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モバイルウォレット市場におけるApple Payの成功ポジショニングとCSPの戦略的対応

Apple Pay's successful positioning in the mobile wallet market and CSP strategic responses

 

出版社 出版年月電子版価格 ページ数
アナリシスメイソン─2015年以前出版レポート
2014年11月US$2,499
ベーシックライセンス
26

PPT and PDF

サマリー

この調査レポートは、Apple社による決済サービス「Apple Pay」を調査し、Apple Payの競合となるモバイル決済プラットフォームについての解説・分析を行っています。

Apple’s business model is ultimately centred around increasing device sales – this gives it a significant advantage over CSP-led mobile payments platforms.

Apple Pay was launched on 20 October 2014 and was initially available at 220 000 retail locations in the USA. It is poised to take up a dominant position against competing mobile payments platforms, including initiatives by communications service providers (CSPs). Apple Pay’s architecture completely bypasses operators’ ability to control payment details, and challenges their capacity to meaningfully insert themselves in the mobile payments value chain.

This Viewpoint:

  • identifies the key factors that have enabled Apple to position Apple Pay for success against competing mobile payments platforms
  • explores the increasingly competitive mobile payments space, and the challenges it presents for CSPs
  • provides details of Apple’s strategy with Apple Pay, and how it fits with the rest of Apple’s device ecosystem
  • summarises Apple Pay’s architecture, and the way that it provides Apple with a competitive advantage
  • provides recommendations for CSPs.

Company coverage

The following companies are mentioned in this report.

  • 7-Eleven
  • American Express
  • Apple
  • AT&T
  • Authorize.Net
  • Bank of America
  • Barclays
  • Best Buy
  • Capital One
  • Chase
 
  • Chase Paymentech
  • China UnionPay
  • Citi
  • CyberSource
  • Europay
  • First Data
  • Google
  • Kmart
  • MasterCard
  • Navy Federal Credit Union
 
  • PNC
  • Stripe
  • T-Mobile
  • TSYS
  • USAA
  • U.S. Bank
  • Verizon
  • Visa
  • Walmart
  • Wells Fargo

 



目次

Table of contents

About this report: Apple Pay threatens CSPs’ mobile wallet aspirations

Executive summary

Recommendations for CSPs

mobile wallet market, although attractive, is fraught with challenges for CSPs

mobile wallet market is a highly competitive, low-margin business

Apple Pay SWOT analysis

Apple Pay combines the right elements to become a disruptor in the mobile payments space

Key partnerships: Apple’s partnerships will enable it to rapidly scale Apple Pay in the USA and abroad

Security features: Apple’s hardware and software components are tightly integrated to provide security and prevent fraud

Competitive advantages: Strong device sales allow Apple to avoid aggressive monetisation of services that support its ecosystem

Competitive advantages: Apple will be able to rapidly reach scale thanks to its digital content sales and distribution experience

Competitive advantages: Apple has honed its retail and payments experience expertise thanks to the Apple Stores

Favourable externalities: Apple has timed the launch of Apple Pay to coincide with the mandated roll-out of EMV payment systems in the USA

Favourable externalities: Mobile financial services and commerce are the fastest-growing digital economy app categories

Favourable externalities: iPhone users are more inclined to make purchases using their mobile phones than non-Apple users

Apple Pay at a glance: Token provisioning process

Apple Pay at a glance: POS payment process

About the authors and Analysys Mason

List of figures

Figure 1: competitiveness of the mobile wallet market, based on the Porter five forces model

Figure 2: Porter five forces model applied to the mobile wallet market for CSPs

Figure 3: Apple Pay’s strategic advantages

Figure 4: Comparison of Apple’s and CSPs’ negotiation power in the mobile payments market

Figure 5: Key components of Apple Pay

Figure 6: Comparison of Apple’s and CSPs’ security features in the mobile payments market

Figure 7: Comparison of Apple’s and CSPs’ business model in the mobile payments market

Figure 8: Comparison of Apple’s and CSPs’ online presence in relation to the mobile payments market

Figure 9: Comparison of Apple’s and CSPs’ retail footprint in relation to the mobile payments market

Figure 10: Penetration of apps by category, and corresponding growth between 2011 and 2013

Figure 11: Smartphone users’ tendency to purchase physical and digital items via mobile devices, by device type, USA

Figure 12: Apple Pay token provisioning process (simplified)

Figure 13: Apple Pay contactless payment authorisation process (simplified)

Company coverage

7-Eleven

American Express

Apple

AT&T

Authorize.Net

Bank of America

Barclays

Best Buy

Capital One

Chase

Chase Paymentech

China UnionPay

Citi

CyberSource

First Data

Google

Kmart

MasterCard

Navy Federal Credit Union

PNC

Stripe

T-Mobile

TSYS

USAA

U.S. Bank

Verizon

Visa

Walmart

Wells Fargo

 

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