Three major industry applications lay the 2.0 breakthrough in electronic payment

In the 2006 electronic payment industry, there is nothing more than a licence to affect people's hearts. 2006 years later, the suspense of the licence lasted until 2007. But happily, with 2006 years of thinking, the industry is less nervous than it once was. Because we have figured out a truth, the significance of licensing is to standardize the market, promote innovation and differentiation, and guide the industry to a profitable, sustainable development direction. So as long as the payment enterprise is in this direction to develop, should have confidence to go down.

Electronic Payments--evolution from 1.0 to 2.0

2007 will be the year when electronic payments truly break through. First, there is no policy risk after the issuance of electronic payment licences, and more investors can safely enter the industry. Second, the electronic payment after 7 years of development has been from the pure Gateway of the 1.0 era into the 2.0 era of payment on demand.

Payment 2.0 The first time in the market role has a clear definition-non-bank financial value-added service providers. At the same time, the 2.0-era payment has freed itself from the image of a pure technology platform, rising as an innovative economic power to provide complete payment solutions and even e-business solutions. Through a diversified payment platform, so that consumers, businesses, banks in the Internet, mobile phones, fixed, PHS and other payment terminals meet, will pay itself embedded in the industry development, to provide industry characteristics of the payment model. The commercial value it brings is not only to solve the payment problem itself, but also to optimize the business process, improve the service quality, and even the opportunity to pry the market.

Payment in the 1.0 ERA since 1998, the first Internet bank opened, after 7 years of development. But its positioning as "middleware" or "strips" market value, the lack of value-added services business model can not meet the needs of the market.

Make a simple comparison with electronic Payment 1.0, in the Payment 2.0 era, payment channels become more diverse from a single online approach, with a common solution upgraded to a more personalized approach to industry integration, and a single payment model that splits out a monthly subscription service, business-to-business split, etc. to apply deeper payment patterns ; The original payment was added to the value-added service; The original rate was king.

The key is to "apply to the King", pay 1.0 times to pay 2.0 of all the changes, are around the application occurred. Electronic payment is not booming the root cause is that we have not found to make users feel convenient and easy to use services, not simply a matter of integrity. The core of payment 2.0 lies in applications, especially those closely related to end consumers.

So I expect 2007 Electronic Payment 2.0 will be the first to break through an industry, it is likely that the digital entertainment, electronic tickets or telecommunications recharge, and then copied to other industries, rapid development.

Three industries lead the breakthrough

From the characteristics of the transaction, digital entertainment, electronic ticket, telecom recharge will become the first 2.0 electronic payment to achieve breakthroughs in three areas.

The network game is the typical representative of the digital entertainment, is also the current electronic payment application most extensive profession. "2006 China Game Industry Report" data shows: 2006 China's online game market size reached 6.54 billion yuan, a 73.5% increase than 2005, significantly beyond the 46.3% growth forecast. According to Eric's analysis, the 2007 Chinese online games Market size will reach 9.7 billion yuan. China's online gaming market has become internationally recognized as the most promising market.

2007 Online games business model will be operators as the core of the industrial chain, in marketing to increase the intensity of direct sales. To this end, in the past two years, the main domestic game operations have established a direct platform for the official website, ready for direct sales. In the complete "hardware facilities" at the same time, the game operators and payment service providers to the game point card online directly charged to do a intensive user education and marketing, and achieved a wide range of terminal market awareness. This has formed both sides face the demand of payment: users more and more need this real-time recharge channels, and online operators also want to reduce channel costs, increase profits.

Game operators ranked products and services as the core elements of competition, and the recharge experience has been regarded as an important part of the service. Take Jinshan as an example, it is the early start of the application of online game operators. In the access to a number of payment platforms, Jinshan found a unified, stable recharge experience, to enhance the user's online experience, training users to use habits are critical. So in 2006 Jinshan first unified full straight platform, choose Exclusive use Yeepay Yeepay. At this time, "perfect World" and other well-known games have begun to "test water" online payment platform.

and online games with the digital entertainment is also the increasingly brilliant video, ringtones, movies, e-books, and so on, they and online like the electronic payment with the innate intimate contact. With such a large user base and market size, there is no reason to doubt that it will become a typical industry for electronic payment applications in 2007. However, the more obvious the market, the more differentiated products and services needed to maintain benign development, rather than limited to the price of hand-to-hand combat.

Second, the electronic ticket is an Up-and-comer of e-products, but it is comparable with the electronic payment is enough to match the current online payment in the field of the most widely used game point card. They are strategic to each other, but e-ticket is more strategic to electronic payment. With the 100% electronic ticket target gradually realized, 2007 electronic ticket market size is expected to reach 150 billion yuan. In this huge market, e-ticket to all the airlines, ticket agents, banks, electronic payment enterprises are mobilized. Whether it is business-to-business or Business-to-consumer ticket sales, in the Electronic Payment link, the parties in the past year to do a variety of ways to try, but also gradually explore the needs of each link and the respective products. Taking into account the current consumer psychology of most people and the integrity of China's online shopping environment, in 2007, in the electronic ticket sales of the consumer level, the most popular end consumers will be the telephone payment, and at the business-to-business level the most agents will accept the commission of the service.

The third most likely to make a breakthrough in payment is the telecom recharge. The telephone bill itself is a kind of digital product, and the telecommunication industry's electronic payment is a 550 billion yuan big market. With the online generation of recharge, online direct charging, online shopping cards and other means of the emergence of consumers to new recharge generated the active demand: the purchase of phone calls is the first use of mobile phones, and the most common real card recharge is not in the first time to meet this first demand.

The foundation of a breakthrough

It can be said that the 2006 is the electronic payment in these three industries to achieve a broad application of the brewing period, from the market size and market demand for the application of electronic payment to pave the ground. First of all the core of the industrial chain, that is, digital entertainment, telecommunications industry operators, as well as the electronic ticketing industry airlines and agents, the demand for electronic payments from the original spontaneous follow the development trend of e-commerce to consciously purposeful and planned activities. Secondly, the differentiated payment products are already in the embryonic form, and have even made a lot of consumers have a happy payment experience. In these three areas, in the 2007, payment companies will move away from the passive situation and work with industry leaders to promote the application of electronic payments.

The internet is becoming more and more practical. The most important point is that the Internet will evolve from a content platform to a trading platform. The importance of paying for a transaction is like searching for information. Who can become the payment domain of Google? This is not a conjecture, but the difficult process of practice, its core is to seize the user's needs, in the vertical to enhance the user experience and the entire industry to the degree of electronic, speed up operational efficiency; This is the value of the payment. In the 2007, some payment models that were designed on an on-demand basis will begin to embody features and stamina. In other words, only in the beginning of the consideration of China's national conditions and the development of the status quo payment model can finally form the application. We also look forward to the 2007, the payment of products leading to the production of sticky users and merchants, thereby becoming market share.