Page 5 - index
P. 5
RESEARCH, ANALYSIS & TRENDS
true multi-channel experience that manages to merge online and of- gence Report, Asia Pacific will un-
saves customers time and money fline and offer buyers a comfortable surprisingly retain its title as the
by offering coupons and discounts. shopping experience at any time fastest-growing economic region in
will have a future. Consumers will the world over the next few years. In
Technologies are still in the start- benefit from a more personalized fact, the report projects that there
ing blocks shopping experience across multi- will be not only more than 2.5 billion
ple channels, and the traders, on mobile phone users in the region
There are various technologies that
can enhance the proliferation of the other hand, use the improved this year, a figure equal to 62.5% of
online payment methods significant- data situation to offer a more accu- the population, but that the mobile
ly. Near Field Communication rate targeting and more efficient phone penetration will rise to 69.4%
(NFC) and Beacons promise the service. by 2019.
greatest success. NFC is primarily The Asia Pacific region accounts More than half of all mobile phone
suitable for paying small amounts for the highest number of mobile users are expected to have
up to $30 and can be used at the payment users worldwide, but the smartphones by then, since the pro-
bakery or in the bar. A prerequisite market is relatively varied and high- liferation of cheaply manufactured
is that the NFC chip must already ly fragmented. Japan was the pio- devices, and a drop in the cost of
be installed on the phone or, in the neer country which has had a long service plans in particular markets
case of Mpass, is put as a sticker history of mobile payments. To- have helped to drive smartphone
onto the mobile phone afterwards. gether with South Korea it lead in uptake across Asia Pacific.
Thereafter, contactless payment is the adoption of mobile payments in
possible at specially equipped ter- the world and in Asia. However, the Many in the region would like to
minals. However, due to the costly share of mobile banking and card give up their wallet, but to be able to
purchase of NFC terminals, the use payments declined in the past actually replace the conventional
is still far from a widespread. New years, owing to the increasing influx wallet, mobile wallets must meet
card readers, which should support of players introducing mobile wallet certain requirements, such as proof
both debit/ credit cards and contact- services, such as telecom compa- of identity, identity document safety
less payment transactions, will be nies like Airtel Money (India), Smart (storage of personal data) and pro-
developed in the next year. The Money and GCash (Philippines) or vide protection against theft. In ad-
Beacon technology enables a more third party providers like Alipay. dition, the provider of a mobile wal-
accurate positioning of the user Lakala, or Tenpay (China). let must be able to provide an open
than before and thus the possibility and neutral platform, and be accept-
of sending effective push messages Companies and customers alike ed as a neutral party in the market,
with information, deals and coupons have to worry and care about too.◊
over the smartphone. their safety
By Daniela La Marca
An exciting time for retailers is im- According to the fifth annual edition
minent! Basically, technologies that of eMarketer's Global Media Intelli-
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
true multi-channel experience that manages to merge online and of- gence Report, Asia Pacific will un-
saves customers time and money fline and offer buyers a comfortable surprisingly retain its title as the
by offering coupons and discounts. shopping experience at any time fastest-growing economic region in
will have a future. Consumers will the world over the next few years. In
Technologies are still in the start- benefit from a more personalized fact, the report projects that there
ing blocks shopping experience across multi- will be not only more than 2.5 billion
ple channels, and the traders, on mobile phone users in the region
There are various technologies that
can enhance the proliferation of the other hand, use the improved this year, a figure equal to 62.5% of
online payment methods significant- data situation to offer a more accu- the population, but that the mobile
ly. Near Field Communication rate targeting and more efficient phone penetration will rise to 69.4%
(NFC) and Beacons promise the service. by 2019.
greatest success. NFC is primarily The Asia Pacific region accounts More than half of all mobile phone
suitable for paying small amounts for the highest number of mobile users are expected to have
up to $30 and can be used at the payment users worldwide, but the smartphones by then, since the pro-
bakery or in the bar. A prerequisite market is relatively varied and high- liferation of cheaply manufactured
is that the NFC chip must already ly fragmented. Japan was the pio- devices, and a drop in the cost of
be installed on the phone or, in the neer country which has had a long service plans in particular markets
case of Mpass, is put as a sticker history of mobile payments. To- have helped to drive smartphone
onto the mobile phone afterwards. gether with South Korea it lead in uptake across Asia Pacific.
Thereafter, contactless payment is the adoption of mobile payments in
possible at specially equipped ter- the world and in Asia. However, the Many in the region would like to
minals. However, due to the costly share of mobile banking and card give up their wallet, but to be able to
purchase of NFC terminals, the use payments declined in the past actually replace the conventional
is still far from a widespread. New years, owing to the increasing influx wallet, mobile wallets must meet
card readers, which should support of players introducing mobile wallet certain requirements, such as proof
both debit/ credit cards and contact- services, such as telecom compa- of identity, identity document safety
less payment transactions, will be nies like Airtel Money (India), Smart (storage of personal data) and pro-
developed in the next year. The Money and GCash (Philippines) or vide protection against theft. In ad-
Beacon technology enables a more third party providers like Alipay. dition, the provider of a mobile wal-
accurate positioning of the user Lakala, or Tenpay (China). let must be able to provide an open
than before and thus the possibility and neutral platform, and be accept-
of sending effective push messages Companies and customers alike ed as a neutral party in the market,
with information, deals and coupons have to worry and care about too.◊
over the smartphone. their safety
By Daniela La Marca
An exciting time for retailers is im- According to the fifth annual edition
minent! Basically, technologies that of eMarketer's Global Media Intelli-
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
