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

7
http://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
Providers
Government Merchants
Financial
Institutions
Telco
Service
Providers
Ecosystem
Aggregator
Traditional Mobile Wallet
Geo
Fencing
Maps Location
Bar/QR
Codes
Bluetooth NFC
Tags/
Smart
Poster
Mobile
Imaging
Seamless integration of technology to provide rich user experience
Push
Notification
Augmented
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

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

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
SecurityLoyalty
Analytics
Adverting
/marketing

20140415 智慧支付工具與創新應用

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