I like writing but am no writer, so I prescribe to the ‘if you’re not a sharpshooter shoot lots of bullets’ school of wannabes. When the Financial Times, “The painful path of curing Japan of its cash addiction” (paywalled) piece came out, I had 2 hours to kill before going on a business trip and decided to post something while my reaction was fresh, figuring nobody would read it. The piece has not gotten many hits, but a few western journalists based in Tokyo tweeted about it recently, defending the FT piece and the overall ‘Japan failed’ game over narrative.
Here’s the thing. The cashless payments market landscape in Japan is the most messy and exciting one in the world right now. Nowhere else can you find such a concentrated investment in contactless payment infrastructure and different technologies (EMV, FeliCa, QR Codes, smartphones, etc.) competing and playing out in the market.
Japan is also the world’s great guinea pig test market. What works here first is adapted and deployed in other markets, like mobile payments. My take, covered in countless messy posts over the span of 2 years, is actually quite simple. The market revolution of mobile payments and smartphones is just getting started. The hot messy exciting payments situation you see happening in Japan right now will play out, in some other form, in other markets later.
That’s the story I think western journalists are missing. The ‘game over’ Japan narrative has been a stock western journalist in Japan ploy since the end of the Japan bubble, almost 30 years ago. A lot of journalists stick with it because it still sells. It’s entertaining for some people, but it doesn’t convey reality or educate.
Our smart devices are quickly evolving into ‘do everything’ devices that, unlike plastic, don’t care about any particular payment technology. They just work. That’s where the puck is going. If you sit around declaring that the game is over, you’re gonna miss the game. And the opportunity to tell people about it.
AquaBit Spirals CEO Tomohiro Hagiwara responded to my post and took up the Softcream Cashless Index (SCI) challenge, promising to deliver a SCI score of “over 5” with his SmartPlate NFC tag payment service that works with Apple Pay and Google Pay:
watchOS 6 does not support Core NFC, but developers with a PassKit NFC Certificate from Apple can do lots of interesting things with Apple Pay NFC functions. Not that I’m asking Hagiwara san to divulge anything because PassKit NFC Certificates come with all kinds of non-disclosure conditions. But I do look forward to all the Apple Pay goodies coming with iOS 13. So far we have Apple Pay Octopus, Apple Pay Ventra, and Apple Pay myki on the transit side, there will be lots of new stuff on the NFC tag side. It would be great if SmartPlate can join the iOS 13 Apple Pay service rollout with backup from Apple Pay lead Jennifer Bailey at the Apple Event.
I look forward to reporting about the NFC Tag Apple Pay experience, and tasting great softcream along the way.
Summer is here and the increasing number of Apple Pay Suica inbound tweets are fun to read as always. I saw inbound in action recently at a local station NewDays, 2 Chinese women walked up to the checkout and asked in English “Can we pay here with this?” One was waving a Suica card, the other waving her iPhone. People really appreciate the ease and speed of Suica Express Transit.
However, there are still lots of times on the road when you come face to face with the so called ‘curse of Japanese cash addiction’, and the fact that, even though things have changed a great deal since Apple Pay arrived in Japan, there’s still a long way to go.
I had the that kind of experience recently coming back from Minobu on the Keio Highway Bus. That particular bus has a 10 minute rest break at Shakado Parking Area just outside of Kofu on the Chuo Expressway. There’s barely enough time to dash to the restroom and grab a drink for a long congested crawl to Shinjuku Bus Terminal.
Like many Japanese highway rest areas, Shakado offers delicious looking local specialties. Kofu is a well known for it’s delicious fruits, the Shakado cafeteria softcream fruit parfait looked too good to pass up. With 6 minutes to spare I hunted for the softcream button on the meal ticket machine, which was Suica compatible, but couldn’t find it. I asked one of the staff and they pointed to a separate smaller ticket machine that was just for softcream, a separate stall vendor, and not only was it cash only, it was coin only.
Fortunately I had lots of coins that day, a rarity, but pitied another poor westerner wandering around obviously interested in that delicious looking softcream without a clue how to buy one, but I was out of time and dashed for the bus. With a softcream fruit parfait. It was delicious.
After 2 years of writing about cashless/contactless trends, I think I have finally hit on the perfect index for Japan: The Softcream Cashless Index (SCI). Nothing is more regional, seasonal, ubiquitous, cash only and delicious as the endlessly glorious variety of Japanese softcream. Sure, MiniStop has pretty good softcream and all the cashless options like Apple Pay Suica, but those parking area seasonal regionals like Yamagata Cherry softcream (to die for) are always cash cash.
On a scale of 1~10, I put the Japanese national SCI average at 2. Softcream stalls are the worst candidates for the usual cashless options: credit cards/FeliCa/QR etc., because they are mostly one person operations, or side stalls of larger retail operations. Nobody wants to invest in cashless terminals, or even cashless ticket machines, for such mundane, low priced, low margin softcream side business. If softcream can be made cashless, Japan will truly be a cashless nation.
The NFC Tag Apple Pay Option The ideal cashless payment infrastructure investment for softcream operations is no investment at all. This is why meal ticket machines are so popular in Japan for food serving businesses: they eliminate the cash register all together, the staff can focus on serving customers instead of wasting valuable time babysitting customer payments.
The process leverages “Core NFC,” enabling an iPhone to scan an NFC tag that launches an app or a website, so users can skip the step of downloading an app when accessing a new service, Bailey explained.
“There’s no app requirement and no requirement to pre-sign up,” Bailey said, describing how Bird is using the technology in a pilot, with Apple Pay’s “pay load” automatically working to establish the account information to set up a one-time purchase. “It’s so much easier for new users to get into these services very quickly,”
For NFC Tag Apple Pay to succeed in Japan, it has be offered through major payment providers like J-Mups or Recruit AirPay (who already provide regular terminal based Apple Pay), who can package it together with their cloud backend and an app. From the softcream vendor side, all they need to do is sign up for NFC tag payment service via the setup app and receive a free NFC tag and logo. And that’s it, they are in business.
The concept is similar to the SmartPlate demo only more streamlined. It has to remove all payment involvement from the softcream side, just like a meal ticket machine. The only thing they need to do is look at a screen to confirm payment.
In lieu of Google Pay offering a similar NFC tag payment scheme, the payment provider could conceivably offer an Android app to include that platform but this breaks the Jennifer Bailey rule: no app, no sign-up. This rule is what sets NFC Tag Apple Pay apart from QR Code pay services who want you to sign up in an app to get your personal data. This rule will be the reason for the success of NFC Tag Apple Pay.
Can it change the Softcream Cashless Index? If Apple and their Japanese payment partners can replicate the hands off, no cash register, no brainer experience of Japanese meal ticket machines with NFC Tag Apple Pay, definitely yes. There’s only a year to go until the hot summer Tokyo Olympics but if the SCI average can make it to a 5, or more, that would be a huge tasty success and invitation to eat your way across Japan without a wallet.
The UK media has a thing about Japan. Japan must always be portrayed as ‘pathetic’. Pathetic losers, pathetically isolated, pathetically out of step, arrogant, etc. Does this make UK readers feel better about themselves? I don’t know, but I have learned to take any UK media coverage of Japan with a large dose of skepticism, laugh at it, or do what the Japanese do: ignore it all together. After all, who cares what UK journalists think about Japan when they cannot be bothered to spend the time and effort to find out what’s really going on, and actually report it.
Case in point, today’s Financial Times piece: The painful path of curing Japan of its cash addiction (paywalled). It has all the nasty lazy hallmarks of UK style Japan reportage: the ‘Galapagos trap’ (Japanese isolated from the rest of the world), the ‘FeliCa failure’ (FeliCa has stunted the spread of cashless systems that have taken hold elsewhere in the world, i.e. EMV is king of the world and Japan is isolated), and now the ‘QR code failure’ (Japan was slower than China applying OR codes for mobile payments, isolated and out of step again).
This last failure, of course, leads into the recent 7-Eleven QR Code 7pay launch and security meltdown, and the narrative that FT really wants to sell here: the grand parable of modern Japan, a nation of has-beens:
the (7pay) incident has become part of a grand parable of modern Japan: a country in a permanent tension between its high-tech image and the realities of aging consumers and squandered opportunities.
WTF? I thought we were talking about contactless payment trends in Japan here, not the UK take of the world order. Why is the management failure of one company the only narrative that matters despite the many successes and changes happening right now? FT’s pathetic Japan narrative, is pathetic.
As any Japanese IT journalist will tell you, analyzing real Japanese contactless payments market trends is very difficult because the beast is highly regional. What you find in Tokyo is completely different from Fukuoka, or rural areas. You have to look at many different pieces to understand the trends and where they are going.
The best thing FT can offer is a 6,000 person web survey from MyVoice which does not include any crucial context, which in Japan is everything. What regions are we talking about here, what’s the age spread, the amount of use, average purchase amounts, etc. There are tons of little web surveys but they don’t convey the big picture. Sure, lots of people might use PayPay to buy this weeks discount gum or get the startup campaign goodies, but that has nothing to do real day to day contactless payments use.
The rest of the piece is padded out with phoned in quotes from the usual suspects: ‘financial analyst experts’ from Credit Suisse and Mizuho Financial Group, the latter of which have skin in the game with their own QR Code payment system.
All in all it’s the low easy road that big established media takes too often these days. The Financial Times had a great opportunity to explain the exciting changes happening in the Japan payments market right now, and open a lot of eyes and minds. Unfortunately they blew it. That’s a loss for everybody, especially FT.
It all started today, July 1, 2004, when NTT Docomo launched the iMode FeliCa mobile wallet, called Osaifu Keitai in Japanese. It was the world’s first mobile payment platform, a tremendous achievement and forerunner to the Apple Pay and Google Pay services we have today. To celebrate the anniversary Docomo has lined up a bunch of point campaigns for all the Osaifu Keitai payment networks: Mobile Suica, iD, QUICPay, WAON, nanaco, Edy. Unfortunately Apple Pay users are only eligible for iD and QUICPay (details will be available later).
Docomo also has a nifty anniversary page highlighting all the Osaifu Keitai payment networks, when you tap or click the payment icon it plays the feedback sound you hear at the register. The Suica sound is the original one we heard way back in 2006, which you don’t hear anymore. It’s a fun way to celebrate the trailblazing mobile payment platform that Docomo and Sony invented.