March 16th, 2011
I just read an article from TC that it is difficult to change the payment habit.
Yes, I agree, partially.
It is going to be difficult to change something that has already wired in our brain about payment. Couple years ago, I had a American Express ExpressPay key chain. I went to 7-11 to use this key chain to pay for the soda. The 7-11 had the equipment already for use at that time, when I use this key chain to pay for easy payment, I was stopped by the cashier and he started to investigate my ExpressPay key chain. It was not the only time, I had the same treatment the second time I used the ExpressPay key chain. After that, I just stopped using the key chain because it actually took longer time than using a credit card or even cash. (Maybe that’s why American Express stopped the ExpressPay payment only has in short stint because the merchants were just not ready by training their employee.)
However, NFC payment is successful in other countries. For example, Hong Kong uses the NFC equipped card name Octopus for payment. It is so widely popular now. I think Google or Apple can learn the lesson from the success story in Hong Kong.
Octopus card started by the MTR. It is the popular transportation system in Hong Kong. There were a lot of people in Hong Kong using it daily. A lot of people carry the card with them everyday. They will not leave the house without them. People see the convenient of the card, then it spread across to the bus system, then it continue to spread to the fast food restaurants, then it continue to grow.
The lesson learnt from Hong Kong is to start changing payment method in some place that people are using it daily and using it because it is necessary to them.
US is a diverse place. The way east coast people live maybe different from the way west coast people live. Take California as example, people are used to taking trains in Northern California while people love to drive in Southern California.
I think Google and Apple should consider applying the change in payment method by starting locally. Maybe for Southern California, start accepting NFC payment by gas station while for Northern California, start accepting NFC payment by train or bus.
Posted in Journal | No Comments »