Pakistan’s Cards and Payments Industry – Trends and Drivers, Strategies, Products and Competitive Landscape: Hexa Reports

Pakistani payment cards (including debit and credit cards) registered a positive growth during the review period, recording a compound annual growth rate (CAGR) of 25.93%, and increasing from 9.2 million cards in circulation in 2009 to 23.1 million by the end of 2013.

Synopsis

The economic reforms introduced by the Pakistani government during the review period (2009-2013) had a positive impact on the country’s GDP growth rate. This rate increased from 2.8% in 2009 to 6.1% in 2013; a trend that is expected to continue over the forecast period (2014-2018). The improved economic conditions are expected to positively impact the country’s cards and payments industry.

Pakistani payment cards (including debit and credit cards) registered a positive growth during the review period, recording a compound annual growth rate (CAGR) of 25.93%, and increasing from 9.2 million cards in circulation in 2009 to 23.1 million by the end of 2013. In terms of transaction value, payment cards valued PKR1.9 trillion (US$18.8 billion) in 2013, after registering a review-period CAGR of 24.37%.

With the development of alternative delivery channels, the launch of biometric ATMs and the availability of fund transfer facilities online and at ATM terminals, banks are able to reach a large volume of the population. Furthermore, the improvement in banking infrastructure, the development of the new products, government initiatives and stable economic conditions are all factors which led to the growth of payment cards.

While cash remains the most popular payment format among Pakistani consumers, they are gradually making use of payment cards for payments for purchases and utility bill payments. Rising consumer awareness of the benefits of payment cards, government initiatives and the introduction of innovative products and marketing campaigns by card issuers are expected to drive consumers towards card-based payments. Banks are implementing various marketing strategies to offer benefits to cardholders, in the form of discounts and rewards points on card use.

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The government’s initiative to issue Watan Cards for the disbursement of funds to flood victims also contributed to the growth of payment cards. Growth in retail outlets and e-commerce activities, supported by rising POS terminals and online payment gateways, also aided the growth. Banks are also introducing branchless banking concepts so that customers can carry out their banking transactions via a mobile phone. Debit cards are considered to be the most favorable mode of payment card instrument in Pakistan.

The debit card market was very strong in 2013, accounting for 94.4% of the entire cards and payment market, followed by credit cards, with a 5.6% share in terms of transaction value. The same trend is anticipated to follow over the forecast period. Debit cards are generally used by customers to pay utility bills, transfer funds online, to make payments at retail outlets and to withdraw cash. In order to offer debit cards, banks are targeting niche segments of society. The Pakistani prepaid card market is recording positive and steady growth.

In terms of the number of cards in circulation, the market grew at a CAGR of 18.11%, increasing from 1.4 million in 2009 to 2.7 million in 2013. This is anticipated to record a CAGR of 5.62% over the forecast period, with 3.5 million cards in 2018. With a large unbanked population and outbound tourism growth, these cards have significant growth potential over the forecast period. UBL issued Wiz cards targeting females, the young and frequent travelers. Furthermore, the Pakistani government has also used prepaid cards to disperse funds among citizens as part of its social benefits scheme. The government also issued Watan cards in association with HBL, in order to distribute relief funds to flood affected victims.

Summary

The report provides top-level market analysis, information and insights on Pakistan’s cards and payments industry, including: Current and forecast values for each category of Pakistan’s cards and payments industry, including debit cards, credit cards and prepaid cards Comprehensive analysis of the industry’s market attractiveness and future growth areas Analysis of various market drivers and regulations governing Pakistan’s cards and payments industry Detailed analysis of the marketing strategies adopted for selling debit, credit and prepaid cards used by banks and other institutions in the market Comprehensive analysis of consumer attitudes and buying preferences for cards The competitive landscape of Pakistan’s cards and payments industry

Scope

This report provides a comprehensive analysis of Pakistan’s cards and payments industry. It provides current values for Pakistan’s cards and payments industry for 2013, and forecast figures for 2018. It details the different economic, infrastructural and business drivers affecting Pakistan’s cards and payments industry. It outlines the current regulatory framework in the industry. It details the marketing strategies used by various banks and other institutions. It profiles the major banks in Pakistan’s cards and payments industry.

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Reasons To Buy

Make strategic business decisions using top-level historic and forecast market data related to Pakistan’s cards and payments industry and each market within it. Understand the key market trends and growth opportunities within Pakistan’s cards and payments industry. Assess the competitive dynamics in Pakistan’s cards and payments industry. Gain insights in to the marketing strategies used for selling various card types in Pakistan. Gain insights into key regulations governing Pakistan’s cards and payments industry.

Key Highlights

Pakistani payment cards (including debit and credit cards) registered a positive growth during the review period, recording a compound annual growth rate (CAGR) of 25.93%, and increasing from 9.2 million cards in circulation in 2009 to 23.1 million by the end of 2013. In terms of transaction value, payment cards valued PKR1.9 trillion (US$18.8 billion) in 2013, after registering a review-period CAGR of 24.37%. The average transaction value (ATV) in Pakistan was US$93.0, which is the ninth-largest among the other Asia-Pacific countries. China recorded the highest ATV, with US$302.4, followed by Taiwan (US$251.1), Kazakhstan (US$199.7), Hong Kong (US$184.6), Singapore (US$148.5), Thailand (US$148.2), Malaysia (US$140.1) and Australia (US$98.9). Pakistan ranked fifteenth in terms of the card penetration rate compared to the other Asia-Pacific countries, with 0.12 cards per inhabitant.

Pakistan ranked sixteenth among the other Asia-Pacific countries in the frequency of use of payment cards, with 8.7 transactions per card. New Zealand recorded the highest frequency, with 146.1 transactions, followed by Australia (96.6), South Korea (44.7), Singapore (36.0), Indonesia (28.8), Hong Kong (26.3), Thailand (25.0), Malaysia (18.1), India (17.5), Kazakhstan (14.2), Taiwan (12.4), Cambodia (11.8), Japan (11.5), Vietnam (10.4) and the Philippines (9.9). While cash remains the most popular payment format among Pakistani consumers, they are gradually making use of payment cards for payments for purchases and utility bill payments. Rising consumer awareness of the benefits of payment cards, government initiatives and the introduction of innovative products and marketing campaigns by card issuers are expected to drive consumers towards card-based payments.

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