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Mobile Payments, E-Money and Mobile Credit in Japan

  • May 2014
  • -
  • Eurotechnology Japan
  • -
  • 201 pages

Electronic money (e-money) and mobile payments started in Japan 1999 - about 10 years ago, and are growing exponentially. Both mobile payments and e-money are substantial parts of Japan’s economy today, and a substantial part of payment transactions and money in circulation are e-money including mobile phone based e-money.

This report includes a large number of statistics and usage data and projections out for growth expected for the next years. The report explains case studies and business models, which are successful in Japan and which can also be applied to other markets elsewhere in the world. The present report gives a comprehensive overview of the variety of mobile payment services in operation in Japan, explains in detail how several proven mobile payment systems work, and explains the trends for mobile payments, transactions and mobile credit. The report describes the fundamental shift of paradigm occuring in the wireless communication industry and driven from Japan. This report includes descriptions of the newest electronic money systems, including SUICA, PASMO, Nanaco, VISA-Touch, WAON and more.

Table Of Contents

Mobile Payments, E-Money and Mobile Credit in Japan
Executive Summary: Mobile Payment and keitai credit - disruptive innovation

Mobile payments and keitai credit

Market dynamics
The competitive landscape for e-money, mobile payments, and keitai credit in Japan (chart)
Prepaid ecash
Postpaid keitai credit
Wallet phones create a new layer in the credit business landscape (incl chart)
Mobile payments and keitai credit as disruptive innovation

Mobile payments as aew business models for the mobile communications industry

Why are new business models needed for mobile communications?
DoCoMo's invstment in credit card companies: building new business models

DoCoMos investment in credit card companies
Credit card payments are a much bigger market than mobile communications (graphic comparing Japans mobile communications market with Japans credit card payment market since 1990 with projection to 2010)
Japans credit card payment and cash advance market (pie chart showing market shares of credit card companies)
DoCoMos investment in credit card companies: implications
Overview of DoCoMos recent strategic investments beyond the wireless communications field
DoCoMo's new iD credit brand

Overview
iD - trends and significance
iD POS terminal including usage estimations
POS terminal for iD
ATM in convenience store with iD and Edy/Felica terminal
Felia reader for bank ATM
DoCoMo's strategy

iD - strategy
DCMX Credit Card brand

Overview
branding strategy and introduction campaign
trends and risks
DCMX on the i-mode menu
KDDI The Card

Overview
KDDI The Card and Quicpay
KDDI money program
SoftBank Card

Overview
QuicPay and the mobile payment promotion forum

QuicPay Overview
The mobile payment promotion forum: overview, purpose and history, list of stearing committee member companies, list of founding members, list of companies
considering to join
QuicPay prototype (2004)
QuicPay demonstration (2005) purchasing music online
QuicPay market introduction campaign and marketing message
SmartPlus and Visa-Touch

SmartPlus Overview
Visa Touch Overview and usage numbers
e-money in Japan

Japan's major e-cash systems
Why electronic cash?
National introduction of ecash
Ecash is private business in Japan
Requirements for electronic cash
Legal situation and legal basis of ecash in Japan
Ecash replacing coins in Japan, overview of coin circulation in Japan
EDY Electronic Cash

What does the name Edy mean?
Edy overview
Edy timeline and history
Edy in FeliCa wallet phones: demonstration of basic functions - checking the balance, paying
Cash register (POS) with Edy reader/writer
Edy charger: loading cash into Edy
Usage statistics: number of Edy cards issued (2001-2005, with projection to 2010)
Usage statistics: number of Edy transactions per month (2001-2005, with projection to 2010)
Usage statistics: number of Edy transactions per card and per month (2001-2005, with projection to 2010)
Rakuten Edy KK (formerly BitWallet KK)

Company outline
Shareholders and equity ratios
Electronic cash at retailers - Seven-Eleven: Nanaco

Outline
JAVA application version for mobile phones and mobile payment
main menu of electronic money JAVA application
Comparing card and mobile phone version for electronic money
Marketing message at introduction
POS
Customer relationship management (CRM)
Nanaco: main characteristics
Electronic cash at retailers - Aeon Group: WAON

Outline
Marketing WAON
Kids' WAON
Why does AEON issue WAON
Tokyo-Mitsubishi mobile banking and link to Edy

Mobile banking and transactions
Tokyo-Mitsubishi mobile banking, with demonstrations of content and basic functionalities and user experience
Edy and mobile banking, with demonstrations of content and basic functionalities and user experience: transfering cash from the bank account to Edy on the mobile phone
Edy and mobile banking: viewing the transaction record (user experience)
Mobile consumer banking and ecash
i-Mode and mobile FeliCa wallet phone examples

AM/PM convenience stores
Payment with Edy and wallet phone at the point of sale (POS)
Customer relationship management with FeliCa wallet phones
Customer Club experience via FelIca wallet phone (mobile CRM)
Ticket Pia
Electronic mobile event tickets
Edy and mobile Felica wallet phone partner: All Nippon Airlines ANA

Customer relationship management (CRM) and mileage club for Edy and wallet phones
JAL - Japan Airlines
FeliCa and Mifare

Overview and system description
Felica chip and NFC antenna
Felica and Mifare (example: London's Oyster card)
SONY and NXP joint venture
FeliCa Wallet phones: What are wallet phones and why

How many wallet phones are there in Japan? (graphics for DoCoMo wallet phones, and all operators, data for 2004-2007 with projection to 2011)
Wallet phone system overview
Overview
Example: P506iC (introduced on July 10, 2004)
i-Mode Felica transaction partners
Why wallet phones, what are wallet phones
DoCoMo i-Mode Felica wallet phone description
Schematic overview of the i-Mode Felica System
Why wallet phone
Trends of mobile communications, phases of development
Mobile phone - stages of development
Implications for the mobile carrier
Business models and the FeliCa/mobile FeliCa ecosystem

Overview
Business models and the FeliCa/mobile FeliCa ecosystem
Graphical view of the ecosystem, including a schematic presentation of revenues for DoCoMo and the key players
Japan's mobile internet as a platform for mobile payments

Mobile payments today in Japan
The i-Mode Ecosystem
Mobile internet penetrates Japan (graphics showing mobile internet subscriber numbers for 1999-2005)
Todays 3G i-Mode in a nutshell: users pay for content
M-commerce, mobile payments and mobile transactions

Japans mobile internet supports a range of m-commerce and m-transactions
Mobile mail order, e-commerce and m-commerce (market size estimations: 1998-2010)
Payment for mobile content: mobile music

Overview of mobile music market
Mail order via mobile internet: Online purchasing, mobile shopping malls

Online purchases by mobile phone
Examples of most effective mobile commerce
Commerce features unique to mobile phones
M-commerce: shopping by mobile phone
Examples of mobile phone online bookstores
Examples of mobile phone online music stores
Mobile shopping mall
Event tickets by mobile phone, example of leading mobile store
Selling flowers by mobil phone
Mobile auctions

Overview
AU auctions via mobile phone
AU auctions
DoCoMos Auction strategy: strategic investment in online and mobile auctions

Overview
KDDI/AU's mcommerce initiatives

Overview
AU shopping and auction menu
AU shopping
Au auctions via mobile phone
AU records and EZ music store
AU style
Phones as train tickets: SUICA

Overview
Mobile SUICA
SUICA users: (graphics for 2001-2007 with projections to 2008,
number of SUICA cards, number of monthly train passes vs prepaid fare cards, number of combined SUICA and credit cards)
SUICA as ecash in competition to Edy
Reserving and paying with mobile phone for train travel: example - ExpressCard

Overview of the ExpressCard
Table of key data, market size, usage characteristics, and sales volume estimation
ExpressCard mobile selling system description
Seat reservation and purchase via PC internet site
Seat reservation and purchase via mobile phone, screen image of top menu
Mobile reservation, and purchase site, login screen image and description
Researvation and purchase sequence, screen images
Paper ticket issue of tickets purchased by mobile phone
Estimation of market size
Comparing mobile transport payment in London and Tokyo: why does it take Transport for London at least 10 years to reinvent the mobile payment wheel?

Comparing Oyster and Suica
Reserving and paying with mobile phone for train travel: example - Odakyu romance car club

Overview of the Odakyu romance car club
Mobile reservation, and purchase site, login screen image and description
Researvation and purchase sequence, screen images
Summary
PASMO

Overview: PASMO
Marketing
Bar codes and QR codes to pay bills

QR codes for paying bills at a convenience store
Paying bills by mobile phone
Mobile bill paying system
DoCoMo coin

Overview of DoCoMo coin system
Summary: Mobile payment, e-money and keitai credit

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