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市場調查報告書

穿戴式付款:市場機會的測量

Wearable Payments: Sizing the Opportunity

出版商 Verdict Financial 商品編碼 358428
出版日期 內容資訊 英文 43 Pages
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穿戴式付款:市場機會的測量 Wearable Payments: Sizing the Opportunity
出版日期: 2016年05月27日 內容資訊: 英文 43 Pages
簡介

穿戴式付款尚處於初期階段,每個企業在其外型尺寸和功能方面都還在嚐試錯誤的階段。目前Apple雖然以先鋒之姿在領導市場,但仍未稱得上是已獲得充分收益的企業。由於Apple尚未建立其優勢地位,今後市場、投資趨勢也多難預見,沒有辦法明確說出有一家企業掌握了穿戴式付款市場的主導權,另一方面,25%的消費者不管是哪種型式(無關乎是否擁有付款機能)都希望擁有穿戴式設備,此外功能·價格這2個要素一般認為將是今後的普及推動因素。

本報告提供穿戴式付款市場最新趨勢與未來展望相關分析,提供您利用穿戴式設備的付款功能概要和優勢·弱點,穿戴式付款普及主要的推動因素,消費階層的分類 (各年齡·不同所得等) 和成為穿戴式付款的初期採用者(early adopter)的可能性,以及為了獲得潛在市場的策略等相關之調查與考察。

摘要整理

  • 概念確立的階段有的穿戴式付款市場:Apple主導市場
  • 分析的要點
  • 重要成功要素

潛在的市場定義

  • 穿戴式付款:POS終端附近進行的付款處理
    • Eat24智慧型手錶用應用程式:可以與過去相同的購買模式圓滑處理
  • 尚在形成階段的穿戴式付款:腕帶型設備是最普及的外型尺寸
    • Disney的Magic Band:實證了穿戴式付款的概念
  • 穿戴式付款的普及:2015年正式化,尤其是供給方正在積極推動
    • Apple Watch:實現腕帶型付款功能的最初主要案例
    • Barclays的bPay range:付款專用穿戴式設備的少數案例
    • 許多付款業者,給合夥伴關係後打入穿戴式市場
  • 消費者對穿戴式技術的態度積極,但大部分尚未理解那個優點
    • 穿戴式設備的擁有者,也積極利用付款方式
    • 目前除了穿戴式設備用戶以外,對穿戴式付款的態度並不特別積極
    • 功能·價格:購買穿戴式設備的最大推動因素

市場機會的測量

  • 消費者的行動·感情,成為穿戴式付款的核心:初期採用者的模式
    • 穿戴式付款的初期採用者模式表現,4種目標層
  • 有銀行帳戶的青年消費者:成為最大初期採用者的可能性
    • 整體有10%的消費者,希望現在馬上就能利用穿戴式付款
    • 中國:穿戴式付款的最大潛在市場
  • 開墾潛力最高的消費階層之必要性
    • 25∼34歲的年齡層:潛力最高的消費階層
    • 高所得層:成為初期採用者的可能性最大
    • 男女間,成為初期採用者的概率沒有差異
    • 積極活用信用卡的消費者,採用穿戴式付款的概率最高

策略建議

  • 穿戴式設備並非只有付款功能的利用案例
  • 穿戴式設備需要容易使用,且具有與POS基礎設施的適用性
  • 夥伴關係 (產業聯盟):強力的商品製作重要要素

附錄

  • 簡稱·首字母一覽
  • 定義
  • 分析方法
  • 參考文獻
  • 相關報告
  • 關於Verdict Financial
  • 法律上的免責聲明

圖表一覽

目錄
Product Code: VF0068IA

Summary

The wearable payments market is still very much in its infancy, with most companies in this space still experimenting with form factors and functionality. Apple has emerged as a frontrunner with its payments-capable Apple Watch, but it is far from the only high-profile company in this space. With the market in its current state it is far too early to call Apple's first-mover advantage decisive, and while this space is likely to see a lot of attention and investment in the coming years it is impossible to predict which companies will dominate.

Key Findings

  • 25% of consumers globally possess a wearable device of any type (regardless of whether that device is capable of making payments).
  • Features and pricing are the two most important factors driving purchases of wearable devices.
  • China is the most immediately attractive market due to its sizable population and high proportion of potential early adopters.

Synopsis

Verdict Financial's "Wearable Payments: Sizing the Opportunity" examines the emerging wearable payments market, evaluating the strengths and weaknesses of the current products available to consumers in this space as well as using our proprietary data on consumer attitudes towards wearable technology and potential early adopters of wearable payments globally.

Specifically the report:

  • Analyzes the major payments-capable wearables on the market in terms of function and attractiveness to consumers.
  • Identifies the key drivers of wearable payments adoption among consumers globally and by market.
  • Analyzes the demographic and geographic distribution of potential wearable payments early adopters and the best strategies to engage with them.
  • Explores the potentially winning strategies that can be adopted by players currently in the wearables market and players looking to enter it.

Reasons To Buy

  • Understand the players in the wearables market - what products have they launched, and how likely are these to succeed?
  • Find out how consumers view wearable payments as a concept, and how this varies between markets.
  • Find out where the wearable payments early adopters are, as well as what demographics they belong to in order to effectively market products.
  • Discover the three key factors to a successful wearable payments product - what do consumers want, and how is this best delivered to them?

Table of Contents

EXECUTIVE SUMMARY

  • The wearable payments market is currently undergoing the proof-of-concept stage, with Apple leading the way
  • Key findings
  • Critical success factors

DEFINING THE POTENTIAL

  • Wearable payments are mainly taking place within the physical proximity of a merchant's POS terminal
    • Eat24's smartwatch app looks to streamline repeat order purchases
  • Wearable payments are in the formative stages, with wrist-based devices the most widely deployed form factor so far
    • Disney's Magic Band provides proof of concept for wearable payments
  • Wearable payment developments intensified in 2015, with the supply side of the market driving much of the activity
    • Apple Watch is the first big effort at enabling payments with the wrist
    • Barclays' bPay range is one of the few examples of payment-only wearables
    • Most payments players are entering the wearables market through partnerships
  • Consumer appetite for wearable technology is positive, but a sizable number are unconvinced of its benefits
    • Wearable device holders are mostly open to the idea of using these devices to pay
    • Outside the current wearable user base, attitudes to wearable payments are less positive
    • Features and price are the biggest drivers of wearable device adoption

SIZING THE OPPORTUNITY

  • Consumer behavior and sentiment are at the heart of our Wearable Payments: Early Adopters Model
    • The Wearable Payments Early Adopters Model identifies four target groupings for wearable payment products
  • The banked and younger age groupings demonstrate the greatest early adopter potential
    • 10% of all consumers are ready to adopt wearable payments immediately
    • China has the largest potential customer base for wearable payments
  • Wearable providers need to target the highest-potential demographics
    • The most immediate potential for wearable payments lies within the 25-34 age group
    • High-income earners show the greatest likelihood of being early wearable payment adopters
    • Men and women are almost equally as likely to be early adopters of wearable payments
    • Consumers who regularly revolve all or part of their credit card balance are the most likely to adopt wearable payment technology

STRATEGIC RECOMMENDATIONS

  • Payments cannot be the only use case of a wearable device
  • Wearables must be convenient to use and compatible with POS infrastructure
  • Partnerships are critical to a strong product

APPENDIX

  • Abbreviations and acronyms
  • Definitions
    • Biometrics
    • Closed-loop digital wallet
    • Credit card
    • Currency
    • Digital wallet
    • EMV
    • Mobile payments
    • Mobile proximity payments
    • Mobile wallet
    • NFC
    • Open-loop digital wallet
    • POS terminal
    • Smartphone
    • Transactors and revolvers
    • Wearables
  • Methodology
    • Interviews with leading payment companies and industry executives
    • 2015 CPI Survey
    • Secondary research
  • Bibliography
  • Further reading
  • About Verdict Financial
  • Disclaimer

List of Figures

  • Figure 1: Eat24's smartwatch app prompts users about previously ordered items and offers to re-order them at a similar time in the future
  • Figure 2: The Apple Watch is the highest-profile wearable payments device in the market
  • Figure 3: Barclays' bPay range includes key fobs, wristbands, and mobile stickers
  • Figure 4: MasterCard's Commerce for Every Device program aims to connect as many payment-capable devices as possible to MasterCard's network
  • Figure 5: A quarter of consumers globally claim they own a wearable device
  • Figure 6: Over 60% of those who own or are interested in owning a wearable device state they would feel comfortable using it to make payments
  • Figure 7: A third of those aware of contactless payment technology would be interested in using a wearable device to make payments
  • Figure 8: The features and capabilities of a wearable device is the top driver of wearable adoption
  • Figure 9: Consumer grouping in our Wearable Payments: Early Adopters Model
  • Figure 10: One in 10 consumers globally are ready to adopt wearable payments immediately
  • Figure 11: China, Hong Kong, and India have the highest shares of wearable payment early adopters
  • Figure 12: Over 200 million Chinese consumers show a very high likelihood of adopting wearable payments
  • Figure 13: The 25-34 year-old age group is the most ready to adopt wearable payments
  • Figure 14: More than half of all wearable early adopters are typically high-income earners
  • Figure 15: Over half of wearable payment early adopters are men
  • Figure 16: Just under half of wearable early adopters globally revolve all or part of their credit card balance on a regular basis
  • Figure 17: Income bands as defined for all 2015 CPI Survey-related data
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