Trustly公司成立于2008年，是由瑞典金融服务局批准注册的一家全欧支付服务公司。该公司正考虑向欧洲境外提供支付服务，但至今尚无具体计划。Trustly公司的副总裁奥斯卡·贝里隆德今日向《Mobile Payments Today》透露说：“由于欧洲支付市场仍有发展机会，我们目前的业务重点仍然在欧洲。”
伊文斯称，如Trustly, PayPal, Visa的 V.me 和万事达卡的MasterPass这样的数字钱包和支付平台经常会云存储客户的支付信息，或是直接连接资金账户以减少客户的购买步骤。她表示：“由于数字钱包具有加强客户与金融商之间关系的潜能，各家公司正致力于成为默认数字钱包。最终，数字钱包将为客户提供更多安全便利的服务，并逐渐成为客户们转向更多数字支付业务的必需品。”
Swedish payment services provider Trustly has seen transaction volumes double since December 2012 for its solution which enables consumers to make online or mobile purchases direct from their bank accounts.
Stockholm-based Trustly currently provides its online and mobile payment service in six European countries: Denmark, Estonia, Finland, Poland, Spain, and Sweden. The company plans to add Italy and Norway in the near future, and will be rolling out to France, Germany, the Netherlands, Portugal and the United Kingdom within the next 12 months.
Founded in 2008, Trustly is licensed as a payment services provider throughout Europe by the Swedish Financial Services Authority. The company is considering offering its service outside Europe, but has no concrete plans as yet. "We're focusing on Europe, as there are still growth opportunities in the European payments market," Oscar Berglund, Trustly's deputy CEO, told Mobile Payments Today.
By February 2014, Trustly had processed 8 million payments, up from 4 million at the end of 2012, Berglund said. In the first quarter of 2014, Trustly processed 1.2 million transactions.
"Around 15 percent of consumer payments using Trustly are carried out on mobile phones and tablets," Berglund said.
As of March 2014, around 500 merchants including Groupon Sweden had added a Trustly payment option to their checkout pages, and the service is available through 39 European banks.
To use Trustly, customers click on the Trustly button, which then takes them to their bank's online banking log-in page. Trustly populates the checkout page with the merchant's bank account details, and the customer authenticates the payment with a one-time passcode supplied by their bank. Customers can either be sent the one-time passcode via SMS text messaging, or they can use a bank-supplied hardware device which generates a one-time transaction authentication number.
In Scandinavia, customers can authenticate Trustly payments with Mobile BankID, a mobile banking authentication technology offered by several Scandinavian banks that uses mobile phone SIM cards to verify the user's identity.
In Sweden, Trustly offers a P2P payments service for Blocket.se, the Swedish equivalent of Craigslist. "We're looking at providing our P2P payments service in other European countries," Berglund said.
"Europeans prefer to make payments to online merchants using their bank accounts, rather than use credit or debit cards," Berglund said. "This is different to the U.S., where consumers are accustomed to using cards or PayPal for online purchases. Marketing bank account-based online payment services in the U.S. would require a lot of customer education."
"The reason why European consumers prefer to pay via their bank accounts is likely related to the fact that debit is so entrenched in European culture," Tristan Hugo-Webb, associate director, International Payments Advisory Service at Mercator Advisory Group, said. "Credit cards are a relatively rare payment instrument in Europe with consumers using cash and debit cards far more than other payment instruments, making online payments via their bank accounts a de facto debit transaction. Another reason for the preference for online bank account payments is the rise in card fraud. Across Europe, card fraud is growing despite broad EMV penetration because of the growth of card-not-present transactions. Consumers are wary about online payment security, and so providing a service like Trustly that removes the need to enter card numbers is appealing to consumers."
In Europe, e-commerce merchants need to offer bank account payments to their customers, or risk losing sales to customers who prefer not to pay online with cards, Berglund said.
According to Berglund, the two most important factors for consumers when making online payments are security and convenience. "In Europe, most banks now require consumers to use 3-D Secure-based authentication systems such as MasterCard SecureCode or Verified by Visa when making an online card payment," he said. "But having to use 3-D Secure is inconvenient for consumers."
Berglund said that European consumers are increasingly migrating from desktop PC-based online banking to mobile banking. "It's very convenient to be able to make a purchase direct from your bank account using a mobile device," he said. "You just need a one-time passcode."
Trustly competes with a number of bank-operated online and mobile bank account payment solutions in Europe, such as MyBank, which was developed by EBA Clearing, a subsidiary of the European Banking Authority. "The difference between Trustly and these other services is that Trustly is bank-independent," said Berglund. "We provide an overlay integration to banks, so their customers can make payments via our platform."
“Based on a review of Trustly’s platform versus MyBank, it appears that Trustly has a much more streamlined merchant sign-up process,” said Thad Peterson, a senior analyst at Aite Group. “Trustly has assumed responsibility for enabling participating banks on its platform so the merchant doesn’t need to have a relationship with each participating bank. MyBank appears to require that the merchant establish a connection through the bank rather than through the platform, and each bank can have different requirements and transaction pricing. Trustly appears to be a more elegant solution for merchants and a simpler customer experience for consumers. Since simpler is almost always better in the e-commerce space, there is potentially a significant competitive advantage for Trustly over MyBank.”
Berglund said that Trustly's solution integrates with banks in a similar manner to account aggregation services such as Mint.com. "Unlike account aggregation services, Trustly doesn't store any customer information," Berglund said.
Trustly has had some discussions with banks about revenue-sharing partnerships. "Instead of having to build their own online payment solution, they could white-label our platform to their customers," Berglund said.
“As this is a platform play, having the right banks on board is essential to acquire new customers, as it’s unlikely a consumer would change banks just to use Trustly,” said Peterson. “In the markets that Trustly serves, it has done a good job of penetrating the major banks, eliminating a significant source of potential friction. This also works in Trustly’s favor with merchants as it conveys stability and ensures that the offering will be readily adopted by consumers.”
“From my research into the European e-commerce space, there is room for a service like Trustly to operate in the market,” said Hugo-Webb. “But, as the e-commerce market continues to grow, Trustly will increasingly face competition from similar players such as Sweden-based Klarna and Germany-based Sofort, which was recently acquired by Klarna, among others as well as from bank-operated payment services like MyBank or Zapp in the UK. While it’s impossible to predict who will come out on top, growth will inevitably slow as more challengers take a piece of the e-commerce market.”
“Netherlands-based online banking ePayments (OBeP) service iDeal is hugely popular in the Netherlands,” said Zilvinas Bareisis, a senior analyst at Celent. “OBeP services such as iDeal or Trustly represent a good solution for consumers without credit cards. Also, debit cards may have limitations for online usage.”
“Many European Union consumers prefer to use prepaid cards for online payments so they don’t need to use their credit or debit cards,” said Peterson. “In some markets like Germany, there is a strong bias against card based payments for online transactions, and Trustly plays directly into this bias.”
Merchants like OBeP services such as Trustly as they represent an alternative to interchange-based card pricing, Bareisis said. “Also, merchants are faced with less fraud as the customer has to log in to authenticate the transaction and push the payment out, and don’t need to worry about PCI compliance, as they aren’t handling the customers’ payment instruments,” he said.
"Trustly is representative of a larger global trend towards one-click digital payments," Michelle Evans, Euromonitor's senior consumer finance, told Mobile Payments Today. "
It provides Europeans with a digital payments option that connects directly to their current accounts rather than to a payment card as many digital wallets do. Digital wallets make it easier and safer for consumers to execute payments in mobile and online scenarios. One of the reasons why the conversion rates on mobile devices are woefully low compared with purchases made from computers is the challenge that consumers face with being able to enter payment details on these smaller devices."
Digital wallets and payments platforms such as Trustly, PayPal, Visa's V.me and MasterCard's MasterPass often store consumer's payment information in the cloud or connect directly to the funding source in order to reduce the steps to purchase for the consumer, Evans said. "Firms are battling to be the default digital wallets due to their potential to cement a consumer's relationship with the financial provider," she noted. "Ultimately, digital wallets are about increased security and convenience for the consumer and are becoming a necessity as consumers shift toward more digital payments."
Evans said that Trustly is comparable to a service such as PayPal, but can be viewed as more trustworthy since the Trustly service makes a more visible connection to the consumer's current account. "Merchants could find the Trustly product attractive, since the fees Trustly charges merchants per transaction are competitive to those charged by card payment companies and in many cases may actually be cheaper," she added.