I gave the Twitter survey function a workout and asked 2 questions:
Which Japanese mobile payment do you use most?
Which Japanese reward points do you use most?
The results are not surprising but come with many caveats: the survey sampling was puny, in English and pretty much limited to a small group of Twitter followers, which means they are pretty much already invested in Mobile Suica. Also it is important to remember that mobile payment use profiles in Japan are highly regional, what’s convenient in Tokyo isn’t necessarily convenient in other areas. That said, there are some interesting and fun takeaways.
Japanese mobile payment takeaways and feedback
The 55% Suica/PASMO figure expresses the power of Apple Pay Express Transit (and similar for Osaifu Keitai) for store purchases in the COVID induced face mask era without the hassle of Face ID. It’s important to remember that the ballyhooed Unlock with Apple Watch Face ID feature introduced with iOS 14.5 is useless for Apple Pay authorization. Remember too that Mobile Suica has good support on wearables: Apple Watch, Garmin, fitbit, etc., the widest mobile payment platform in Japan.
Despite the heavy marketing VISA Touch from VISA Japan, the majority of users have been using Apple Pay and Osaifu Keitai for iD and QUICPay, etc. I suspect EMV ‘Touch’ (Visa, MC, AMEX, JCB) probably appeals more to plastic card users as VISA is pushing EMV only plastic cards vs. digital wallet dual mode Apple Pay.
Changes quite a lot. Recently using EMV touch a lot because of SMCC 15% back campaign and Amex 20% at FamilyMart. Otherwise probably a little bit of everything just to get maximum reward. (Tokyo)
I don’t ride trains so I have no real use for Suica. Using it to pay in shops is too much of a PITA since you have to constantly recharge it. (Kagoshima, note that Suica Auto-charge only works in JR East transit region)
I do iD for the point rewards (none in JP CC recharge of Suica) otherwise Express Transit is perfect. (Tokyo)
Mostly Suica (via Garmin Pay), but I’ve been using au Pay (QR or barcode) a lot more recently. (Hiroshima)
Japanese reward point takeaway Results are complicated. Twitter surveys are limited to 4 choices, I lumped the Japanese carrier reward point systems for docomo, au and SoftBank (dPoint, au•PONTA, T-POINT) into one category, the top choice at 43%. However if we break down the carrier number by carrier marketshare ratio we get the following:
21% JRE POINT
28% Rakuten POINT
14% au•PONTA POINT
8% V POINT
The key takeaway for reward points is the power of the Rakuten ‘Economic Zone’, i.e. where all the Rakuten pieces including shopping, banking/credit card/payments, transit (Rakuten Suica), mobile, stock trading, travel, etc., are glued together by Rakuten POINT and feed off each other. The Rakuten Economic Zone is the model that others will have to successfully emulate if they are going to be serious long term competitors. NTT docomo announced a tie-up with MUFG this month, the digital banking wars are just getting started.
As more companies transition work style away from daily commuting to a central office to telework with direct business trips from home, there is less need for commuter passes but that means more corporate virtual paperwork and paper trails for filing and processing transit expenses. How nice it would be if Mobile Suica had a plug-in for SF expense reporting. It does actually: SmartGo Staple a co-venture between JR East and NTT Communications.
The service is straightforward: for a ¥1,000 (w/VISA card option) or ¥600 (w/o) per Mobile ID monthly service fee, SmartGo Staple provides live Mobile Suica ID SF transaction data of registered accounts to corporate management and accounting, who then calculate and reimburse employee on the go, or teleworking at home for corporate related Mobile Suica use, reducing the paperwork at all levels. The flexibility of Mobile Suica and Suica App which discretely attaches a credit card to a Suica card, allows users to set up a Suica card just for corporate use with a corporate credit card attached.
This is the idea behind the SmartGo Staple prepaid VISA card option which management can ‘recharge’ remotely. SmartGo Staple a service for the COVID era but the interesting thing is that with more people doing without commuter passes, Apple Pay Suica and Mobile Suica easily covers nationwide transit and payment use. Commuter passes are the only reason for all those Japanese Transit IC cards. One Mobile Suica does it all. There are still weak spots, i.e. non SF Suica ID # attached services like smartEX and Shinkansen eTickets. Using a transit card ID number to attach separate services is flexible but involves the extra step of corralling the separate transaction histories into one expense report.
2 in 1 Commuter Passes: a JR East Suica commuter pass and a region affiliate commuter pass
2 in 1 Points: JRE POINT and region affiliate transit points
Other region affiliate services: a totra card for disabled users with special discount fares/subsidies, welfare points (starting April 2021) for elder and disabled transit users
…all in one Suica card. This is more important that it seems and solves some long standing problems. Let’s look at the situation with the wonderfully useful Transit IC card chart created by Wiki user ButuCC.
The core square contains the 10 mutual use ‘Transit IC’ cards with many IC arrows pointing to region transit cards outside of the square. This means the core Transit IC cards work on those local transit systems but only one way. There are no IC arrows pointing in towards the core region because there are no regional transit cards mutually compatible with all core Transit IC cards…until now: totra Suica is the first region transit card that works nationwide.
2 in 1 Suica combines the ‘outside the square’ region card with the core Suica card. totra is a Suica card, mutually compatible with all Transit IC, but also a local transit card with new services built on Suica infrastructure. One example: the first transit IC card for disabled users that automatically gives them the local region discount fare and subsidy, but only for the totra fare region, not outside it. Disabled fares are highly regional with local prefecture and city governments providing transit services and fare discounts. It’s a trade off but it does provide a transit IC card option for disabled users instead of paper tickets with a ID card for the first time.
Super Suica or something else? So is this Super Suica or not? Simply put, Suica 2 in 1 is the core technology for the JR East MaaS strategy, it offers the benefits of Suica infrastructure to link local transit agencies within the JR East area who don’t have the resources to launch or maintain their own transit IC card system. Plugging orphaned regions into the wider transit network and leveraging the established infrastructure in new ways is the sensible thing to do.
The totra Suica logo explains some of what is going on inside the card. There is a ‘+’ mark which indicates ‘Suica plus affiliate’ that combines Suica with an attached financial service like credit card recharge. This is the Suica plus mark you see on all Mobile Suica cards including Mizuho Suica (iOS) and Rakuten Suica (Android).
There is also a ‘••’ mark which indicates FeliCa Pocket services, FeliCa applets on a physical card or Osaifu Keitai card that provide different services in a single card (transit, points, ID, etc.). You can see the ‘••’ Suica logo on Rinkai Suica and Monorail Suica and both marks on the Suica + VIEW combo cards. The Rinkai Suica design also looks like totra with a similar blue trapezoid.
FeliCa Dude points out in an interesting Twitter thread with treastrain that 2 in 1 is a new kind of Suica plus affiliate card issued outside of JR East with no financial service attached to it. As treastrain notes, it’s weird that Suica plus is being used for a rechargeable ¥500 deposit Suica with no attached credit card, but we are in uncharted territory with new features to come.
Suica 2 in 1 is the first Suica based on the new FeliCa Standard SD2 card. We can’t see exactly how FeliCa SD2 is used to deliver 2 in 1 functionality but FeliCa Dude gives us an excellent rundown of 2 important additions: Extended Overlap Service (points and passes) and Value Limited Purse Service (purse). These are tools for JR East and the other Transit IC operators to integrate services in new ways, implement their own version of 2 in 1, raise the balance limit and more. The new FeliCa SD2 features have big implications. Like all things the Super part of Super Suica depends on what JR East and the other CJRC members (Congress of Japanese Railway Cybernetics) mutually accomplish using these new FeliCa and Suica parts. The more region transit cards that migrate and merge inside the Transit IC square while addressing regional needs, the better.
What about mobile? It’s important to remember that 2 in 1 Suica extends Transit IC coverage, including Mobile Suica and Mobile PASMO, into new transit areas. 2 in 1 Suica is limited to plastic issue at this point so those users do not have a mobile option. 2 in 1 Mobile Suica service depends on resolving 4 things:
Will Mobile FeliCa be upgraded with the new FeliCa SD2 functions?
Will Mobile FeliCa be updated on Osaifu Keitai and Apple devices?
Will JR East manage Mobile Suica card issue for outside transit companies
Is there an (local 2 in 1 Suica transit card) app for that?
Mobile Suica already hosts Suica ‘+’ cards (Mizuho Suica and Rakuten Suica) and FeliCa Pocket services are designed for physical cards and mobile. 2 in 1 is a new card so the first hurdle is upgrading Mobile FeliCa to support SD2 card features and pushing that update to devices.
FeliCa Dude posted some tweets that suggest Mobile FeliCa 4.x on Android devices can be updated but industry practice on the Android side so far has been doing a pre-install and leaving it at that. If users want newer Mobile FeliCa features, get a new device. Apple can certainly update Mobile FeliCa on their custom embedded secure element, but will they?If nothing else I think the recent addition of Garmin Pay Suica and Fitbit Pay Suica indicates that FeliCa Networks is getting better at pushing new services from Mobile FeliCa Cloud.
The app question is another hurdle and a bit complicated. The whole 2 in 1 concept means 2 different managed services are bundled in a single card. Who manages what? While it makes sense to add 2 in 1 Suica non-JR East local commuter routes for purchase and renewal in Mobile Suica and Suica App, local area transit point account management needs to be handled in a separate app. Does each 2 in 1 Suica locale handle that? That approach makes sense but JR East could certainly help with coordinating support and leveraging common resources and infrastructure to eliminate redundancy.
Summary 2021 is only the start line for 2 in 1 Suica with totra and Iwate Green Card. 2022 will see 6 more 2 in1 Suica cards, probably more, it will be the real coming out year. By then Mobile ICOCA will be on the horizon, I think we’ll know if 2 in 1 is the start of Super Suica…or not. If the other Transit IC partners simply copy what JR East is doing with 2 in 1 region cards, that will be super enough for the people who live, work and go to school in those regions.
There are limitations: (1) only end to end transit on JR East lines qualifies for point service, (2) everything is tied into the JRE POINT system. The campaign comes in 2 flavors:
Off Peak Point Service (Commuter Suica): start a work commute at your station during designated ‘Early’ or ‘Late’ time slots. Off Peak Point Service runs from March 15, 2022 ~ March 31, 2023
Repeat Point Service (Regular Suica): 10 of the same Suica fare trips on JR East lines earns a free trip in JRE POINT, additional same fare transits in the same month earn additional points. Repeat Point Service started March 1, 2021 and is open ended. Repeat Point Service is basically the Suica equivalent of paper ticket ‘buy ten trips and get one free’, a transit institution that has been around forever but is being phased out.
1. Off Peak Point Service The service campaign for Commuter Suica users. There are a number of limitations:
Only end to end transit on JR East lines qualifies for service points. If any part of your commute route uses non-JR East transit gates you won’t get service points. JR East lists all invalid patterns in their PDF, there are lots of them.
Suica off peak does not cover all JR East stations. The Off Peak Point Service area is limited to a core JR East Tokyo metropolitan area that includes Tokyo, Kanagawa, Chiba and Saitama. See the off peak map below or download the PDF file.
Weekday transit only. Transit on weekends and national holidays does not quality for Off Peak and Repeat Point Service.
Off Peak Point Service is limited to valid Apple Pay Suica cards with valid commute plans, Mobile Suica (Osaifu Keitai) commuter and plastic Commuter Suica cards. Off Peak is not valid for FLEX, Student, Green, Monorail and Rinkai Suica commuter passes.
There is only one work around for commute routes that start at a JR East gate, transfer to another line and end at a non-JR East gate: exit the JR East section of the transfer station via a JR East gate, then enter via a non-JR East transit gate. The diagram below gives you an idea. At some transfer stations this is easy to do, like JR East Gotanda > Tokyu Gotanda. I am working on a video guide and will post it here.
Off Peak Service Points and Commute Times The first 1~4 commutes in the month earn 5 JRE POINT for each commute, 5~20 commutes earn 25 JRE POINT for each commute. You must start your commute and enter the gate during designated off peak ‘Early’ or ‘Late’ time slots that are unique for each station. An example: Chou line Hachioji station off peak time blocks are ‘early’ 5:35~6:35 and ‘late’ 8:05~9:05. Chuo line Asagaya stataion off peak time blocks are ‘early’ 6:20~7:20 and ‘late’ 8:50~9:50. Off Peak times are posted at each station, JR East also a PDF that lists all off peak station times.
Off Peak Service Point Reward Schedule Off Peak Service Points are calculated every 2 months and rewarded to your JRE POINT account the following month. JRE POINT numbers ending in a even digit are rewarded on even months, JRE POINT numbers ending in an odd digit are rewarded on odd months. See the chart below
2. Repeat Point Service The campaign for regular Suica users who go to the office occasionally but not enough to invest in a commuter pass. Ride JR East lines 10 times a month at the same fare and earn a free ride in JRE POINT. Same fare transits over 10 times in the same month earn an additional 10% of each transit fare in JRE POINT.
The repeat transit region is much larger than the off peak campaign one and covers all Suica fare JR East lines, all stations with Suica gates in greater Kanto, Niigata and Sendai.
There is nothing extra transit users need to do other than have their Suica card registered for JRE POINT. If you have already done that it’s all automatic.
The same end to end transit on JR East lines limitation of the off peak service point also applies to the repeat point service.
The Repeat Point Service is valid for non-commuter Apple Pay Suica, Mobile Suica and regular JR East issue plastic Suica.
Summary JRE POINT Suica off peak commute and repeat point service campaigns might hit the sweet spot…if you ride JR East lines to work. Unfortunately limitations and conditions make it difficult for many commuters who ride multiple rail company lines.
JR East and other transit companies need to cooperate for reward campaigns, discounts, day passes and more that work across entire regions and reward point systems. There are many innovative things JR East could also be doing: accumulated mileage calculated reward point campaign tailored for each user, yearly commuter passes at a half year price for corporate customers, repurpose empty JR East hotels at Shinkansen friendly regional stations for telework satellite offices that help build regional business.
Instead of innovation and simplicity, we get complex and unfriendly ‘Tonosama’ style campaigns from stodgy transit companies used to having their way with customers. The COVID era transit crisis demands big bold ideas. Japanese transit companies must truly innovate to make transit essential and safe again.
The COVID crisis has changed many things, none more than public transit. As companies transition away from daily work commutes to teleworking at home with occasional trips to the office, transit companies are forced to come up with incentives that entice people to use public transit. To that end JR East announced the off peak JRE POINT reward campaign back in November and released details this week for their Suica off peak commuting and repeat transit JRE POINT campaign.
The off peak campaign runs from March 15, 2021 ~ March 31, 2022, the repeat transit campaign starts March 1 and is open ended. It looks complex at first but is simply a matter of registering and keeping an eye on your commute start time.
Off Peak Commute Point Campaign This campaign is for Suica commute pass/commute plan users. Limitations: (1) limited to a greater Tokyo area commute zone, (2) limited to ‘early’ and ‘late’ commute times that are different for each station, (3) limited to Suica commute plans (Mobile Suica or Apple Pay Suica) and Suica commuter passes (plastic) registered for JRE POINT (4) users must also take the extra step of signing up for the off peak campaign via the JRE POINT web site.
The off peak commute region shown above covers JR East lines in Tokyo, Kanagawa, Chiba and Saitama. The tricky part is that you must start your commute and enter the gate during the designated off peak time that is different for each station, split in 2 separate ‘early’ (15 point) and ‘late’ (20 point) hour blocks. An example for the Chuo line: Hachioji station off peak hours are ‘early’ 5:35~6:35 and ‘late’ 8:05~9:05. For Chuo line Asagaya the hours are ‘early’ 6:20~7:20 and ‘late’ 8:50~9:50. Off Peak times will be posted at each station, JR East also released a PDF that lists all off peak station times.
Repeat Transit Point Campaign This campaign is geared for working folks who use Suica to go to the office but don’t commute enough to invest in a pass. Ride the same route 10 times a month and earn a free ride. If you ride the same route more than 10 times in the same month, each transit earns 10% of the transit fare in JRE POINT.
The repeat transit region is much larger than the off peak campaign one and covers all Suica fare JR East lines, all stations with Suica gates in greater Kanto, Niigata and Sendai. There is nothing transit users need to do other than have their Suica registered for JRE POINT. If you have already done that it’s all automatic. Think of it as a Suica replacement of paper ticket booklets, the reliable ‘buy ten and get one free’ transit institution that has been around forever but is quickly disappearing.
Not nearly enough Frankly I think these JR East campaigns are not nearly enough, though they are better than nothing. There are many innovative things JR East should be doing: leverage Suica smarts for a accumulated mileage calculated reward point campaign tailored for each user, offer a yearly commuter pass at a half year price that corporate customers would eagerly snap up, repurpose empty JR East hotels at Shinkansen friendly regional stations for telework satellite offices that help build regional business.
Instead of innovation however, we get stale stingy ‘Tonosama’ business style marketing campaigns from a big old stodgy company used to having its way with customers. The big COVID era transit crisis demands big bold ideas. Japanese transit companies must truly innovate to make transit essential and safe again. Anything less is a waste of time and infrastructure, use it or lose it.
Resources The first step is registering your Suica in JRE POINT. For repeat transit points there is nothing more to do, JRE POINT are added automatically if you make the same trip 10 times in the same month. For off peak points you must have a JRE POINT registered commuter pass/commute plan Suica that is also entered for the off peak campaign, and start the commute during designated station off peak times.