•First movers
Fintechs
•Pushed to go digital by impact
of fintechs and customers
feedbacks
•Many products offered, not
the best UX though
•Strong credit offer
•Not so fast followers
•Solutions based on desktop
access and not apps
Banks
•Pushed to digital as an answer
to online marketplaces
•Digital tools as a marketing
strategy at first step
•Identified ecommerce and
marketplace opportunities to
grow: from brick and mortar
to apps
•Struggle to create
omnichannel sales
Retail
1

11. Companies competing for customers: model and overview
11
•Focused on growth and MAU,
not high margin or profitability
•App based
•Main users: young
generations; unbanked people
Fintechs
•Focused on margin and
profitability
•Mindset focused on brick and
mortar branches
•Developed own solutions
•Main users: formal workers
and adults; banked people
Banks
•Focused on margin,
profitability and reducing
payment costs
•Partnered with BaaS
companies to fast develop
solutions
•Main users: unbanked; middle
class
Retail
2

12. Companies competing for customers: model and overview
12
•Commissioning
•Lead generation
Fintechs
•Interest rates
•Maintenance fees
•Pay per user services
(withdrawals, card issuance,
loans)
Banks
•Commissioning
•Sales increase - own
ecosystem
•Marketplace model – fees per
sales
Retail
3
Main revenue sources

13. Zooming in: merging retail and payment experience
13
•Unique registration
•Language
•Payment methods - installments
•Pick up in store option
•Fast shipment
•Detailed info of products
•In store WiFi access
•Personalization
•Exclusive offers – in app
•Payment methods - installments
•Buy in store, delivery to home
•Return a product to store
+
Traditionally, retailers offered private
label and co-branded cards to
consumers, to increase engagement
through exclusive offers and loans…
…However, there more efficient ways
to increase engagement by merging
payments and retail, not limited to
NFC or QR Code payments

14. 14
Nowadays, a customer can install and uninstall an app in a few
seconds, the same velocity a traditional retailer or bank is forgotten by
the rise of a new player with better UX
Thank you!
Changes take seconds, not years…

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