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France

Mobile Commerce Clusters

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Mobile Commerce Clusters
Measures partnerships among banks, mobile networks, and governments.
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Environment

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Environment
Measures economic, technological, and demographic factors within a market.
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Infrastructure

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Infrastructure
Measures the sophistication and penetration of the mobile phone industry and NFC terminalization.
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31.2

Consumer Readiness

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Consumer Readiness
Measures how familiar with, how willing to use, and how frequently consumers are currently using all three types of mobile payments.
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Financial Services

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Financial Services
Measures the effectiveness and penetration of consumer financial products.
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Regulation

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Regulation
Measures legal and regulatory structures and how they affect businesses.
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Summary

With a superb Environment ranking, and excellent performance in the Financial Services and Regulation components of the MasterCard Mobile Payments Readiness Index, France presents a study in contrasts, as do several of the developed economies surveyed. France ranked low enough in the Consumer Readiness, Infrastructure, and all-important Mobile Commerce Cluster components of the Index to rank 23rd overall, with a final score of 31.2.

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What you need to know:

M-commerce frequency in France is 5%, nearly half the Index average of 9%
P2P frequency is 1%, compared with an 8% Index average
POS frequency is 1%, compared with a 5% Index average

Country Overview

Market Forces

France scored higher than average on household consumption expenditure, $24,126 versus the 34-country average of $11,015. In addition, France had a high percentage of individuals using the Internet (80 percent versus the average of 51 percent), a high percentage of population residing in urban areas (86 percent versus an average of 69 percent), and perhaps most important, did well on the extent to which information and communication technologies are creating new business models, services, and products (83 versus the average of 72).

But France ranked below average on the number of mobile telephone subscriptions, below average on annual investment in telecom ($8 billion versus the Index average of $10 billion), and low on revenue from mobile services as a percentage of revenue from all telecommunication services (43 percent versus the average of 52 percent).


Consumer Sentiment

It was the consumer scores that presented the most puzzling news. France's consumer scores were low, and where they weren't low, they were not positive in light of other numbers: While France scored a 28 percent level of familiarity with m-commerce versus the Index average of 20 percent, and 17 percent familiarity with mobile payments at POS versus an Index average of 11 percent, both these familiarity measures were significantly lower than actual willingness—12 percent versus a 21 percent average for m-commerce, and seven percent versus an Index average of 17 percent for POS.

As is true in other large economies in the European heartland, France's payments picture is hard to figure out. With high per capita income and outlay coupled with heavy Internet usage, France is also one of the last remaining holdouts—along with the United States and to a certain extent, Canada—using checks.

All these factors suggest a population entrenched in its ways, which will need significant incentives to move from tried-and-true payments methods to one on the cutting edge of technological innovation.

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GLOBAL PERSPECTIVE ON CONSUMER SENTIMENT IN FRANCE

Relative to the Index average and leading countries, how do consumers feel about mobile payments?

54% - France
Country Score Index Average Leading Country

MasterCard Conclusion

In France, as in other developed economies, it's the disparity in scores as much their individual numeric values that, besides lowering the country's overall position on the Index, indicates market anomalies. Here, as elsewhere, high Internet penetration suggests that the place to begin is m-commerce.

31.2
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