The rapid growth of the number of mobile Internet users around the world has laid a good foundation for the innovation and popularization of mobile payment services. It is expected that the number of mobile Internet users will exceed the traditional Internet in the next five years. According to data from the International Telecommunication Union, the number of mobile Internet users in the world was 268 million in 2007 and 1.1 billion at the end of 2011. As of September this year, it has climbed to 1.5 billion, which is much faster than the growth rate of desktop Internet users. . Most importantly, the growth of mobile Internet users is still accelerating. Undoubtedly, the popularity of smart phones has made mobile payment, which has always seen thunder and no heavy rain, finally move to the road of rapid development, and is also spurring the development of a huge industry. Gartner Consulting estimates that global mobile payments will exceed $171.5 billion in 2012 and mobile payment users will exceed 200 million. From 2011 to 2016, mobile payments will achieve an average annual growth rate of 43%. By 2016, mobile payments will form a huge market worth up to $617 billion, and the number of users will skyrocket to nearly 450 million. And other global consulting companies predict that by 2014, the total amount of global mobile payment transactions will reach 1.13 trillion US dollars.
Mobile Payment is a service that allows users to use their mobile terminals (usually mobile phones) to pay for goods or services they consume. There are many modes of mobile payment, which have already broken through the traditional framework defined by SMS (SMS), web access or RFID. The dominant parties and participants have card organizations, banks, operators, terminal manufacturers, Internet companies, third-party payment companies. , technology companies, businesses, etc. Some even assert that in the era of mobile payment, anyone can be the initiator of the transaction, and anyone can be the recipient of the transaction, and the transaction interaction will be more convenient and faster than ever.
Looking at the status of global mobile payment, it is not difficult to find that SMS is still the most used mobile payment technology. After all, its popularity and convenience make it the simplest and most basic technology for mobile payment. In recent years, emerging technologies represented by NFC (Near Field Communication) have risen rapidly, and NFC will also be the focus of future payment market development. According to analysis data, sales of NFC-enabled mobile phones will show a blowout in 2012. Compared with 2011, sales will double to about 100 million. The three giants of Google, Apple and Samsung are all concerned about the development of NFC. Google said that all Android phones in the future will have built-in NFC chips; Microsoft plans to launch NFC technology in the WP8 platform launched later this year, and Apple's iPhone 4S also supports NFC technology. Variants of NFC technology may lead to technology differentiation, and the diversity of NFC will also increase the user experience and productivity of smartphone users.
The mobile payment industry covers a wide range of industries and is a new industry that integrates many related industries. Financial institutions, operators and third-party payment service providers are the most important leaders and participants in the mobile payment industry chain. The development of mobile payment in these three parties directly determines the business model of mobile payment. Merchants and consumers are the most important players in the mobile payment industry. These five factors together constitute the main development link of the mobile payment industry chain.
2. The main business mode of mobile payment
Today's mobile payments have basically formed three business models. The first is a business model dominated by third-party payment service providers. Third-party payment service providers are third-party economic entities that are independent of banks and mobile operators and have independent management rights. It expands its own users and negotiates with banks and operators to provide mobile payment services. Third-party payment service providers act as bridges and ties to connect consumers, banks, and SPs, and are responsible for the transfer and settlement of funds between user bank accounts and service provider bank accounts. The characteristics of this model are as follows: First, third-party payment service providers can balance the relationship between mobile operators and banks; second, mobile payment services between different banks are interconnected; third, banks, mobile operators, The responsibility, rights and benefits between the payment service provider and the SP are clear and the relationship is simple; the fourth is the high demand for the technology research and development capabilities, marketing and capital operation capabilities of the third-party payment service providers; The SPs cross-promote their respective services. The second is a mobile payment business model based on banks. The bank needs to change the SIM card to the STK card for the user's mobile phone, and the user can directly log in to the bank's account on the mobile phone to conduct a mobile payment transaction. The expenses incurred by such business models mainly include data traffic charges, which are collected by mobile operators; account business fees are charged by banks; payment service service fees are divided by banks, operators and payment platforms. The characteristics of this model are as follows: First, the bank has the conditions that mobile operators lack in the mobile payment service, that is, the existing strict payment settlement system and accurate credit management technology; second, the banks can only be users of the bank. Providing mobile banking services, different banks can not communicate with each other, which imposes restrictions on the promotion of mobile payment services in the industry; third, the security requirements for terminal devices are high, and users need to replace mobile phones or STK cards, which will also increase user costs; Fourth, the mobile operator is only responsible for providing information channels and not participating in the payment process; fifth, it is inconvenient for the SP, and the SP needs to connect with multiple banks. The third is a mobile payment business model based on operators. Promote the development of the entire mobile payment industry chain through mobile operators. The mobile operator uses the user's mobile phone bill account or a special small account as the mobile phone payment account, and the mobile phone payment transaction costs incurred by the user are all deducted from the user's account. The characteristics of this model are as follows: First, in view of the advantages of mobile operators' network resources, technology is more convenient to implement; second, it is directly connected with users, does not require bank participation, and has low technology costs, but needs to bear responsibility and risks of some financial institutions. If there is no business qualification, it will be in conflict with the country's financial policy; third, it is impossible to issue invoices for non-calling business; fourth, tax processing is complicated.
3. Mobile operators enter the background of mobile payments
In the minds of many people, mobile operators can only do communication services, which seems to have little to do with the payment service. It should be the business of the bank, but the fact is much the opposite: the operator needs to pay, even if there is no payment, it will not work. To the point. Unlike other value-added services, payment itself is a recognized micro-profit industry, and operators do not pay for profit. In a market economy environment, operators are first and foremost a sales-oriented company that sells goods (such as terminals, phone cards, etc.) and services (communication services) to customers for corresponding income. In order to sell, operators have established a large number of business outlets to conduct on-the-spot transactions through cash. With the development of society, the functions of the business hall must be changed. On the one hand, bank POS machines and self-service terminals should be added in the business hall to support bank card transaction, which not only facilitates customers but also reduces cash management costs; on the other hand, it has to open other electronic business channels, including the network hall and the palm office. , short halls, voice services, etc., to provide customers with more convenient ways to buy. All of this is inseparable from the support of modern payment tools.
Second, the operator itself is a huge economy. The income of more than 100 million yuan means that several times of capital inflows and outflows, hundreds of billions of infrastructure investment, terminal procurement, as little as a few hundred yuan of agency sales, points redemption, the demand for payment capacity is different, Not the traditional finance department can handle it. All along, operators have carried out successive financial treatments according to the priority of the size of funds, mainly using large-scale payment methods such as bank transfer and money order. Delayed settlement is more common; nowadays, more and more small short-term payments and non-self are faced. With funds settlement, such as terminal sales, recharge card agents, etc., the traditional mechanism has been unable to do so, and requires more flexible payment tools. If there are only two types of needs, there are still many solutions, and you don't have to do it yourself. For example, you can find a professional financial or payment institution to cooperate. But in fact this road is not very good. At present, the entire domestic electronic payment is still in its infancy, the main body is still a bank, and its service awareness and innovation ability are limited, which cannot meet the full payment needs of operators. Although in some areas, such as business card, POS, Internet payment, etc., there are already mature solutions and national service providers with good reputation, but there are only sporadic "informal" solutions in other fields. In addition, due to historical reasons, in the context of the slow response of the operator group headquarters, provincial branches often introduce a variety of payment solution providers, and objectively further contribute to the confusion of global payment services. The service interface and perception of customers in each province are seriously inconsistent.
With the increasing popularity of mobile business competition and the rise of mobile Internet, an updated and more urgent payment demand has taken the stage: mobile payment. This can be explained from the following aspects:
First, to meet the needs of differentiated competition. The mobile communication services provided by the three operators in China are not significantly different from the product level. The competition has always been to fight the price war. Mobile payment, especially the “mobile phone card payment†in the form of near-field payment, is considered to be the most sticky “killer†mobile service, and there are successful cases of Japan and South Korea as an example, so China Mobile’s high-profile layout has caused A great social response; China Telecom followed closely, tapping into market demand and launching a heavyweight "Yetongtong" mobile payment service; China Unicom is following suit. Nowadays, “mobile phone card payment†has become a competitive and effective business that operators have created and must be operated for a long time.
Second, it is in line with the trend of industrial development. The booming of the mobile Internet is an opportunity and challenge that operators must face. How to lay out the cake and avoid being left behind is the most discussed topic in recent years.
Third, from the perspective of the composition of funds, the bank's slowness in the field of mobile payment, objectively forcing operators to not rely on others, must create a "own account" operating system, which is a tempting and extremely difficult road; but once If it is created, it will be difficult to give up and will continue to go on. And in fact, operators do have good market conditions and have the opportunity to make their own accounts bigger and stronger.
The essence of developing mobile payment services is to provide better product services for mobile phone users. This is a strategic place for operators. However, from the above analysis, it can be known that no one can do it for themselves and must build it by themselves. Therefore, the three operators have set up full-time institutions such as payment bases and payment project groups.
In summary, operators have clear payment requirements. In June 2010, the People's Bank of China issued the No. 2 Order “Management Measures for Payment Services for Non-Financial Institutionsâ€, which provided a good financial policy for operators to enter the mobile payment field. Based on the basics, operators have established independent professional subsidiaries, specializing in payment services.
4. Development status of mobile payment by typical foreign operators
Mobile payment first appeared in the United States in the early 1990s, and then quickly launched in Japan and South Korea. By the end of 2009, more than half of the mobile users in Japan and South Korea had become mobile payment users. From the current point of view, foreign operators have formed three mobile payment development models, one is the “mobile finance/currency development model†represented by Africa and Southeast Asia. Its main features are: the economy is relatively backward, and the financial business is underdeveloped. The development of mobile payment services can successfully replace the functions of bank cards and banks, realize the collection, storage, transfer, and cashing of funds, and become a real mobile banking. This is represented by Kenya Safaricom and Philippine Smart. The second is the “Near Field Mobile Payment Development Model†represented by Japan and South Korea. Its main features are: the mobile entertainment value-added service development atmosphere is mature, the operator status is strong, users have good terminal custom consumption habits, and it is convenient for mobile phones near field. The development of the payment business. At the same time, there are a wealth of applications as the key to supporting the success of their business. This is represented by NTT DoCoMo of Japan and SKT of South Korea. The third type is the combination of remote and near-field payment represented by Europe and the United States. Its main features are: the financial industry is developed, the credit card business is mature, and the mobile payment service is developing relatively slowly. European and American operators mainly cooperate with financial institutions to comprehensively develop mobile payment services. This is represented by major European multinational operators and AT&T, Verizon, and Sprint in the United States.
4.1 Kenya's Safaricom M-pesa model
Safaricom is the largest operator in Kenya, accounting for nearly 80% of the user market. In terms of reaching end users, the coverage far exceeds that of traditional retail banks, making it very natural for operators to seamlessly extend customer service to the financial sector.
Safaricom officially launched the M-pesa business in March 2007. By October 2011, the number of M-pesa businesses in Kenya had reached 15 million, of which active users accounted for 80%. Safaricom's M-pesa service provides users with a more comprehensive mobile banking function service, which is convenient, cheap and secure for the collection, payment, transfer and redemption of funds. In Kenya, with the M-pesa business, transfers, remittances, cash withdrawals, recharging, paying, paying, and repaying loans for yourself or other users can be done on mobile phones. The biggest highlight of this business is that users only use the simplest SMS technology, only need to send a text message to complete the transfer, and the sender and the payee do not require a bank account, the payee receives the transfer SMS Cash can be cashed at the M-pesa agent. Currently, M-pesa users can also make payments at the partner supermarket by swiping the phone.
4.2 Operation Mode of NTT DoCoMo in Japan
In 2004, NTT DoCoMo launched the mobile payment service under the brand name “Osaifu-Keitai†using FeliCa IC technology. In 2005, it cooperated with Sumitomo Mitsui to launch an open mobile payment service platform of “ID†sub-brand. In 2006, DCMX mobile credit card business was developed. NT T DoCoMo mobile payment business has developed rapidly. From July 2004 to March 2009, the number of users exceeded 3 million, and the penetration rate of NTTDoCoMo mobile phone users exceeded 60%. By March 2009, DCMX users had also exceeded 10 million. The NTT DoCoMo operating model is embodied in an operator-led business model with good cooperation between the industry chain. First, it unifies the payment technology standard, selects FeliCa IC technology that has been widely used in Japan as mobile payment technology; secondly, it unifies the merchant standard, thereby reducing the cost of the business. In addition, through the capital injection control of the industrial chain, NTT DoCoMo has injected capital into the bank, breaking through the boundaries of micropayments and infiltrating into the consumer credit business. In order to ensure the security of mobile payment, NTT DoCoMo requires a 4-digit verification password for each purchase of more than 10,000 yen for pre-deposit and DCMX mobile credit card business. Users can tell NTT DoCoMo to lock the mobile payment service via a registered or public phone to prevent others from using it. Fingerprint and face recognition are available in custom mobile phones for the DCMX credit card business, giving a higher level of security.
4.3 Nice mobile payment model in France
In June 2010, Europe launched the “Nice, Mobile Contactless City†contactless mobile service plan, adopting an open cooperation model. With the strong support of the French government, the program has been successfully carried out with the cooperation of mobile operators, banks, transport operators and the retail industry. The industry chain participants include 4 banks, 3 operators and 1 bus company. The French non-communication association is responsible for coordination with mobile phone manufacturers and payment solution providers. Nice mobile payment business unified brand image, user-friendly, as long as users see this logo, they know that they can use mobile services here or the device has NFC mobile payment function. The government's management of this business is conducive to coordinating the interests of all parties and eliminating industry barriers. Unifying technical standards and sharing acceptance networks will help reduce network deployment costs and speed up business promotion.
Through this service, Nice people can use the mobile phone with payment function to enjoy ticketing services (bus and light rail tickets), information services (smart posters, city travel information, bus timetables, store coupons and advertisements, etc.) , consumer preferential services (merchase consumption points, get gifts) and identity services (business membership cards, identification functions, etc.). The business model of this business is characterized by unified technical standards such as banks, operators, and public transportation. Each of them establishes a Trusted Service Management (TSM) platform, which provides its own core functions and implements TSM interconnection through standardized interfaces. Secondly, unified mobile payment brand logo - CityZi. It also shares business circles, accepts network sharing, and has a unified profit distribution mechanism and business model.
5. Major foreign mobile payment companies
5.1 Google Wallet
Google, in conjunction with Citigroup, MasterCard, First Data and Sprint, launched the Google Wallet service, which helps users complete payments on their mobile phones. Google hopes to create an open business ecosystem that allows users to make payments through NFC technology. Google Wallet is fast and easy, and users only need a few simple operations on their mobile phones to complete the payment process and it's safe.
5.2 Square
Square is almost the most popular mobile payment company in the world. It was founded by Jack Dorsey, one of the co-founders of Twitter, at the end of 2009. Square currently handles $3 million a day. Square is operated by a small device that can be plugged into the iPhone's headphone jack, and when the credit card is swiped on the card reader, the payment can be completed through a series of processes. Currently, Square has received two rounds of financing totaling $37.5 million, valued at $240 million. It is worth noting that Square recently received a strategic investment from Visa.
5.3 FigCard
The service provided by FigCard is similar to that of Square. Consumers only need to install Fig application on their smartphone to enjoy mobile payment service. Merchants need to insert FigCard's simple USB device into the cash register or POS terminal to accept payment. FigCard has been acquired by Paypal and the two founders have joined the Paypal mobile team. The analysis believes that Paypal hopes to combine payment services with local businesses through the acquisition of FigCard and introduce a Paypal-centric sales system.
5.4 Boku
Boku is indeed a mobile phone payer, but it is mainly for virtual products, so it is not really a "mobile payment" in the strict sense. The company received $13 million in investment in 2009 and currently raised a total of $38 million. There are data that it has 1.6 billion users worldwide. Another reason for Boku's fame is that at the end of last year, it was reported that Apple and Google were actively bidding for Boku, at least for $250 million, but the deal was not reached.
5.5 Zetawire
Zetawire is a small mobile payment company (only 2-4 employees). The company has a patent that supports mobile devices to pay in a terminal-to-terminal manner. It seems that this is because Google is fancy. In 2010, it will be included.
5.6 Apple
Apple's previously released iOS 6 includes a new application, Passbook, which immediately became popular with many fruit powders and non-fruit powders. It still lies in Apple's platform service concept. The two major functions of Passbook are also novel and powerful. The first is the standardized integration of users' various electronic coupons, which is implemented on a platform with a large number of users. Users don't have to carry a thick wallet, and they don't have to go out to pick up the coupons they got in a store six months ago. By scanning the barcodes, they are all concentrated in the Passbook. The management is very convenient. Boarding passes, membership cards, movie tickets. , ball tickets, gift vouchers and coupons, etc., what to choose, this is probably a very bad news for the card makers of plastic cards. The integrated e-ticket, after being certified by Apple, provides consumers with mobile payment capabilities. The second is the combination of ticket and location location. Wherever the user goes, it can automatically display information such as membership cards and coupons of nearby merchants. For example, when you pass McDonald's, Passbook will pop up a message reminding you that McDonald's is nearby. You can use the relevant McDonald's coupons and coupons. After scanning and paying, the whole process from discovery to payment is completed in an instant.
5.7 Amazon
Both Google and Apple have joined the mobile payment war, and the giant Amazon is naturally not far behind. It is reported that Amazon is considering launching a mobile payment service that allows users to pay for goods or services through their mobile phones in physical stores. Obviously Amazon wants to expand its business to offline transactions, and mobile payments will attract a wider user base. For Amazon, NFC technology may also be applied to a variety of scenarios such as price comparison and scanning tags.
5.8 Sprint
Sprint, the third-largest mobile operator in the US, is planning to attract more users through mobile payments. In addition to working with Google, Sprint is also actively building mobile payment networks. Sprint plans to benefit from advertising sharing.
5.9 Isis
Isis was formed in 2010 by three US telecommunications giants AT&T, T-Mobile and Verizon Wireless. Isis is a nationwide mobile payment network that provides mobile payment services for smartphones and near field communications. Isis also offers NFC-based payment services, allowing consumers to complete payments by simply shaking a smartphone with an NFC chip on the merchant's card reader. Considering the three giants behind it, Isis's success is almost a matter of time.
6. Major domestic mobile payment companies
6.1 China Mobile
China Mobile's mobile payment service is based on China's mobile communication network and Internet technology. It uses e-commerce operations such as consumption, recharge, transfer, inquiry, and bank card withdrawal through mobile payment accounts, and conducts related business management services. China Mobile's mobile payment service is divided into two applications: remote payment and on-site payment. Since its commercial use in May 2010, China Mobile's mobile payment service has accumulated a certain market share after two years of accumulation. Relevant data shows that as of September 2012, the number of registered users exceeded 60 million, and the annual cumulative transaction amount reached 25 billion yuan, 2.5 times the total transaction volume in 2011. At the same time, combined with user spending habits, China Mobile launched a series of e-vouchers, fast payment and other electronic products that users like to see. After appointing the shares of Shanghai Pudong Development Bank in 2010, China Mobile will cooperate with Pufa in the field of mobile payment.
6.2 China Unicom
China Unicom has established Unicom Woyi Pay Network Technology Co., Ltd., with a registered capital of 250 million. At present, China Unicom has conducted mobile payment pilots in four cities: Beijing, Shanghai, Guangzhou and Chongqing. China Unicom has reached cooperation with China UnionPay, Bank of Communications, Guangfa Bank, Industrial and Commercial Bank, Huaxia Bank and Industrial Bank to explore more in the field of mobile payment.
6.3 China Telecom
China Telecom established a mobile payment product project team in November 2009 to research, develop and deploy payment products. In order to cope with the new development situation, China Telecom has also established a payment subsidiary “Tianyi E-Commerce Co., Ltd.â€, covering mobile payment, fixed network payment and point payment. The short-term goal of China Telecom's mobile payment is to develop and maintain communication terminal users to increase user stickiness and ultimately establish a business model with core payment capabilities. China Telecom's mobile payment products are divided into “wing payment cooperation products†and “wing payment own account productsâ€. At present, it has launched school-enterprise joint cards, bus joint-name cards, bank joint-name cards and other wing payment products in different provinces and cities across the country. .
6.4 China UnionPay
China UnionPay is an important part of the domestic mobile payment industry chain. Its role is to be responsible for the transfer and settlement of mobile payment services, connecting telecom operators and financial institutions, and integrating and coordinating telecom operators and banks. At present, China UnionPay has entered the mobile payment pilot in seven provinces and cities, and launched four mobile payment-based products, including smart SD cards, dual-interface telecom cards, film cards and NFC mobile phones, which will promote UnionPay nationwide in the future. Standard mobile payment method. Previously, China UnionPay also established 18 mobile banking industry alliances with 18 commercial banks, China Unicom, China Telecom and mobile phone manufacturers.
6.5 Alipay
As the leader of online payment in China, Alipay faces competition from the above-mentioned state-owned enterprises in the field of mobile payment. Alipay's current main actions in the mobile payment market are cooperation with the largest mobile browser UC browser in China. In the latter, Alipay's secure payment solution is built in, allowing users to directly complete online payment and mobile phone recharge. Alipay has reached cooperation with 11 banks including Bank of China, Industrial and Commercial Bank of China and China Construction Bank to promote “fast payment†services. Alipay also has clients on multiple mobile platforms. The main advantage of Alipay in this field is that it has a large user scale and a good understanding of user spending habits.
6.6 Quick money
Founded in 2004, Quick Money is a third-party platform with multiple payments for online payment, telephone payment, and mobile payment. Different from Alipay and Tenpay, fast money does not rely on large e-commerce brands to operate, but also has greater independence. The development strategy of fast money is to avoid competition with Alipay, reduce the radiation of business to consumer terminals, and switch to the merchant market. B2B strategic positioning and personalized financial services have shunned competition from banks and B2C third-party payment companies. The quick brush launched in September 2011 is a fast-moving financial product and service mobile terminal carrier, which is positioned in the B2B mode of mobile payment, providing enterprises with electronic payment settlement solutions and financial value-added services. As of the beginning of 2012, there were more than 1.1 million merchants in fast money, involving nearly 20 industries including aviation, insurance, online shopping, logistics, clothing, and education. In 2011, the transaction volume exceeded 400 billion. Currently occupying a 7.6% market share in the third-party payment market.
6.7 Remittance to the world
Remittance World was established in 2006 and has been focusing on vertical industries such as aviation and funds, and has accumulated significant field payment advantages. Remittance to the world's profit model: the same is to collect the handling fee, remittance to the world focus on the aeronautical electronics market, to solve the problem of poor capital flow. Providing a T+1 ticketing service to insert a 200 billion yuan avionics market, currently accounting for 50% of the market. In addition to avionics**, in 2010, Remittance World was allowed to carry out fund payment and settlement business, which entered the fund payment market of up to 800 billion yuan. In April 2010, Tiantianying, a product of Remittance World, covered more than 95% of bank cards and more than 400 popular fund products of 23 fund companies, and realized profit through handling fees.
6.8 Epro Payment
At present, the strategy of Epro Pay in the field of mobile payment is mainly to seize the end users. During the European Cup, Epro paid a joint promotion event with China Merchants Bank and 58 Group Buying Website to attract mobile terminal users. Epro Pay currently accounts for 3.83% of the third-party trading market. The company, which was founded in 2003, currently accounts for 70% of E-Pay's share of direct-paying digital entertainment in client games, web games, video, SNS, portals, blogs, Weibo, and novels. In the background clearing market, Epro pays 90% of the market. In the online entertainment payment business, Epro's competitive strategy is to deepen the excavation of the industry and provide a variety of solutions. For example, Epro Payments is a telecom payment solution for online business halls customized by Unicom. After collecting the tariffs, it can help Unicom branch to manage the flow of funds one by one. The areas that Epro pays heavily include aviation, games, online shopping, digital games, education, etc., and the market share in these areas is ranked in the top three.
6.6 La Cala
In June 2012, Lacala launched the Lakara mobile phone card reader, and entered the personal mobile payment market by relying on the offline payment market advantage. Lakara's original positioning advantage is to facilitate payment and convenience to life service providers. Free credit card repayment, mobile phone recharge, game card, public utility payment and other services. In the background, different sub-account models are developed with different partners. The biggest difference from the above competitors is that Lakara has a real payment terminal. So, to enter mobile payment, the country's largest offline third-party payment company, the first opponent is facing its own offline business - La Cala has 60,000 payment terminals in 300 cities nationwide, by 2012 6 The month occupies more than 80% of the offline payment market. However, if you do not continue to rely on traditional offline payments, Lacala will be directly smashed by competitors such as UnionPay's cardless payment and Alipay's mobile payment. So Lakara must also walk on two legs.
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