In the third quarter of 2015, the transaction volume of China's third-party mobile payment market reached RMB 439.1 billion, a growth rate of 26.39%. Behind the rapid growth of mobile payment transactions is the accelerated adoption of the entire mobile payment ecosystem. What is the trend of mobile payment in 2016?
Chart 2014-2015 China third-party mobile payment market transaction scale
First, mobile payment into the township
With the popularization and functional upgrade of smart terminals and the full-scale popularization of 4G networks in various regions of China, China's over 730 million urban population and over 630 million rural people will continue to enjoy the convenience brought by the mobile Internet. Similar to the development trend of other industries, the mobile payment industry is bound to show the process of gradually radiating from the 1st, 2nd, 4th, and 4th tier cities to the townships and villages.
Now mainstream mobile payment participants have listed channel sinking as one of the major future exhibition directions. It is expected that the penetration rate of mobile payment industry in China's small towns and rural areas will grow more rapidly in the future.
Second, the number of mobile payment scenarios increased
In the next few years, the payment platform headed by Alipay and Tenpay will be the smart POS terminal headed by Palm, and will continue to seize offline payment scenarios, whether it is catering, supermarkets, medical, travel and other fields, more entities. The scene will be able to accept the payment method of the mobile wallet.
Scan code payment will spread to the market earlier than NFC. And manufacturers of communication equipment such as Apple and Samsung will enter the Chinese mobile payment field next year, and NFC near-field payment will have more imagination. It is reasonable to expect that in the near future, mobile payment will gradually develop into a payment instrument that can replace bank cards and cash.
Third, mobile payment small amount of high frequency
In the Spring Festival of 2015, “grabbing red envelopes†not only landed on the CCTV Spring Festival Evening with live broadcast of 700 million ratings, but also became an important part of the Spring Festival Evening audience interaction. This marks the completion of the amount of mobile payment behind the “grabbing red envelope†and officially upgraded into a social phenomenon involving all people.
By robbing many users of the "first knowledge" and "first test" mobile payment, and Alipay, Tenpay and other payment platforms to launch a marketing campaign to cultivate small high-frequency consumption habits, you can truly cultivate this part of the user. Become a valid user.
Fourth, the platform is open to the trend
Affected by the gradual unification of mobile payment industry standards and the satisfaction of payment ecosystem, mobile payment platforms and smart POS platforms are beginning to be open to some third-party developers focused on the industry.
Financial operators, banks and other financial institutions, third-party payment companies, and intelligent POS operators will work together with other members of the industry chain to create and maintain an open payment ecosystem. The openness of mobile payments means that new business models will continue to emerge and more power will be injected into the mobile payment market.
V. Unified trend of payment standards
The unified technical standards can lay a physical foundation for the development of mobile payment, help to create an open and cooperative situation of the industry chain, promote the development of China's mobile payment, and promote business development, product innovation and international integration. On the contrary, if there is a lack of uniform standards, the direct result is that the mobile payment market is confusing, and the reliability and security of payment are not guaranteed.
In 2015, China UnionPay became the rotating chairman of EMVCo, the international chip card and payment technology standard organization for the first time. It will actively participate in the joint development and implementation of EMV standards, so that the technical specifications of domestic chip cards and mobile payment are in line with international standards.
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