20140415 智慧支付工具與創新應用

智慧支付工具與創新應用

郭茂仁

亞太智慧卡協會顧問

日本電通集團貝立德媒體實驗室顧問

昕強科技

mrkuo@mobilitylife.asia

支付機制的演進

Cash/Checks

Magnetic Stripe

Contactless

Chip

Over the Air

Car parking

Vending machines

Peer-to-Peer

payment

Ticketing

Plastic bank cards

Exxon Speedpass

fob

PayPass enabled

chip in Mobile

Phone

1

2

3

4

消費習性的改變

Off – Line

面對面交易

On - Line

Mobile

On - Line

Mobile

O - 2 - O

智慧型手機支付 + 實體消費的特性

Consumers now expect payments to be as

easy, fast, secure and accessible as the

rest of their lives.

Transforming Digital Payments

https://www.youtube.com/watch?v=ehkYyVuWMYI

由渴望到購買的過程Smart Phone 到 smart Shopper

廣告 慾望

Intent

找尋 哪裡有

Discovery

購買比較 哪個好

Shopping

哪裡買

Buying

如何支付

Pay

服務口碑

Post-sale

TV -> Social

DM -> 導購

比性能 比功能

7http://tag.microsoft.com/tag-in-action/success-story/t/mobile_e-commerce_infographic.aspx

串連智慧生活服務

Online – Offline

Anywhere, Anytime

NFC tag

QR Code Bluetooth Barcode

生活中服務Services

Access

訊息傳播管道

持卡人智慧型手機支付Mobile Wallet

智慧生活應用總成

Health Care

ProvidersGovernment Merchants

Financial

InstitutionsTelco

Service

Providers

Ecosystem

Aggregator

Traditional Mobile Wallet

Geo

FencingMaps Location

Bar/QR

CodesBluetooth NFC

Tags/

Smart

Poster

Mobile

Imaging

Seamless integration of technology to provide rich user experience

Push

NotificationAugmented

Reality

Integration point for mobile user interaction

Context Awareness –Geofencing Technology

https://www.youtube.com/watch?v=l4YsXOcht4s

觀察趨勢

• O2O的需求大

• 安全快速的支付是基本要求

• 小螢幕需要簡化個人資料輸入

• 提高特店行業差異化

• 行動裝置簡化、降低經營成本

• 能掌握客戶，更進一步了解客戶習性

虛實已然沒有界線，比價廉物美服務好之外，更要比實體的體驗、便利與品牌

能更簡單的發現自己想要的商品，得到各種優惠資訊

店鋪的氛圍及優惠產品，促銷活動資訊的有效傳遞

顧客商店

智慧手機的普及，使商店和顧客間的交流更方便，容易

新加坡 StarHub Wallet

新加坡 StarHub Wallet

Smart Tap一次感應完成Coupon + payment +紅利累積

即時簽單控管預算支出

日本美髮沙龍Bar-code 會員卡 + EC

屈臣氏

北京交通一卡通簡單便利解決儲值不易的問題

Mobile Payment

Enabling

Technology

Adverting

marketing

Security

Commerce

Loyalty

Social

Analytics

Big Data

Location

Enabling

Technology

Social

Location

Commerce

SecurityLoyaltyAnalytics

Adverting

/marketing