Suica linked My Number MaaS and JRE POINT for Off-Peak Suica Commuting

My Number Card linked with Suica for MaaS in Maebashi

JR East announced some interesting services today: Suica linking with My Number ID cards (aka Individual Number Cards) and a JRE POINT campaign for off-peak Suica commuting.

The off-peak commute campaign starts March 1 and runs for an entire year. JR East wants to encourage commuting without COVID risky crowding with off-peak commuting rewards. On my own daily commute I have noticed a sharp increase of people with the colder weather in the morning peak commute hours.

Peak-hours are 7:00~8:30 am, off-peak is defined as ‘early commute’ 6:00 am~7:00 am that earns 15 JRE POINT and ‘easy commute’ 8:30 am~9:30 am which earns 20 JRE POINT. In my case the ‘easy commute’ reward works out to about 500 JRE POINT a month. This is in addition to the regular monthly JRE POINT transit rewards. I wish I could be in the top earning ‘easy commute’ bracket but ‘early commuter’ will be my only choice. Such is life.

A second reward for non-commute plan Suica fare regardless of time or route offers a free fare in JRE POINT with 10 transits with an additional 10% of fare rewards for each additional transit. Mobile Suica earns more than plastic Suica, so think of this as a kind of ‘welcome to Suica Suica’ run up campaign.

The My Number Card linking scheme, via NFC tags, is designed to drive local MaaS services for local residents by linking age and local residence confirmation to Suica. Local transit discounts for elderly and children are the start point, the press announcement also highlights shopping discounts and local government services. It’s proof of age and local residency just by using a linked Suica. The MaaS service area is scheduled to start from December in Maebashi.

It’s an intriguing service that finally promises to deliver some of the features that My Number Card was designed to do. But in this case I think the service needs some kind of on the spot hook, like a instant cash-back PayPay kind of gimmick to get people to really use it. People like instant gratification. Looking at a monthly Suica or JRE POINT transaction list to find the rebate just isn’t sexy enough for most people to try something new.

Fields of Dreams: the endlessly looping open loop vs closed loop transit debate

MacRumors reported that Apple Pay Express Transit support is finally arriving, bit by bit, on the TfL system after being announced back in May. I only noticed the piece because somebody threw a link to my site in one of the forum comments and the discussion has some interesting, and deliciously snarky, open loop bank cards for transit vs. native transit card debate.

The ‘Japan has a transit IC card problem’ angle is interesting. Yes, Japan does have a transit IC card problem, if you work for a bank credit card operation that wants to promote open loop, which I suspect is the case in the forum debate. The counter argument presentation-like power points are just too glib: to date no major transit system has junked native transit cards for bank cards, not even Oyster. Transit is a license to print money and the huge transaction volumes in Tokyo alone are mouth watering. The ‘problem’ for bank card players is how to angle for a bigger cut of the action.

Plastic era thinking in the Digital Mobile Wallet era
The debate perfectly represents the plastic era transit card vs credit card mindset that completely ignores the impact of digital wallets and mobile payments. My take is that smartphone digital wallets do away with old plastic era distinctions and create new business opportunities for transit companies, if they chose to pursue them. Most don’t.

Tech analysts love to talk about ‘value capture’. The current cashless payments frenzy in Japan is all about capturing users to sign on with a payment platform then growing the ecosystem with more and more services that users, hopefully, want to pay extra for. Nobody talks about this in the open loop vs closed loop debate. The bank that owns the credit card owns the customer going through the transit gate, not the transit company. Put it this way, JRE POINT that go back into free Suica recharges, Green Car upgrades, etc. are vastly different from bank card points, as are the business platforms they feed customers back into. Moving people are money in motion, who gets a cut and what businesses do with that cut is everything.

It an interesting paradox that Europe and America talk about privatizing public transportation in various degrees but to date only Japan and Hong Kong have built highly successful businesses based on private transit ‘value capture’. The endless open loop vs closed loop debate always comes down to this: you can argue all you want about the parts but in the end it is meaningless. To truly understand things, you have to examine the whole business model, how everything fits together, and how that can benefit everybody while growing and evolving.

CASHLESS Rebate JRE POINT Pay Day

November 5 was JRE POINT CASHLESS rebate pay day, a grand total of ¥178. Big whup. After a month of using the CASHLESS rebate program, I can say that most of my Suica CASHLESS rebates are the convenience store instant transaction variety that do not use the JRE POINT system. I have also gotten more points out of the JRE POINT yellow logo 2% rebate campaign because I frequent Becks Coffee Shop and NewDays on the daily commute. Most of my cashless rebates are via my plastic Docomo dCard/Mastercard at the local COCOS Nakamura supermarket (the bento selection is real good, as is the fish).

Still, I’m glad to report that the system works as advertised. All the rebate points for October are in. My only wish is for more eligible stores to join the program while the deal lasts.

JRE POINT Issues Apple Pay Suica Notice

With the JAPAN CASHLESS Rebate program in full swing, many Apple Pay Suica users are suddenly paying attention and signing up to get those post-transaction rebate points. The sleepy JRE POINT site is suddenly a hot bed, and users are advised to steer clear of registering Suica cards during the peak evening hours of 22:00~24:00.

JRE POINT issued a notice today reminding users with plastic Suica cards registered with JRE POINT, that they need to re-register the Suica as Mobile Suica if they transfer it to Apple Pay.

JRE POINT allows multiple Suica cards to be registered, but only a single Mobile Suica card (green) can be registered at any one time, and one Mizuho Suica (blue). Once a Apple Pay Suica/Mobile Suica card is registered however, users don’t need to worry about the Suica ID number changing when migrating to a new device or moving Suica from iPhone to Apple Watch. The number usually doesn’t change but even if it does, the Mobile Suica/JRE POINT system takes care of it.

UPDATE: I forgot to mention that MIZUHO Suica does not count towards the Mobile Suica limit, you can have one Mobile Suica card (green) and one MIZUHO Suica card (blue) both in Wallet, both earning JRE POINT.

The JAPAN CASHLESS Rebate Day 6: Rebate Mana

2% and 5% CASHLESS rebates are processed and paid out at the end of each month. So I was a little surprised last night when I opened JRE POINT app, checked the transaction list and found lots of extra points listed as ‘rebate campaign’.

It took me a moment to realize that these were not JAPAN CASHLESS store rebate points but JRE POINT campaign rebate points. JRE POINT is running several point campaigns, the 2% one runs until June 30, while the NewDays Self Checkout one runs until October 30. If you are registered with JRE POINT, use Apple Pay Suica to buy your daily commute drinks at NewDays self checkout this month and rack up the points: the regular 2% + the 3% self checkout. Every other point system is doing the same from PayPay to Rakuten so keep an eye out for all kinds of campaigns.