手機錢包真正的用戶需求在哪裏
You can credit Apple Pay with dramatically raising the visibility of Mobile payments technology over the past four months. Even the U.S. government now accepts it, for admission to national parks and such.
過去四個月裏，移動支付技術獲得的關注度顯著提升，這筆功勞很大程度要記在蘋果公司的Apple Pay上。就連美國政府現在也接受了它，允許人們用它購買國家公園的門票什麼的。Google isn’t just watching: it just signed some formidable partners to build its own share more quickly. AT&T, T-Mobile and Verizon will all preload Google’s app on certain mobile handsets. They’ve also decided to let Google take control of Softcard, the alliance they created to control their mobile payment destiny.
谷歌不僅僅是在觀望：該公司剛剛和幾個強大的合作伙伴簽約，企圖迅速構築自己的市場份額。AT&T、T-Mobile和Verizon等運營商都將在特定機型上預裝谷歌的支付應用。他們還決定讓谷歌控制他們爲掌控移動支付命運而創建的Softcard聯盟。
Plus, you shouldn’t discount the potential influence of the world’s biggest smartphone maker, Samsung. Last week, it bought LoopPay, a technology that doesn’t require massive upgrades of point-of-sale technology.
另外，我們也不應忽視全球最大手機制造商三星公司的潛在影響力。就在上週，三星剛剛收購了LoopPay公司，後者的技術並不需要POS機技術的重大升級。
Nor should you overlook PayPal, which processedapproximately $46 billion in mobile payments during 2014. That was 20% of its total.
PayPal也不容忽視。2014年，PayPal通過移動支付處理了將近460億美元的交易額，佔其總交易額的20%。Why all this fuss? The answer lies in the success of the Starbuck mobile app, which supports at least 7 million mobile transactions per week.
各大公司爲何紛紛涌向移動支付？答案與星巴克移動應用的成功有關，該應用每週至少要處理700萬次移動交易。An impressive digital payment vehicle? Certainly. But that understates the app’s powerful influence as a marketing tool. It’s already used liberally to distribute third-party software, digital music, and promotional offers. A valuable marketing channel that is mostly underexploited today.
移動支付是一個優秀的數字支付載體嗎？當然。但這種說法低估了它作爲一種營銷工具的強大影響力。它已經被廣泛用於推廣第三方軟件、數字音樂和促銷活動。這是一個極具價值，但目前還沒有得到充分開發的營銷渠道。“Access to loyalty rewards from brands is the most wanted features from consumers, and it’s the one least integrated in mobile payments today,” notes Forrester Research analyst Thomas Husson, in a recent blog about this topic.
福雷斯特研究公司分析師托馬斯o哈森最近在一篇討論這個話題的博客中寫道：“獲得各大品牌的忠誠度獎勵，是消費者最想要的功能，它也是這些移動支付最大的缺陷之一。”Indeed, approximately 57% of U.S. adult smartphone users want access to loyalty programs and rewards through mobile wallets, according to his firm’s ongoing Consumer Technographics surveys.
實際上，根據福雷斯特公司正在進行的消費科技調查，大約57%的美國成年人智能手機用戶想通過智能錢包參加某個品牌的忠誠度獎勵計劃。Three other tidbits to consider:
另外還有三點需要注意：o Don’t forget price comparison information. It was only slightly behind loyalty programs as a desired feature for mobile wallets.
o 不要忘了價格比較功能。在消費者看來，比價信息的重要性只是略低於忠誠度計劃，也是消費者非常需要的移動錢包功能之一。o Consumers may be slow to trust. They’re more likely to consider mobile wallets from banks and credit card processors than from technology companies or retailers. PayPal stands out as an exception.
o 要讓消費者信任移動錢包可能需要比較長的時間。他們可能更容易相信銀行或信用卡處理商推出的移動錢包軟件，而不是科技公司或零售企業提供的移動支付功能。PayPal是個例外。o Dramatic three-year increase anticipated. According to Forrester’s report in early February, just 3% of consumers have used a mobile wallet in the past three months. By 2018, however, adoption should reach 15-20% of smartphone users. That’s an impressive upside.
o 在未來三年內，移動錢包有望實現快速增長。根據福雷斯特公司二月初發布的報告，在過去三個月裏，只有3%的消費者使用了移動錢包功能。不過到2018年，移動錢包的使用率將達到全部智能手機用戶的15%到20%。這種增長速度將是非常驚人的。
