國內電信業者推動行動支付行銷策略之探討

Abstract

行動支付普及化是全球性的發展趨勢，也是政府當前積極推動的政策，而其背後所存在之商機更是無可限量。電信業者係行動支付生態系之一環，能否成功卡位，對其未來發展影響重大；在國際上其與異業結盟共同行銷的成功經驗不乏其例。因此，本研究透過專家深度訪談及分析層級法(Analytic Hierarchy Process,AHP)試圖找出影響行動支付發展之重要因素及最佳異業結盟行動方案，以協助電信業者擬定行銷策略。本文主要研究成果及發現，謹分述如下： 一、業者必須提供充分的誘因（incentives )，消費者行為才可能改變，並增加其黏著度！ 二、使用場域的覆蓋程度會是突破台灣行動支付市場滲透率的關鍵因素。 三、大數據應用確實是行動支付所應關注的發展重點！ 四、電信業者與交通票證結盟確實是行動支付快速滲透至通勤族及學生的最佳策略，亦是世界各國成功的發展模式之一，值得國內借鏡及參考。

As the global trend, the universe of mobile payment services is expanding rapidly and creating enormous business opportunities. Taiwan government also actively promoted adoption of mobile payment. Since telecom operators are part of mobile payment ecosystem, the success of mobile payment is essential for their future development. We observe there are many successfully international cases of co-marketing with different industries. Through in-depth interviews with experts and analytic hierarchy process (AHP), this research aims to find the factors of the development of mobile payment and the best cases of cross-industry alliance to help operators of planning marketing strategies. The major results and findings obtained from the research study are listed below. Operators need to offer enough incentives to change consumers’ behavior and increase their stickiness. The coverage of usage is the key factor to increase the mobile payment penetration rate in Taiwan market. Big data analytics and applications are highly relevant to the mobile payment development. The alliance between telecom operators and electronic ticket service providers is definitely the best strategy to penetrate more rapidly into commuters and students market, as well as one of global successful development models, which serves as a useful reference for domestic players.