過去四個(gè)月里,移動支付技術(shù)獲得的關(guān)注度顯著提升,這筆功勞很大程度要記在蘋果公司的Apple Pay上。就連美國政府現(xiàn)在也接受了它,允許人們用它購買國家公園的門票什么的。
Google isn’t just watching: it just signed someformidable partners to build its own share morequickly. AT&T, T-Mobile and Verizon will allpreload Google’s app on certain mobile handsets.They’ve also decided to let Google take control of Softcard, the alliance they created to controltheir mobile payment destiny.
谷歌不僅僅是在觀望:該公司剛剛和幾個(gè)強(qiáng)大的合作伙伴簽約,企圖迅速構(gòu)筑自己的市場份額。AT&T、T-Mobile和Verizon等運(yùn)營商都將在特定機(jī)型上預(yù)裝谷歌的支付應(yīng)用。他們還決定讓谷歌控制他們?yōu)檎瓶匾苿又Ц睹\(yùn)而創(chuàng)建的Softcard聯(lián)盟。
Plus, you shouldn’t discount the potential influence of the world’s biggest smartphone maker,Samsung. Last week, it bought LoopPay, a technology that doesn’t require massive upgradesof point-of-sale technology.
另外,我們也不應(yīng)忽視全球最大手機(jī)制造商三星公司的潛在影響力。就在上周,三星剛剛收購了LoopPay公司,后者的技術(shù)并不需要POS機(jī)技術(shù)的重大升級。
Nor should you overlook PayPal, which processedapproximately $46 billion in mobile paymentsduring 2014. That was 20% of its total.
PayPal也不容忽視。2014年,PayPal通過移動支付處理了將近460億美元的交易額,占其總交易額的20%。
Why all this fuss? The answer lies in the success of the Starbuck mobile app, which supports atleast 7 million mobile transactions per week.
各大公司為何紛紛涌向移動支付?答案與星巴克移動應(yīng)用的成功有關(guān),該應(yīng)用每周至少要處理700萬次移動交易。
An impressive digital payment vehicle? Certainly. But that understates the app’s powerfulinfluence as a marketing tool. It’s already used liberally to distribute third-party software,digital music, and promotional offers. A valuable marketing channel that is mostlyunderexploited today.
移動支付是一個(gè)優(yōu)秀的數(shù)字支付載體嗎?當(dāng)然。但這種說法低估了它作為一種營銷工具的強(qiáng)大影響力。它已經(jīng)被廣泛用于推廣第三方軟件、數(shù)字音樂和促銷活動。這是一個(gè)極具價(jià)值,但目前還沒有得到充分開發(fā)的營銷渠道。
“Access to loyalty rewards from brands is the most wanted features from consumers, and it’sthe one least integrated in mobile payments today,” notes Forrester Research analyst ThomasHusson, in a recent blog about this topic.
福雷斯特研究公司分析師托馬斯o哈森最近在一篇討論這個(gè)話題的博客中寫道:“獲得各大品牌的忠誠度獎(jiǎng)勵(lì),是消費(fèi)者最想要的功能,它也是這些移動支付最大的缺陷之一。”
Indeed, approximately 57% of U.S. adult smartphone users want access to loyalty programsand rewards through mobile wallets, according to his firm’s ongoing Consumer Technographicssurveys.
實(shí)際上,根據(jù)福雷斯特公司正在進(jìn)行的消費(fèi)科技調(diào)查,大約57%的美國成年人智能手機(jī)用戶想通過智能錢包參加某個(gè)品牌的忠誠度獎(jiǎng)勵(lì)計(jì)劃。
Three other tidbits to consider:
另外還有三點(diǎn)需要注意:
o Don’t forget price comparison information. It was only slightly behind loyalty programs as adesired feature for mobile wallets.
o 不要忘了價(jià)格比較功能。在消費(fèi)者看來,比價(jià)信息的重要性只是略低于忠誠度計(jì)劃,也是消費(fèi)者非常需要的移動錢包功能之一。
o Consumers may be slow to trust. They’re more likely to consider mobile wallets from banksand credit card processors than from technology companies or retailers. PayPal stands out asan exception.
o 要讓消費(fèi)者信任移動錢包可能需要比較長的時(shí)間。他們可能更容易相信銀行或信用卡處理商推出的移動錢包軟件,而不是科技公司或零售企業(yè)提供的移動支付功能。PayPal是個(gè)例外。
o Dramatic three-year increase anticipated. According to Forrester’s report in early February,just 3% of consumers have used a mobile wallet in the past three months. By 2018, however,adoption should reach 15-20% of smartphone users. That’s an impressive upside.
o 在未來三年內(nèi),移動錢包有望實(shí)現(xiàn)快速增長。根據(jù)福雷斯特公司二月初發(fā)布的報(bào)告,在過去三個(gè)月里,只有3%的消費(fèi)者使用了移動錢包功能。不過到2018年,移動錢包的使用率將達(dá)到全部智能手機(jī)用戶的15%到20%。這種增長速度將是非常驚人的。