IT journalist Junya Suzuki wrote an interesting piece for Impress Watch detailing the recent Rakuten Pay Suica announcement. Unfortunately there was a major missing piece of analysis: Super Suica. I asked him about it.
I look forward to reading Suzuki san’s take, meanwhile here is mine. It has everything to do with the Japan Transit IC card standard and the common eMoney purse that I wrote about in the Apple Card piece.
(The) Japan Transit IC card standard occupies a very special category, 255 transit companies form a common interoperability standard which started from Suica. There are more issued Transit IC cards than people in Japan, everybody has one.
The core group of 9 major cards (Suica, PASMO, ICOCA, TOICA, Kitaka, manaca, SUGOCA, nimoca, HAYAKEN) also share a common prepaid purse: Transit IC eMoney. The national coverage and scale of the major cards transforms Transit IC eMoney into something special found nowhere else: a de facto national prepaid card standard.
Pay close attention to the transit cards that encircle the pink area, with the exception of PiTaPa. These are local rural area transit cards that are currently orphaned from both the common eMoney purse, and transit interoperability.
In April 2021 Super Suica will enlarge the pink area to include these orphaned cards. They will join the common eMoney purse and be compatible with all the pink area cards for transit and purchases. These will also be on Apple Pay Suica, Google Pay Suica and Osaifu Keitai.
That is a huge change in and of itself, but there is another very important aspect. All of these orphaned rural area transit cards are basically cash recharge only. Rural area transit companies operate on shoe string budgets and cannot afford the infrastructure cost to host credit card recharging on the back end even for kiosks.
Super Suica will solve this problem and what better solution than Rakuten Pay Super Suica for all rural Rakuten Pay users, and there are lots of them. This is the major sweet spot that Rakuten and JR East are aiming for. It merges the Rakuten Pay backend with the Super Suica frontend into one convenient service for transit and eMoney purchases while leveraging lucrative Rakuten loyalty points. Rakuten has the best integrated point system in Japan and JR East wants to use it to extend the Suica Platform nationwide. Rakuten Pay and Super Suica belong together, like peanut butter and jelly.