Austria’s Cards and Payments Industry: Emerging Opportunities, Trends, Size, Drivers, Strategies, Products and Competitive Landscape

Austria has a highly developed payment infrastructure, providing substantial growth opportunities for the cards and payments industry. The country’s highly developed and well regulated financial system provided scope for the development of electronic payment systems. As consumers became aware of the benefits of electronic payments, the use of cash has registered a review-period (2009–2013) downturn. With anticipated economic recovery, an increase in disposable incomes and employment levels, as well as the proliferation of new technologies in the payment cards market, this is anticipated to provide further impetus to electronic payments over the forecast period (2014–2018), thus benefitting the cards and payments industry.

Credit transfers and direct debit payments were the preferred payment instruments, with a combined industry share of 95.3% in terms of transaction value in 2013, while payment cards accounted for just 1.1%. The use of cash is continuously decreasing, and its share fell during the review period, going from 4.1% in 2009 to 3.1% in 2013.

In terms of the number of cards in circulation, Austrian payment cards (including debit, credit and charge cards) registered a positive growth during the review period, recording a compound annual growth rate (CAGR) of 2.46%, increasing from 10.3 million in 2009 to 11.4 million in 2013. In terms of transaction value, payment cards valued EUR51.3 billion (US$68.1 billion) in 2013, after registering a review-period CAGR of 4.43%. Improved banking infrastructure, new product developments, a higher awareness of electronic payments and the wider acceptance of payment cards at POS terminals were the key factors driving growth. The adoption of Europay, MasterCard and Visa (EMV) standards, as well as the emergence of contactless technology, also supported the industry’s growth.

The average transaction value (ATV) in Austria was US$101 in 2013, which was the eighth highest in the European region. Greece recorded the highest ATV, with US$227.6, followed by Switzerland (US$156.6), Italy (US$141.2), Germany (US$131.5), Luxembourg (US$121.2), Ireland (US$106.4) and Romania (US$104.3). Austria recorded 1.34 cards per inhabitant in 2013, in terms of card penetration, followed by Croatia (1.96), Sweden (2.28), the UK (2.46), Norway (2.53) and Luxembourg (4.17).

With the onset of the European debt crisis, the majority of consumers redefined their spending habits, refraining from making unnecessary expenditure. In terms of frequency of use, Austria recorded 59.1 transactions per card in 2013, followed by Norway (122.9), France (127.8), Estonia (149.4), Denmark (159.2) and Finland (172.8).

In terms of transaction value, debit cards remained the preferred type of payment card during the review period. Owing to the European debt crisis and uncertain economic conditions, the majority of Austrian consumers preferred to use debit cards for purchases, in order to keep a check on expenses. Consequently, the debit cards market registered growth over the review period, in terms of the number of cards in circulation, transaction value and volume. Additionally, a very unique feature of Austrian debit cards is the availability of the ‘Quick’ function. All Maestro debit cards are enabled with this function, allowing cardholders to load amounts of up to EUR400 (US$530.3) at any ATM or specific terminal.

Scope

• This report provides a comprehensive analysis of Austria's cards and payments industry.

• It provides current values for the industry for 2013, as well as forecast figures for 2018.

• It details the different economic, infrastructural and business drivers affecting the 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 the industry.

Key Highlights

• Austria has a highly developed payment infrastructure, providing substantial growth opportunities for the cards and payments industry. The country’s highly developed and well regulated financial system provided scope for the development of electronic payment systems. As consumers became aware of the benefits of electronic payments, the use of cash has registered a review-period (2009–2013) downturn. With an anticipated economic recovery, an increase in disposable incomes and employment levels, as well as the proliferation of new technologies in the payment cards market, this is anticipated to provide further impetus to electronic payments over the forecast period (2014–2018), thus benefitting the cards and payments industry.

• Credit transfers and direct debit payments were the preferred payment instruments, having a combined industry share of 95.3% in terms of transaction value, while payment cards accounted for just a 1.1% share in 2013. The use of cash is continuously decreasing, and its share fell during the review period, going from 4.1% in 2009 to 3.1% in 2013.

• In terms of the number of cards in circulation, Austrian payment cards (including debit, credit and charge cards) registered a positive growth during the review period, recording a compound annual growth rate (CAGR) of 2.46%, increasing from 10.3 million in 2009 to 11.4 million in 2013. In terms of transaction value, payment cards valued EUR51.3 billion (US$68.1 billion) in 2013, after registering a review-period CAGR of 4.43%. Improved banking infrastructure, new product developments, a higher awareness of electronic payments and wider acceptance of payment cards at POS terminals were the key factors driving growth. The adoption of Europay, MasterCard and Visa (EMV) standards, as well as the emergence of contactless technology, also supported the industry’s growth.

• In 2013, the average transaction value (ATV) in Austria was US$101, which was the eighth highest in the European region. Greece recorded the highest ATV, with US$227.6, followed by Switzerland (US$156.6), Italy (US$141.2), Germany (US$131.5), Luxembourg (US$121.2), Ireland (US$106.4) and Romania (US$104.3). In terms of card penetration, Austria recorded 1.34 cards per inhabitant in 2013, followed by Croatia (1.96), Sweden (2.28), the UK (2.46), Norway (2.53) and Luxembourg (4.17).

• In terms of transaction value, debit cards remained the preferred type of payment card during the review period. Owing to the European debt crisis and uncertain economic conditions, the majority of Austrian consumers preferred to use debit cards for purchases, in order to keep a check on expenses. Consequently, the debit cards market registered growth over the review period, in terms of the number of cards in circulation, transaction value and volume. Additionally, a very unique feature of Austrian debit cards is the availability of the ‘Quick’ function. All Maestro debit cards are enabled with this function, allowing cardholders to load amounts of up to EUR400 (US$530.3) at any ATM or specific terminal.

Reasons to buy

• Make strategic business decisions using top-level historic and forecast market data related to Austria's cards and payments industry and each market within it.

• Understand the key market trends and growth opportunities in the industry.

• Assess the competitive dynamics in the industry.

• Gain insights in to the marketing strategies used to sell various card types in Austria.

• Gain insights into key regulations governing the industry.

Companies mentioned

Raiffeisen Bank

Bank Austria

Erste Bank

Bawag PSK

Volksbank AG

MasterCard

Visa

American Express

Table of Contents

1 Key Facts and Top Events

2 Executive Summary

3 Payment Instruments

3.1 Current Payments Environment

3.2 Alternative Payment Instruments

3.2.1 Mobile payments

3.2.2 PayPal

3.2.3 Skrill

3.2.4 Click2Pay

3.2.5 ClickandBuy

3.2.6 Sofort

3.2.7 Ukash

4 Market Attractiveness and Future Prospects of Cards and Payments

5 Analysis of Cards and Payments Industry Drivers

5.1 Demographic Drivers

5.2 Economic Drivers

5.3 Infrastructure Drivers

5.4 Business Drivers

6 Emerging Consumer Attitudes and Trends

6.1 Market Segmentation and Targeting

6.1.1 Consumer cards

6.1.2 Corporate cards

6.2 New Product Launches

6.3 Travel Spending

6.3.1 Outbound trips volume and spending

6.3.2 Inbound trips volume and spending

7 Payment Cards

7.1 Payment Cards Instrument Analysis

7.1.1 Number of cards in circulation by card type

7.1.2 Transaction volume by card type

7.1.3 Transaction value by card type

7.1.4 Personal vs commercial cards

8 Debit Cards

8.1 Debit Cards Market Analysis

8.1.1 Number of debit cards in circulation

8.1.2 Debit cards transaction volume by channel

8.1.3 Debit cards transaction value by channel

8.1.4 Number of debit cards in circulation by scheme

8.1.5 Debit cards transaction value by scheme

8.1.6 Debit cards issuers market shares

8.1.7 Debit cards comparison

9 Credit Cards

9.1 Credit Cards Market Analysis

9.1.1 Number of credit cards in circulation

9.1.2 Credit cards transaction volume by channel

9.1.3 Credit cards transaction value by channel

9.1.4 Number of credit cards in circulation by scheme

9.1.5 Credit cards transaction value by scheme

9.1.6 Credit cards issuers market share

9.1.7 Credit cards comparison

10 Charge Cards

10.1 Charge Cards Market Analysis

10.1.1 Number of charge cards in circulation

10.1.2 Charge cards transaction volume by channel

10.1.3 Charge cards transaction value by channel

10.1.4 Number of charge cards in circulation by scheme

10.1.5 Charge cards transaction value by scheme

10.1.6 Charge cards comparison

11 Commercial Cards

11.1 Commercial Cards Market Analysis

11.1.1 Number of commercial cards in circulation

11.1.2 Commercial cards transaction value

11.1.3 Commercial credit cards

11.1.4 Commercial charge cards

11.1.5 Commercial cards comparison

12 Regulations in the Cards and Payments Industry

12.1 Regulatory Framework

12.2 SEPA Cards Framework

12.3 Anti-Money Laundering (AML)

12.4 Foreign Direct Investment (FDI) Regulations

13 Card Fraud Statistics

13.1 Card Fraud Analysis

14 Card Issuers

14.1 Raiffeisen Bank

14.2 Bank Austria

14.3 Erste Bank Oesterreich

14.4 Bawag PSK

14.5 Volksbank AG

15 Card Schemes

15.1 Visa

15.2 MasterCard

15.3 American Express

16 Prepaid Cards

16.1 Prepaid Cards Market Analysis

16.1.1 Number of prepaid cards in circulation

16.1.2 Prepaid cards transaction value

16.1.3 Open-loop prepaid cards

16.1.4 Closed-loop prepaid cards

16.1.5 Prepaid cards comparison

17 Appendix

17.1 Tables

17.2 Methodology

17.3 Contact GlobalData

17.4 About GlobalData

17.5 GlobalData’s Services

17.6 Definitions

17.7 Disclaimer

List of Tables

Table 1: Austria – Key Facts, 2013

Table 2: Regional Benchmarking of Austrian Payment Cards, 2013

Table 3: Cards for High-Income Customers

Table 4: Cards for Students and Young Population

Table 5: Cards for Frequent Travelers

Table 6: Cards for Spending Cautious Customers

Table 7: Cards for Large Corporate Customers

Table 8: Austria – New Product Launches

Table 9: Regional Benchmarking of Austrian Debit Cards, 2013

Table 10: Austria – Visa Domestic Interchange Reimbursement Fees, 2012

Table 11: Austria – MasterCard Consumer Card and Commercial Card Interchange Fees, 2014

Table 12: Austria – Debit Cards Comparison and Key Features

Table 13: Regional Benchmarking of Austrian Credit Cards, 2013

Table 14: Austria – Visa Domestic Interchange Reimbursement Fees, 2012

Table 15: Austria – MasterCard Consumer Card and Commercial Card Interchange Fees, 2014

Table 16: Austria – Gold Credit Cards Comparison and Key Features

Table 17: Austria – Premium Credit Cards Comparison and Key Features

Table 18: Regional Benchmarking of Austrian Charge Cards, 2013

Table 19: Austria – Charge Cards Comparison and Key Features

Table 20: Austria – Commercial Cards Comparison and Key Features

Table 21: Austria – Market-Entry Strategies of Foreign Banks and Institutions

Table 22: Regional Benchmarking of Austrian Prepaid Cards, 2013

Table 23: Austria – Prepaid Cards Comparison and Key Features

Table 24: Austria – Payment Instruments Transaction Value (EUR Billion), 2009–2013

Table 25: Austria – Payment Instruments Transaction Value (US$ Billion), 2009–2013

Table 26: Austria – Payment Instruments Transaction Volume (Million), 2009–2013

Table 27: Austria – Number of Cards in Circulation by Card Type (Million), 2009–2018

Table 28: Austria – Transaction Volume by Card Type (Million), 2009–2018

Table 29: Austria – Transaction Value by Card Type (EUR Billion), 2009–2018

Table 30: Austria – Transaction Value by Card Type (US$ Billion), 2009–2018

Table 31: Austria – Personal and Commercial Cards Transaction Value (EUR Billion), 2009–2018

Table 32: Austria – Personal and Commercial Cards Transaction Value (US$ Billion), 2009–2018

Table 33: Austria – Number of Debit Cards in Circulation (Million), 2009–2018

Table 34: Austria – Debit Cards Transaction Volume and Frequency by Channel, 2009–2018

Table 35: Austria – Debit Cards Total and Average Transaction Value by Channel, 2009–2018

Table 36: Austria – Debit Cards Total and Average Transaction Value by Channel, 2009–2018

Table 37: Austria – Number of Debit Cards in Circulation by Scheme (Thousand), 2009–2013

Table 38: Austria – Debit Cards Transaction Value by Scheme (EUR Million), 2009–2013

Table 39: Austria – Debit Cards Transaction Value by Scheme (US$ Million), 2009–2013

Table 40: Austria – Debit Cards Transaction Value by Issuer (EUR Million), 2009–2013

Table 41: Austria – Debit Cards Transaction Value by Issuer (US$ Million), 2009–2013

Table 42: Austria – Number of Credit Cards in Circulation (Thousand), 2009–2018

Table 43: Austria – Credit Cards Transaction Volume and Frequency by Channel, 2009–2018

Table 44: Austria – Credit Cards Total and Average Transaction Value by Channel, 2009–2018

Table 45: Austria – Credit Cards Total and Average Transaction Value by Channel, 2009–2018

Table 46: Austria – Number of Credit Cards in Circulation By Scheme (Thousand), 2009–2013

Table 47: Austria – Credit Cards Transaction Value By Scheme (EUR Million), 2009–2013

Table 48: Austria – Credit Cards Transaction Value By Scheme (US$ Million), 2009–2013

Table 49: Austria – Credit Cards Transaction Value By Issuer (EUR Million), 2009–2013

Table 50: Austria – Credit Cards Transaction Value By Issuer (US$ Million), 2009–2013

Table 51: Austria – Credit Cards Balance Outstanding By Issuer (EUR Million), 2009–2013

Table 52: Austria – Credit Cards Balance Outstanding By Issuer (US$ Million), 2009–2013

Table 53: Austria – Number of Charge Cards in Circulation (Thousand), 2009–2018

Table 54: Austria – Charge Cards Transaction Volume and Frequency by Channel, 2009–2018

Table 55: Austria – Charge Cards Total and Average Transaction Value by Channel, 2009–2018

Table 56: Austria – Charge Cards Total and Average Transaction Value by Channel, 2009–2018

Table 57: Austria – Number of Charge Cards in Circulation By Scheme (Thousand), 2009–2013

Table 58: Austria – Charge Cards Transaction Value By Scheme (EUR Million), 2009–2013

Table 59: Austria – Charge Cards Transaction Value By Scheme (US$ Million), 2009–2013

Table 60: Austria – Number of Commercial Cards in Circulation (Thousand), 2009–2018

Table 61: Austria – Commercial Cards Transaction Value (EUR Million), 2009–2018

Table 62: Austria – Commercial Cards Transaction Value (US$ Million), 2009–2018

Table 63: Austria – Commercial Credit Cards, 2009–2018

Table 64: Austria – Commercial Charge Cards, 2009–2018

Table 65: Austria – Card Fraud (EUR Thousand), 2009–2013

Table 66: Austria – Card Fraud (US$ Thousand), 2009–2013

Table 67: Austria – Number of Prepaid Cards in Circulation (Million), 2009–2018

Table 68: Austria – Prepaid Cards Transaction Value (EUR Million), 2009–2018

Table 69: Austria – Prepaid Cards Transaction Value (US$ Million), 2009–2018

Table 70: Austria – Open-Loop Prepaid Cards, 2009–2018

Table 71: Austria – Closed-Loop Prepaid Cards, 2009–2018

Table 72: Key Definitions

List of Figures

Figure 1: Austria – Payment Instrument Shares by Transaction Value (%), 2009 and 2013

Figure 2: Austria – Payment Instrument Shares by Transaction Volume (%), 2009 and 2013

Figure 3: Austria – Payment Cards Transaction Value and Growth, 2009–2018

Figure 4: Austria – Total Population (Million) and Proportion Aged Over 65 Years, 2009–2018

Figure 5: Austria – Nominal GDP (US$ Billion) and Real GDP Growth Rate (%), 2009–2018

Figure 6: Austria – Volume of ATMs and Penetration, 2009–2018

Figure 7: Austria – Volume of POS Terminals and Penetration, 2009–2018

Figure 8: Austria – Retail Sales Value (EUR Billion), 2009–2018

Figure 9: Austria – Cards and Payments Industry Segmentation by Card Type

Figure 10: Austria – Outbound Trips Volume and Spending, 2009–2018

Figure 11: Austria – Inbound Trips Volume and Spending, 2009–2018

Figure 12: Austria – Card Shares In Terms of Numbers in Circulation (%), 2009–2018

Figure 13: Austria – Card Shares in Terms of Transaction Volume (%), 2009–2018

Figure 14: Austria – Card Shares in Terms of Transaction Value (%), 2009–2018

Figure 15: Austria – Personal and Commercial Cards, Transaction Value (EUR Billion), 2009–2018

Figure 16: Austria – Number of Debit Cards in Circulation (Million), 2009–2018

Figure 17: Austria – Debit Cards Transaction Volume by Channel (Million), 2009–2018

Figure 18: Austria – Debit Cards Transaction Value by Channel (EUR Billion), 2009–2018

Figure 19: Austria – Debit Cards Scheme Shares in Terms of Number of Cards in Circulation (%), 2013

Figure 20: Austria – Debit Cards Scheme Market Share in Terms of Transaction Value (%), 2013

Figure 21: Austria – Debit Card Issuers’ Market Shares in Terms of Transaction Value (%), 2013

Figure 22: Austria – Number of Credit Cards in Circulation (Thousand), 2009–2018

Figure 23: Austria – Credit Cards Transaction Volume by Channel (Million), 2009–2018

Figure 24: Austria – Credit Cards Transaction Value by Channel (EUR Billion), 2009–2018

Figure 25: Austria – Credit Card Scheme Market Shares in Terms of Number of Cards in Circulation (%), 2013

Figure 26: Austria – Credit Cards Scheme Market Shares in Terms of Transaction Value (%), 2013

Figure 27: Austria – Credit Card Issuers’ Market Shares in Terms of Transaction Value (%), 2013

Figure 28: Austria – Credit Card Issuers’ Market Shares in Terms of Outstanding Balance (%), 2013

Figure 29: Austria – Number of Charge Cards in Circulation (Thousand), 2009–2018

Figure 30: Austria – Charge Cards Transaction Volume by Channel (Million), 2009–2018

Figure 31: Austria – Charge Cards Transaction Value by Channel (EUR Billion), 2009–2018

Figure 32: Austria – Charge Card Scheme Market Shares in Terms of Number of Cards in Circulation (%), 2013

Figure 33: Austria – Charge Card Scheme Market Shares in Terms of Transaction Value (%), 2013

Figure 34: Austria – Number of Commercial Cards in Circulation (Thousand), 2009–2018

Figure 35: Austria – Commercial Cards Transaction Value (EUR Million), 2009–2018

Figure 36: Austria – Shares of Various Types of Card Fraud in Terms of Transaction Value (%), 2009 and 2013

Figure 37: Austria – Number of Prepaid Cards in Circulation (Million), 2009–2018

Figure 38: Austria – Prepaid Cards Transaction Value (EUR Million), 2009–2018

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