行動付款之科技優勢與產業競爭分析

Abstract

智慧型手機等行動裝置的普及，扶植了行動商務市場，進而驅動行動支付的成長，以滿足順暢完成交易流程的需求。本研究藉由分析交易流程中最具核心價值的清算平台，以了解行動支付產業的可能發展，其中，將清算平台分為以下六類：信用卡組織網路、銀行間清算系統、第三方支付平台、交通票證系統、電信營運商通訊網路、商家店內系統。 目前社會上普遍認為，信用卡產業可藉由採行新的技術成功地跨足行動支付領域，並維持其支配業界的龍頭地位，其他付款平台較難有機會超越之。然而，唾手可得的高速行動網路可能扭轉此一局面及先前認知，因為行動網路不僅打破了近端和遠端交易的藩籬，更促進電子貨幣的流通，在不斷變化的支付產業生態下，何種清算平台有潛力勝出是值得探討的議題。 本研究導入價值循環創造理論，逐一檢視各清算平台的優勢與限制，在產業競爭分析中發現，第三方支付平台將侵蝕其他盛行的付款工具市場，若以付款金額細分，第三方支付平台和交通票證系統將有機會分別主導大額付款和小額付款市場，而金融機構的角色在行動支付產業中則將式微，此外，基於價值循環創造理論著重分析動態演化和生生不息的特性，其他參與者或有機會轉型為市場的主導者。

The increasing acceptance of mobile device, especially smartphone, has fostered the mobile commerce and then spurs the mobile payment industry for the needs of consuming with seamless transaction flow. This research investigates the development of mobile payment by analyzing the clearing and settlement (C&S) platforms, which operate the transaction flow and contribute core value to the payment industry. These C&S platforms are classified into six types: credit card association network, interbank clearing system, third party payments aggregation (TPPA), transportation fare system, telecommunication subscription network, and merchant in-store system. It was widely assumed that the credit card industry can successfully adapt to the mobile payment industry with new technologies and sustain its dominating position. The other platforms may have little chance to overtake the credit card. However, the availability of high speed mobile Internet would change the situation and convert the previous recognition. The mobile Internet not only breaks the barrier between proximity transaction and remote transaction, but also facilitates the electronic money flow. Therefore, it is worth exploring which C&S platform could potentially dominate the market in this dynamic payment ecosystem. To answer this question, the research utilized the Value Creation Cycle (VCC) framework to examine the advantages and limitations of each platform. In the analyses of industrial competitions, it is found that the third party payments aggregation may erode the market of the other prevailing payment tools. The macro payment and micro payment might be dominated by the TPPA and transportation fare system, respectively. The role of financial institution might be diminished in the mobile payment industry. In addition, based on the nature of a dynamic evolution and revolving system of VCC, it leaves opportunities for other participants to transform into a dominant player.