Some time ago, the mobile payment company that had won the license for third-party payment licenses can now adjust its business. The world's three leading NFC (NFC is Near Field Communication, short-range wireless communication technology) marketing company last week. Announced the formation of a global alliance "NFC World Alliance" to promote NFC as a viable mobile marketing tool. All three companies believe that advertisers, not mobile phone manufacturers and mobile payment companies, play a leading role in promoting the popularity of NFC among consumers.
The three companies are Blue Bite from the US, Proxama from Europe, and Tapit from the Asia Pacific region. All three companies have experience in helping brands leverage NFC technology to expand their market share. NFC is a hot word in the field of mobile electronic products, and it holds the status of big brother in the field of mobile payment. In the future, the development direction of the Internet will inevitably move toward mobile Internet technology. Mobile payment, which involves core processes in both business and social, naturally becomes a key point in the industry.
The Mobile Payments Today website has several categories for mobile payments:
Mobile Payments Today website classifies mobile payments
Take the mobile device as a POS machine: move the wallet. At present, the most popular form, in the store through mobile devices such as NFC has not yet entered the mainstream technology to complete the payment. Representative: Google Wallet, VISA.
Think of a mobile device as a POS: Each mobile device is a POS machine. The merchant completes the credit card payment through a mobile device. Don't be confused with mobile wallets. Representative: Square, VeriFone.
Mobile payment platform: all other types of mobile payments. Includes all payment methods that allow consumers to pay merchants or other consumers (P2P) via mobile devices. It may be in the store or online, either by SMS or by NFC. Representative: PayPal.
The direct deduction of the telecom operator: tell the electronic merchant to deduct the fee from the call. Mobile phone users purchase products such as ring tones, games, digital content, etc., and the fee is deducted from the call charge. Representative: boku, mopay, PaymentOne.
Closed-loop mobile payment: The return of the store credit card, but this time replaced with a mobile device. If a company is reluctant to use a third-party mobile wallet or platform, you can develop mobile payment tools yourself. Representative: Starbucks.
Mobile payment is a fierce development in the world market. Ai Media Consulting Research found that the number of mobile payment users in China exceeded 100 million for the first time in 2010, reaching 123.8 million, an increase of 77.4%. Ai Media Consulting predicts that the number of mobile payment users in China will exceed 400 million in 2013. In 2011, the number of users will reach more than 200 million, reaching 223.6 million, with the fastest growth rate of 80.6%.
The increase of mobile phone users in China, as well as the maturity and promotion of 3G technology, the implementation of the country's construction of the Internet of Things concept, have created favorable conditions for the development of the domestic mobile payment industry. The mobile phone has the dual attributes of terminal and network connection, which can fully satisfy the user's convenient payment demand, and the promotion of close-range payment in the hot market segment makes the mobile payment user scale greatly increase.
2009-2013-year China Mobile Payment User Size and Growth Forecast
Proxama CEO Neil Ghana said, "NFC is becoming the standard for mobile phones, especially for label reading." The label reading feature allows consumers to shake NFC phones in front of NFC-enabled objects such as posters or posters. Receive information or perform actions.
Similar to the functionality provided by barcode scanners, NFC phone users can launch an app or visit a website. But NFC can also do other actions, such as like a brand on social networking sites, pay attention to a star Weibo, and choose to receive offers from retailers via mobile phones.
After the establishment of the NFC Global Alliance, OEMs or handset manufacturers and mobile payment companies will face embarrassment. Once the split mode/profit model is disintegrated, the industry chain will break. In terms of industrial form, the implantation of NFC technology in smart phones will not be a particularly difficult challenge. What is important is that the external environment has formed a market with sufficient breadth and depth for NFC applications. Users have this demand and merchants have strong advertising. The willingness to build a lifestyle that is always on the move with mobile devices will take a long time to nurture. Even though current smartphones support NFC, mobile payment companies are vying for a significant license, but if they don't build a real mobile Internet, everything is just a cake.
Now NFC marketing company has formed an alliance, starting from advertisers, paying attention to the final presentation of NFC, controlling the key processes of transaction, and letting mobile phone manufacturers and mobile payment companies downgrade. In addition to changing NFC technology into mobile phone address, mobile phone operators That's a must, mobile payment companies are keeping a close eye on the frontier, catering to the technical standards of the payment system, and NFC marketing company is the big winner of this feast.
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