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新iPhone时代NFC支付转型十大攻略(中英)

2014-9-10 16:12| 发布者: 炼数成金_小数| 查看: 13261| 评论: 0|来自: 创业者

摘要: 果粉们期待许久的iPhone 6今天终于要露出“庐山真面目”,而业界也普遍认为这款iPhone内嵌NFC支付芯片应该已成定局。尽管时间尚有,可是大多数零售商表示还没有做好准备,综合看来,需要考虑的问题主要集中在以下十个 ...

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果粉们期待许久的iPhone 6今天终于要露出“庐山真面目”,而业界也普遍认为这款iPhone内嵌NFC支付芯片应该已成定局。尽管时间尚有,可是大多数零售商表示还没有做好准备,综合看来,需要考虑的问题主要集中在以下十个方面:
When Apple announces the next iPhone Sept. 9, most experts think it is somewhere between a probability and a near certainty that it will be capable of NFC payments. Most retailers are not well-prepared, though there is still time. There are several considerations, some of them obvious, others not so obvious.


 1. 重新审视非接触式支付策略:只有不到15%的交易能够使用非接触式技术,因此商家需要认真研究一下非接触式支付的相关策略,无论是可能推出的苹果NFC支付,还是即将面市的EMV网络授权(商家接受载有EMV芯片的信用卡)。具体说来就是读卡器的更替与升级,检测现有的非接触式读卡器能否正常工作,确保这些读卡器能与新技术相兼容。
1. Reexamine your contactless strategy: Fewer than 15 percent of transactions are capable of using contactless technology. Retailers need to take a hard look at their approach to contactless, both in light of the potential Apple NFC release as well as the upcoming EMV network mandate that retailers accept credit cards with EMV chips. This means reconsidering the reader replacement and upgrade schedule, testing existing contactless readers to ensure they work, and making sure those readers are compatible with the new technology.


 2. 与销售终端(POS)软件供应商一起合作,确保POS机兼容性:有一些POS终端在移动支付的时候是“即插即用”型的。所以商家有必要向POS软件开发商了解一下,确保设备可以与这种新型的付款方式无缝对接。
2. Work with your POS software providers to ensure your POS is compatible: Some POS terminals are more “plug and play” for mobile payments than others. Speak to your POS software developer to make sure that mobile payments work seamlessly at checkout.


 3. 对店员进行升级培训:店员需要明白这种新移动支付办法与传统的结账方式有何不同。在消费者完全熟悉NFC支付之前,店员的协助仍然必不可少。如果不熟悉流程,慌慌张张地把顾客500多美元的手机掉地上了,那可就不好办了。
3. Update store associate training: Store associates need to understand how mobile transactions at the POS differ from traditional payments. Until mobile payments are fully habituated, store associates will also likely need to assist consumers. Make sure they can do that without dropping a $500-plus mobile phone!


 4. 升级POS配置和标识牌,加快结账:如果用户在POS机前才打开移动钱包,结账的速度就会慢很多。所以,应该在柜台上方和POS机旁都放置标识牌,提示顾客排队前就做好准备。
4. Improve POS configuration and signage to hasten checkout: If users start pulling out their mobile wallet in front of the POS, it could risk slowing down the lines. Consider using signage both at the POS and before to prompt users to get ready before they get into the line.


 5. 同时推出Android系统版本:Android用户约占智能手机市场一半(超过比例不到40%的iPhone用户)。不可否认,iPhone用户既有财又最具活力,但是零售商还是需要有一个针对其他用户群体的解决方案。
5. Implement an Android solution: Android accounts for about half of all smartphones (more than iPhone with less 4o percent). Admittedly, iPhone users are the wealthiest and most active users, but retailers still need a solution for everyone else!


 6. 降低中介交换:好消息是,(至少到目前为止)预付卡在一定程度上推动了移动支付消费,然而苹果的移动钱包策略有可能会改变这一局面。因此,零售商应该重新定位自己的品牌策略和移动支付预付卡的作用。
6. Determine strategies to reduce interchange: The good news is that (at least to date) prepaid cards have driven mobile payments. That could change depending on how Apple might implement a mobile wallet. Retailers should consider the role of their own private label and prepaid cards with regard to mobile payment.


 7. 重新审视移动商业项目:如果你的客户可以拿出手机进行支付,那么他们应该也会希望在结账的其他环节也使用手机,比如报价、优惠券以及会员积分。关于在POS机上如何分配、展示以及传达信息,商家的选择也不少。商家还应该考虑一下他们的商业计划要如何与苹果护照(Apple Passport)相融合。
7. Reexamine your mobile commerce program: If your customers can pull out their phone to pay, they will expect to be able to use it for every part of their checkout experience including offers, coupons and loyalty programs. Merchants have several options for how they distribute, present and communicate them at the POS. They should also consider how their commerce programs integrate with Apple Passport.


 8. 学习如何有效地使用移动定位服务:定位意识可以大幅度提升支付体验——从快速提供适当的产品到发送电子收据。微定位(和精准的iBeacons技术)可能会成为付款体验的一个重要组成部分。而熟知这些服务如何运作以及客户如何反馈的零售商可以在结账时提供加强版的移动体验。
8. Learn how to effectively use mobile location services: Location awareness can be used to dramatically enhance the payment experience – from prompting the right offers to sending e-receipts. Micro-location (and iBeacons in particular) will also likely become an important component of the payments experience as well. Retailers who have deep knowledge of how these services work and how their customers respond to them can create enhanced mobile experiences at checkout.


 9. 测试店内NFC符号:NFC符号可以让用户通过点击一张海报,一个货架标签甚至是产品的标签来获取相关信息、优惠券或者享受其他移动用户体验。体验过该项服务的消费者表示,NFC要比传统的二维码更有效。也就是说,通过让这些手机游戏热衷者改变支付方式,商家也受益匪浅。
9. Experiment with in-store NFC tags: NFC tags allow users to tap a poster, shelf tag or even a product label to obtain information, get a coupon, or enjoy other mobile user experiences. Brands who have experimented with these tags have found them to be much more effective than traditional QR codes. They also have the benefit of habituating consumers in using their phone for something other than playing games.


 10. 撷取经验教训:移动支付领域里尚有许多未知的事物。大多数零售商会采取变革措施,比如分阶段升级POS机,并在之后的过程中不断进行比较测验,同时在店家之间进行经验分享。
10. Capture learnings: There are many unknowns in the world of mobile payments. Most retailers will roll out changes, such as POS upgrades, in stages. Winners will systematically pilot, A-B test, and share lessons across stores.


 幸运的是,即使iPhone 6发布了,移动支付也不会一夜之间发生翻天覆地的变化。我们还有时间去学习和测试。然而,移动支付并非呈直线式发展,只有那些较早系统地使用移动支付并能积极了解学习的零售商才能领先于竞争对手。
Luckily, even with the release of the iPhone, things will not change overnight. There is still time to learn and experiment. However, mobile payments are not straight forward and those that begin early, systematically enable mobile payments and actively learn will have a leg up on their competitors.


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