Recruit’s AirPay POS system for small stores deftly navigates the entire Japan cashless map and is running an TV ad campaign featuring Joe Odagiri and rich visitors from abroad in various roles with credit cards. The punch line is “Do you take cards?” to which Joe Odagiri the store owner invariably replies, “cash only”. The rich customers walk away and Joe says, “I wish we had AirPay.” Lots of fun.
How about doing a nice little marketing campaign with the Japanese carriers offering a nice trade in price for those old Osaifu-Keitai with a discount on a iPhone XR or iPhone 8? I know, I know, you only want to sell iPhone XR but until the Face ID camera has magic x-ray ability at an affordable price, all those face mask users in Japan will really appreciate a Touch ID iPhone 8 choice. Offer trade in customers free assistance moving and setting up their Mobile Suica accounts in Apple Pay Suica at local Apple Stores. I’m sure it would be a success.
JR East announced the end of the Mobile Suica ¥1030 annual membership fee for all Android devices on February 26 2020. Mobile Suica is free for Apple Pay users. JR East also announced the end of Symbian OS feature phone support with most devices being cut off from Mobile Suica on February 25 2020, and the rest following on December 22 2020 along with some Android devices.
All of the ‘offed’ devices can still use Suica for transit and purchases but are limited to cash recharge which can be done at station kiosks and any convenience store. Users who want to keep their Mobile Suica account will have to migrate to an eligible Apple or Android device.
JR East is also terminating Mobile Suica Shinkansen e-ticket purchases this year and will replace it with a new service similar to JR Central’s Smart EX. Details should be coming soon.
Because of its long history pioneering many of the technologies used for contactless payments, Japan is one of the most interesting, complex and difficult markets to study and analyze cashless payment trends. Accurate analysis of Japanese cashless/contactless payment trends is challenging because of fragmentation and regionality. Every market report or survey is just one tiny fragment of a much larger moving picture. An accurate map is good starting point.
Digital wallets like Apple Pay and Google Pay work with all the NFC flavors (A-B-F) but Apple has made a much deeper investment integrating FeliCa into the basic technology bundle that powers Apple Pay alongside EMV, delivering it globally as a payment solution that “just works”. EMV contactless is called NFC Pay in Japan and is slowly being deployed alongside existing FeliCa payment networks so that POS systems and readers “just work” with everything. Hopefully it will all be up and running in time for the 2020 Tokyo Olympics.
QR Codes are not big outside of China and I don’t see conservative markets like Europe or the US taking them up. Japanese QR Code payment platforms are cropping up thick and fast but availability has not translated to actual use. ICT Research & Consulting has released a market report on mobile cashless payments (for ¥95,000) that basically covers 2018 with a web survey of 4,062 participants. The teaser page offers a few interesting free data tidbits. I don’t trust web based surveys as a tool for analyzing a highly regional and fragmented market, but the cash vs cashless chart illustrates exactly what I wrote in the Apple Pay Japan One Year Mark: people use contactless payments like Apple Pay for coffee and train fare but do not use Apple Pay for buying a couch. However the chart offers an interesting point: Japanese people use (plastic) credit cards for larger purchases and cash for smaller ones.
Apple Pay in Japan is all about Apple Pay Suica which we already knew. In the Suica home base area, the Kanto region, contactless payments grew from 20% of total transactions to more than 40% in the year that Apple Pay Suica has been available… What used to be ‘some people some of the time’ is quickly transitioning to ‘most people most of the time’.
Stores and businesses interviewed for that post report that contactless digital wallet payments (Apple Pay, Google Pay, Osaifu Keitai) use continued to grow throughout 2018 but nothing is simple or straightforward:
Apple Pay Suica continues to drive the Apple Pay story in Japan but is highly regional as initial uptake is tied to commuter passes which are currently restricted to the JR East rail network. Nevertheless Suica issuance continues double digit growth. Japanese customers prefer easy to use prepaid cards, they will always be the gateway to cashless for the majority.
Only 30% of iPhone users with Apple Pay Japan capable devices (iPhone 7 and later) use Apple Pay. I suspect Osaifu Keitai and Google Pay uptake is similar or lower.
Plastic will continue to be king with prepaid cards the king of kings. One of the many advantages that digital wallet platforms like Apple Pay have over QR Code platforms is that plastic cards are always there as a last resort physical option. This is very important for many customers, especially the elderly. And they don’t need a battery.
Reward point systems and cards need to be digital (such as VAS powered Ponta) that automatically link with the appropriate transactions. Digital wallets only replace physical ones when everything can be matched and loaded on smartphones.
For Apple the key will be getting more Japanese iPhone customers to use Apple Pay by making different service parts work together in new ways that don’t play together well, i.e. the sum must be greater than the total of the parts. Think Rakuten. Rakuten has done an excellent job building an ecosystem of e-commerce, travel reservations and other services that offer members large discounts and points. This approach will pay huge dividends when the 10% consumption tax arrives October 1.
iOS 12/watchOS 5 Suica performance continues to be a very mixed bag for many as Apple closes in on the iOS 12.1.3 update. There are no showstoppers but glitches are constant enough that there’s even an Reddit thread on the subject, a first. Suica performance glitches fall in 4 basic patterns:
Suica Express Card error flicker: occasional error flicker at transit gates with iPhone 7, iPhone 8, iPhone X (Rev. B) and Apple Watch 2~4. This is a completely different issue from the iPhone X NFC hardware defect. There is no workaround and will likely be fixed in an iOS update at some point…we hope.
Dead Suica Notifications/No Suica Balance Update: Suica Notifications stop working and Suica Balance fails to update at transit gates, store readers and Suica recharges. This affects iPhone 7, iPhone 8, iPhone X (Rev. B) and Apple Watch 2~4 but is easy to fix by putting Suica in Service Mode for a few seconds.
Slow or unresponsive Suica Recharge: this is probably more of a backend system issue between Apple Pay iCloud and Mobile Suica than iOS 12 but Apple Pay Suica recharge fails half of the time on the first attempt. This affects all devices and there is no work around except to try again. The Mobile Suica maintenance this month (January 2019) might help.
Express Card power reserve mode kicks in with iOS up and running. This only affects iPhone XS and iPhone XR. Express Card power reserve mode kicks in for some reason when it should not. Suica still works fine but the Apple Pay Suica UI stops working. No notifications, no balance update, nada. Service Mode does not revive Suica notifications but the fix is simple: restart iPhone and all is good.