Hungary combines a vibrant

partnership scenerefected in a
very high Mobile Commerce Cluster
scorewith a still-developing legal
and regulatory system and Financial
Services sector. These factors, coupled
with Consumer Readiness scores that
consistently trail the Index average, give
Hungary a fnal score of 27.0, which
ranks the country at number 31 on the
overall MPRI.
Market Forces
SUMMARY
COUNTRY OVERVIEW
HUNGARY
Mobile Payments
Readiness Index
mobilereadiness.mastercard.com/hungary
WHAT YOU NEED TO KNOW
There is above-average NFC
terminalization
The percent of population covered by
mobile networks is also above average
(99 percent versus 94 percent)
Prevalence of mobile phone subscriptions
is above average (61 percent versus
57 percent)
Mobile Commerce Clusters Consumer Readiness
Financial Services
Regulation
Environment
Infrastructure
27.0
T-Mobile and Telenor secured approval
from the Competition Offce to cooperate
on a joint platform and, since 2004, have
been working together on the commercial
launch of a mobile payment/shopping
service. In 2004, they partnered up with
Cellum (a local developer) and established
Mobile Payment Provider, a data processing
centre. In 2007, Vodafone followed T-Mobile
and Telenor in mShopping. By 2011,
this mShopping service had 15 million
transactions, mainly for parking, paying
highway tolls, and buying lottery tickets.
This kind of cooperation characterizes the
Hungarian market: mobile network operators
(MNOs) are especially active, joining forces
with one another, rather than trying to do
everything on their own. As a result of their
collective focus on standards, MNOs have
Hungary Index Average
Mobile phone
prevalence*
Mobile
coverage
Payment card
prevalence*
Affordability of
fnancial services
Country Score Index Average
61% 99% 9% 50%
MOBILE READINESS FACTORS IN HUNGARY
*Calibrated to the highest country average
0%
25%
50%
75%
100%
GLOBAL PERSPECTIVE ON CONSUMER SENTIMENT IN HUNGARY
Leading Country Score Index Average Country Score
P2P POS m-comm
FAMILIAR

WILLING
P2P POS m-comm
P2P POS m-comm
USING
16%
5%
11%
6%
8%
0% 5%
1%
9%
1%
19%
3%
17%
5%
21%
5%
20%
8%
To view this data in more detail, visit mobilereadiness.mastercard.com/hungary
Mobile Payments
Readiness Index
mobilereadiness.mastercard.com/hungary
View Data Sources at mobilereadiness.mastercard.com/about
been successful in both creating a uniform
customer experience and accelerating the
penetration of m-commerce.
Initially, involving core fnancial service
providers in this effort was diffcult, but
eventually the MNOs were able to bring in
the local GE Capital subsidiary to work on
a Mobile Banking service (active banking
transactions plus utility payments). At a
later stage, a more broad-based mobile
payment service was launched with the
Hungarian Land Credit and Mortgage Bank.
This remote payment initiative was aligned
with MasterCards efforts and resulted in a
commercial launch of MasterCard Mobile
in October 2011.
Based on the MNOs initiative, in 2011, the
Mobile Wallet Association (MOTE) was
established where MasterCard (market-
leading card scheme), OTP (largest bank)
and SuperShop (largest loyalty scheme)
were also founding members. MOTE aims
to accelerate the penetration of mobile NFC
services in Hungary.
Hungary lags in all the metrics
consumers reported for familiarity,
willingness, and frequency. For
example, familiarity with P2P is fve
percent versus a 16 percent average,
willingness is three percent versus a
19 percent average, and frequency of
use came in at zero versus an eight
percent average.
Consumer Sentiment
Hungary is readying the launch of the
frst multiplatform (i.e., accessible by
both smartphones and conventional
phones) remote payment service in
Europe. The new services features (e.g.,
QR code shopping) could serve as a
boilerplate for other European countries
looking to increase m-commerce.
The learnings from the MasterCard/MNO/
bank partnerships form the basis for a
mobile strategy for Hungary. It is important
to note that, based on the Index survey,
the demographics and market forces
indicate that a segment-based approach
will work best for the roll-out of mobile
payments in Hungary.
MASTERCARD CONCLUSION
HUNGARY

I
N
D
E
X AVG
3
3
.
2
27.0