IT journalist Junya Suzuki was answering a question of mine regarding dual mode (EMV/FeliCa) credit/debit cards which are somewhat mainstream, even on Docomo dCard, but the plastic issue Sumi Trust Visa contactless cards are EMV only.
I guess Visa Japan still wants to promote payWave (banded as Visa Touch in Japan) over better customer service. Because if Visa was promoting better customer service, they would offer dual mode for plastic cards and Apple Pay like Mastercard and American Express do.
Visa Japan has yet to sign directly with Apple Pay, the reason why Japanese issue Visa cards don’t work for Apple Pay Suica Recharge, but there may be hope. Suzuki san’s tweet suggests Visa Japan might finally sign with Apple Pay, “in the very near future.”
I certainly hope so, but given that Visa Japan has ‘been in discussions with Apple’ to officially join Apple Pay Japan since the service launched in October 2016, and have done nothing the whole time, I’ll believe it when I see it.
Apple Pay Suica on A12 Bionic iPhone XS/XR is different from other devices because basic FeliCa transactions bypass iOS and go directly to the Secure Enclave. You can see this in action with Express Transit power reserve, but if you observe carefully you can catch it in other ways.
I caught a glimpse today buying ice coffee at a JR station NewDays shop (supplied by Doutor btw). I was recharging Suica with Apple Pay and forgot it was still processing when I touched iPhone XS to the reader. The payment went through without a problem, the recharge completed a few seconds later.
Is this a iOS 12.4 beta thing or did A12 Bionic iPhone do this all along? I suspect it did all along and makes sense: the payment transaction bypassed iOS which was busy processing the Apple Pay recharge and wasn’t ready to post a balance update to the Secure Enclave. Prepaid and postpay processing at the same time…very interesting.
Most people think all Express Transit is the same, but Suica Express Transit prepaid is very different from EMV Express Transit postpay. Suica settles the transit bill in less than 200 milliseconds (ms) locally right at the transit gate, while EMV Express Transit leisurely (500 ms) tells the gate, ‘I am bank card XXX, put it on the bill’ for settlement later between the bank and the transit agency. For EMV there is a lot of backend system work to make that happen, and even then the user sometimes has to tap twice:
There is a universal law that whenever you post anything with recent market data, newer better market data appears the next day. Just after posting the latest Contactless Payment Turf Wars installment focusing on Suica eMoney, TesTee Lab released a new market survey focusing on prepaid eMoney use (Suica, WAON, nanaco, etc.) in younger people ranging from teens to twenty somethings. The sample is small, only 3,396, and does not mention if the sampling is regional or national, but it runs from 2017~2019 which makes it possible to tease out some trends.
The first graph looks at overall spending methods: cash, eMoney, plastic credit cards, etc. Cash is still king but is closely followed by FeliCa eMoney (mostly prepaid, some postpay) and plastic credit cards. Unfortunately there is no spending category information (convenience stores, restaurants, etc.).
The next category focuses on eMoney categories: Suica/Transit, nanaco, WAON, etc. The inclusion of postpay iD and QUICPay muddies the water some, but one important takeaway is that Suica/Transit use leads the other prepaid cards by a wide margin. The other important takeaway is that Apple Pay Suica/Google Pay Suica is the most used digital wallet card. The top 4 spending categories are: convenience stores 76%, transit 58%, supermarkets 33.4%, cafe/restaurants 16.9%.
The next graph illustrates an interesting trend. As eMoney acceptance grows and more people use it, the more people want to use it everywhere. And the more they use it, the less concerned they are about security.
The Apple Card tag line says it all, “A new kind of credit card. Created by Apple, not a bank.” This is a bank card that’s not a bank card, except that it is a bank card with basic limitations that can never be changed: a bank card is postpay and this chains it to the creaky banking industry that everybody knows and loathes, with predatory fees, credit checks and service nonsense.
To overcome this limitation, and the slow uptake of EMV Apple Pay and Apple Cash, Apple is merging the postpay Apple Card and the prepaid Apple Cash, glued together with Apple Pay into one service. Two is better than one, right? This merge of postpay + prepaid is a long overdue development for the American market that builds on ideas and experience that Apple gained from Apple Pay Suica in Japan.
The credit card drag on Apple Pay adoption The slow uptake of Apple Pay and other digital wallets in the USA is pointed out from time to time. The eMarketer blog piece in May 2018 predicted stronger growth for In-App loyalty prepaid cards like Starbucks, over Apple Pay and Google Pay. The Starbucks card is like many prepaid loyalty cards that offer points and rewards along with apps that let users add the loyalty card and attach a credit card for easy In-App reloads. It’s an easy entry point for customers to enjoy the benefits of using prepaid cards and get the most out of their purchases.
There are other factors cited for slow Apple Pay adoption rates in America, but I think the basic reasons are simple. During my 4 month American stay in 2018, I was surprised how slow and uneven the Apple Pay experience was at checkout. Pulling out a plain old credit card was often the faster hassle free choice. Either way it’s the same credit card right? It’s marginally move convenient, but not a new service.
That is the problem. Apple Pay and digital wallets are new technology but bank cards carry the combined weight of a creaky, out of date banking industry. Banks operations are retro, analog businesses living in the digital age on borrowed time. Bank cards with all kinds of new technology attached to them are still the same stodgy card services from the same stodgy banks.
The real point of the eMarketer piece is that In-App prepaid cards with postpay credit cards attached on the backend, offer customers a convenient new merged service that is than far better than either by itself, with bank cards limited to a indirect backup role. The prepaid card is the main point of contact between the customer and merchant, not the bank card. And this makes all the difference because it’s where the innovation is.
Apple Pay Japan success built with prepaid Prepaid card use for transit and purchases in Japan dwarfs credit card use, especially with younger people. The major prepaid cards include WAON, nanaco, Rakuten Edy and Japan Transit IC cards (an interesting bit of history is that Suica and WAON were initially conceived to be a single card). Of these the Japan Transit IC card standard occupies a very special category, 255 transit companies form a common interoperability standard which includes 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.
The success of Apple Pay in Japan is very different from any other country: it was not accomplished with bank cards, it was accomplished with the Suica transit card with it’s common prepaid Transit IC eMoney purse. The success formula has 2 basic ingredients: de facto national prepaid purse for transit and purchases matched with Apple Pay postpaid bank cards for recharging Suica. Prepaid + Postpay as one service with bank cards limited to the backend for reloading.
The concept is just like In-App prepaid loyalty cards: a prepaid front end with a flexible open ended postpay backend. But this one is much more powerful because it can be used everywhere for transit and purchases. Putting the Suica prepaid card on Apple Pay and Google Pay with their infinitely flexible postpay backend for instant, anywhere, anytime recharge and reloads takes everything to a whole new level of convenience and use.
One of the failures of Apple Cash is that the current version is pigeonholed as a peer to peer service. How different Apple Cash would be if it was positioned like Suica. Apple Pay HOP users are just getting their first taste of new things now, as will Chicago Ventra users when Apple Pay Ventra launches later this year. Unfortunately eMoney is not part of the mix for HOP and Ventra, only transit, nor are they compatible with each other.
A first step towards virtual currency? I used Suica before Apple Pay arrived and have nearly 3 years of Apple Pay Suica use under my belt. The prepaid + postpay service model matched with transit + purchase eMoney is a combination that is almost impossible to describe to a person who has not lived with it. The daily experience is very different from using bank cards which feel like hard money wrapped in plastic. Hong Kong Octopus card users are probably the only ones who can relate to it, and then only Smart Octopus in Samsung Pay users.
Suica eMoney on digital wallets represents a small step towards virtual currency in a way that bank cards do not. QR Codes serve the same function for China, the first small step away from hard cash. Even though QR Codes payment systems are usually hard wired to bank accounts, they are not run by banks.
None of these schemes are real virtual currencies of course, but they are an important cushion for the mind. The daily use experience prepares people for a future where payments, and the whole infrastructure supporting them, will be completely different from what we have now. It changes old habits, and more importantly, old ways of thinking, just a little. Taking the next step from there is much easier.
The Apple Card rollout due this summer is a head scratcher. There are lots of things Apple Card can do in Wallet that other cards, as yet, cannot do. It feels too big and important for just a press release and a new web page. And yet, by itself, it’s too small for a full blown Apple event. I think the Apple Card rollout is going to be a very interesting release for all things Apple Pay.
The new Apple Card + Apple Cash will be the first major postpay + prepaid Apple Pay service for iPhone users in America. The experiment will be fascinating to watch, but Japan remains the world’s most exciting and heady payments market experiment there is.
Rakuten founder Hiroshi Mikitani is a former bank executive and his buildup of the Rakuten payments service empire is impressive. The whole point is to remove credit cards and banks from the Suica recharge process for Rakuten Pay users, and there are lots of them. So much so that some Apple Pay users might be tempted to switch to Android just to use Rakuten Pay Suica.
All things Suica will change with the arrival of Super Suica in 2021. Until then this is another nice, and strategically important, expansion of the Suica Transit Platform, extending the usefulness of Suica in the Rakuten Pay point universe that has a deep user base in rural areas. Come to think of it, this is JR East getting their ducks in a row for the Super Suica rollout that will incorporate all those local rural transit IC cards that have been left out the e-money and digital wallet revolution. It’s a perfect matchup.
UPDATE Rakuten and JR East are examining iOS support in addition to Android. Jennifer Bailey and the Apple Pay crew had better get cracking on negotiations with Rakuten, Rakuten Pay Suica is going to be way bigger and more important than Mizuho Suica can ever be.