Payment is the core of pipeline in the era of mobile interconnection

Absrtact: In the mobile payment field, the third party payment company will become a diligent fast turtle to win the operators such Super rabbit, because they can no longer go back to the internet age, their success in the Rabbit's sleep. If mobile interconnection

In the area of mobile payments, third party payment companies to become a diligent "run turtle" to win the operators such "Super Rabbit", because they can no longer go back to the internet age, their success in the Rabbit's sleep.

If a company that makes standards in mobile Internet is a bit scary for many small and medium-sized companies, wouldn't you be surprised if someone tells you that jittery companies include Alipay?

The first and now largest Third-party payment company in the country has a 50% share of the PC Internet, but their wireless-related executives estimate only 10% of the mobile interconnection sector.

On the last day of 2011, the central bank on the official Internet announced the list of 61 companies to obtain third-party payment licences, the first appeared on the publicity list is the three major operators of the payment companies: Tianyi E-commerce, Unicom easy to pay, China-commerce.

But this news to pay Treasure Wireless Division general manager of all is a biting chill, he never felt the "three mountain" pressure. "No one has an innate advantage in the mobile internet market, and everyone is in the starting stage." But operators are not the same, they add inevitably to the monopoly of color and deterrence. ”

Payment is the core of the pipeline in the age of mobile interconnection, the blood of industry. To make countless patterns of application, payment is the only channel and corridor, but also the road of battleground.

The power of the oligarchs made them a bit too angry. Obviously, the operator's advantage is embodied in the innate network resources, user number resources, and even terminal resources. "Our payment process sometimes requires a message from the user to confirm that there is a message cost." And we can't get the phone number directly, but the operator doesn't need it and he knows more about the user than we do. For other payment companies, even banks have no such advantage. "Mobile operators can even allow users to replace their SIM cards to implant a Third-party payment tool that meets their requirements."

The mobile internet is a barrier to the structure of the PC Internet, which can even make a company such as Alipay uneasy, let alone other relatively weak third-party payment companies?

Either Alipay didn't think clearly, or it was a strategic low-key. Yanping, general manager of Dcci Internet Data Center, believes that the biggest mystery in the industry is who can win the payment link in the mobile Internet. But he also believes that in mobile interconnection, who can make payments into the cloud to become a winner, that is, based on such as Alibaba or Tencent has a set of industrial chain to highlight the value.

"Super Bunny vs. Run Turtle"

Operators no longer sleeping

"Without payment, all mobile Internet businesses have no business model." Even though she knew it, the most worrying thing now was that she couldn't keep her parents. "After all, everyone has a phone account, but not everyone has a Alipay account." Chinese mobile phone users have 900 million, while the Third-party payment company's mobile payment users don't say billions, that is tens don't have to fight for. ”

Mobile payments across the telecoms and financial industries, which attract operators, banks and third parties to pay businesses coveted "sweet cakes", to existing enterprises and new entrants have brought both opportunities and threats. The beginning of the drama despite the fog, but it seems to have foreshadowed the strong and the weak to live the end of the wanton.

As the publisher and owner of the traditional SIM card, the telecom operators naturally control the mobile phone, the most important weapon in the age of the Internet. If the logic control and security mechanism of the payment application are integrated into the SIM card, the SIM card becomes the core of the whole mobile payment, which is the reason why the mobile phone has evolved from the information communication and entertainment tools into "wallet".

In Japan, 50% of mobile phone users have the habit of paying mobile phones, and in China the number of mobile phone users has exceeded 900 million, even assuming only 12% of the penetration rate, which is a market of hundreds of millions of users.

Access to payment licences, operators will sweep the internet era of the Low-energy "plumber" image, in the mobile interconnected world occupy the "pay" this choke, in their own pipeline nuggets.

This is the sadness of Yin Jia, but Alipay is not weak. On the day of the Singles Day, it set a record of 33.69 million successful payments, of which the number of wireless payments reached 1.71 million pens. Alipay currently has 600 million users on the Internet, but it is not possible to convert all of them into mobile interconnected users overnight.

Because the consumer is more accustomed to the carrier to deduct the telephone bill the way, but does not enter the layer password to do the thumb movement on the handset. After all, security, simplicity is the first condition of mobile payment experience. Moreover, the operator's deep pockets are enough to deter other third-party payment companies.

"Operators may have a one-year profit over a third party payment company, and they can give users even bigger discounts or no orders." "When a carrier gets a licence, it can pay for everything in the company's domain, while the Third-party payment company is not going to be a carrier," said Zhu Jia. ”

But more importantly, telecom operators control the communications network and mobile terminals, card issuing rights. The ubiquitous communication network of telecom operators has the advantage that other mobile payment providers cannot match. In addition, the mobile phone has become a portable multimedia terminal, integrated mobile payment business will bring greater convenience to people's lives.

This is one of the most worrying aspects of Yin Jia. "In China's mobile phone sales market, about 20%~30% mobile phones are customized by operators every year." This part of the terminal can be customized according to operator requirements, and may even exclude the implantation of any other third-party payment tools. ”

They think operators can at least control the way 20%~30% terminal phones are paid, "they can ask what apps appear on their phones, just as Apple can audit all applications." We cannot say that operators will demand this, but operators have this ability. ”

Even if the operators do not "repair the wall" on their own pipelines, charging the "bridge fee" on the highway, the third party payment company, represented by Alipay, is leading the payment field temporarily, but it is impossible to simply graft and copy the advantage resources of the Internet era into the mobile internet age.

Because the Third-party payment company has occupied the Internet era of market opportunities, and now everyone is standing on the same starting line, opponents and so powerful. "We can certainly hope that they are still sleeping dragons and will never wake up." But we can't put our success on the wrong side of our opponents. They will certainly do these things, or they will not be so active in applying for licences. "I am very conscious of this.

Like the old fable of "The Tortoise and The Hare", in the payment field of the Internet age, the independent third party payment company represented by Alipay as the brave, diligent, tireless "run Turtle", the premise of winning the "Super Rabbit" is not because of speed and power, but in the rest of the sleep of others still insist on moving forward. But this opportunity does not extend to the mobile internet era, whether the operator or UnionPay such "Super Rabbit" has a strong strength, the most important thing is that they wake up, those who are still in the mobile payment field of the "Little Turtle" can continue to rely on courage and perseverance to race?

The power of the separatist forces

Complex and blurred industrial chain

Alipay met the "rabbit" is not just the operator side. Mobile payment across the telecommunications and financial industries, is a number of major participation in the complex industrial chain, the participants mainly include financial institutions, operators, mobile payment platform, third-party payers, businesses and equipment and solutions providers. Especially the first three are the major mobile payment providers.

At present, there are two main lines in the mobile payment industry chain: The provision of basic equipment manufacturing and Operation service platform. Equipment manufacturers are mainly mobile smart card (Rf-sim card) and point-of-sale terminals (rf-pos) manufacturers. The operating service platform is China UnionPay, telecom operators and third party payment service providers.

In their eyes, moving to pay for this big cake is very tempting. According to the "Domestic mobile payment Market annual comprehensive report 2011" issued by the Analysys think-tank, mobile payment users will reach 220 million in 2011, and the market revenue will reach 5.24 billion yuan. And 2013 is expected to break through 20 billion yuan, to reach 23.51 billion yuan. Operators and banks want to seize the initiative and the right to speak, to obtain mobile payment development of the biggest profit. The war between them has never ceased, and no one is willing to become a conduit and be marginalized. But the main power of different performance, is based on mobile phone card operators, or the main bank account.

In fact, the three major operators after UnionPay won the payment license, it is a result of a multi-party interest game. Guo, director of the China Banking Research Center at the Central University of Finance and economics, says this bodes well for the consensus on the mobile standards debate.

Prior to that, China UnionPay main push 13.56MHz Standard and China Mobile (micro-blog) push the 2.4GHZ standard is the domestic two main mainstream payment standard. UnionPay and telecom operators want to establish their dominance in the mobile payment industry through their own standards. But the huge industrial chain involved in two sectors of finance and communications, and the two major regulatory departments of the central Bank and the Ministry of Industry, have a keen interest game.

UnionPay has invested heavily in mobile payments, and its innate advantages are obvious. UnionPay has an absolute resource advantage in the field of transfer and liquidation of bank cards, which is the basis of its development. "The cooperation between UnionPay and the bank is basically fixed by UnionPay, while the cooperation between the third party payment companies and the banks is mostly priced by the banks." "Yin Jia believes that the power of pricing is strong enough to prove the strength of UnionPay, UnionPay online set up in line with the UnionPay standard POS machine has 4 million, nurturing a lot of large businesses." "In this sense, it is hard to say who is the biggest oligopoly in the mobile payment field," he said. ”

The industry believes that the main purpose of the telecom operators to obtain Third-party payment licences is to carry out mobile phone payments, especially mobile near-field payments (NFC). Mobile payment includes two ways of near-field payment and remote payment. The long-distance payment is mainly based on the online payment method of the mobile Internet, which belongs to a branch of the third party electronic payment, the user needs to log in to the client and the operation is comparatively complicated. Near-field payments are much simpler, the NFC chip is installed on the mobile phone or integrated into the mobile phone SIM card, as long as there is the ability to interact with the reader device (similar to the POS), the mobile phone payment does not need to surf the internet, like a bus card is as simple as the use of the money circle in the personal account, and

In China, NFC mobile phone payment involves many links, such as mobile phone, operator, bank, UnionPay and so on. Operators and UnionPay are two key players, the former with 900 million subscribers and the hub for capital transfers, which have previously been expected to establish their dominance in the mobile payment industry through their own payment standards, leading to delays in the introduction of domestic NFC phone payments.

"Elephants gasp vs. Ants Forge ahead"

Third party payments unwilling to fall

In fact, third-party vendors and banks will also be in the field of mobile phone payment more exploration and layout, prompting its use threshold gradually reduced. Analysys International forecast, Direct brush mobile phone, mobile phone bank and mobile phone Third-party payment three ways will gradually rise in the mobile payment market, and the direct deduction of the proportion of the amount of money will slowly decline, gradually become a part of the major market-specific segments of the payment method.

This also means that the current "Super Rabbit" and "Run Turtle" confrontation field has not been large overlap. At present, the third party payment company is mainly used for long-distance payment, and it is applied to the mobile electronic commerce in line, while the near-field payment of operator's main push is mainly used in the traditional offline shopping, so that people can transfer from the bank card to brush the mobile phone when payment is made online.

Yeepay paid CEO Tang (Weibo) said that the carrier-owned payment enterprises after obtaining a license to the entire payment enterprise short-term impact. "However, the future of mobile payments will not be the world's only operators, mobile payments need to open the common win mentality and internet thinking, these are not carriers ' strengths."

Dcci, founder of the Internet Data Center, yanping the same view, "the future of the operator's opportunity lies in the combination of LCP, location refers to the provision of open location database services, operators can become the mobile Internet, the most core open location provider;" communication or communication interaction; Pay is the mobile payment, payment can actually become a carrier core business. LCP adds up to the role of a plumber in the mobile internet era. But at present, operators in the position (L) particularly cautious conservative, from communication (C) in the direction of efforts to develop, there will be left hand to the right hand problem, they are hesitant. The other one is paying (P), they are actively moving in this direction but relatively slow, there is no doubt that payment is a big opportunity for operators, but in fact it is not good. ”

For a third-party payment company, an elephant's gasp is an opportunity for ants to become Xiong.

Recently, including Alipay, remit to pay the world, fast money and other third-party payment enterprises have been intensively announced into the mobile payment market. Zhou Ye, chairman of the world, expects the company's mobile payment to be $100 billion trillion in 2012, and the company invests 100 million yuan into the mobile payment field. Zhou Ye hopes that at least 10,000 businesses will be plugged into the world's mobile payment system in the near future.

"The convenience of users will determine whether the industry will really grow rapidly." Zhou Ye said that the world in the design of their own mobile payment products, only need a user has a mobile phone and a bank card can be paid, without any formalities, and before that, some banks of users to open mobile payment function need to the bank counters, resulting in low consumer usage.

Quick Money Payment CEO Guoguang in the media interview that with the improvement of the market environment, the improvement of policy and regulations, an open, integrated, collaborative based on a healthy, harmonious electronic payment industry ecological circle is emerging. After two rounds of payment licences are issued, payment industry has three kinds of changes: first, the intersection is more obvious, get the license after the enterprise began to seriously consider the positioning problem; second, enterprises began to consider how to product business innovation to avoid homogenization of competition; third, the possibility of subsequent issuance of comprehensive licences is getting smaller, The entry threshold for the industry is improving. ”

Alipay is also unwilling to be a person after. "Operators have innate administrative and franchise advantages that will make competition relatively unbalanced." But for the payment company, we certainly will not sit idly by, hope through the service lets the user experience payment process to be better, more safe simple, unceasingly optimizes the product. "She is still full of confidence in the future."

Although the pattern of mobile payments by many separatist, who is the main force has not yet known. "Mobile payment is the core contention to the current situation is the most uncertain, on the PC Internet payment pattern is clearer, but in the mobile internet, we can not see very clearly, in the end will be the world, operators, banks, or UnionPay?" But he believes that as the industry accumulates over time, the concentration of the market will certainly increase, and consumers will eventually vote. This process of market share formation is not only the process of industry competition, but also the process of consumption selection. ”