最有看点的互联网金融门户

最有看点的互联网金融门户
国际资讯

移动支付是便捷还是困惑?

移动支付和数字钱包在如今的市场上代表了增长最快的组成部分。参与者进入这个领域不仅要面临激烈的竞争,更要承担迫切需要寻求和部署解决方案的压力。当前,消费者需要从数以千计的移动应用程序中做选择,这些应用都指望通过用户使用智能手机购物来简化和提升购物体验。移动支付的便利被大大吹捧,但随着越来越多的零售商转向移动支付,消费者会愈加难以管理和维护多个应用程序。

即便可以下载到无数的移动应用,消费者的使用情况仍然落后。

许多商家已经局限在推出独立的移动平台以满足其业务目标和业务对象上,而不是首先着眼于消费者体验。去年,移动支付行业内的竞争上升到新的层面,这导致了市场上推出了数以千计独立的移动支付/强调忠诚度的应用程序。消费者对这个新兴技术的热情度却走向了相反的方向,因为它很快就被挫败感和漠不关心所取代。当前的模式让消费者处于应用过载的状态。

麦肯锡公司公布的《2013年移动支付消费者调查》发现,便利和支付整合是消费者使用移动支付应用的关键。消费者希望从他们的移动应用中获得附加值,包括节约资金,提高安全性,便利以及拥有忠诚度的产品。这不可能仅通过独立的应用就能实现。

消费者表示他们更倾向于使用一个统一的,能在多家商家使用的移动平台。这个平台便于对奖励和结余集中管理。其次,使用这平台能迅速获得有价值的激励以及符合自身情况的奖品。

作为一个行业,我们正处于十字路口。未来,移动忠诚度和支付应用的成功有赖于我们对全方位消费者体验的侧重能力。公众知道这一技术并不等于消费者使用该技术。最初,工具是用来提高便利的,但最后它却给收银机两边的家伙制造了混乱。

Mobile payments and digital wallets represent one of the fastest growing segments in today’s market. Entrants into this space face intense competition and an extreme sense of urgency to develop and deploy a solution. Currently, consumers can select from thousands of mobile apps, all promising to simplify and enhance the shopping experience by allowing users to pay for purchases with their smartphones. Convenience is touted as the primary benefit, but with the growing number of retailers making the move to mobile, it is becoming increasingly difficult for consumers to manage and maintain multiple apps.

Despite the myriad of mobile apps available for download, consumer adoption continues to lag.

Too many merchants have narrowly focused on launching a stand-alone mobile platform that meets their business goals and objectives, rather than focusing first and foremost on the consumer experience. This past year, the competition within the mobile payments industry intensified to a new level, resulting in the launch of thousands of stand-alone mobile payments/loyalty apps. This is proving counter-productive as consumer enthusiasm for this emerging technology is quickly being replaced with frustration and disinterest. The current model leaves many consumers in a state of app overload.

The 2013 Mobile Payments Consumer Survey published by McKinsey & Company found that convenience and payment integration are the keys to consumer adoption of mobile payment apps. Consumers expect added value from their mobile apps including monetary savings, improved security, convenience, and loyalty offerings. This simply cannot be achieved through stand-alone applications.

Consumers have indicated they would be more likely to use a singular, consolidated mobile platform that is accepted at multiple merchant locations, where rewards and balances are conveniently managed in one central location, as well as where usage is rewarded instantly with valuable incentives and tailored offers.

As an industry, we are at a crossroads, and the future success of mobile loyalty and payments apps is dependent on our ability to focus on the complete consumer experience. Making the technology available to the general public does not equate to consumer adoption. Tools that were originally designed to add convenience are ultimately creating confusion on both sides of the cash register.

 


用微信扫描可以分享至好友和朋友圈

扫描二维码或搜索微信号“iweiyangx”
关注未央网官方微信公众号,获取互联网金融领域前沿资讯。

发表评论

发表评论

您的评论提交后会进行审核,审核通过的留言会展示在下方留言区域,请耐心等待。

评论

您的个人信息不会被公开,请放心填写! 标记为的是必填项

取消

幸文君

72
总文章数

互联网金融爱好者。

支付圈、生态圈、场景圈……各种圈的重合点在哪里?

李虹含 11-12

[未央翻译]Fintech国际资讯周报|2017年第44周

高旭 11-03

拆解手机支付骗局,移动支付要当心

融360 10-24

移动支付加速出海 支付宝微信退税悄然起步

杜川 | 第一财经日... 10-12

移动支付“出海”速度攀升 百度、京东加入战局

裴晨汐 | 证券时报 10-09

版权所有 © 清华大学五道口金融学院互联网金融实验室 | 京ICP备17044750号-1