Spring Festival demand vigorous countryside into mobile pay new blue sea

Trainee reporter Jiapeng Beijing report

Lower-end people make better money than high-end people, which have been proving a unique feature of China Mobile's Internet development over the past few years.

Reporter interview found that the Spring Festival will come, mobile payment began accidentally in the peasant workers group popular, once again proved this rule. Because low-end people such as migrant workers often do not have computers, their reliance on mobile internet is often much higher than that of urban white-collar workers.

At present, the most popular place for mobile phone payment is not in the developed countries in Europe and America, but in Africa where the financial network lags behind, for example, 68% of Kenyan adults are using mobile wallet, which ranks first in the world.

And the country's rural areas, which lack the same financial outlets, are becoming the new blue sea for mobile payments. Last September, the central bank launched a pilot scheme for mobile payment projects in rural areas through mobile phone payments and remittances. Agricultural Bank (601288, shares bar), postal savings banks, UnionPay, money bag treasure, etc. became the first pilot enterprises.

Is China's mobile phone payment expected to be the first to open up in rural areas?

Spring Festival makes mobile payments popular among migrant workers

"This spring festival remittance money to go home without the handling fee!" "In Beijing to work in Shandong migrant workers old South Korea to reporters that the former line of remittances inconvenient, and because of the home dot less, cross-line also charge fees."

"It's convenient to use the mobile payment tool to get the money back home," he said. Lao Han told reporters that this way of using mobile phone transfer quickly began in his migrant workers around the group, spread, wildfire.

When the Spring Festival is coming, how to repatriate the hard-earned money safely is a problem that all migrant workers need to solve immediately. But most people encounter the same entanglements, his hometown of rural financial outlets, not to mention the bank dozen money home, but also pay a lot of fees.

As one of the pilot units of the Central bank's rural mobile phone payment, a third party payment company has recently donated tens of thousands of mobile payment products to migrant workers in Beijing.

This is a 0.125-millimeter financial intelligence chip, posted on the back of the phone's SIM card can use mobile phone transfer, repayment.

"Wherever there is a mobile phone signal, it is possible to secure a variety of financial services by sending binary text messages." "Money Bag Treasure Director Sun Jiangtao tells a reporter.

It is understood that other third-party payment companies are also introduced to rural users of mobile payment products and initiatives: wing-paid rural financial services business is to the existing mobile phone cards to write cards again operation, and the launch of the wing to pay the personal account opening request, successfully opened the bank card binding, you can use mobile phone to transfer withdrawals and other operations , Shanghai Jie Yin Select Township as "Jie Fu Station", will "Jie-Fu station" shopkeeper mobile phone number and bank card binding, by the owner of the mobile phone text messages for the surrounding public agents to pay water, electricity, gas and other utilities fees.

Another large third party payment company has also begun to massively seize the rural mobile payment market. Remittance world last year launched a "red pos" and direct sales + outsourcing service model, through the regional receipt of a single service provider network for rural areas to serve and promote. Zhou Ye, President of the world, said that if only stay in the "North Canton Deep", is immediately the Red Sea competition, should jump into the two or three-line city of Blue Sea.

In fact, in the domestic, the number of migrant workers, up to the festival before, they for the demand for remittances and convenient, secure payment has the demand, but the general face of a single remittance method of inconvenience, high fees and other difficult problems.

In addition, Analysys analyst Meng

According to the reporter, compared to the city, the financial institutions have less coverage, some rural savers to enjoy financial services and even run to the town Savings Bank for business, from the perspective of demand, rural areas are very urgent.

From the current global mobile phone payment development trend, it is often backward countries easy to promote mobile phone payments.

Three-fourths of the world's most mobile-phone wallets are in Africa, and the most successful case for global mobile payments is in Kenya, Africa, where 68% of Kenyan adults are using mobile wallets, the largest proportion in the world. In the underdeveloped India, in recent years, mobile phone payment has also been developed by leaps and bounds.

By contrast, China's rural mobile phone payment market, often overlooked by people, still far from playing its energy.

In recent years, mobile penetration in China's rural areas has increased dramatically, with 80% of the current mobile penetration rate in China. This objectively provides the basis for the expansion of mobile phone payment in rural China.

"For rural users, it's not new to have a mobile phone per household at the moment," he said. Sun Jiangtao told our correspondent, the high-income groups can enjoy the financial services have been sufficient to improve, these people are not mobile phone payments have an urgent need for the user base. "In contrast, the financial services of migrant workers in cities are deficient. ”

High cost of promotion to hinder

At present, the high cost of user education in rural areas has become the biggest obstacle to the popularization of mobile payments in rural areas.

Sun Jiangtao said that in the promotion process, almost 90% of the group did not know mobile payment. "Even know, rural users of the product safety and feasibility is very important, the promotion of the interpretation of the product time is relatively long." "In order to promote their products, Sun Jiangtao even personally to the peasant workers to explain."

Sun Jiangtao Tan Chen, in rural areas of promotion, transportation and target groups, such as the precise positioning of relatively high costs, this business temporarily has no obvious economic value, but the opportunity and the outbreak point is still groping.

Meng explained that the rural users of the mobile Internet is not familiar with the recognition and use of new things, the degree of acceptance relative to the higher educated people than there will be a certain gap, the market education costs and time will be longer.

"The Spring Festival home for migrant workers is a good window to bring the mobile phone back to the countryside." Sun Jiangtao revealed that the migrant workers returned home, this kind of mobile phone payment began to spread, wildfire, soon spread between relatives and friends, which is also some mobile payment companies are willing to promote mobile payment at this point in time.

It is noteworthy that mobile payment company's current profit model is not clear, on this basis in rural areas to promote mobile payment, is undoubtedly more difficult.

"We have done some economic models and tests, from the user's frequency of use, we still have economic benefits, but the only unresolved problem is the promotion cost is higher." Sun Jiangtao said.

Meng said that the current major third-party payment companies are looking at the one or two-line city, but the market has not fully up, now many manufacturers are in the exploratory phase, rather than the market more mature and take the difference.

"In rural areas of universal mobile payment needs to have low threshold characteristics, but also need to cultivate market strength, this is a process." "Meng said.

Sun Jiangtao that enterprises in rural areas to promote relatively slow, funds and other aspects still need the support of the government.