China Mobile Payment Survey Report, 2010
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No matter what the number of subscribers and application scope, mobile payment service has been mature in Japan, South Korea and Europe. With aggressive promotion of 3G services in China, mobile payment service has evolved from its infancy into growth period. In 2009, the number of mobile payment users worldwide registered 108 million with a rise of 25.6% from a year earlier, and it is expected that the number will be 147 million in 2010.

Given the enormous potentials of mobile payment market, ResearchInChina and www.1diaocha.com cooperated to conduct a survey on mobile payment network in August 2010. In the survey, there were 600 respondents most of whom were at the age of 20-50, men accounted for 50.7% and women 49.3%. The survey mainly covered Shanghai, Shenzhen, Beijing, Guangzhou, Chengdu and other 18 cities. The respondents were national civil servants, teachers, military personnel, corporate executives, general staff, sole proprietors, blue-collar workers and students, with the monthly income ranging from RMB2000 to RMB20,000.

In regard to the reason for not using mobile payment, according to the result of the survey,68.9% of the respondents worried about security. Security was the issue that consumers were most concerned about. 36.2% of the surveyed said they did not know well about mobile payment, 22.3% felt that it was inconvenient to subscribe mobile payment service, 17.9% thought that it was not easy to operate, 16.0% said their mobile phones did not support the function, 14.2% thought that the cost was high. Therefore, the promotion of mobile payment should base on good security measures which can resolve potential safety problems, excellent publicity, and simplified mobile payment methods which make subscribers experience the convenience of mobile payment.

Reasons for Subscribers Not Using Mobile Payment
 2010092703.gif
Source: ResearchInChina; www.1diaocha.com

In respect of subscription methods of mobile payment acceptable to subscribers, according to the result of the survey, 58.2% of the respondents preferred to subscribe the service in banks, 20.4% would like buy SD cards or mounting, 15.1% changed SIM cards, and only 6.3% wanted to replace cell phones. It can be drawn from above that subscribers prefer the most convenient method. On the other hand, the low-to-high proportion represents the cost from the high to the low. Subscribers are unwilling to pay additional cost when they subscribe mobile payment service. This shows that NFC mobile phones with mobile payment function are the cell phones that subscribers dislike most when they wish to subscribe mobile payment service. But now, consumers replace their cell phones frequently. If having been implanted with NFC feature at factories, there will be a certain market space for subscribing mobile payment service by changing phones.

Subscription Methods of Mobile Payment that Subscribers Can Accept
 2010092704.gif
Source: ResearchInChina; www.1diaocha.com

Concerning the implementation methods of mobile payment, according to the result of the survey, 51.4% of the respondents rendered SMS, 29.8% dialed calls and 15.2% paid in short distance. This result is closely related with the small population of POS machines at present initial stage. With the maturity of mobile payment in the future, the number of POS machine will increase, and it is expected that short-distance payment will take a large percentage.

Mobile Payment Methods
 2010092705.gif
Source: ResearchInChina; www.1diaocha.com
1 Overview of Mobile Payment
1.1 Definition
1.2 Classification
1.2.1 By Payment Mode
1.2.2 By Transaction Amount
1.2.3 By Business Model

2 Business Models of Mobile Payment 
2.1 (Relatively) Led by Operators
2.2 Led by Financial Institutions
2.3 Led by Third Party Payment Platform
2.4 Development Trends

3 Survey on Subscribers of Mobile Payment
3.1 Background
3.1.1 Age Structure
3.1.2 Education Structure
3.1.3 Income Structure
3.1.4 Occupational Structure
3.1.5 Urban Structure
3.2 Reasons for Not Using Mobile Payment
3.3 Reasons for Using Mobile Payment Before, But Not Using It Now
3.4 Channels from which Subscribers Hope to Get Information about Mobile Payment
3.5 Subscription Methods of Mobile Payment that Subscribers Can Accept
3.6 Institutions whose Mobile Payment Services Used by Subscribers 
3.7 Implementation Methods of Mobile Payment
3.8 Banks whose Mobile Banking Services Used by Subscribers
3.9 Times of Using Mobile Payment Averagely Per Month in Recent 6 Months
3.10 Payment Methods of Mobile Payment Service
3.11 Consumption Limitation of Mobile Payment
3.12 Business to which Mobile Payment Is Applied
3.13 Advantages of Mobile Payment to Other Payment Methods
3.14 Disadvantages of Mobile Payment to Other Payment Methods
Classification of Mobile Payment
Mobile Payment Industry Chain Directed by Mobile Operators (Independently)
Mobile Payment Industry Chain Directed by Mobile Operators (Relatively)
Mobile Payment Industry Chain Directed by Financial Institutions
Mobile Payment Industry Chain Directed by Third-party Payment Platform
Three Business Models of Mobile Payment in China
Age Structure of Respondents
Educational Structure of Respondents
Income Structure of Respondents
Occupational Structure of Respondents
Urban Structure of Respondents
Reasons for Not Using Mobile Payment
Reasons for Respondents Not Using Mobile Payment by Age
Reasons for Respondents Not Using Mobile Payment by Education Background 
Reasons for Respondents Not Using Mobile Payment by Income 
Reasons for Using Mobile Payment Before, But Not Using It Now
Channels from which Subscribers Hope to Get Information about Mobile Payment
Channels from which Subscribers Hope to Get Information about Mobile Payment by Gender
Channels from which Subscribers Hope to Get Information about Mobile Payment from by Age
Subscription Methods of Mobile Payment That Subscribers can Accept
Subscription Methods of Mobile Payment that Subscribers Can Accept by Gender
Subscription Methods of Mobile Payment that Subscribers Can Accept by Education Background
Institutions whose Mobile Payment Services Used by Subscribers
Subscription Institutions and Methods of Mobile Payment by Gender of Subscribers
Operators whose Mobile Payment Services Used by Subscribers
Payment Methods of Mobile Payment Service
Payment Methods of Mobile Payment Service by Education Background of Subscribers
Mobile Phone Replenishing Charges and Payment Methods of Mobile Payment Service by Age of Subscribers
Percentage of Mobile Banking Services Used by Subscribers
Percentage of Mobile Banking Services Used by Subscribers by Gender 
Mobile Banking Services Used by Subscribers by Profession
Mobile Banking Services Used by Subscribers by City
Times of Averagely Using Mobile Payment per Month in Recent 6 Months
Times of Average Using Mobile Payment per Month in Recent 6 Months by Age of Subscribers
Times of Average Using Mobile Payment per Month in Recent 6 Months by City
Payment Methods of Mobile Payment Service
Payment Methods of Mobile Payment Service by Age of Subscribers
Unit Consumption Limitation of Mobile Payment
Proposed Unit Consumption Limitation of Mobile Payment by Education Background of Subscribers
Proposed Unit Consumption Limitation of Mobile Payment by Income of Subscribers
Proposed Unit Consumption Limitation of Mobile Payment by City
Business to which Mobile Payment Is Applied
Mobile Payment Service by Gender of Subscribers
Mobile Payment Service by Age of Subscribers
Advantages of Mobile Payment to Other Payment Methods
Advantages of Mobile Payment by Age of Subscribers
Advantages of Mobile Payment by Education Background of Subscribers
Disadvantages of Mobile Payment to Other Payment Methods
Disadvantages of Mobile Payment by Gender of Subscribers
Disadvantages of Mobile Payment by Income of Subscribers

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