Operators how to play mobile payment

Source: Internet
Author: User
Keywords operator mobile payment mobile number can

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The future "mobile phone number" will not be thin, but attach a very useful to users of the "Payment account."

Imagine, when you at 7-11 checkout when the smart waving mobile phone in the POS brush, then suddenly the phone pop-up prompts, your girlfriend online shopping when you enter your mobile phone number required to pay, you have to face a wry smile and honest operation of the payment.

This is not a joke, it may be a near reality. The future "mobile phone number" will not be thin, but attach a very useful to users of the "Payment account." Theoretically, as long as the payment account is still rich, users will not be out of the net, as long as the payment account is good, users will be inclined to accept the services recommended by operators, so as to create more value for operators. When the time is ripe, operators can even build their own "financial sector" to seek a broader development. This is also a successful case, foreign DoCoMo, domestic Ali finance is an excellent example.

So we see that the domestic three operators almost the same time the establishment of payment companies, all will be mobile payment business, especially the "account system" as the most important, some formally put forward the "electronic finance" strategic planning, and some further direct investment in the bank. There are a lot of ways to pay accounts, but one of the main lines is becoming clearer: "Own" accounts.

However, as time passes, operators pay accounts have not been able to create miracles, other similar products in this precious window period to do a good job. In the national popularization of bank accounts and bank cards in the background, the operator "own account" has become a chicken, but do not dare to give up, fear far-reaching: the failure of its own account means that the entire mobile payment business failure?

Let's go back to the ad scene at the beginning of this article to analyze the carrier's needs: the most important purpose of the operator is to provide a viable mobile payment scheme to the users, and to ensure that they are not bypassed, both of which are the first and most fundamental purposes of the establishment of the payment company. As a viable solution, "own account" failed, but the operator's most fundamental account-mobile phone number and mobile phone (card)-Still, and this is always the user's mobile payment business brand the most direct impression.

What's the account number? is the portal for connecting users. Mobile Payment Business User Portal has three kinds: User access authentication, the use of capital sources, as well as to join the merchant identification. That year's "own account" went straight to the concept of the most sensitive source of funds, now it seems that if the trend will be the source of capital, retreated to the "user authentication", the main focus of "joining the merchant" may be better results.

In short, "own account" is a closed system, all have to do their own, it is easy to embattled; however, based on the "Payment account" business system is partially open, with its own in the industrial chain of resources, Allowing partners to share some of the benefits helps operators focus on strategic goals: facilitating transactions for users and merchants. This is in keeping with the nature of the payment business: payment is only a step in completing a transaction, and no one pays for it.

Based on the "account" of the user authentication, its core is 1 to maintain the mobile phone number as the user identity of the universality, 2 veto illegal users, 3 record successful transactions, and gradually establish a user behavior database and credit record library, which is the cornerstone of the future operators to move forward.

In the area of merchant development, it should be noted that 1 adhere to the "mobile phone (number, card)" For access means, not the operator side stack other barriers; 2 Long-term strategy is self-and-oriented, cooperation supplemented, establish and merchants, especially effective merchants direct contact; 3 "Join the merchant" need not too much, The mobile payment is always the supplement of the bank card payment rather than the substitution, and the main body, the business goal is completely different, not necessarily in quantity, but to the user to ensure the characteristics of the merchant, to protect the unique user group. "Join Merchant" is the motive force that the user is willing to use mobile phone to pay business, at this stage is still a short supply of the blue sea market, operators can combine their own communications circuit and user group advantages, can be relatively easy to enter the market and become the field of new giants, for the future information management lay the best foundation.

Put aside the tasteless "chicken": its own account, in turn into a more traditional advantage of the account, play account in the mobile payment business model of the special value. I think this may be the last chance for operators to take the reins in the increasingly noisy mobile payment market.

Thankfully, mobile and unicom have been trying to "Bank of the Day" based on TSM, and Telecom has quietly launched a new "Sky Wing Silver Treasure": Mobile Banking card business. Although there is still a considerable distance from the formal transformation, at least 3 big operators are already thinking about this strategic issue.

How do you deal with existing accounts? Outright abandonment requires not only a clear new strategic direction, but also a risk, of course, is not no solution.

From the point of view of resource reuse, it is possible to position the existing own account as a new marketing tool for operators. For example, the existence of a wide range of business to send a variety of small gifts, can be optimized to send "account balance" (is a direct background recharge or gift account recharge cards, according to the most appropriate tax treatment situation to be determined). With the expansion of the payment merchant range, such marketing is almost equivalent to sending "cash" but also more flexible and controllable, more popular with users. In some areas, it can even be used as a welfare solution for enterprise and enterprise customers.

Source: Journal of Business Value

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