行动近接付款市场：市场发展情境

“The time is right to develop a cohesive strategy for NFC-based applications and to ensure that the relevant partnerships are in place to maximise the benefits.“ Helen Nierinck, Analyst

Product overview

Contactless technologies are starting to allow mobile phones to offer a variety of new applications, including payment, ticketing, physical access and identity management. These technologies have the potential to deliver significant benefits for all stakeholders in the payments value chain, including MNOs, financial institutions and card associations, merchants, mobile handset manufacturers and NFC chip manufacturers. The question for many operators is not whether they will implement mobile proximity payment solutions, but how and when. Navigating the complex business relationships that underlie these transactions at the same time as dealing with technology issues has proved challenging. Each market is unique in terms of the evolution of its mobile payment services, but all face similar obstacles in the evaluation and deployment of contactless solutions.

This report examines contactless payment systems in key Asian markets, including Hong Kong, Japan, Malaysia and South Korea. It analyses the factors that have contributed to their success, and considers the lessons that players can learn from these markets and use to streamline the process from trial to successful adoption in other developed markets.

• Why has the deployment of contactless technologies in South-East Asia been so successful?
• Is there a blueprint for NFC take-up that could apply to other markets?
• What are the possible scenarios for market development?
• What course of action should different stakeholders take?

• Mobile network operators
• Financial service providers
• Card associations
• Mobile handset manufacturers
• NFC chip manufacturers
• Merchants

0. Summary

1. Mobile proximity payments can create valuable revenue opportunities

• 1.1 NFC has the potential to unlock new revenue streams and communication channels with the customer
• 1.2 NFC can have a wide range of market-based applications
• 1.3 NFC has the most potential when it is integrated with mobile devices
• 1.4 The NFC market is complex, but offers clear benefits to the many stakeholders
• 1.5 Standardisation is critical to mass-market adoption

2. Initiatives in southern Asia demonstrate the potential for NFC

• 2.1 The MNO-driven model: NTT DoCoMo' s Osaifu-Keitai
• 2.2 The collaborative model: SK Telecom' s Moneta
• 2.3 The financial-services-dominated model: Visa' s mobile payment trials in Malaysia
• 2.4 The third-party-controlled model: the Octopus card in Hong Kong
• 2.5 Outside Asia, contactless payment initiatives are paving the way for NFC mobile payment services

3. Drivers, barriers and key success factors

• 3.1 There is no single path to NFC adoption
• 3.2 Opportunities will vary between markets
• 3.3 Initial market development tends to follow an identifiable pattern
• 3.4 MNOs should recognise that financial institutions pose a threat and early collaboration is a key strategy
• 3.5 NFC could eventually link the mobile phone into the wider potential RFID market
• 3.6 The time is right to develop and execute an NFC strategy

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• Table 0.1: SWOT analysis of mobile NFC
• Table 1.1: SWOT analysts of mobile NFC
• Table 1.2: Potential benefits of participating in the NFC market
• Figure 1.1: Key events in the standardisation of mobile NFC technology, 1Q 2004 - 3Q 2008
• Table 1.3: The NFC Forum' s four RFID tag types
• Figure 2.1: Key events in the development of mobile proximity payments in Japan, 4Q 2001 - 2Q 2007
• Figure 2.2: Business model for NTT DoCoMo' s Osaifu-Keitai
• Figure 2.3: Key events in the development of mobile proximity payments in South Korea, 2Q 2002 - 4Q 2007
• Figure 2.4: Business model for SK Telecom' s Moneta
• Figure 2.5: Business model for Visa' s mobile payment service trial in Malaysia
• Figure 2.6: Key events in the development of the Octopus card in Hong Kong, 1997 - 2005
• Table 3.1: Market categorisation based on factors that affect ease of deployment for NFC services
• Table 3.2: Market categorisation based on factors that affect the size of the opportunity for NFC services
• Figure 3.1: Market categorisation according to ease of deployment and size of opportunity for NFC services
• Figure 3.2: Opportunities for mobile payment services according to the size of the organisations involved