DCB market drivers: Smartphones, digital content, ease of use
The DCB market came into existence as an alternative payment method; it uses a consumer’s mobile bill (pre-paid credit or post-paid monthly bill) as the means to pay for digital content or services. The market started before the widespread adoption of smartphones with the provision of premium SMS. That market ended up hitting regulatory roadblocks; too many people did not realise they had signed up for them and there were unscrupulous operators. DCB then evolved as a means to pay for products on PCs, mainly computer games. It offers a good way to make smaller payments as these typically do not hit carrier monthly credit limits and it provides a simpler way to pay for things than repeatedly having to enter card details. With the advent of the smartphone came a new market: digital content consumed and paid for on the mobile. Having a simple, frictionless way to pay is even more important on a phone. Typical content that is paid for with DCB includes games for computers, consoles and phones, music, video and apps. To a lesser extent, DCB can be used for physical goods.
Based on data from Worldpay, the DCB market makes up c 1% of the total e-commerce payments market by value of transactions processed. Card payments are still the single largest method of payment, at c 40% of payment volume, followed by eWallets at c 30% (eg PayPal, Alipay) and bank transfers at c 10%. According to estimates from Ovum in 2019 (source: Boku annual report), the DCB market processed transactions worth $26bn in 2018 and this is forecast to grow to $49bn by 2023 (CAGR 13.5%). Juniper Research estimates that digital content transactions paid for via carrier billing totalled $11.3bn in 2015 and forecasts this to rise to $47.0bn by 2020 (CAGR 33%). The GSMA estimates there was a global installed base of 4.4bn smartphones at the end of 2017 (57% of mobile connections) and this is likely to grow to 6.9bn by the end of 2025. More subscribers upgrading to smartphones is likely to increase demand for digital content that can be consumed on the mobile. We summarise below the key benefits of DCB for consumers, merchants and MNOs.
Consumer: Frictionless payment method
DCB provides a payment method to consumers who do not have a debit or credit card but do have a mobile phone, who are concerned about the security risks of using their card online or do not want the inconvenience of entering card details every time. According to the GSMA, there are 5.2 billion unique mobile subscribers globally. With roughly 5.7 billion of the global population aged 15 or over, c 1.7 billion adults still do not have a bank account. As Boku is focused on developed markets, the lack of a bank account is less of an issue. Instead, the ease of use tends to be the most appealing factor, particularly when using Boku Account.
Merchant: One connection to access customer acquisition network
Through one connection to Boku’s platform, a merchant can access a large number of carriers and their subscribers; there is no need for the merchant to connect individually to each carrier. Boku’s carrier connections encompass 3.2 billion subscribers globally. This gives merchants access to a market that might not otherwise buy their products. This also explains why they are willing to offer DCB despite its high cost compared to card payments, as they view the fees as a combination of a payment processing fee and customer acquisition cost. Billing success rates tend to be higher than with cards, as there is the ability to retry a consumer when they have topped up their credit, and phones do not suffer from expiry dates. Active monthly users have grown 68% over the last year, from eight million at the end of 2017 to more 13.5 million at the end of 2018, highlighting Boku’s success in bringing on board paying end-customers. On average, a merchant moving onto Boku’s platform can expect to see a 20% uplift in volumes.
Carrier: One connection to access incremental revenue opportunities
Through one connection to Boku, a carrier can support a variety of merchants and drive incremental revenue streams. The carrier can typically earn 5–15% of the transaction value for delivering customers to merchants. It can also access anonymised and aggregated data on subscriber demographics and behaviour, to aid in customer acquisition and retention. Offering subscription services as part of a bundled contract can also increase subscriber retention.
For content acquired from an app store using DCB, a typical revenue split could see the app developer earn 70%, the app store 15%, the carrier 12% and Boku 3%. Both the merchant and the carrier benefit from a material proportion of the value of the content sold. Boku’s margin will vary in size depending on the work undertaken to enable the payment (see page 14 for further detail on the business model).
Boku has been successful in signing up the largest merchants in several key digital content categories. In some cases, Boku is the sole DCB provider. In others, the merchants split the carriers across two or more DCB providers.
Games: Well established demand for DCB
The games market was one of the first to make use of DCB. The games market can be divided into those games downloaded to play on consoles (PlayStation, Xbox, Wii), those played on a PC and those played on a mobile device (smartphone, tablet). The chart below shows forecasts for the growth of the gaming market by the device used. The overall CAGR from 2017 to 2021 is forecast at 10.3%, with particularly strong growth for smartphone games of 19.1% (source: NewZoo).
Exhibit 6: Revenues from sales of games (US$bn)
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Source: NewZoo, June 2018
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Boku supports Sony and Microsoft, which together made up at least 75% of the console market in terms of combined hardware, software and services revenues in 2016 (source: IHS). Boku has worked with Sony since 2013, providing its service in Belgium, France, Germany, Japan, Spain, Switzerland and the UK. Boku has also signed up a large number of games companies that often sell their games via their own websites. This includes companies such as Activision Blizzard, and Tencent Riot. In many cases, gamers subscribe to services that entitle them to upgrades and access to other online players, making Boku’s subscription payment services ideal for this application. Boku also works with Xsolla, a games payment services provider.
A longstanding customer for social gaming is Facebook, which has historically also used Zong (acquired by PayPal in 2011) for carrier billing. While the size of this market is in a slow decline, we understand that Boku has now taken over all of Zong’s connections. This should enable Boku to generate relatively stable revenues from this market in the medium term.
Music: Rapid growth in paid streaming services
The streaming market has turned the tide of declining revenues for the music industry. The majority of music streaming services offer a free, ad-supported service, which can then be upgraded to a premium paying account that is ad-free. Although Apple had a head start in the music market with its iTunes download service, Spotify has become the leader in terms of paid subscribers. The table below shows market shares as at June 2018. Since then, Spotify has grown its paid subscriber base from 83 million to 96 million.
Exhibit 7: Music streaming market share by paid subscribers, June 2018
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According to the IFPI, by the end of 2017 there were 176 million subscribers paying for streaming services (+57% y-o-y) driving 41% growth in music streaming revenues to $6.6bn. Streaming revenues made up 70% of digital revenues, which in turn made up 54% of total recorded music revenues in 2017. According to Statista, music streaming companies generated revenues of $9.6bn in 2017 and this is forecast to increase to $13.1bn by 2023 (CAGR 5.2%).
DCB offers a convenient way for mobile subscribers to upgrade their accounts from basic to premium and the subscription nature of the payment fits well with the monthly payments subscribers are used to making for their mobile phone service. Several operators bundle music services with their monthly plans, with free trial periods for services such as Spotify or Apple Music.
Boku has a strong position in this market. It has worked with Spotify for a number of years, initially demonstrating the power of DCB as a customer acquisition tool. Spotify saw a 20% uplift in activation rates by defaulting to Boku as the payment mechanism. The relationship started in the UK and has since rolled out into other European countries (France, Germany, Italy, Switzerland, Turkey), Asia-Pacific (Australia, Japan, Malaysia, the Philippines and Taiwan) and the US.
Boku also works with Deezer in Germany, Ireland and the UK. Through the Apple relationship, Boku also supports the Apple Music streaming service as well as music downloads from iTunes. We understand that Boku also works with a number of smaller streaming services.
App stores: Apple later to the DCB party
The two main app stores, Apple’s App Store and Google Play, generated gross consumer spending of $46.6bn and $24.8bn respectively in 2018 (source: Sensor Tower). According to App Annie, total spend in mobile app stores exceeded $100bn in 2018. For now, Google Play is unable to operate in China, whereas Apple’s App Store is present there. Many Android-based app stores operate in China, for example Tencent’s myapp and Xiaomi’s app store.
Other large app stores include the Microsoft Store, the BlackBerry World store and Amazon Appstore. There are a number of country-specific app stores, eg Yandex in Russia, and a number of MNOs and handset manufacturers have their own app stores.
Boku’s most significant customer in this market is Apple. Until 2015, Apple did not offer DCB as a payment method for its App Store. Towards the end of 2015, Apple launched DCB for subscribers of O2 in Germany and Beeline in Russia. It has since expanded the service to cover 38 countries, with a total of 78 operators offering the service. While not exclusive, so far we believe Boku is the sole provider of DCB to Apple. We expect that Apple will continue its geographic roll-out.
Boku also supports the Microsoft Store (previously known as Windows Store), where consumers can buy software, apps and games. Boku supports Google Play in six countries. Google Play leaves the choice of whether to offer carrier billing to the carriers. It has a variety of carrier billing providers serving it as well as a number of direct connections to the carriers. Last year, Huawei signed up to use Boku for its own app store.
Boku estimates that it currently processes c 40% of app store DCB volume.
Avoiding the app store fees
Some of the largest merchants have decided to bypass app stores in favour of connecting with customers directly, in order to save the 30% commission retained by the app stores. On the back of the critical mass of direct customers it gained through making Fortnite on Android only available through its website, Epic has launched its own games store. It allows game developers to retain a higher proportion of game revenues than offered by the app stores and games specialist Steam. Spotify no longer allows customers to upgrade to its premium service via the app stores; instead it directs users to its own website. It has also started litigation in Europe, making an application to the EU that Apple’s app store is anti-competitive. Netflix now directs both iOS and Android users to its own website. This makes it critical that Boku maintains direct relationships with merchants as well as supporting the app stores. For the majority of merchants, the app stores provide a vital route to customer acquisition, and it is only the very large merchants that have built a critical mass of customers and have high brand recognition that can consider bypassing the app stores.
Video streaming: Less exposure to date, but now growing
Video streaming is another key digital content market. Exhibit 8 shows the expected growth in revenues and subscribers from 2017 to 2023. The largest video streaming company, Netflix, had 139.3 million paying subscribers by the end of 2018, up from 110.6 million at the end of 2017 (+26%).
The market is made up of content aggregators and content producers. The largest players, Netflix and Amazon Prime, both aggregate and produce content, whereas YouTube and iTunes are content aggregators and Hulu is owned by four major US TV studios (21st Century Fox, Comcast, Walt Disney Company and Time Warner). Smaller, local players tend to be content producers, eg HBO Now in the US, ALTBalaji in India.
Netflix has trialled the service with Boku and we understand it is now using it in a handful of countries. The pace of growth will depend on Netflix’s rollout plans for DCB. Amazon Prime uses Bango for DCB. Boku supports Apple iTunes and signed up ALTBalaji last year. Boku also supports the TikTok app from ByteDance. In our view, the market is more fragmented than the music streaming market, and we would therefore expect Boku to build a portfolio of video streaming merchants, with no single merchant having as material an impact as some of Boku’s existing merchants.
Exhibit 8: Video streaming on demand, revenues and subscribers
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Source: Statista, March 2019
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Boku has signed merchants for other applications, although these have made a limited contribution to revenues to date. Applications include online publishing (IPC Media), e-books, regulated gambling (Neteller), ticketing, transport and, to a lesser extent, physical goods (Rakuten). For example, the company supports DCB for EE’s mobile phone accessory store and also supports UCC Coffee in Japan, where consumers can top up their coffee cards using DCB.
Growth outlook for DCB solutions
The company believes it has a good medium-term growth opportunity from its existing merchant base, mainly through connecting them to more potential consumers. Over the course of 2018, Boku saw Boku Account connections grow from 100 to 177. The decision on who to connect to tends to be merchant-led, particularly with merchants like Apple, which decide where they want to offer carrier billing, but Boku also suggests new connections to merchants, both in terms of new countries or adding carriers in existing countries.
Boku’s main focus is on Europe, Asia and the Middle East, as this balances the addressable market with the ability to do business efficiently. Boku is currently connected to 176 carriers. It has connections to MNOs in North America, but the US in particular is not as keen on DCB as some other countries, so Boku only focuses on connections that are important to particular merchants. Boku also has some Latin American connections, but regulatory and political issues can make it difficult to operate in those countries effectively. It has good relationships with operator groups such as Deutsche Telekom, EE, Telefonica and 3.
In Asia, it is seeing strong growth in Japan and Taiwan (Japan is Boku’s largest market by TPV and revenue) and it has a good position in Malaysia and Singapore, with South Korea and Hong Kong areas where it would like to do more. South Korea is the world’s largest DCB market, and with Boku’s strong merchant connections, we would expect to start to see some progress, particularly now that Danal Korea is a shareholder. Boku has connections in India, Indonesia and the Philippines; these are not yet big markets for Boku and tend to have low transaction values, but could contribute at some point. In addition, in India taxation of DCB makes the service commercially unattractive compared to using cards or mobile wallets. Boku is considering ways it could work with wallet providers.
The company could also benefit from consolidation in the carrier billing market; currently many carriers connect into more than one third-party DCB platform, usually at the behest of the larger merchants. It may be possible to persuade carriers to switch all their business to one DCB provider and, as Boku has some of the largest merchants on its roster, it could be the beneficiary of this switch.
Growth in the adoption of digital content, eg music streaming, should drive growth in transactions. In addition, it can take 20 months for a merchant to see optimal adoption from existing carriers; initially only new users will be using the service, but as existing users’ cards expire, they are made aware of the DCB option. Better understanding of the risk profiles of subscribers can enable MNOs to lift monthly credit limits and therefore drive increased transaction volumes.
The company will also continue to sign up new merchants, with a particular focus on those that have a strong position in their given market.