New Market Opportunity: Car Payment System

Nowadays, the APP payment function has become popular. Have you ever thought that cars can also be used as payment media?

GfK found in a car networking research that many consumers are very interested in car payment systems. This concept is also being concerned by many vendors. Visa Credit Card and Honda Motors proposed the concept of mobile payment for parking and refueling costs; Ford also announced that it is developing similar technologies to solve parking problems through its FordPass.

There are many applications for car payment systems. Some are automatic charges, such as tolls; some are charged through the in-vehicle screen or a key confirmation, such as parking fees. Here are some typical usage scenarios that can be imagined:

· Refueling payment: The system is automatically recognized by the gas station when you pull the oil gun. When registering your membership information, the pump will be activated. You can simply refuel with the oil gun. The reward is then automatically sent and the receipt is displayed on the dashboard and sent to the e-mail address. Locators can also be integrated to find the nearest preferred station or the lowest price gasoline.

Parking metering: This function can determine the parking space and automatically charge according to time. When the parking time is over, the prompt information will be pushed, and the parking time can be increased remotely through the mobile phone.

· Toll Fees: In many places there is an automatic toll system, and the need to add this functionality to the automotive application interface is also very urgent.

Ordering service: Imagine being able to position, order, and pay through the restaurant to enjoy the convenience of a seamless drive-in service.

· Car wash: Affiliate programs and automatic payments will be automatically recorded when you use the device.

Digital personal assistant: Payment can be made through the car regardless of the paid service. These high-tech systems enable you to use natural voice interactions and digital personal assistants to pay for tickets, airline tickets, scheduled car rentals, and more, even while driving.

Undoubtedly, the automobile as a new payment medium also brings new differentiation strategies to the manufacturers. For manufacturers, how to design and apply this technology to make drivers willing to adopt and accept this function, and to take the lead in the market, has become a problem for many manufacturers to think about. GfK's advice is: First, we should understand customer expectations, eliminate current pain points and discover customer needs From the perspective of consumers, do users want to use vehicles as payment instruments or continue to use mobile phones as payment tools? Compared to the two, what are the advantages of car payment? Is security and privacy concerns still impeding your car from becoming a payment tool, just like the acceptance and use of other mobile payments? Which type of market segment users will be more likely to accept such configurations?

Giving priority to understanding customer needs will be the primary issue. Consumer acceptance depends on how well the consumer experience meets the requirements. Imagine if the electronic charging system requires the customer to make an advance reservation, then its acceptance may be low. The right solution (mobile web, app, dashboard display, or other in-vehicle controls) will depend on understanding customer expectations, eliminating current pain points and discovering customer needs, allowing drivers and passengers to participate in program development as early as possible. It can ensure that technical solutions are more in line with consumer needs and thus ensure successful implementation.

We have already seen applications of various new technologies in the automotive field, such as head-up display, Bluetooth synchronization, and so on. Drivers need to maintain concentration during driving. The experience of car payment technology should be based on this design. The driving experience should be enhanced rather than the opposite. Drivers should feel happy and not be bothered. The purpose is to actually improve safety rather than reduce it. For example: driving a wallet while driving; paying to divert the driver's attention; Bluetooth use problems will shift the line of sight from the road, which may produce Catastrophic consequences.

As an integral part of the car network, the car payment system is still a new field. In the early days, this technology may just meet the needs of specific payment scenarios. When the automatic driving is realized, the driving task will be performed as a secondary task in a specific environment, so that the driver can be freed from it and can pay attention to other tasks. As a result, the vehicle will become the same Internet portal as a mobile phone or tablet. There are many ways to solve technical problems. The ultimate market winners will be those who can not only provide technical solutions, but also do product positioning and provide services in the way customers expect.

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