The report provides top-level market
analysis, information and insights into Croatia's cards and payments industry,
including:
- Current and forecast values for each
category of Croatia's cards and payments industry, including debit cards,
credit cards, charge cards and prepaid cards
- Comprehensive analysis of the
industry’s market attractiveness and future growth areas
- Analysis of various market drivers and
regulations governing Croatia's cards and payments industry
- Detailed analysis of the marketing
strategies adopted for selling debit, credit, charge 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 Croatia's
cards and payments industry
Before the global financial crisis, the
Croatian economy grew at a rate of 4–5% annually. However, the crisis impeded
the economic progress and the country entered into its sixth year of recession
in 2014. This had a direct bearing on the Croatian cards and payments industry.
Croatia became the 28th member of the
European Union (EU) on July 1, 2013, and since has been trying to raise its
competitiveness and is to benefit from EU funding to aid economic development
and growth. Consequently, the government has undertaken labor, pension, social
benefit and investment reforms, which are anticipated to stimulate employment
opportunities. The privatization of large government-owned companies and access
to EU funds are anticipated to provide support for the country’s economic recovery
over the forecast period (2014–2018). However, the growth prospects for the
cards and payments industry are anticipated to remain weak, until the economy
re-enters a state of growth.
In 2013, credit transfer and direct
debit were the most popular payment instruments with a combined industry share
of 90.3% in terms of transaction value, while payment cards accounted for a
share of just 2.2%. The use of cash is increasing and its share rose from 6.3%
in 2009 to 7.5% in 2013.
In terms of the number of cards in
circulation, payment cards (debit, credit and charge cards) declined marginally
during the review period, recording a compound annual growth rate (CAGR) of
-0.39%, decreasing from 8.5 million in 2009 to 8.4 million in 2013. However, in
terms of transaction value, payment cards valued HRK116.1 billion (US$20.3
billion) in 2013, after registering a review-period CAGR of 1.07%.
Improved banking infrastructure, new
product developments, a higher awareness of electronic payments and the wider
acceptance of payment cards at POS terminals were the main growth drivers. The
adoption of Europay, MasterCard and Visa (EMV) standards, as well as the
emergence of contactless technology, also supported industry growth.
In 2013, the Croatia’s average
transaction value (ATV) was US$64.8, equivalent to ranking of 24th in the
European region. Greece recorded the highest ATV of US$227.6, followed by
Switzerland (US$156.6), Italy (US$140.4), Germany (US$131.5), Luxembourg
(US$121.2), Ireland (US$106.4) and Romania (US$104.3). In terms of card
penetration, Croatia had 1.88 cards per inhabitant in 2013, the eighth-highest
figure in the region. Luxembourg with (4.43) had the highest penetration,
followed by Norway (2.73), the UK (2.48), Sweden (2.38), Belgium (2.04), Turkey
(1.95) and Switzerland (1.91).
In terms of frequency of use, Croatia
recorded 36.9 transactions per card in 2013. Finland recorded 172.8
transactions per card and had the highest frequency of use, followed by Denmark
(159.2), Estonia (149.4) and France (127.8).
In terms of transaction value, debit
cards remained a popular payment card during the review period, growing from
HRK82.1 billion (US$15.5 billion) in 2009 to HRK87.7 billion (US$15.3 billion)
in 2013, at a review-period CAGR of 1.68%. The value is anticipated to grow to
reach HRK115.7 billion (US$21 billion) in 2018, at a CAGR of 5.38%. Due to the
European debt crisis and uncertain economic conditions, the majority of
Croatian consumers became debt-cautious and preferred to use debit cards to
make payments to track their expenses. Consequently, the debit cards market
registered growth in terms of the number of cards in circulation, transaction
value and volume during the review period (2009–2013). Transaction values at
POS terminals gradually increased during the review period; a trend which is
anticipated to continue over the forecast period.
Scope
- This report provides a comprehensive
analysis of Croatia's cards and payments industry.
- It provides current values for
Croatia's cards and payments industry for 2013, and forecast figures for 2018.
- It details the different economic,
infrastructural and business drivers affecting Croatia'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
Croatia's cards and payments industry.
Reasons
to Buy
- Make strategic business decisions
using top-level historic and forecast market data related to Croatia's cards
and payments industry and each market within it.
- Understand the key market trends and
growth opportunities in Croatia's cards and payments industry.
- Assess the competitive dynamics in
Croatia's cards and payments industry.
- Gain insights in to the marketing
strategies used for selling various card types in Croatia.
- Gain insights into key regulations
governing Croatia's cards and payments industry.
Key
Highlights
- In terms of transaction value, debit
cards remained a popular payment card during the review period, growing from
HRK82.1 billion (US$15.5 billion) in 2009 to HRK87.7 billion (US$15.3 billion)
in 2013, at a review-period CAGR of 1.68%. The value is anticipated to grow to
reach HRK115.7 billion (US$21 billion) in 2018, at a CAGR of 5.38%. Due to the
European debt crisis and uncertain economic conditions, the majority of
Croatian consumers became debt-cautious and preferred to use debit cards to
make payments to track their expenses. Consequently, the debit cards market
registered growth in terms of the number of cards in circulation, transaction
value and volume during the review period (2009–2013). Transaction values at
POS terminals gradually increased during the review period; a trend which is
anticipated to continue over the forecast period.
- PBZ launched the American Express Gift
Card, the first prepaid card in the American Express portfolio of PBZ Card in
2012. Similarly, Hrvatska Poštanska Banka (HPB), in April 2013 launched a
reloadable Visa prepaid card. The card can be used at home and abroad, and also
to withdraw cash from automatic teller machines (ATMs) and at POS terminals.
Also in May, the bank launched the Visa Prepaid Youth Card. The card is
designed for young people aged 14 and above.
- Contactless cards were first
introduced in Croatia in December 2012, with MasterCard PayPass first issued by
Erste & Steiermärkische Banka. Contactless technology is being rolled-out
by banks and card issuing companies for making payments using mobile phones. In
July 2012, telecommunication provider, Hrvatski Telekom introduced mobile
payment based on NFC technology, and in August 2014, PBZ, Intesa Sanpaolo Card
and American Express announced that they have initiated a pilot to test mobile
NFC payments. The emergence of contactless technology is expected to drive
card-based payments over the forecast period.
Spanning over 96 pages, “Croatia's
Cards and Payments Industry: Emerging Opportunities, Trends, Size, Drivers,
Strategies, Products and Competitive Landscape” report
covering the Key Facts and Top Events, Executive Summary, Market Attractiveness
and Future Prospects of Cards and Payments, Analysis of Cards and Payments
Industry Drivers, Emerging Consumer Attitudes and Trends, Payment Cards, Debit
Cards, Credit Cards, Charge Cards, Commercial Cards, Regulations in the Cards
and Payments Industry, Card Fraud Statistics, Card Issuers, Card Schemes,
Prepaid Cards, Appendix. The report covered companies are - Zagrebačka Banka,
Privredna Banka Zagreb, Erste & Steiermärkische Banka, Hrvatska Poštanska
Banka, Splitska Banka, MasterCard, Visa, Diners Club, American Express