Tick-tock Taxi and quick taxi and the investors behind each other to start a fierce battle around mobile payments

In tick-tock taxi and micro-letter payment announced that continue to invest 200 million yuan please the people of the country after a taxi, quick taxi and pay treasure purse immediately follow-up joint announced 500 million yuan to invite the people of the country free taxi.

The two sides of the strategy Sando Mamang: The use of tick-tock taxi micro-letter to pay passengers, each fare reduction of 10 yuan, and an additional subsidy of 10 yuan to the driver, at the same time provide 10000 single free. The latter immediately to the driver of the red envelope from 10 yuan to 15 yuan, in the red envelope intensity to tick a taxi to the pressure, and set 10,001 per day free single, deliberately more than tick tick one more.

Tick a taxi did not disclose stop subsidy timetable, quick taxi more say: First will 500 million yuan subsidy to spend up to now. Interestingly, tick-tock and fast user subsidies are not fully financed, and Tencent and Alibaba are also contributing.

People familiar with the matter said that the fast and paid treasure purse 500 million yuan subsidy in half from Alipay. The half of the money that tick and micro-mail payments comes from Tencent. The taxi software industry competition is also seen as a proxy for mobile payments around the war.

Tick beep, fast crazy "enclosure" squeeze, taxi market shuffle, the first domestic taxi software to shake the car also "ammunition" insufficient, stop the related business, the whole to other directions, mainly to do the bus WiFi box services.

The war also accelerated the use of mobile phones to pay for the fare process and to cultivate the habit of user mobile payments. With the support of Tencent and Alibaba, it is becoming a "enlightenment" war for mobile payment, which provides more scenes for offline mobile payment.

Tencent Ali "Rejection" why Tencent and Alibaba so much strength to support taxi software? The secret is, whether it is to pay the treasure wallet or micro-letter payments are expected to use a taxi application using the scene binding bank card, let itself become an App store, for the follow-up to carry out the lottery and other business to do bedding, and do not want to play only the role of payment, but also want to become

Current mobile payments are becoming a huge opportunity. Data from Analysys International show that China's third-party payment market for mobile payments has grown markedly, with turnover rising 173% in the third quarter of 2013 over the second quarter.

Analysys analyst Meng to Tencent Technology, the 2013 mobile payment market has been ushered in the outbreak, compared with the 2012 500% growth. With the 2014 micro-credit payment and other trading scenarios opened, mobile payments will usher in a more explosive growth, mobile wallet will become an important entry point for personal finance. But the current mobile payment is mainly transfer, credit card repayment and other functions, lack of payment based on the transaction scene.

At present, the main strategy of Alipay purse is to collect more mobile end users through the price lever, the application scenario is less, and the user mainly uses the payment treasure purse to pay for the goods such as Taobao, the cat and so on.

Alipay official said to Tencent technology, mobile payment is a function of Alipay wallet, but not the natural existence of mobile payment scene, to cultivate user habits will need to create scenes, including AA payment, bar code payment is to promote mobile payment measures. Comparatively speaking, the taxi payment is a high-frequency, small payment of the application scenario, both convenient and do not worry about the limit.

These people pointed out that in the one or two-line city many people hit one or two times a day, and the higher education level, it is easy to form a mobile payment habit, in addition, the mobile payment in the profit of the driver is also a mobile carrier, will be recommended to passengers. In real life there are a lot of high-frequency secondary scenes can be used for mobile payment, long-term past user scenarios may occur migration.

For micro-credit payments, this nurturing user value is greater. Micro-credit payment is a new thing, but tick-tock taxi and micro-letter payment cooperation breakthrough geographical restrictions, the realization of the national mobile taxi, not only to accelerate the use of mobile phones to pay the taxi fare process, in the country set off drivers and passengers to recommend the use of micro-letter payment spree, but also to cultivate the user mobile payment habits.

More importantly, Tenpay in the PC era volume and the number of merchants are lower than Alipay, micro-credit payment but activate Tenpay resources. Now Tenpay in speeding up the application scene, and the airline pilot mobile purchase tickets, access to Youku, handle, American regiment, when many enterprises, as the micro-letter payment and more offline merchants to get through, Tenpay have the opportunity to overtake.

Wake up more offline users a taxi application is only a scene in the O2O, its maximum value is in the vigorous subsidy war to the ordinary user to play an enlightening role. A mobile payment industry, Tencent Technology to calculate a sum, an average of more than 20 per user cost, compared to advertising, direct subsidy users appear more cost-effective, but also let mobile payments in Chinese society so widely known.

In fact, since 2013 mobile payments have been widespread, with the micro-letter through O2O payment, mobile business transaction scenes rich, micro-letter payments and Alipay Wallet constantly moving down the line, similar to a taxi application such subsidy strategy may be extended in larger scope.

At present, micro-credit payment, Alipay is accelerating with the offline department stores, catering and other enterprises to cooperate, the most typical is, Alipay wallet and Yintai to reach strategic cooperation, is to create more use of the scene, wake the sleeping users under the line. Once the true awakening of the silent majority, Alipay purse is no longer just a function of payment, but a real "wallet", even more powerful.

Of course, this process cannot be smooth sailing. Several large department stores are concerned about micro-letter payment, Alipay wallet. A spokesman for a large department store told Tencent that the company had set up a special department to study. "As long as the opportunity to bring users and opportunities will be considered." There are no successful cases and suitable opportunities. ”

This also lies in the merchant side, the merchant has the cost and the efficiency consideration, is relatively easy to accept. And the number of terminal transformation is limited, the cost is not high. The biggest challenge is that users are accustomed to paying by credit card or cash, micro-credit payments and Alipay purses just provide constant scenes.

Mobile payments The current experience is not perfect. Take a taxi software for example, in the past few weeks, taxi software in the subsidy process caused a storm: there is no payment due to network reasons, or the passenger phone show has been paid, the driver did not receive the bill.

The reason is that taxi software use mobile payment is mobile payment typical O2O scene application, mobile payment and PC end payment difference lies in this scenario for transaction payment real-time requirements higher, more difficult than the PC side pay higher. If the taxi software can run the mobile payment thoroughly, it educates a large number of mobile payment users, and also provides a successful case for micro-credit payment and Alipay wallet.

Mobile payment more imagination space is, with tick-tock taxi cooperation, so that the micro-letter application scene from entertainment, social migration to O2O is only the first step, the future of micro-letter will move from entertainment to the electricity quotient, its payment and electric quotient function may be as prominent as its game.

Internet analyst Xie said to Tencent technology, tick-tock taxi and quick taxi in the taxi software market competition is very normal business behavior, Tencent and Alibaba in support of various camps Rob platform traffic entrance. But this matter should be placed on a larger scale, that is, Alibaba will not be reconciled to the mobile era only to do electricity business, but also do "contacts", do mobile phone games, is around the dozen.

Platform expansion is Top-down, and star apps are bottom-up. Xie pointed out that the taxi software is only a popular application, compared to micro-letter Gui users, the magnitude is too small, if only a red application, such "hand-to-hand combat" will be endless.

"What the micro-credit should do is to get the standard payments out of the current relatively secretive menu," he said. At the platform level to do one or two firm action, will open the platform to show out, attract more third parties, Tencent in the mobile internet era will have greater development. ”

Xie also said that there are too many hills inside Alibaba, Taobao, Alipay, Balance treasure ... But the lack of social, web2.0 and other content, Ali to have a determination to Taobao, the day cat into an application, above the more general level products above. From this point on, the challenge is obvious, as the more difficult it is for Ali to become a platform.

Of course, as the New York Times article puts it, changes in technology trends tend to stifle companies that are too slow to react. However, the threat of destruction will also inspire companies to either be reborn or search for the next wave of excitement.