手機(jī)錢包真正的用戶需求在哪里

You can credit Apple Pay with dramatically raising thevisibility of mobile payments technology over thepast four months. Even the U.S. government nowaccepts it, for admission to national parks and such.

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。