Japan Cashless X-Day

Anybody care to chart the Japanese cashless transformation?

Now that the CASHLESS Rebate program is over with transaction rates said to be going back to ‘normal’ (an estimated 1% rise over program rates), JP media outlets report that some smaller merchants might go back to cash to keep profit margins intact. Real transaction rates are always hush-hush but we can get an idea from the QR payment rates recently revealed in connection with the Japan QR (JPQR) unified code scheme:

NTT Data already lowered basic CAFIS transaction rates in response to the stera payment co-venture from SMBC-Visa Japan-GMO. As the JPQR transaction rate chart makes clear, banks and payment players have plenty of transaction rate wiggle room. The Japanese government is pushing cashless. If necessary the push will become shove for lower rates and yet another cashless program but where do things stand right now?

July 2020 is the proverbial “X-Day” crossover point: Japan is cashless now, even though it’s an uneven, ongoing and very messy transformation. On the customer side cashless is the mindset and survival behavior for many Japanese, even for older folks who under normal circumstances would prefer cash until they day they die.

Faced with the reality of handing money that carries the risk of infection, people are going cashless instead, especially with contactless smartphone payments. Junya Suzuki was right all along, Apple Pay turned out to be “the black ship of payments” catalyst that finally nudged Japan from cash to cashless. That and COVID.

Market analysts who want a neat set of chart data that clearly explains and quantifies the transformation before declaring ‘the winner’ have a long wait. The said transformation is sloppy, all over the place and happening right before us, but also an afterthought. Priorities are different, getting accurate market survey information in the current environment will be extremely difficult.

The Tokyo Olympics was supposed to be the event heralding the new era but the COVID crisis has forced much more rapid change. Evidence is best found in the countless little rituals of daily life that have evolved and are not going back. Merchants who do go back to cash face the risk of fewer customers: when offered a choice people choose cashless.

This realization hit me yesterday when my partner complained about his Docomo dPAY points taking a hit because the Summit supermarket staffer tapped a wrong payment button on the new POS cashless menu options added on July 1. He wanted to pay with iD. A year ago he never used iD, dPAY or Apple Pay and never wanted to, but life changed.

These days I hear contactless reader sounds everywhere, FeliCa chirps and EMV beeps are common as clear plastic sheeting and foot position floor stickers at checkout. If there’s anything that defines this sea change it is this: it’s not a ‘victory’ over cash that the media sometimes depicts, nor does it feel like progress. In the COVID era it merely feels like survival.

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Another Japanese government cashless promotion gimmick: My Number Point (Updated)

Now that the CASHLESS Rebate program is over, we have a new Japanese government program promoting cashless use for points: My Number Point. And yes it comes with an app. There’s just one tiny gotcha: you have to have a plastic My Number card because as the campaign name makes clear, the whole enterprise is about motivating people to register for a one. The program runs July 1~March 30. Users can get the equivalent of up to ¥5,000 in points in exchange for ¥20,000 worth of cashless shopping.

The basic idea is that starting from July 1, you use the My Number Point app to read the NFC tag in your My Number card and register your cashless payment service of choice: Suica, PayPay, credit card, etc. The full list is here.

After you buy ¥20,000 worth of stuff by August with your registered cashless payment, you get points. We won’t know how bad the sign up process is until it goes live. At best it looks convoluted, and a lot of hoops for only ¥5,000 in points. COVID is already more than enough motivation for going cashless but payment players are dutifully offering extra points for registration.

As your dutiful field reporter, I volunteer to dive into the NFC tag registration process on July 1 and tell you all about it. Here’s the official list of compatible iPhone devices.


Suica/JRE POINT Registration
The registration process, like the app, looks and acts like a government bureaucracy product. It’s not pretty but gets the job done. But it’s a fun exercise using the My Number Card NFC tag for secure login. Here is a quick summary.

Before you start: you’ll need a My Number Card, and a JRE POINT account with your Mobile Suica registered.

(1) Have your My Number Card and 4 PIN login code ready and launch the app. When reading the My Number Card NFC tag with iPhone be sure to be far away from any metal. The card read process seems very susceptible to it
(2) Follow steps 1~6 shown here to login and get to payment system registration
(3) You need 3 pieces of info from your JRE POINT account: the JRE POINT exchange number, the registered katakana account name, the registered birth date. Tap the link to the JRE POINT page and login, copy the JRE POINT exchange number and paste it in the Payment Service ID, past the katakana name (no spaces) in Security Code 1, enter the registered birth date into Security Code 2. Enter the last 4 digits of your current iPhone number in the last field.

JRE POINT Info for My Number Card Point registration

(4) After entering and confirming your JRE POINT information you have to enter your My Number Card PIN and read NFC tag again. This completes the process, you should see a green confirmation checkmark.

From here all you need to do is purchase ¥20,000 worth of goods or recharges with Mobile Suica by August 31. The timing and details of the My Number Point bonus into your JRE POINT account should be coming soon. Check the My Number Point page for details.

Sayonara Cashless Rebate Program, we hardly knew you

The CASHLESS Rebate program ends June 30. After that date we have 8% consumption tax for takeout, 10% for eat in, and 10% for everything else. In the long ago world of October 2019 the CASHLESS Rebate program looked like the perfect run up to an economic boost courtesy of the Tokyo Olympics with lots of inbound cashless using visitors.

Now the program is ending. Inbound business has collapsed. And a Japanese economy in retreat needs relief, especially the 5% family business rebate sector. There has been talk of extending some tax relief for family owned ryokans, hotels and the like, but no action has been taken.

It’s impossible now to analyze how much cashless transaction growth the program drove because COVID pushed cashless use into hyperdrive. Nobody wants to handle anybody else’s anything, especially cash.

The real value of the program was that it helped smaller businesses get onboard with cashless payments. The little Colorado Cafe near the office added cashless with the start of the program in October. At the end of the program 50% of the transactions are cashless. That’s not bad considering that most of the clientele is retirement age. In another era we might call this success. In this age, it’s survival.

Smartphone payments grow with Japan CASHLESS Rebate program

Good news: Japanese consumers are using less cash and more cashless payments. The winners are smartphone contactless apps like Mobile Suica (NFC) and PayPay (QR) which saw use rates grow from 16.4% to 28.6% in the August 2019 to January 2020 period. The CASHLESS Rebate program has clearly lifted all cashless methods which it was designed to do. The bad news? We have no idea where the economy is going in the coronavirus crisis with the Tokyo Olympics in the balance.

The new cashless payments market report from Mobile Marketing Data Labo (MMD) has a few other interesting tidbits. Apple Pay Suica is the most used payment method on iPhone followed closely by PayPay, convenience store purchases are nearly 80%.

The growth of smartphone payments makes sense because it’s one the easiest ways for users to enjoy the benefits of the CASHLESS Rebate program with multiple payment choices, and most convenience stores offer an instant 2% rebate for cashless purchases. The next challenge is how cashless payment trends play out after the rebate program ends June 30.

UPDATE: The Covid crisis will drive cashless payment growth in Japan more than the rebate program and the Tokyo Olympics could ever hope to achieve.

Touchless walkthrough transit gates coming in 2020, Mobile Suica eTickets more popular than ever

Mobile Suica has been under a lot of stress this week. The cloud service almost went down under a heavy load on November 26, at the same time the Suica App has shot up in the App Store Japan rankings, briefly touching the top 3 which is unusual. At first I scratched my head then remembered that Mobile Suica Shinkansen eTickets become available 30 days in advance, and that means the New Year vacation period. But the unexpected Mobile Suica load and Suica App downloads signal something else: more first time Suica App users than ever before.

Even though Mobile Suica Shinkansen eTicket purchases are not eligible for CASHLESS rebates, it looks like more Japanese are taking the opportunity to go cashless this year with many first time users signing up for a Mobile Suica account and going all in with Apple Pay Suica/Google Pay Suica. Discounts on some advance Shinkansen eTickets are also pretty good.

In other news Kyodo reports that JR East is developing a new ‘touchless’ walkthrough gate with an overhead antenna design that lets users keep Suica in a bag or pocket. No more waving cards and devices over a reader. It’s also big help for left handed people, Apple Watch Suica users and wheelchair users. Field tests are expected to start in 2020 with a rollout in 2~3 years. It sounds like a perfect match for the new eTicket system that JR East will launch in April 2020 and Super Suica coming in April 2021. It will be Super Suica all the way, we are entering the final years of magnetic strip paper ticketing.

It would be great fun if a few JR stations near Tokyo Olympic venues could have a few walkthrough Touchless gates installed for inbound Apple Pay Suica users to try out. Great for travelers with both hands full. Look ma, no hands! Take that QR Code fans.

UPDATE
It looks like Kyodo News is playing somewhat loose with their reporting. Ever reliable IT journalist Junya Suzuki contacted JR East for confirmation. JR East confirmed the basic story that they are developing a Touchless gate but have not committed to a rollout schedule. The picture that ran with the Kyodo piece is an older photo of an exhibition demo unit and not necessarily the Touchless gate, or the Touchless gate technology in development.