NFC fire? Apple is hidden!

iPhone's NFC function is finally in use.

Obviously, Apple attaches great importance to this feature. We can learn from Apple's official website that the relevant traffic payment page is now online. At the beginning, it only supports the traffic card model of Beijing and Shanghai, and the UnionPay cloud flash payment model of Guangzhou and Hangzhou.

NFC bus card is actually a bowl of cold rice for more than 10 years

On the history, the “mobile NFC is used as a bus card” is traceable back to 2006. Through Nokia 3220, it has been implemented on the Yitong Card in Xiamen City, covering bus networks, ferries, restaurants, movie theaters, convenience stores and other business outlets. Mobile payment.

The NFC standard developed by Nokia, Philips, and Sony, although it is not as strong as the connection standard such as Bluetooth WIFI, is still widely used in actual product applications. Sony, one of the standards-makers, has added NFC support (NFC fast-match connections) to its lineup of Xperia phones, alpha micro phones, and Bluetooth speakers.

From the data point of view, the penetration rate of NFC is still good, but the actual usage rate is not high.

It stands to reason that although Nokia's dynasty no longer existed, Philips did not have the glory of that year, but the remaining performance of Sony has gradually recovered in recent years, its products are also creating many hot sales records, it stands to reason to make NFC headlines, It should be Sony. But why did Apple eventually become the headline? In order to get rid of the joking reason of “rich country”, maybe we can find out the reason from the principle of NFC and the hidden purpose behind it.

Is Apple just trying to improve the user experience?

NFC is actually quite suitable for "swipe" this action, even more convenient than the two-dimensional code we currently use. The technical principle of near field communication is not difficult, it exchanges data through active and passive modes. And its two biggest characteristics: very short transmission distance, suitable for near-field communication; establishing a connection speed, "drip" has completed the operation. Therefore, whether we need to use the access control every day or the application in the consumer field, under the blessing of NFC technology, it is obviously very appropriate to be able to add in the mobile phone to achieve the purpose quickly.

Compared to experimental applications more than 10 years ago, NFC, via Apple’s giant, has been officially activated from a sleepy state when mobile payments have become the daily behavior of consumers. It seems to be a more reasonable behavior and is consistent with Apple’s products in recent years. Integrate into the situation of life. However, from another point of view, does it mean that Apple has already made a fortune in the mobile phone industry and can only move its mind to "do new ideas"? To know that Beijing alone, already has a "Beijing One Card" APP, "Easy Access" App, and NFC-SIM of mobile / transportation / telecommunications, enough to complete what Apple's bus card can do.

If it is only this, Apple is not Apple we know. Behind the Apple Pay transportation card, Apple is eyeing the mobile payment field. In terms of product form, previous NFC payments were regional, combined with multi-party relationships such as mobile phone manufacturers, financial institutions, and traffic control departments (such as the Xiamen e-card that we just mentioned), and contributed to a kind of experimental, regional product. Apple's use of traffic cards for two major cities this time, although not all happy, has had enough influence.

With the identity of "an electronic product company that has a complete ecosystem and can be integrated into life," Apple is deeply involved in mobile payment and even in other areas of life. Compared with other manufacturers, Apple's tactics and meanings are quite different. Remember when Apple Watch was released? Apple sought out the hotel group SPG as a partner and demonstrated at the press conference how the Apple Watch had no room card to stay in the hotel room.

When Apple tries to use digital products to enhance the experience in life, it will always select the appropriate entry point to make the function as stable as possible, and avoid experiencing tastelessness and reducing the user experience of Apple products. In the field of online finance, after familiarizing with the characteristics of NFC, Apple has introduced faster payment functions when appropriate. The game behind this is alarming.

What we can foresee is that with the expansion of Apple's public transportation card in the country and even in the global scope, because the public transportation card itself has the attributes of physical consumption, Apple's rooting in the network finance will be more in-depth, and the original network payment function. There will be some impact. To put it more bluntly, the reality behind Apple pay is from product struggle to online finance. Apple's outreach is imperative. The joke of "rich foe" is expected to become a reality.

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