Google行動付費平台策略分析

Abstract

行之有年的行動付費服務，由於近幾年智慧型手機的快速成長，因而引起電信公司以外的業者關注，諸如金融機構、手機軟硬體廠商、電子金流服務商等業者，皆積極發展行動付費服務。而掌握Android行動作業系統和行動應用服務優勢的Google，也將行動付費列為2011年的三大策略之一，將Google Checkout遠端行動付費服務與行動平台整合，亦在2011年5月推出Google Wallet近端行動付費服務。 本研究的主要目的在分析Google Checkout和Google Wallet兩大行動付費平台的商業模式和平台發展策略。以多邊平台和觸媒企業作為理論依據和分析架構，先探討行動付費產業的市場和技術發展，接著進一步分述遠端行動付費Google Checkout和近端行動付費Google Wallet在美國市場的商業模式和平台發展策略，以及Google與其競爭者PayPal、Amazon、VISA、Isis的競爭狀況，並針對未來發展提出建議。 本研究發現Google Checkout近年快速發展的關鍵因素，主因為Android Market應用程式商店採用Checkout支付服務，藉由Android全球用戶數快速成長，帶動大量新用戶使用Checkout。Google Wallet則是透過優惠和會員卡附加服務、以及免費開放的訂價策略吸引商家和消費者，Google從廣告和優惠券的業務獲取收益，不與金融機構競爭手續費用，因此能吸引更多合作夥伴加入。

Mobile payment service has been in development for many years, but it has not gained much public attention until the recent rise in interest and demand for smart phones globally; network operators, financial institutions, mobile phone manufacturers, software developers, and newcomers are all working aggressively to develop their own mobile payment services. Mobile payment has also become one of Google’s top three key strategic businesses in 2011. With the advantages of Android mobile OS and the growing popularity of its mobile applications, Google Checkout was quickly adopted by the Android application market and other Google services. Google Wallet, the proximity mobile payment service, was also launched in May 2011. The goal of this research paper is to analyze the business model and the platform development strategies of Google Checkout and Google Wallet. Using multi-sided platform and Catalyst Code’s 6-step framework, this paper analyzes the mobile payment industry and its technological progression and also studies Google Checkout and Google Wallet’s business models as well as their current US market development. This paper also investigates the competition environment between Google and its competitors such as PayPal, Amazon, VISA, and Isis. Finally, this paper will make recommendations base on the analysis. This paper finds the rapid growth of the Android application market as the key success factor for Google Checkout. The growing demand of purchasing Android mobile applications and other online services have helped Google Checkout acquire a significant market share. Google Wallet attracts new users with its value-added services such as coupons and royalty programs and, most importantly, these services are offered free of charge to both its partners and users. However, Google Wallet does not compete against banks on payment transaction fees of which allows them to avoid conflict of interest and therefore attracts more financial institutions to join their partnership ecosystem.