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  5. Lessons From the "NFC Promised Land" (Japan): Some Quick Thoughts

Lessons From the "NFC Promised Land" (Japan): Some Quick Thoughts

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26 April 2010
I just recently completed a trip to Japan (yet another), this time with the explicit objective of examining the Japanese mobile proximity payments. I had the great fortune to meet with some of the biggest companies in the Japanese market, including banks, mobile carriers and payment brands. Despite what will be a hectic travel schedule during the next 4 weeks, I hope to have a report out by end-May -- it will certainly focus on the "lessons" other countries have to learn from the Japanese "real-world" (i.e., not conceptual or perpetual pilot) experience. In the meantime, here are some "sneak peeks" at the important areas that the report will cover, all based on what is currently taking place in Japan:
  • The role of promotions and point programs
  • Contactless as a "gateway" for non-bank disintermediation
  • The importance of alliances & partnerships
  • Pace of consumer, merchant adoption
  • The future of NFC as a standard in Japan
I can tell you that this last trip to Japan really did expose me to the "promised land" of mobile proximity payments. However, things are not as simple as they may seem, and not all Japanese experiences are necessarily relevant to the N. America, Europe and other markets. Stay tuned for the report...

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