It isn't black and white
By Dave Birch posted Nov 30 2009 at 9:09 AM[Dave Birch] A couple of days ago I made a presentation on the mobile payments market for one of our customers -- the purpose to and details of which are naturally not germane to this post -- and I mentioned in passing some of the dynamics of the Japanese market. At the time I made a mental note to make reference to this on the blog. First of all, let me set some context by noting that a model of the marketplace that simply divides the globe into developed and emerging markets, while widely used, is not sophisticated enough to help with strategic perspectives.
The mobile payment services market, while stagnating in the developed markets amid the abundance of alternatives, is accelerating rapidly in the emerging markets because of the lack of alternatives.
[From Pricing the key to success of mobile payments | Telecom Asia]
I don't think it's that straightforward. If it were simply a matter of alternatives, then no developed markets would be using mobile payments, and this is obviously not the case. Perhaps people who talk about stagnation might be thinking of Japan, where the proliferation of mobile and e-money schemes means that e-cash transactions only grew 197% in the last two years. Oh wait... What's the explanation? Japan and Korea have plenty of alternatives yet mobile, e-money and mobile e-money are already in the mass market. Maybe it's because in Japan and Korea it's MNOs, transit operators and retailers who are pushing e-money that interesting things are happening?
In the twelvth regular survey into electronic cash... it is now not just credit card electronic cash that has passed the 50% penetration mark, but also mobile phones have reached that milestone, although the majority of the mobile phone contactless IC chips are lying idle.
[From Majority of mobile phones now have IC chips | What Japan Thinks]
In fact, if you read the actual survey it shows that while the penetration of e-purse cards has continued to climb, the penetration of mobile e-purses appears to have got stuck about a sixth of mobile phone users. The use of all e-purses is still rising, however. The statistics show that 3% of e-purse users in Japan are spending more than $1,000 per month on them, an astonishingly high figure for Europe and the US but Japan remains a cash-oriented society and this prediliction extends to the virtual.
Note also that while the survey data shows that the penetration of mobile phones for proximity payments appears to have plateaued over the last year, the penetration of mobile proximity for other applications, particularly ticketing, is still rising.










