O2O breaks the POS machine into the most efficient entry for mobile payments

In 2014, known as the O2O first year, it is now in a very embarrassing position. Online traffic and ground store sales are all there, but mobile payments in the middle of the link have not progressed. Tencent and Ali spent hundreds of millions of dollars on a taxi fight, but there is still no curve to cultivate user habits. The industry is pessimistic about this: relying solely on third-party payment or social networking, and wanting to pass on the habit of online payment to mobile payment, you can't rely on money, but also need a subversive innovation.

Is it true? not necessarily. The third-party payment handheld POS business that is quietly emerging now may open a path and is a simple version.

The biggest selling point of the pos machine is the habit

Let's imagine a scenario where payment seems to be a hassle when you are in a different location, finding a small car wash near the O2O model. But in this car wash shop with only 2 people, the owner took out a handheld POS machine and connected the smart phone with Bluetooth. On the application, the customer can complete the bank card payment by self-service, and the signature is also completed on the touch screen.

Similar scenarios can occur in various localized services such as recharge of phone bills, game recharge, water and electricity coal payment, ticket reservations, etc., and can be moved around with people. Take the simplest express delivery "cash on delivery", couriers and customers will no longer have to worry about the problem of change.

This kind of payment of the original limited POS machine into a mobile payment mode is more in line with consumer habits. After all, in the moment, the bottleneck of mobile payment is stuck in the number of user-bound bank cards, the security of online payment for mobile phones, and the difficulty of reversing online payment habits.

The breakout mode of pushing mobile payment for POS machines has begun to sprout in China. Some third-party payment companies have already put related products on the market, such as “Shake Pay” and “vpos” launched by Shenzhen Haole. As well as Lacala's "receipt treasure", and launching fierce market competition, such as Hao Lechong, it launched a market expansion activity such as "You swipe my card to send POS machine".

The industry also commented that this new model combining traditional POS and mobile payment features will be enough to make O2O truly connected.

But this is not the only opportunity for mobile POS machines and their users...

Mobile POS is a huge blue ocean

According to statistics, as of 2013, China has an average of 13.7 POS machines per 10,000 people. Compared with 179 developed countries such as the United States and 625 units in South Korea, the gap is huge. Correspondingly, it is the huge increase in the number of bank card users in China and the surge in per capita card holdings. As of the first quarter of 2014, the country issued a total of 4.391 billion bank cards, and the number of card holders per card was 3.37. The huge amount of cards and the small POS ratio make the card consumption scene extremely limited.

At the same time, according to the data of the Department of Circulation and Development of the Ministry of Commerce, there are more than 10 million small and micro-merchants in China. Compared with the above data, it can be found that how to achieve fast and smooth payment, especially mobile payment, is an extremely urgent need for consumers and businesses. And who can take the lead in providing solutions can inspire those small and micro-entrepreneurs to better provide consumers with a distinctive service scene and form a huge blue ocean.

It is obviously not enough to rely on user habits to support this blue ocean. Many third-party payment companies' mobile POS machines have launched a convenient personal handling service, which facilitates the transfer of T+0 funds for small and micro-businesses (the day the credit card arrives on the same day). But this is not enough to cope with the homogenization competition of many third-party payment platforms that are violently hitting Blue Ocean, and the hurricane of Tencent and Ali after returning to God. Markets such as e-commerce, group purchases, mobile applications, and mobile games have already provided painful lessons.

Subversive innovation is not necessarily a hardware revolution

In the minds of many people, subversive innovation is very magical, while more people are only technical, and subversive innovation is regarded as the hardware revolution. In fact, the subversive innovation of true meaning does not have to be very large, but it must be differentiated from others in terms of ideas.

Returning to the mobile POS machine, its innovation in hardware will not have much room, only to find the core point of differentiated competition in the service and experience for the merchant.

Taking “Shake Pay” and “vpos” launched by Shenzhen Haole Charge as an example, it is not a mobile version of a POS machine in essence, but has become a more effective user service and experience platform through innovative ideas.

In the service for merchants, the main users of mobile POS machines are placed on small and micro enterprises and entrepreneurs, while Haolecharger sees a key node, which is not only convenient for merchants to collect money, but also fast capital flow. To enable businesses to solve the problem of deeper capital turnover through the flow of loans. The POS machine that can be loaned obviously makes the merchant have a more intuitive choice.

In terms of user experience, according to consumer habits, it launched a “shake and pay” function, similar to WeChat “shake”, which allows users to directly install the client on the phone or tablet without card. In POS mode, the implementation of the shake payment, reducing the complex process of payment. Of course, this additional mode has also become a promotional tool that allows mobile payment products to be more user-friendly.

Once the mobile payment is opened, the O2O portal will also be launched. More service scenarios will be seamlessly connected online and offline. Whoever enters the market and becomes the terminal occupant will become the mobile Internet. The era of "Alipay" even reopened the shuffling of third-party payments. The key point is that in the current state, who can provide better service and experience.