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苹果支付登录网页端引发Paypal担忧

上周,苹果公司宣布Apple Pay将登录网页端。消息一出便引发了Paypal投资人的担忧,并导致Paypal股价在上周四下滑4.7%。而之后PayPal从低点低频率反弹,导致股票在一天内下降了近8%。

具体来说,苹果公司此次的计划是通过Safari浏览器将提供支付服务,消费者可以使用iPhone和iPad进行支付,并通过TouchID的技术来进行指纹鉴定。

卖方分析师指出,这意味着苹果将会成为PayPal的直接竞争对手,这也是两大巨头的第一次正面接触。分析师Piper Jaffray写到:“这证实了我们的想法,苹果支付的发展最终必将影响PayPal的业务。”

去年的统计显示,通过包括iPhone和Android在内的移动设备支付约占去年PayPal总支付体量的30%。而同时,Sterne Agee公司发起的一项调查则显示,Paypal的市场主导地位和企业价值都将因此受到影响。

Jefferies表示,苹果支付不是市场破坏者,它只是加强了各方之间的竞争。但是苹果支付目前的客户和商家使用率并不高,而PayPal已经在规模和品牌影响力上具有先发优势。

自2014年9月推出以来,苹果支付已经被定位为PayPal业务的重大威胁,所以上周苹果支付登录网页端的消息也并不让人太感到意外。不过在过去两年里,PayPal也已经摆脱了单纯的“支付接收”定位,并将服务成功拓展到了个人或商家间的支付管理、转移和其他一些服务。苹果支付要想成功,就要看它最终能够吸引多少忠实用户。如果他们相信有足够多的消费者将会使用它,那么这样多方平台一体的集成工作就是值得的。

至少从之前的市场反应来看,分析师们认为苹果将成为移动网络世界的一股新势力。当然,尽管苹果支付前行并不是一帆风顺,但是他们仍然看好这个移动支付市场的新选手。

PayPal's shares were off on Thursday by 4.7 percent as investors expressed concerns over a new flank in Apple Pay's strategy that would bring the payments service to mobile websites.

PayPal rebounded off lows which took the stock down as much as 8 percent intraday.

To recap the Apple initiative, the Safari browser would be used to make the payments service available to consumers making purchases from merchants that accept Apple Pay using their iPhones and iPads, in turn using the TouchID technology that uses fingerprints as a basis for identification.

This would mean that Apple would compete more directly with PayPal - and as sell side analysts noted, this is the first real direct head to head encounter between the two companies. Piper Jaffray analysts wrote that "this confirms our belief that Apple Pay's evolution will ultimately impact PayPal's business."

Roughly 30 percent of PayPal's total payments volume, as measured last year, came through payments made on mobile devices, including iPhones and Android devices and others.

Also in the wake of the rumors surrounding Apple Pay, another firm, Sterne Agee, initiated a neutral rating with concerns over valuation in addition to risks to the firm's "dominant position in eCommerce."

Separately, Jefferies said that the Apple Pay focus on mobile means that it is competition rather than disruption. But Apple Pay faces customer and merchant adoption hurdles that may make it rough sledding, and PayPal has advantages in having been first mover, and has power in scale and brand.

Apple Pay has been positioned as a threat to PayPal's business since its launch in September of 2014, so the latest doom and gloom chatter is nothing new as Apple Pay, now two years later, expands its presence to the mobile Web. Over that same period of time, PayPal has expanded its focus beyond being just an "online acceptance mark" to network that allows consumers to move and manage payments between people, merchants and other businesses in an effort to boost customer acquisition, usage and create stickiness. Apple Pay's success, like all players in the digital/mobile commerce space, will be tied to its ability to get enough merchants to add it as a payments option. That they will do, if they believe that enough consumers will want to use it, making the integration efforts worth their time and expense.

At least yesterday, analysts' reaction is that they will and that Apple will become a formidable mobile Web force. Of course, they were also bullish on Apple Pay, which has struggled to gain momentum.


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