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预计2020年近端支付将有两成来自穿戴设备

来源:未央网 2015-08-05 11:13 收藏

对节日场合和现场活动的射频识别证明了腕带支付的潜力。今年,腕带支付需求翻番,无现金支付成为重要的应用。

据报道,到2020年,可穿戴设备支付交易量将达到5010亿美元,年增长率高达177%,占移动近端支付总额的20%。

对节日场合和现场活动的射频识别证明了腕带支付的潜力。今年,腕带支付需求翻番,无现金支付成为重要的应用。在闭环支付和票务方案方面,迪士尼的魔力手环(Magicband)已经成为最成功的穿戴设备,已累计发行1100万个。

Tractica研究总监,《穿戴设备支付》报告第一作者Aditya Kaul 表示:”穿戴设备让支付,尤其是小额和中额支付变得方便快捷,就像非接触式卡一样可以进行非接触式支付”。”一旦用户习惯了非接触式卡,他们就很可能在未来选择穿戴设备支付,或对两者交替使用。”

他表示:”另外,很多用户在第一次使用穿戴设备时,会尝试非接触式支付,如果你是一个尚未支持非接触式科技的商人,现在开始升级和支持非接触式支付为时不晚,因为这反过来也会促进穿戴设备支付。”

“总的来说,穿戴设备支付很可能会减少结账时间和排队时间,并提升整体用户体验。”

一个新兴市场

在报告中,穿戴设备支付指的是使用智能手表、健身追踪器或支付手环等在POS终端机进行实体近端支付或转账的行为。不包括iBeacon支付、app支付或使用智能手表等穿戴设备进行的电子商务支付。

尽管在不断增长,到2020年时,穿戴设备支付转账总额只能占到零售业非现金支付总额的不到1%, 后者总量高达50万亿美元。

Screen-Shot-2015-07-27-at-2.10.12-PM

得益于苹果手表推出的”苹果支付(Apple Pay)”,穿戴设备支付得以发展起来。随着”安卓支付(Android Pay)”、”三星支付(Samsung Pay)”等其他支持智能手表支付的电子钱包的推出,穿戴设备支付总额可能会在2015年的31亿美元预期的基础上迅速增加。

该领域最近的进展还包括巴克莱银行在英国推出的bPay,其中也包括了支付手环。手表制造商Swatch将很快推出智能手表,包括通过银联在欧洲和中国进行支付的功能。

在中国,最大的移动支付平台支付宝将与最大的健身数据跟踪企业小米公司合作,推出通过米手环进行支付的功能。

Kaul先生说:”在度假地和酒店,使用像迪士尼魔法手环或其他类似的穿戴设备进行闭环支付的量已经非常大了。””并且,在过去一年中,在像节庆活动或者音乐会这样的现场活动中,使用射频识别手环进行票务和支付的量可在迅速上升。”

支付的进化

随着销售点刷卡机的增加,使用非接触式卡的舒适度的增加以及近距离移动设备通讯支付的兴起,支付业正经历着不断的进化。

每年,电子支付以50%到60%的速度增长,而无现金支付,主要是银行卡支付,则以每年10%的速度增长。

可穿戴的支付手环、智能手表以及健身追踪器可能使支付更加便捷。

根据报告,几家在科技、银行及支付领域的大公司的参与,证明了该市场将不断发展。

Tractica相信苹果支付是最好的杀手级软件,将使得智能手表编程不可替代的穿戴产品。

市场分化阶段

无论是通过电子设备还是通过银行卡支付,商家对非接触式支付的支持与否是可穿戴式支付面临的最大障碍。只有商家提供非接触式终端,穿戴设备支付才能实现。

在美国,还有一个问题就是多家公司竞争,都想占领移动支付市场。例如,很多大型商家不支持苹果支付和其他的电子钱包支付,而支持自己的系统。

现在尚不清楚商家的电子支付平台CurrentC是否会在穿戴设备上安装app。如果提供该类app,可能只能在Pebble上使用。

如果几家大型公司继续推动自己的平台,而不是通力合作打造大型的平台以推动市场整体发展的话,穿戴设备支付的发展仍将举步维艰。

Tractica希望可以迫使这几家大公司放弃他们自己的产品,就正如美国的最要运营商放弃了他们自己的移动钱包产品一样。

Kaul先生说:”与其只推动他们自己的产品,商家应当支持所有的支付方法,这样才能降低他们排斥客户的可能性,可给其他公司创新的机会。”

他表示:”商家如果支持苹果、三星及谷歌钱包支付方法,将获得更多盈利,长远的看,这些更加完善的支付设备也更能推动市场的发展,尤其涉及移动及穿戴设备支付的时候。”


Payment transaction volume on wearables will reach $501 billion by 2020, growing at a compound annual growth rate of 177 percent and representing 20 percent of total mobile proximity transaction volume, according to a new report from Tractica.

The potential of wrist-based payments is already in evidence via radio frequency identification bands at festivals and live events, with the demand expected to double this year and cashless payments a key application. Disney’s MagicBand is already the most successful wearable closed-loop payment and ticketing solution, with more than 11 million bands having been issued.

“Wearable payments provide a convenient and quick way for making payments, especially for small to medium sized transactions, and work similar to any other contactless payment like a contactless card,” said Aditya Kaul, research director at Tractica and lead author of the Wearable Payments report. “Once a customer has gotten accustomed to using a contactless card, they are highly likely to transition towards a wearable payment solution in the future, or use them interchangeably.

“In addition, there are likely to be many users who will try contactless payments for the first time using a wearable device,” he said. “If you are a merchant that has yet to support contactless technology, it is not too late to upgrade to support contactless payments, which in turn will enable support for wearable payments as well.

“Overall, wearable payments are very likely to reduce checkout times, reduce queues, and improve the overall customer experience.”

A nascent market

The report defines wearable payments as proximity payments or transactions made physically at a POS terminal using a smart watch, fitness tracker or payment wristband. It does not include iBeacon-triggered payments, payment within apps or ecommerce payments using a wearable device such as a smart watch.

Despite the expected growth, wearable payment transaction volume will only represent less than 1 percent of total cashless transactions in retail by 2020, which are expected to cross $50 trillion by that time.

Screen-Shot-2015-07-27-at-2.10.12-PM

The wearable payments market is just getting started thanks to the launch of Apple Pay for the Apple Watch. With the soon-to-launch Android Pay and Samsung Pay as well as other digital wallets also supporting smart watch payments, volume is expected to pick up significantly from $3.1 billion expected to be transacted on wearables in 2015.

Additional recent developments in this market include Barclays’ launch in Britain of bPay, which includes a payment wristband. Watchmaker Swatch is expected to soon launch a smart watch that will include payments via UnionPay in Europe and China.

In China, Alipay, the largest mobile payment provider, is partnering with Xiaomi, the largest fitness tracking company, to enable payments via the Mi fitness band.

“There is already a considerable volume of closed-loop payment transactions taking place using wearable wristbands, like the Disney MagicBand or other similar devices being used by resorts and hotels,” Mr. Kaul said. “Also, live events like festivals and concerts are have seen a massive uptake of wearable RFID bands for both ticketing and payments over the last 12 months.”

Payments evolve

Payments are already evolving thanks to the growing adoption of contactless point-of-sale readers, increased comfort with using contactless cards and burgeoning presence of near field communications payments on mobile devices.

Mobile transactions are growing at 50 percent to 60 percent year-over-year while non-cash transactions, mostly through cards, are growing at a rate of 10 percent.

The wearable payment band, smart watch, or fitness tracker is expected to add another layer of ease and convenience.

The participation of some of the biggest names in technology, banking and payments is proof that this market is here to stay, according to the report.

Tractica believes that Apple Pay is the best candidate for the killer app that will make the smart watch an indispensable wearable device.

Market fragmentation

The biggest barrier for wearable payments is likely to be merchant support for contactless payments, either through mobile or cards. Wearable payments will only work if there is a contactless terminal being supported at the merchant.

In the United States there is also the issue of multiple players trying to attain dominance in mobile payments. For example, a number of major merchants are blocking Apple Pay and other mobile wallet solutions in favor of their own system.

It is not clear at this point if CurrentC, the mobile payments solution from merchants, will haves apps on wearables. If such apps are available, it is possible they will only be supported on Pebble.

Wearables payments could suffer as long as the various players continue to push their own platforms rather than collaborating and partnering around scalable solutions that will help grow the market as a whole.

Tractica expects some players will be forced to abandon their initiatives just as the major wireless carriers in the U.S. have abandoned their mobile wallet solution.

“Rather than support their own payment solution, merchants should expand their support for all solutions, lowering their own risk of alienating customers, and allowing other companies to innovate,” Mr. Kaul said.

“They are better off opening up support for Apple, Samsung, and Google wallet solutions that are better equipped to drive the market in the long term, especially when it comes to mobile and wearable payments,” he said.


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