Let me rephrase that: Global NFC Google Pay will never happen because it depends on the device’s ability to run Osaifu Keitai apps.
To which I’ll add: because Google can’t be bothered building their own software stack in Android OS that replaces Osaifu Keitai.
Osaifu Keitai is a smartphone only software stack that has not and can not be updated for the smart wearables era. This shortcoming is driving some interesting solutions, discussed in a recent Reddit thread lamenting that Pixel went cheap instead of deep…again.
Comment: All Pixels sold in Japan since the 3 have Mobile FeLiCa NFC-F. However, Google Pay makes limited use of it. Unlike Apple Pay, Google’s implementation is limited to just a few apps in Japan. They are going to need to do a top-to-bottom overhaul of Google Pay to make this available worldwide. Not this year. But maybe as they integrate Fitbit and produce a watch, that might be the kick they need to make it work.
Mobile FeliCa is installed and runs on Pixel models worldwide, however Pixel blocks the Osaifu Keitai stack from running except for Japanese models. Despite this stalemate on the Android side, we’ve seen a number of smart wearables with Mobile Suica released over the past year from Garmin and Fitbit. We’re also seeing signs that Suica support is coming to Wear OS. From a reader:
Suica appears to finally be coming to Google Pay for Wear OS. There’s strings like “FeatureRolloutsModule_ProvideSuicaSupportedonWearValueFactory,” “WearSuicaCard,” and “WearSuicaProvisioning” in the newest APK.
Wear OS, Garmin and Fitbit do without Osaifu Keitai by using Mobile Suica Lite which runs on Mobile FeliCa Cloud. This is fine for wearables but it does leave a service gap, Osaifu Keitai devices gets the full array of FeliCa services but wearables get a subset. This begs the question, what is the future of Osaifu Keitai when it’s limited to smartphones? Apple does without it which is why both iPhone and Apple Watch seamlessly deliver the same full set of Wallet services.
Only when Google does a top to bottom overhaul of Google Pay that replaces its current dependence on Osaifu Keitai can Global NFC Google Pay ever happen and allow Google to deliver a Pixel family of devices that truly rival Apple, feature for feature. We need that.
Google’s previous effort, the ill-fated Android Pay HCE NFC-F, along with cheap over deep premium Pixel devices, doesn’t install confidence that Google cares about getting it right.
I tried to think of something smart and elegant or throw together some market data numbers that explain the transformation Apple Pay facilitated in Japan, but it comes down to this picture, a crazy kaleidoscope of contactless payment choices at the local post office. That’s as mainstream as one can get.
The post office payments menu doesn’t have an Apple Pay logo but EMV brand cards at the top are Apple Pay, FeliCa cards in the middle are Apple Pay, shitty pain-in-the-neck-launch-an-app code payments at the bottom are not Apple Pay…and yes, you can still pay with cash if you need to. This crazy variety, by western standards, is the reason why Japanese Wallet users are excited about the new 16 card iOS 15 Wallet limit, they want to add more cards and 12 was not nearly enough. We have Apple Pay to thank for this overflow of payment options. Even though Apple Pay logo isn’t anywhere to be seen, Apple Pay is reason why so many contactless payment choices exist and why they are mainstream. This is the Apple Pay Japan transformation.
A timeline of changes and challenges
October 2016: Apple Pay launches in Japan with support for Suica (compatible with the Transit IC transit and payment network), iD and QUICPay payment networks (American Express, JCB, Mastercard, VISA).
September 2017: Global NFC on iPhone 8, iPhone X, Apple Watch 3 supports dual mode cards and seamless EMV and FeliCa NFC switching. Japanese users can make payments internationally with their Japanese issue cards on EMV payment terminals, and FeliCa payment terminals at home. Mobile PASMO trademark registered.
2018: Carrier code payments services launch as cashless momentum grows
2019: Japanese Government Cashless Consumption Tax Rebate Program
October 1, 2019 through June 30, 2020. The aim of the program is to encourage cashless purchases and increase cashless use up to 25% of all purchases by 2025. To do this the program offers up to 5% tax rebates for cashless purchases made at middle~small businesses and also offers merchant subsidies for installing cashless checkout systems. This is a prescient inflection point as COVID proves to be huge catalyst for going cashless, far more than a normal Tokyo Olympics would even have been.
2021: Apple Pay WAON and Apple Pay nanaco eMoney cards launch, VISA Japan adds Apple Pay in-app purchase support and NFC dual mode switching. This completes the Apple Pay lineup. The Tokyo Olympics didn’t turn out to the big crowd contactless driver the industry expected. Nevertheless market surveys indicate that cashless payment use in Japan has already passed the 25% target.
Japan was a very unique case, the most unique but don’t make the mistake of dismissing it as an outliner. It was way ahead of the curve with important lessons beyond the tired old meaningless FeliCa vs EMV winner-loser debate. Japan already had the extensive and mature Osaifu Keitai mobile wallet platform that launched in 2004, built on the Sony and NTT docomo created Mobile FeliCa standard, long before EMV grafted NFC on their chip and issued contactless credit cards.
The Apple Pay that launched in 2014 was exclusively EMV as credit cards were the best start point, but Apple was already hard at work adding FeliCa, MIFARE and other NFC based transaction protocols as standard in the secure element hosted on Apple Silicon. The result was first seen in 2016 iPhone 7 and Apple Watch 2 in Japan, with Apple Pay Suica, Express Transit and direct Wallet transit card adding as the centerpiece launch strategy, all firsts.
This was an extremely shrewd move. The Japanese public was well versed using Suica for transit and quick purchases. The impact of choosing the Tokyo area based Suica as the start point, coupled with the convenience of anywhere, anytime Apple Pay recharge, supercharged Suica and Apple Pay. They both grew quickly.
The full Apple Pay vision came into focus with the 2017 release of iPhone 8, iPhone X and Apple Watch 3, these were the first global NFC devices that worked everywhere. This was a complete break with the Android model of only selling FeliCa capable devices in Japan or Hong Kong. This is why any iPhone from anywhere can add and use a Suica transit card and Android devices cannot.
Only 27% of iPhone users who can use Apple Pay use it
50% don’t use Apple Pay but are interested in using it
22% don’t use Apple Pay and don’t care about using it
The middle 50 is the most interesting aspect, there has certainly been migration to the Apple Pay use bracket since COVID hit. Other interesting data points: 34.4% use Apple Pay daily, 24.9% use Apple Pay every 2~3 days, 37% use it for public transportation, 69% use it for convenience store purchases. This last one is the classic Apple Pay Suica (and now also PASMO) sweet spot: quick small on the go purchases without Face • Touch ID, courtesy of Express Mode. With COVID and Face ID with face masks, that sweet spot is sweeter than ever.
The secret of success and important lesson That is all well and good, but how did Apple Pay spearhead this market change? Apple Pay proved to be a great neutral platform for payment players to both play on and play off from. But that’s not all, there is a vital point that most people miss. The secret of Apple Pay Japan’s success was that it shifted the user focus and experience away from the Osaifu Keitai app model where different NFC services are scattered across many different apps, to a simple ‘just add the card’ in Wallet where everything ‘just works’ without apps. Complexity vs simplicity; it was this simplicity that ultimately won out because most users don’t want to deal with setting different services in a bunch of apps. It was this simplicity of the Apple Pay user experience that drove the Japanese payments transformation that the complexity of Osaifu Keitai could not.
This is the lesson of Apple Pay in Japan that other markets would do well to study. Lots of different apps offering NFC services doesn’t drive user uptake, centralized simplicity with an easy to use UI drives user interest and use. It is this centralized simplicity that is driving user interest in iOS 15.1 Vaccination Certificate Wallet support and driver’s license ID. The EU and Australia are determined to force Apple to make iPhone NFC ‘open‘ and move everything to the app centric model. If their intention is to drive user uptake, the Japanese market experience proves otherwise. Good luck with that. To most westerners the value of the Japanese mobile payments experience will remain utterly lost, like that old Psychedelic Furs song whine line, “You didn’t leave me anything that I could understand.”
The value of having a digital My Number ID in Wallet is that regions want to promote special services and discounts tied to a resident address. That way local governments can promote differently tailored discounts and campaigns for locals and visitors. JR East for example, is planning to use My Number Card for MaaS transit discounts that promote regional economies. When a payment is made with Suica, the appropriate discount kicks in with the My Number Card verification. The My Number Card + digital payments concept is similar to the 2019~2020 Japanese Government Cashless Consumption Tax Rebate Program. The promise of getting local area based discounts for using transit or buying stuff with Apple Pay is one of the most practical use case scenarios for digital My Number Card that I can think of.
Farther out we might see development of ‘Touchless’ transit gates that incorporate Ultra Wideband technology which is already being used in iOS 15 Wallet for Touchless car keys. It would be cool to simply walk through the gate iPhone in pocket, with Suica taking care of business. I was recently reminded that UWB enhanced gates would greatly benefit those with disabilities. I saw young man in an electric wheelchair going through a JR East station manned gate, the station attendant was holding the reader out for him to tap but his movement was limited. It was difficult for him to hold his iPhone to the Suica reader. A UWB gate would let him zip through unattended at any touchless gate, that’s what barrier free should be about. When you think about it, QR Code apps for transit are just cruel for handicapped users.
On that note…despite all the hand wringing over the rise of code payment apps, even as Apple is flirting about adding code payments to Apple Pay, Japan will continue to be a fascinating place to observe contactless payment trends before they appear in other markets. And even though Apple Pay Japan has lost the cool factor that peaked in 2018 and become mundane, that’s okay. Apple Pay in Japan will continue to be the payment service where you can do things that you cannot do with Apple Pay in any other market. That sounds like fun to me and I look forward to the next 5 years of Apple Pay Japan and hope to write about digital wallet developments…occasionally. Since COVID hit blog traffic has collapsed to the point where I think it might be time to change gears. We shall see.
Until next time stay safe and have a good cashless…er you know what I mean.
Apple Pay Japan Comments Some reader and net comments about using Apple Pay Japan through the years. Tweet or email if you have any experiences you’d like to share and I’ll add them here.
Am lefty but even if I was not, would do the same for Apple Pay Suica on my watch😁
The last 2 times I was in Japan, I used Apple Pay with Suica. It is miles ahead of what we have in Singapore, in terms of speed, feel, and experience. And best of all, no app download required!
I changed from Android back to iOS in 2017 mostly due to being able to use Mobile Suica…And this is the real reason I still have to educate people coming to Japan about mobile Suica and putting a debit card into ApplePay and never need an ATM for most things here…Also stop with “Japan is a cash driven society” tropes. I go for weeks not using bills and coins here.
Comment regarding code payment apps vs NFC: Imo Apple and Google Pay are all a payment system needs: it’s quick, easy, and doesn’t require looking like a clown trying to scan a code…Imagine having to scan a code to pay for Suica, it would be a nightmare.
I have no idea why Apple Pay isn’t more widely supported over here. I usually just try and use Suica on my Apple Watch for most things.
The true value (of Apple Watch) is in Apple Pay and Express Transit card. If your city support it especially the latter, it’s a tremendous value.
Truth to be told, I’ve been a user of Japan’s Apple Pay almost since it came out, even thought I don’t live there haha. As a Software Engineer I always was amazed how Japan had a contactless system that you can use seamlessly on transport or store purchases.
It might sound trite, but I am still happy and amazed every time I use Suica on my iPhone. It has been a long road from Edy and Mobile Suica to this point. The next thing for me would be export of my spending for tracking. Not through Suica, but from iOS. And I really wish more Japanese businesses used the Apple Wallet for (reward) cards. When it first debuted I imagined finally getting rid of all my store cards, but it never happened.
When I was in Japan in November, when I looked up my destination via Apple Maps, I got seamless linked to buy a SUICA for my Apple Wallet direct from my credit card. It was pretty slick – 10 second transaction and I had a SUICA in my Apple Wallet.
The best way to use Suica Card on Android devices is to simply buy a new iPhone…
Suica on Watch is just superb. Even better when worn on right hand.
Two great things about my iPhone XS when traveling in #japan: first, SUICA public transport card in Apple wallet and you are able to charge them via Apple Pay wherever you are and second the dual SIM feature to get a traveller SIM like #Ubigi into your phone easily.
Twitter question: Japan peeps, what are your fave “cashless” payment apps? What do you consider the most convenient/useful?
Twitter answer: Suica wallet. Everything else is fucking shit
I want more reward point card support in Wallet that’s easier to use than it is now and supports movie tickets too.
First announced as ‘coming later this year’ in August, Apple Pay WAON and Apple Pay nanaco launched today October 21 JST. The popular prepaid e-Money cards are two of the last big three holdouts that have been on Osaifu Keitai mobile phones for some time: 2005 for Edy (now Rakuten Edy), 2007 for WAON, 2011 for nanaco. Google Pay support for all three was added in 2018.
Basic features Apple Pay WAON and nanaco require iPhone 8 or later running iOS 15, Apple Watch 3 or later running watchOS 8 and Apple ID set up for two-factor authentication. The cards are similar to rechargeable Suica and PASMO however there is one important difference: they do not support Express Mode and require Face • Touch ID when making payments. This is because the maximum stored value limits for WAON and nanaco cards is ¥50,000, much higher than the ¥20,000 limit for Suica and PASMO.
Earlier this year I predicted these cards would be added with apps, not directly in Wallet but was only half right. AEON and nanaco released apps today for adding and transferring WAON and nanaco to iOS 15 Wallet that require account registration. However: WAON supports direct Wallet adding without an app, both WAON and nanaco support plastic card transfers directly in Wallet. This direct Wallet support is why the Wallet add card screen has a new e-Money category.
This is big and also an Apple Pay exclusive as plastic transfers are not supported on Osaifu Keitai • Google Pay. Once a physical card has been transferred it cannot be used, just like Suica and PASMO. Mobile card migration from Android devices is also possible via the apps. Card creation is ‘free’ compared to the ¥300 deposit for plastic cards bought at stores but plastic card transfers to Wallet do not refund the deposit, unlike Suica and PASMO that refund the plastic card deposit automatically to the balance.
Remote WAON recharge with Apple Watch Family Sharing Even so, plastic card transfer is a very important point for younger users (Apple Pay in Japan can be used ages 13 and above) to load cards into iPhone and recharge with cash instead of credit cards. There is a unique feature of Apple Pay WAON when used with Apple Watch Family Sharing: remote recharge. This was demonstrated at the Apple Pay WAON launch media event and appears to be very similar to Apple Pay Family Sharing via Apple Cash using Messages. This is a first and unique to Apple Pay WAON. I’ve pointed out that Suica would greatly benefit from just such a feature.
Users outside of Japan report they can add WAON directly in iOS 15 Wallet with foreign issue credit/debit cards. Overall I’d say WAON delivers a full set of user friendly forward looking features (direct Wallet add, remote recharge) on Apple Pay while nanaco is conservative, lacks focus and vision.
What took so long? One reason it has taken so long for WAON and nanaco to join Apple Pay despite the ability to do so since the introduction of FeliCa capable iPhone 7 in 2016, is the account creation process for digital wallet cards. Mobile WAON and Mobile nanaco on Android require a cumbersome registration process when adding these cards in Google Pay Wallet. This is something Apple didn’t want to do. Apple certainly had to do a lot of negotiating with AEON and Seven & i Holdings to get them on board with the plan but the benefits are obvious: user privacy when adding WAON, and the huge number of plastic WAON and nanaco cards out there. Those cards finally have a migration path to mobile and it is iPhone.
But why now? The Japanese mobile payments market has been on a migratory path since the release of Apple Pay in 2016 which pulled all the various FeliCa payment threads into one slick and convenient service. This development, plus the VISA JP/SMBC feud with NTT Docomo, created an opening for code payment platforms wannabes with every tom, dick, yoko and harry creating their own ‘〇〇 Pay’ service and app.
Seven & i Holdings crashed and burned with their 7Pay disaster, meanwhile AEON launched AEON Pay code payments in August with the iAEON app that follows the Toyota Wallet model. That model is what every Japanese payment player is aiming for: a virtual financial service account with multiple payment options: NFC payment cards, code payments, reward points and so on, that lock users to their economic zone of choice (Rakuten Point, NTT docomo dPoint, SoftBank PayPay, WAON Point, etc.)
So the old reliable plastic e-Money cards are being repositioned as one payment option of many in sleek modern digital swiss army payment apps. To make this strategy work, the cards needed to be on Apple Pay. Unfortunately the very long delay getting WAON and nanaco on Apple Pay means they are less important now than if they had launched back in 2016 along with Suica. People always lay any delay blame on Apple and transaction fees, but my take is the account sign-up for mobile part and user privacy was the major sticking point. On the nanaco side, the 7pay code payment fiasco was also a major distraction as they planned to ditch the JCB managed nanaco card for their in-house QR.
As always it will be interesting to see how the situation evolves. One thing for sure, it’s only a question of time before the last holdout Rakuten Edy comes to Apple Pay…’if’ is no longer an option.
I have been in Japan for so long that I assumed the cute, cleverly effective transit card mascot characters like Suica penguin, PASMO robot, ICOCA duck (er platypus?), etc., are employed by transit companies around the world. They are not. Let’s compare…
TfL Oyster? Not cute.
San Fransisco Clipper? So unoriginal.
Sydney Opal? Ditto.
Hong Kong Octopus? Borrowed mascot better than none?
For goodness sake, if transit companies around the world can’t implement the great technology that makes Suica great, they could at least create cute fun mascot characters that brighten the commuting day and help people feel good about riding transit again. And you do want people to ride transit again after the COVID nightmare right? Cleverly designed mascots with a touch of anime kawai’ are a great marketing tool for that.
I have lots of respect for Bloomberg reporter Gearoid Reidy and Craig Mod, but a recent Twitter exchange they had about code payment apps vs NFC reminded me that no matter how long westerners reside in Japan and appreciate the culture, our western cultural ‘winner or loser’ take on things too often gets in the way of truly understanding what’s going on. The Japanese take complexity in stride and are very adept at dealing with situations that drive us westerners crazy.
This is especially true when the debate is about that contentious intersection of contactless payments and technology: EMV is the winner FeliCa the loser, code payments are the winner NFC is the loser, and so on. As fun as that debate can be at times, the black and white distracts westerners, and even some Japanese from analyzing the gray to find out what’s driving the narratives and why.
My take has always been that Japan is the best place to observe trends first before they happen elsewhere. This is what Gearoid half jokingly calls ‘j a p a n i f i c a t i o n’. It’s real and has nothing to do with liking or disliking Japan. Either way, too many dismiss the opportunity to learn ahead of the curve. My take has also been that the crazy kaleidoscope of Japanese payment choices is coming to your country too. We got a taste of that with the announcement of the Australian national QR payments and rewards platform called eQR.
The standard Japanese market debate point of code payments vs NFC assumes the China Alipay model. China didn’t have the mobile NFC contactless payments infrastructure that Japan had, so the Alipay code payment model makes sense there. In Japan it does not, which is why Gearoid and Craig are scratching their heads in public. Code payments in Japan are all about leverage, big data, and carriers. Leverage in that carriers like NTT docomo keep the dBarai accounts in-house and use the float for their own purposes instead of letting banks and credit card companies earn interest on dCard accounts. That’s why they encourage users to use dCard to recharge the code payment dBarai account instead of using the card directly.
It’s a similar situation for SoftBank and PayPay, though I suspect it has more to do with deficit financing funnery that SoftBank Holdings is so adept at. Heaven help us, and all those Vision Fund supporters, if it comes crashing down. PayPay has been helpful though at shining a bright light on Japanese payment networks and the various service fee structures from CAFIS on down. VISA JP has suddenly seen the light and proposes to do something about it…perhaps.
Code payments are just a tool in the swiss army knife payment wallet app, like Toyota Wallet, insurance and leverage. We saw that in action when Apple Pay first launched in America and Walmart answered with CurrentC. We’re seeing again with eQR in Australia and it will keep happening when merchants or banks or payment service players need a tool to bargain a better percentage. Heck even Apple Pay is flirting with the idea of adding code payments to Wallet, though I think their hesitancy to do so means…it’s just a bargaining tool for Apple too.