手機(jī)錢包真正的用戶需求在哪里
過去四個(gè)月里，移動(dòng)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(guó)政府現(xiàn)在也接受了它，允許人們用它購(gòu)買國(guó)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(chǎng)份額。AT&T、T-Mobile和Verizon等運(yùn)營(yíng)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?dòng)支付命運(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(gòu)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(jí)。
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(dòng)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(dòng)支付?答案與星巴克移動(dòng)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(dòng)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(dòng)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(yíng)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(dòng)。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(yíng)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(chéng)度獎(jiǎng)勵(lì)，是消費(fèi)者最想要的功能，它也是這些移動(dòng)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(guó)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(chéng)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(chéng)度計(jì)劃，也是消費(fèi)者非常需要的移動(dòng)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(dòng)錢包可能需要比較長(zhǎng)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(dòng)錢包軟件，而不是科技公司或零售企業(yè)提供的移動(dòng)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(dòng)錢包有望實(shí)現(xiàn)快速增長(zhǎng)。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(dòng)錢包功能。不過到2018年，移動(dòng)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(zhǎng)速度將是非常驚人的。
