UnionPay Grab mobile payment cake: Join hands to push mobile phone card reader

Baohui

UnionPay continued to seize the mobile payment market.

July 18, UnionPay announced in Jingdong Mall launched a mobile phone payment card Products "card Lok pay", the price of 188 yuan. Prior to this, Lakara, Lok Brush, purse treasure, box payment and other Third-party payment agencies have launched similar mobile phone card device products.

At this point, China UnionPay has laid out two major areas of mobile payments: near-field payments and remote payments.

In June, UnionPay joined hands with China Mobile to launch the NFC mobile payment platform, which has been plugged into eight banks. July, UnionPay also launched a mobile phone card reader, which indicates that the mobile payment of which mode is more mainstream, UnionPay is still in suspense.

Mobile payment is becoming an important emerging field of competition, such as bank, UnionPay and third party payment company, mobile operator and so on, whether UnionPay with "monopoly" status in traditional bank card payment can once again win the dominant position of mobile payment.

Multiple bets

"It's not that we have no confidence in NFC, just a product to promote mobile payments, and no one knows what kind of product will ultimately capture the user's heart." Cai, chief product architect at UnionPay mobile payments, explained to reporters.

"Card Lok Fu" is the mobile phone and bank card connected to the mobile payment hardware products, the equivalent of a portable mobile POS machine, to provide bank card transfer, credit card repayment, convenient payment, shopping malls, attractions tickets, game recharge, travel booking and other remote payment services. After installing the specified client on the mobile phone, insert the product through the headphone connector and pay by credit card on its card slot. At present, the product supports the ISO and Android operating systems, including the main models of Apple, Samsung and other brands.

Jing Dong Chief marketing officer Lan Ye said: "As of June 24, the Beijing-East Mobile Client user activation volume exceeded 60 million, June Beijing-East wireless business daily active users increased by more than 50% in May, compared with the same period last year, the total increase in user activation nearly 400%." By the end of June 2013, the Silver joint machine to pay in Beijing-east mobile clients on average monthly trading volume, compared with the beginning of 2012 has been increased by one times. ”

On June 9, the Chinese UnionPay and China Mobile announced a joint launch of an open NFC platform, banks, businesses can access the platform, users through mobile contactless mobile payment products "mobile wallet" business, you can brush mobile phone for small cash payments.

Currently, the Bank of cooperation includes: Bank of China, Shanghai Bank, Beijing Bank, Everbright Bank, Citic Bank, Minsheng Bank, GF Securities and Pudong Development Bank.

With the Beijing-East cooperation is not the first, UnionPay in recent years with the major electric dealers to rob Mobile end users. Jing-dong, where customers prudential goods, Suning easy to buy, 1th stores and other electric dealers in the recent cooperation with UnionPay to launch a gift phone calls, gifts cards, vouchers, cash back and other forms of promotional activities, to motivate users to complete transactions on the mobile client and use UnionPay online payment.

In the first quarter of 2013, China UnionPay had a market share of about 6.4%, ranked third in the country, with the top two being Alipay and the linkage advantage, according to the data from the survey. In terms of the mobile internet payment market, UnionPay occupies 8.3% per cent, after Alipay (accounting for 67.6%).

UnionPay, banks compete for market

As a mobile phone card industry's successor, UnionPay entered the market has lagged behind two years. How to compete with pioneers, Cai said, feature features will be the advantage of later.

For example, in operation, a bank issued by the UnionPay card can be card, the client does not need to bind cards and registered users; "Super transfer" function to support all national banks and the vast majority of regional banks real-time transfer, and promote the period of free handling fee concessions; "National sanctions" The function can help the owner to check the traffic illegal record and pay the fine, covering more than 30 provinces (city).

However, China Merchants Bank mobile phone Bank as an example, its two-year mobile phone transfer remittance is also exempt from fees. Karle features and other mobile phone card device products are not much different.

Even the NFC platform for mobile and UnionPay is technically not a problem, and the key is how to balance the interests of both sides. A person who participates in the whole process of the UnionPay and mobile cooperation told reporters that the two sides have opened a large and small dozens of meetings in the past year before they finally formed a consensus plan.

"The potential problem is that the industry chain is long and everyone wants to be dominant, and they want to decide." The end result is that no one can dominate. "One shares in the electronics banking department said.

2011, UnionPay tried to use the direct and handset terminal manufacturer's cooperation to bypass the operator, to promote the mobile phone payment business alone, the end result is not good and give up. Banks have also tried to bypass operators to work directly with handset makers. "Hundreds of mobile phone manufacturers, one to talk about the cost is too large, and operators on the three, so finally we also gave up the direct talks with the mobile phone factory." Said an insider at China Merchants Bank.

UnionPay's NFC payment platform for banks, the application of the scene by UnionPay, operators locked, banks have to controlled. Therefore, banks are also trying to bypass UnionPay to promote their mobile payment products.

Take Pudong, for example, although it has access to UnionPay and mobile development's NFC platform, but it launched a few years ago and mobile cooperative mobile phone payment products. The same access to the UnionPay platform of Citic Bank, recently launched a two-dimensional code to pay, as long as the download of mobile Banking Client bundle bank card, mobile phone scan can be completed payment.

Shi Jianhua, deputy general manager of the electronic Banking Department of Pudong FA Bank, said that at present, can not determine which way will become the mainstream of mobile phone payments, so many attempts is inevitable, more than one platform to promote a channel. "Now everyone is holding an open mind, to let more participants in." ”

The advantage of UnionPay is that it has the widest range of merchant channels and the convenience of laying and transforming POS machines. But whether it can attract banks to join the platform, the key is the user size and the provision of the benefit-sharing mechanism. And ultimately it depends on the choice of individual users.