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瑞典支付服务商Trustly业务持续增长

瑞典支付服务商Trustly公司允许客户在网上购物或手机购物时直接使用其银行账户进行付款。据报道,自2012年月12月至今,其交易额已经翻了一倍。

总部位于斯德哥尔摩的Trustly公司目前在六个欧洲国家提供网上或手机支付业务,这六个国家分别是:丹麦、爱沙尼亚、芬兰、波兰、西班牙以及瑞典。该公司计划近期进军意大利和挪威市场,并将在未来一年内将其业务版图扩大至法国、德国、荷兰、葡萄牙以及英国。

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。”

发展

贝里隆德称:2014年2月,Trustly公司处理的支付业务已从2012年底 的400万笔上涨到了800万笔。仅2014年第一季度,Trustly处理的支付业务就高达120万笔。

他说:“约有15%的Trustly用户在手机或平板电脑上使用Trustly系统进行支付。”

截止2014年3月,包括瑞典高朋在内的大约500个商家都在其结算页面增加了Trustly支付系统选项,并且现在已经有39家欧洲银行加入了Trustly的支付网络。

要使用Trustly系统,客户首先要点击Trustly按钮,随后跳转至其开户行的网上银行登录页面。Trustly系统在结算页面提供了商户银行账户的信息,客户使用其开户行提供的一次性密码验证支付业务。客户既可以通过SMS(短信服务)的文本信息获取一次性密码,也可以使用由银行提供的硬件一次性交易验证码。

在斯堪的那维亚,客户可以使用手机银行码验证Trustly支付业务。这是一种由数家斯堪的那维亚银行提供的手机银行验证技术,使用手机的SIM卡检验用户的身份。

在瑞典,Trustly公司为Blocket.se网站(相当于瑞典Craigslist)提供p2p支付服务。贝里隆德说:“我们正考虑向其他欧洲国家提供p2p支付服务。”

偏好

贝里隆德说:“与美国人的习惯截然不同,欧洲人更喜欢使用银行账户而非信用卡或借记卡进行在线支付支付。美国客户习惯使用卡或PayPal进行网购。在美国,要想推广银行账户式的网络支付业务恐怕需要对客户普及大量业务知识。”

Mercator咨询集团下属国际支付咨询服务公司的副董事特里斯坦·雨果韦伯说:“欧洲客户更喜欢使用银行账户办理支付业务的原因可能与欧洲文化中根深蒂固的负债观念有关。在欧洲,信用卡是一种相对罕见的支付手段,客户们使用现金和借记卡的频率比其他的支付手段多的多,他们通过银行账户进行网上支付实际上也是一种借记卡交易。另一个原因是信用卡诈骗案件越来越多。尽管EMV芯片卡得到广泛应用,由于无卡交易的增加,信用卡诈骗案件仍在不断增加。客户对网络支付安全性非常敏感,所以提供Trustly系统这样的服务——交易过程中无需输入卡号——无疑对对客户具有很大的吸引力。”

贝里隆德称:在欧洲,电子商务商户需要向客户提供银行账户支付业务,否则遇到喜欢用卡办理网上支付业务的客户,就可能会丢掉生意。

据贝里隆德称,安全和方便是客户使用网上支付业务最重要的两个因素。他说:“多数欧洲银行要求客户使用如万事达安全码或经Visa验证的3D安全验证系统进行卡类网上支付。但是,使用3D安全验证系统这一要求让客户的网上支付毫无方便可言。”

贝里隆德称:越来越多的欧洲人选择用手机银行进行支付,而开始逐步减少或放弃传统的台式机平台。他说:“能通过移动设备直接用银行账户进行购物非常方便,只需要一个一次性密码。”

竞争

在欧洲,Trustly公司面临数家银行运营的网络及手机银行账户支付公司的竞争,比如MyBank,这是欧洲银行管理局的一家子公司,由欧洲银行管理局清算中心创办。贝里隆德说:“Trustly公司与其他公司的区别在于Trustly公司是独立于银行之外的。我们向银行提供叠加的整合服务,这样他们的客户可以通过我们的平台办理支付业务。”

Aite集团的高级分析师塞德·彼得森说:“通过Trustly平台与MyBank平台的综合分析可以看出,Trustly的商户注册程序更便捷。Trustly承担了在其平台向关联银行授权的责任。因而,商户不需要单独与关联银行建立关系。而MyBank则要求商户通过该银行而非Trustly平台建立关联,并且每个银行的要求和交易费用也不尽相同。看起来,Trustly对商户而言是更绝妙的解决方案,对客户而言又是更简便的操作体验。在电子商务领域里,便捷常常更容易博得青睐,所以比起MyBank来说,Trustly似乎更具潜在竞争优势。”

贝里隆德称,Trustly与银行结合的理念与Mint.com的账户整合服务似乎有异曲同工之处。他说:“与账户整合服务不同的是,Trustly不存储任何客户信息。”

Trustly已经就收入分成合作关系与一些银行进行了磋商。贝里隆德说:“他们不必建立他们自己的网络支付平台,可以在我们的网站白标贴牌供其客户使用。”

彼得森说:“整件事的核心就在于平台,客户不大可能为了使用Trustly就其更换开户行,所以搭载合适的银行才是获得新客户的关键。Trustly在其服务的市场中,在植入主要银行以及消除大量潜在摩擦等方面已取得傲人佳绩。这样做让客户感受到了服务的稳定性和便利性,所以对于Trustly也同样有利。”

空间

雨果·韦伯说:“从我对欧洲电子商务领域的研究看,像Trustly这样的服务仍具有市场操作空间。但是,由于电子商务市场继续发展,Trustly面临的同业竞争会越来越多,如类似业务服务商,瑞典的Klarna公司及近期由Klarna公司收购的德国Sofort公司,以及其他如MyBank或英国的Zapp这样由银行操作的支付服务。虽然不能预测哪家公司将在这一行业独占鳌头,但随着电子商务市场的挑战增多,业务增长终将减速。”

Celent公司的高级分析师巴瑞希斯说:“荷兰的网上银行支付(OBeP)服务商iDeal公司在荷兰家喻户晓。像iDeal和Trustly这样的OBeP服务为无卡客户提供了绝佳解决方案。并且,借记卡可能有网上使用限额。”

彼得森说:“许多欧盟区客户更喜欢使用预付卡进行网上消费,这样他们就可以避免使用信用卡或借记卡。如德国这样的一些市场对卡类网上支付交易有强烈的偏见,Trustly直接照顾到了这些偏见。”

巴瑞希斯称,商户们喜欢Trustly这样的OBeP服务,因为这类服务为交互卡定价提供了替代方法。他说:“由于客户必须登录验证交易然后进行付款,当商户处理客户的支付票据时不必担心是否符合支付卡行业标准,商户们面临的卡类诈骗案件也就更少了。”

全球趋势

Euromonitor 公司的高级消费金融师米歇尔·伊文斯说:“Trustly代表了一键式数字支付的全球大趋势。”

“它向欧洲人提供了直接关联至其现金账户的数字支付系统,而非众多数字钱包提供的支付卡方式。数字钱包让用户能够更简单更安全地办理手机和网上支付业务。与电脑购物相比,移动设备交易率极低的其中一个原因是客户无法在这些小型设备上输入支付明细。”

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。”

伊文斯称,Trustly与PayPal这样的服务具有可比性,而且由于Trustly服务提供的客户现金账户链接更具可视性,所以Trustly更值得信赖。她补充道:“由于相对卡类支付服务公司的收费而言,Trustly对商户每笔交易所收费用具有竞争性,实际上在很多情况下其收费更低廉,因此商户们会认为Trustly的产品更具竞争力。”

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.

Growth

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.

Preference

"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."

Competition

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.”

Room

“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.

Global trend

"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.


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