The hottest operators compete in the mobile paymen

2022-09-23
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After nearly two years of operation, 3G has developed rapidly in China, and various applications based on 3G have gradually entered people's lives. Among them, payment has become one of the focuses of operators because of its broad market prospects and great potential

the three major operators wrestle with the payment market

according to the national "12th Five Year Plan", during the "12th Five Year Plan", the key development of 3G networks, intelligent terminals, cloud computing and other information technologies will lay an important foundation for the development of mobile Internet. In this context, as one of the important applications of 3G, payment will undoubtedly develop rapidly

data from relevant research institutions also show that the "money" scene of the payment market is attractive and has infinite potential. Data show that by 2013, the global mobile payment market will reach an astonishing nearly $900billion; According to the data of iResearch consulting, the transaction scale of China's payment market will reach 9.8 billion yuan this year, an increase of 308% over 2009. IResearch predicts that payment in China will usher in explosive growth in the next two years, and the transaction scale will exceed 100billion yuan in 2012; By 2013, the number of payment users in China will reach 410million

such attractive market potential, coupled with the fact that payment is a powerful tool to enhance user stickiness, has caused great changes in operations, and businesses have naturally invested heavily

in fact, operators began to explore payment long before the issuance of 3G licenses, but due to the limitations of network, technology, terminals, policies and other conditions, payment did not achieve rapid development. Nowadays, with the support of 3G network, with the continuous improvement of technology, the improvement of terminals, and the liberalization of policies, the payment services of the three major operators have achieved certain development

Chinatelecom launched the "wing payment" service based on Tianyi 3G, which was welcomed by the majority of users. Meanwhile, the cumulative trading volume of Haobai integrated payment platform operated by its Haobai company has exceeded 1billion yuan, and the annual trading volume is expected to exceed 1.3 billion yuan; China Mobile has more than 10million payment users; China Unicom will promote its payment business to prefecture level cities through cooperation with local financial institutions

business model and security issues restrict the development of payment

although the prospect of payment is attractive, it is quite "popular but not popular" in China at present. The key reason lies in two major factors: business model and security

in fact, not only operators, but also banks, financial institutions and third-party payment enterprises enter payment. At present, the domestic payment business mainly has the following modes, with mobile operators as the main body, banks as the main body, third-party service providers as the main body, and financial institutions cooperating with mobile operators. Among them, although the operators representing "mobile" and the financial institutions representing "payment" occupy a dominant position, the third-party payment enterprises also cannot be underestimated. In the context of uncertain policies, the development of any mode may affect the formulation of industry norms and standards, and ultimately determine its position in the industrial chain. Therefore, around payment, all parties are constantly playing games, hoping to take a share in the future business model. However, it is precisely because of the uncertainty of the business model that the payment business failed to form a scale quickly. Some insiders pointed out that if the business model can be quickly determined, after a period of cultivation, payment will inevitably enter the blowout period in the next few years

in addition, security preparation for the next experiment is another major factor perplexing the payment business. On the one hand, from the perspective of hardware, it is easier to lose than bank cards. Once the user is lost, it will undoubtedly bring more serious losses to the user than usual; On the other hand, from the perspective of software, with the continuous improvement of intelligent terminals, various viruses are emerging in endlessly. Users who use payment are generally not limited to this application, and uploading and downloading will also become their daily applications. In this case, once the terminal is attacked by a virus, the user's payment password may be maliciously stolen, which will bring huge losses to the user

therefore, in order to achieve rapid development of payment under the current circumstances, we need to overcome several obstacles, such as business model and security issues

developing payment starts with cultivating consumption habits

although payment has attracted the attention of all parties in Binzhou to build five hundred billion level industrial clusters since 2006, up to now, this convenient and fast business is still in the stage of small-scale pilot

according to survey data, payment accounts for only 3.9% of the applications frequently used by users, far behind reading, games, email and other applications. At the same time, in terms of willingness to use payment, the support rate of small payment is only 40%, and the proportion of large payment is lower. The reason is that for users, in addition to safety considerations, consumption habits are the key

payment is an innovation and change in people's daily consumption habits and payment habits. From traditional cash payment to bank card payment, and then to up payment, Chinese financial institutions have made a lot of efforts. Nowadays, to make payment become people's payment habit, it can't be achieved overnight. We need to slowly cultivate users' consumption habits

in addition, from the experience of foreign countries, foreign countries often adopt replacement methods in the development of payment, which is not applicable to China's national conditions. Under the premise that the payment business has not been recognized by users, allowing users to change will undoubtedly make the development of payment worse. Therefore, it also requires operators to "release water to raise fish", start with cultivating users' consumption habits, reduce the threshold, and gradually accumulate more users, so as to achieve scale, so as to reduce the development cost of payment business, and finally make this affordable and convenient business truly recognized and welcomed by users. Communication message

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