过去、现在和未来的移动支付研究【外文翻译】

外文翻译

Mobile Payment Market and Research –Past, Present

and Future

Material Source: Helsinki School of Economics ，Electronic Commerce Research and Applications Author: Tomi Dahlberg, Niina Mallat The mobile payment market is currently under transition with a history of numerous tried and failed solutions and a future of promising but yet uncertain possibilities with contactless RFID and other new potential technologies. At this point of the development we take a look at the current state of the mobile payment market, review prior literature on mobile payment services, analyze the different factors that impact the market, and give directions for future research on this still emerging field. To facilitate the analysis, we propose a framework of four contingency and five competitive factors, and organize the contemporary mobile payment research under the proposed framework.

1. Introduction

Mobile phones have transformed telephony during the past 15 years. As devices, mobile phones have for a long time been equipped with functionalities which far exceed the needs of telephony, and have inspired the development of value added mobile services, the use of mobile phones as access devices, and mobile commerce in general. These developments open very lucrative opportunities to merchants and service providers. There are more mobile phones than any other device that can be used to market, sell, produce or provide products and services.

Purchased products and services have to be paid for. Initially, fixed line telephony billing systems were modified to charge mobile telephony and other mobile services as such services emerged. The deployment of (mobile) telecom billing systems is still the most typical way to charge for mobile commerce transactions. However, payment services based on billing systems have several limitations. These include high payment transaction fees, merchant and service provider complaints about unfair revenue sharing, and necessity to provision services to billing systems with limited roaming of mobile commerce transactions between mobile networks. In some areas, such as European Union, payment services to third parties require a (limited) credit institution license. Lack of suitable payment

instruments has for a long time been regarded as a factor that hampers seriously the development of mobile commerce.

In late 1990s and early 2000s mobile payment services became a hot topic and remained so even after the burst of the Internet hype. Mobile payments attracted also researchers, e.g., Dahlberg et al. (2003a; 2003b), Ondrus and Pigneur (2004), Pousttchi (2003), and Zmijewska et al. (2004b). Hundreds of mobile payment services as well as access to electronic payment and Internet banking were introduced all over the world. Strikingly many of these efforts failed. For example, most if not all of the dozens of mobile payment services available in EU countries and listed in the ePSO database in 2002 (Carat, 2002) have been discontinued. The difference to the rapid diffusion of the Visa Electron smart card or eBay/PayPal is striking. Why have Visa Electron and PayPal succeeded in where mobile payment services failed?

One answer could be that mobile technologies were not sufficiently mature and easy to use and therefore failed to attract consumers, merchants and banks. Now there seems to be a new wave of interest towards mobile payment services inspired by the above described needs and new technology based innovations, especially contactless vending and ticketing, and RFID (radio frequency identification).

Before new mobile payment services are launched, it is important to understand what previous studies have discovered about the acceptance of mobile payment services and about mobile services markets, and also what issues have remained unanswered. In line with Zmijewska and Lawrence (2005) we propose that multi faceted answers are required to answer questions such as why mobile payment services have not diffused, or what the impacts of various mobile payment services market factors on the development of these services are.

The aim of this paper is to summarize findings from past mobile payment services market research, and to suggest venues for future research. This is done with the help of a proposed framework. The main contributions of our paper are the framework itself, and the ability of the framework to compress findings of mobile services adoption, strategy and business models, security and trust, and other studies, as well as its ability to propose meaningful venues for future research. By using the framework, existing findings can be better understood and applied, both by industry when implementing their practical solutions, and by researchers studying mobile payments. The framework not only helps to explain the existing body of knowledge in each framework category, but it also provides a "big picture", or an overview,

illustrating how the various perspectives fit together. It also reveals the gaps in literature, and therefore indicates what future research needs to focus on. 2．Context of the study - mobile payment services market

Mobile payments are payments for goods, services, and bills/invoices with a mobile device (such as a mobile phone, smart-phone, or Personal Digital Assistant) by taking advantage of wireless and other communication technologies (such as mobile telecommunications networks, or proximity technologies). Mobile devices can be used in a variety of payment scenarios such as payment for digital content (e.g. ring tones, logos, news, music, or games), concert or flight tickets, parking fees, and bus, tram, train and taxi fares, or to access and use electronic payment services to pay bills and invoices. Payments for physical goods are also possible, both at vending and ticketing machines, and at manned Point-of-Sale terminals. Typical usage entails the user electing to make a mobile payment, being connected to a server via the mobile device to perform authentication and authorization, and subsequently being presented with confirmation of the completed transaction (Antovski & Gusev, 2003; Ding & Hampe, 2003b).

A mobile payment service comprises of all technologies that are offered to the user as well as all tasks that the payment service provider(s) perform to commit payment transactions. A mobile payment service may include several parties. Many issues such as the power and the interests of the parties, legal and regulatory environment, and payment culture impact the orchestration of technologies and tasks into a mobile payment service.

A mobile payment as any other payment is carried out by using a specific payment instrument such as cash, credit card, or mobile phone wallet. In addition to pure mobile payment instruments, most electronic and many physical payment instruments have been “mobilized”. Payments fall broadly into two categories; payments for purchases and payments of bills/invoices. In payments for purchases mobile payments compete with or complement cash, checks, credit cards, and debit cards. In payments of bills/invoices mobile payments typically provide access to account based payments such as money transfers, Internet banking payments, or direct debit assignments.

To conclude; when the mobile payment services market is investigated it is important to keep in mind that many contingency and competitive factors impact this market, and that mobile payment services compete with advanced physical and electronic payment services. To succeed, mobile payment services have to be

competitive with other payment services in all payment situations, with the exception of genuine mobile services, where mobile payment services are a natural choice. For these reasons a multi faceted framework is needed to describe both the mobile payment services market and research regarding this market.

译文

过去、现在和未来的移动支付研究

资料来源: 赫尔辛基经济学校，电子商务研究和应用作者：Tomi Dahlberg, Niina Mallat

移动支付市场目前正处于转型期，在过去做了很多尝试，出现了一些失败的解决方案，而未来却仍有很好的发展前途。但非接触式RFID技术和其他新的潜在的技术加大了移动支付发展的不确定因素。在这一点上的发展，就要回顾我们当前状态之前移动支付市场的情况,以及先关移动支付的文献，分析了影响市场的不同因素。并进一步指出了研究移动支付的新兴领域。为了便于分析,提出了一种框架、四个偶然性和五个竞争性因素,由此组织了当代移动支付研究的框架。

1．介绍

过去15年移动电话已经改变了人们对电话的理解和使用。作为设备移动电话在很长一段时间里,配备功能的需求远远超过电话,这加速了移动增值服务的发展，利用手机作为接入设备，在移动商务领域也有着同样的应用。对于商人和服务供应商而言这些发展机会开放，而且有着丰厚的利润。目前移动电话比任何其他的设备都要广泛的应用于市场、销售、生产或者提供产品和服务。

购买这些产品和服务是需要付出费用的。最初, 这些服务的出现，把电报线路电话计费系统修改成了收移动电话和其它移动服务。部署(移动)电话自动计费系统仍然是移动支付交易的最典型的方法。然而,支付服务基于计费系统有几个限制。这些包括高支付的交易费用,商人和服务提供商抱怨不公平的收入分成。在不同的移动网络之间，有限的漫游对于提供必要的服务对于自动计费系统是一种限制。在一些地区,如欧盟，支付服务给第三方要求是有信贷机构的许可证。缺乏合适的支付设备一直被视为严重阻碍移动商务发展的因素。

20世纪90年代后期以来和二十一世纪初，甚至是网络宣传爆发后，移动支付服务一直都是热门话题。移动支付也因此吸引了很多研究人员，例如, Dahlberg(2003),OndruPigneur(2004),Pousttchi(2003),Zmijewska(2004)。数以百计的手机付费服务也像电子支付和网上银行一样被介绍到了世界各地。但

是，很明显许多这方面的努力失败了。例如,大多数的手机付费服务在欧盟各国和ePSO数据库所列出的数据在2002年已经中止。差别签证的电子智能卡货或易趣/PayPal的迅速扩散是非常引人注意的。但为什么电子智能卡和PayPal的差别签证服务失败了呢？

一个可能的答案是没有足够成熟和使用方便的移动通信技术 ,因此未能吸引消费者、商人和银行。现在似乎有一种新浪潮对手机付费服务感兴趣的灵感来自于上述需求和新技术的基础创新,尤其是非接触式自动售货和票务、RFID(无线射频识别)。

明白之前研究和发现的手机付费服务和有关移动服务市场还未回答的问题是非常重要的。尤其是在新的移动支付服务即将发展之前。符合Zmijewska(2005)我们的建议，从多方面的要求去考虑答案。而回答必须解决以下的问题，为什么移动支付服务没有被广泛的推广，或者是什么样的因素影响了手机付费市场的发展。

本文的主要目的在于总结过去对于手机付费服务市场的研究,对未来移动支付的发展提出建议。做了模型架构有助于我们的研究。我们的主要优势是框架本身,这个框架的主要功能有压缩移动支付服务的接受模式，策略和商业模式、安全与信任以及运用这个模型完成对未来发展方向的研究。采用框架,现有的研究结果可以更好的理解和应用。研究者通过对移动支付的研究，并对业界提出切实可行的解决方案。该框架不仅有助于解释现有的知识体系在每个框架类别,还在于它同时提供一种“大局”,或者说明研究概况以及多样性发展的观点。这也揭示了发展过程中产生的差距,因此未来的研究中需要需要研究者引起关注。

2．移动支付市场的背景研究

移动支付是利用无线和其它通讯技术(如移动电信网络,或接近技术)购买商品、服务和帐单/发票的移动装置(像是一个手机,智能电话或个人数字助理)。移动设备可以用于各种付款，如以付款方案为例,介绍了数字内容(如铃声,标识语,新闻,音乐和游戏),音乐会、机票、停车费与汽车、电车、培训和计程车费,或存取并且使用电子支付服务付账单和发票。而且实际的货物支付也是可行的,无论是在自动售货还是票务机器,在需要有人销售点的终端设备。典型的使用是需要用户选择一个移动支付终端,被连接到服务器通过移动设备进行认证和授权,随后完成整个交易过程。(Antovski & Gusev, 2003; Ding & Hampe, 2003b）。

一个移动支付服务包括被提供给用户的各类技术，以及支付服务商为交易完成所履行的承诺。一个移动支付服务可以包括几个部分。很多问题,如能力、当事人的利益、法律法规环境,和付款文化的影响将整体编排技术和任务一个移动支付付费服务的完成。

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