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  • - Hey, guys.

  • This is why Apple Pay is all that Ken talks about

  • every day at the office.

  • - It's the future. - Oh my,

  • - It's so easy.

  • - You have to share my pain, though.

  • - What do you mean?

  • (beep)

  • I think it's genuinely the best thing

  • that Apple's doing right now.

  • - Whoa.

  • - Like, low key. - Whoa.

  • - Like, very low key.

  • One of the main reasons as to why I like Apple Pay

  • is because I legitimately use it on a daily basis,

  • especially now that more and more places are accepting it.

  • This means carrying around less credit cards

  • and, well, taking around more receipts and stamp cards.

  • Not only are more and more businesses taking Apple Pay,

  • but as of late, point of sale NFC readers

  • are getting faster and more consistent.

  • I'm finding myself fumbling with my phones less and less

  • since it just works super well now,

  • especially for more mundane transactions, like transit,

  • the dream of leaving your wallet at home

  • is coming closer and closer to reality.

  • - So, when we thought about Apple Pay,

  • we really thought broadly about wanting to do services

  • that replace the wallet.

  • - [Ken] This is Jennifer Bailey,

  • a VP at Apple that oversees Apple Pay,

  • chatting about it at a conference talk in 2018.

  • - It seems like the big opportunity here

  • is to disrupt the credit card industry.

  • - We don't sit around and think about,

  • oh, what industry should we disrupt,

  • we think about what great customer experiences

  • can we develop?

  • (record scratches)

  • - [Ken] Wait, Apple doesn't want to disrupt

  • the credit card industry?

  • - We're introducing a brand new service, Apple Card.

  • (audience applauds and cheers)

  • - [Ken] Okay, there might be some conflicting

  • PR speech going on here, but I think what Bailey says

  • in this chat has some merit on the business end

  • that anyone can understand.

  • - It's all actually about making people love their iPhones.

  • That is what, why we are doing what we do.

  • - So like, what do you think about all this,

  • because I think both of us use Apple Pay a lot.

  • - If you can leave your wallet at home

  • and have everything on one device,

  • you know, granted it's safe and you know that the downsides

  • are pretty minimal, it's a pretty interesting proposition

  • and I think, I mean, Apple more than anyone else

  • is all about just that one device life, right?

  • And that one thing that can do everything.

  • Regardless of whether Apple is trying to disrupt

  • the credit card industry or not,

  • both the Apple Card and, specifically, Apple Pay

  • are at the very least, the companies answer

  • to improving how we pay.

  • And that's important because at the end of the day,

  • killer software and services, like Apple Pay,

  • are what make that sweet, sweet money.

  • (jazz music)

  • Nothing else has shown me

  • how much easier Apple Pay makes things

  • more than being here in Japan and using this.

  • Suica is a prepaid transit tap card

  • that people use here in Tokyo to get around the city.

  • And when Apple added it to its list of compatible cards

  • on Apple Pay almost three years ago,

  • it was low key a really big deal.

  • To understand why, it's important to look at the scope

  • of Suica's importance.

  • - (speaking in Japanese)

  • - Suica is universally accepted

  • across all major rail networks in Tokyo,

  • but is primarily overseen by JR East,

  • a major rail company that operates some of Tokyo's

  • busiest rail lines.

  • The company's most recent report

  • states that there's 75.8 million physical and virtual

  • Suica cards in circulation.

  • Whoa.

  • Considering the population of Greater Tokyo

  • is estimated to be at around 39 million people,

  • it can be inferred that Suica is a vital part

  • of daily life in Tokyo since a majority

  • of the population commutes.

  • - Are we gonna just acknowledge that this is all

  • just a ploy because you wanna shout out, your This Is

  • episode all about trains in Japan?

  • - I mean, the boss-man isn't wrong.

  • Because Japan, urban commuting is a huge part of daily life.

  • It's hardly surprising that trains, countrywide,

  • average about 16 million rides a day,

  • or 6 billion rides a year.

  • And with certain stations, such as Shinjuku,

  • that's behind me, servicing as much as 3.5 million

  • passengers daily, and some of the city's

  • other major hubs numbering relatively close,

  • Suica is the key to preventing bottlenecks

  • of commuters at the station gates,

  • in that it's the fastest transit tap card in the world.

  • Physical Suica cards are one thing,

  • but putting it in phones is a whole other.

  • Let me explain.

  • So far in the story, we have Apple Pay

  • that aims to eliminate your wallet from existence,

  • and Suica, a transit tap card on steroids

  • that's used by a majority of Tokyo's commuters.

  • But there's actually one more integral piece to the story,

  • and that is Felica, a special flavor of NFC

  • developed by Sony, and is the tech that makes up

  • the backbone of Suica.

  • - [Narrator] And data reading and writing

  • can be carried out in only 0.1 seconds.

  • - Physical Felica smart cards are one thing,

  • but putting it on phones is a whole other.

  • Now, the Japanese have been doing contactless payments

  • on mobile phones as far back as 2006,

  • but in typical Sony fashion, putting Felica functionality

  • on a phone involves a proprietary chip,

  • emphasis on proprietary,

  • as well as software that the company codeveloped

  • with Japanese cellular carrier, NTT Docomo.

  • So this not only means that ordinary NFC

  • on most phones here in the west won't fully work with Suica,

  • but say if I decided to be a phone manufacturer tomorrow

  • and wanted to add Suica compatibility,

  • I'd have to write Sony and friends

  • a big fat licensing check.

  • The catch 22 here is that while it is

  • a great selling point for consumers,

  • adding Felica to phones generally alienates products

  • to the Japanese market.

  • Let's put it this way.

  • If a global manufacturer produces phones

  • outside of Japan, why sell a feature

  • that makes a phone more expensive to produce

  • if it's not going to be used a lot?

  • It's effort, resources spent, and a dig to the profit margin

  • if you put features that only appease

  • a relatively small bucket of your potential customers.

  • It is precisely for this reason, too,

  • that Google sells exclusive SKUs of the Pixel 3 and 3a

  • to Japan, just to include its Japanese region-specific

  • version of Google Pay that supports Felica.

  • - [Commercial Voice] Google Pay Day.

  • - But that is how Apple sees an opportunity.

  • On an international scale, starting with

  • the iPhone 8 and iPhone X, and the Apple Watch Series 3,

  • the company put forward the effort and resources

  • to include a universal NFC chip,

  • and developed the software from the ground up

  • that allows for Felica functionality,

  • in addition to the NFC stuff we're already used to.

  • As far as mobile payment platforms go,

  • this arguably positions Apple Pay

  • as the most global universal mobile wallet yet,

  • and possibly for the foreseeable future.

  • Of course, all of this backstory and context

  • means jack without actual, practical experience

  • to show for it.

  • As a foreigner, adding Suica to your iPhone

  • or Apple Watch is a serious life hack

  • considering how easy it is to do.

  • In fact, you don't even have to be in Japan to make one.

  • Within Apple Pay, Suica is denoted as

  • a transit card and when you put it in the settings

  • as your express transit card, you don't even have to

  • unlock or wake your Apple Watch or iPhone,

  • you can just go into the station gates

  • and tap and go, you don't have to worry about any of that.

  • Additionally, a huge reason as to why Suica is so useful

  • is not only because it gets you to your train quicker,

  • but also, because you can use it for other things.

  • Tokyo is an oasis filled with vending machines,

  • convenience stores, and fast food joints

  • to satisfy your simple needs and keep you going.

  • And many of them take Suica, which is especially handy

  • if you're in the mood to simply

  • get in, get out, and go home.

  • It's even great for not so every day purchases.

  • Here's me using it at the Pokemon Center

  • to buy stuff for Mystery Tech,

  • and even playing games at the arcade.

  • And this is not even mentioning

  • that refilling the value on Apple Pay Suica is super easy.

  • You can just do it within the interface

  • using a credit card that's already in your Apple Pay wallet.

  • This is way easier than the old fashioned way

  • of dealing with refill kiosks and cash at the train station.

  • All this to say that Apple Pay Suica

  • is incredibly lucrative because

  • all of the small impulse purchases it thrives on

  • are ones that can also surprisingly add up.

  • So you might be wondering how all of this talk

  • about one Japanese card system

  • is relevant to the rest of the world,

  • apart from it being really, really, cool.

  • No, I'm not implying that the Apple Card

  • should be like Suica, or that I think Suica

  • even has a future outside of Japan,

  • as cool as that sounds.

  • While I can't speak for how much Suica is doing

  • for Apple Pay itself, I see the pairing

  • playing toward a grander vision for Apple Pay

  • and Apple as a whole.

  • If the name of the game is to prop up hardware businesses

  • with software and services, pouring resources

  • into mobile payment is a no-brainer,

  • by virtue of it encouraging

  • the moving and spending of money,

  • which is something, again, that people do on a daily basis.

  • This is exactly why the Apple Card exists.

  • And while it might seem like more of a heavy handed move

  • to propel Apple Pay's growth here in the US market,

  • I mostly see it as a pawn, of sorts,

  • in this game of payment chess.

  • Sure, it could end up a big success,

  • but it actually feels more like a wake-up call

  • for credit card companies and banks

  • to compete and innovate their own offerings.

  • In this regard, at least, the benefits seem

  • to outweigh the downsides.

  • Let's put it this way.

  • No matter where I am in the world,

  • it shouldn't be difficult to take my money,

  • especially if I wanna spend it.

  • Just take my money.

  • And the reality is that Apple Pay continues

  • to make that easier and easier.

  • The only thing Apple has to do now

  • is convince the public to experience this for themselves.

  • And if they have their way, Apple Pay will be

  • their secret weapon to selling even more

  • iPhones and Apple Watches.

- Hey, guys.

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B1 中級

Appleは日本をどうやって占領しているのか? (How Apple is TAKING OVER Japan ??)

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    林宜悉 に公開 2021 年 01 月 14 日
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