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分析学与长期会员奖励将会驱动移动支付增长

迄今为止,大量证据证明移动距离支付难有起色。尽管斥资数百万用来发展这些平台,但是消费者使用率依然近乎为零。导致这一情况的原因有很多,现在很多人将通过数字钱包申请长期会员奖励和回报看做是杀手级应用,这个软件将最终有助于燃起移动距离支付市场的绵延盛火。

Ovum的调查中强调,全球53%的消费者报告他们从未使用过或者对他们手机的补偿政策或优惠券产生兴趣,而44%的消费者使用过或对于使用移动设备在商店和餐馆进行支付感兴趣。作为接触消费者和驱动消费的新方式,将奖励和提议与移动支付相结合是短期内发展的一个普遍特征。现在已经有一些新的服务,比如Coles移动钱包,和FlyBuys集成,以及来自星巴克、麦当劳等商家的移动支付服务,这些都显示出这一领域的投资金额很高,而且还在持续增长之中。

正如Ovum最近所报道的那样,“基于长期会员奖励与地方政策的支付服务”,登录这些服务说的比做的容易,因为长期会员市场本身继续经历一个分裂性演变,这对支付空间也有同样的影响力度。特别是长期会员市场正在迅速被各种提议和日常交易充满,导致消费者对于定制化和定向化的需求不断增长,这将有助于巩固流动无常的客户群。

从商人和银行的角度来实现这一点需要发展处理大量大数据的能力,这样才能超越传统的高级事务数据,而且现在必须包括地方消费者数据和SKU特定数据的申请分析。这将需要支付提供商和商家之间更高级别的合作,这对于像是Aimia、Oracle、IBM这样大型热门第三方长期会员和分析供应商,来说代表着一个增长的市场机遇,对于新兴创业者来说亦然。 现在的支付提供商已经拥有大量事务数据,能够或者已经用于长期会员计划。然而,大部分数据依然松散无序,而且现代长期会员计划的需求也是模糊不清。能够突破这一点并且创造更加广泛的支付长期会员生态系统的钱包提供商才有潜力去推动移动钱包的使用,并且创造超越POS机的全新消费者零售体验。

Mobile proximity payments have to date proven lacklustre and despite hundreds of millions spent on developing these platforms, consumer take-up remains virtually non-existent. While the reasons for this are many, the application of loyalty rewards and benefits via the digital wallet is now seen by many as potentially the killer app that will help to finally ignite the long simmering mobile proximity payment market.

Ovum’s research highlights that 53% of consumers globally report they’ve either used or are interested in redeeming offers and coupons with their handsets, while 44% have used or are interested using their mobile device to pay for things in store and restaurants. Combined rewards and offers in conjunction with mobile payments are set to be a common feature in the near term as a means to reach consumers and drive spending in new ways. Already today new services such as the Coles Mobile Wallet, with FlyBuys integration and mobile payment services from the likes of Starbucks, McDonalds and others shows investment here is high and growing.

As highlighted in Ovum’s recent report, “Loyalty and Location Based Payment Services”, launching these services easier said than done as the loyalty market itself continues to undergo a disruptive evolution just as powerful as that impacting the payments space. In particular the loyalty market is rapidly becoming inundated with offers and daily deals leading to a growing need for more personalized and targeted offers to consumers to help maintain engagement levels among an increasingly fickle audience.

Achieving this from a merchant or bank perspective requires developing extensive Big Data capabilities that extend beyond just traditional top level basket transaction data, and must now include applying analytics on a range of consumer data down to location and SKU specific data. This will require greater levels of cooperation between payment providers and merchants and represents a growing market opportunity for big hitting third party loyalty and analytics vendors such as Aimia, Oracle, IBM as well as opportunities for emerging start up players. Payment providers today already hold a rich seam of transaction data that can be and already is applied to loyalty programs. However, much of this data remains largely unstructured and the needs of modern loyalty programs remains largely ill-defined. Wallet providers who can crack this and create a broader payments loyalty ecosystem have the potential to both drive mobile wallet usage and create new consumer retail experiences beyond the POS.


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