行動支付產業演化之劇本分析-設計思考之觀點

The Scenario Analysis of Industry Evolution for Mobile Payment- Design Thinking Perspective

何明鳳(Min-Feng Ho)

指導教授 ： 黃哲盛

淡江大學/商管學院/國際商學碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00701

摘要

近來年，智慧型手機的技術不斷發展，行動支付的議題受到的討論也逐漸增加，例如手機信用卡。行動支付中最重要的角色為NFC，雖然NFC技術已經成熟，但因NFC產業中參與角色多樣、各角色間負責之內容尚未確立，故行動支付這議題遲遲無法進行。但今年(2013)公平會有條件的通過國內五大電信業者與悠遊卡公司合資成立公司經營TSM後，距離實行行動支付則邁向了一大步。除此之外，金管會同意國泰世華銀行可發行手機信用卡，相信在不久的將來，以後出門就可不用帶錢包，一支手機就能搞定所有的事。
本研究首先藉由文獻回顧整理貨幣的演進及產業的演化，因行動支付在國內算是很新的話題，故本研究選用一個近年來十分熱門且能有效產生創新想法的研究方法-設計思考(Design thinking)。透過此激發受訪者想像力的實施流程，以探討行動支付未來會用那些方式呈現，以及未來會如何發展？根據設計思考訪談發展出2套不同的劇本；最後請專家依劇本評論行動支付未來發展的可行性。

本研究共提出2套不同劇本，再經由專家評論後得到下列結果:
一、依劇本A的發展，行動支付可透過眼鏡和手錶結合的方式來執行，但這2項配件所能發揮的功能頗為類似，因此應該要結合智慧型手機一起運用才能發揮功效。
二、依劇本B的發展，行動支付可能用APP的方式來執行。此方式雖然可行，但大部份消費者不會花太多時間去設定或使用需要過於複雜程序才能取得與執行的資料，所以APP設計的介面必須簡化。除此之外，APP未來也可以結合眼鏡裝置使其功能更為完善。

關鍵字

行動支付 ； 智慧型手機 ； 設計思考 ； 產業演化 ； 劇本分析

並列摘要

In recent years, the technology of Smartphone is keep developing, and the Mobile Payment issues are discussed also increasing, such as mobile phones combining credit card. NFC is the most important role of the Mobile Payment, NFC technology has natured, but because of the variety of actors in NFC industry, each actor is responsible for has not been established, so the issue of Mobile Payment is delay and can not be. This year (2013), Fair Trade Commission passed joint venture TSM by five telecommunication companies and EASYCARD Corporation with conditions, and it’s a big step towards the implementation of Mobile Payment. In addition, the FSC agreed Cathay United Bank issue of mobile phones combining credit card, I believe that in the near future, it’s not necessary to carry wallet when going out, a Smartphone will be able to get everything.
In this research, by using literature reviews finishing the evolution of the currency and the evolution of the industry, because Mobile Payment is a new topic, so this research using a popular in recent years, generating innovative ideas and can effectively research methods - Design Thinking. Respondents stimulate the imagination through this implementation process in order to explore Mobile Payment how to present and how to develop in the future? According to Design Thinking research methods to develop two different scenarios; Finally, discuss the feasibility of future development by expert.
Conclusion of this research are summarized as following:
1.According to the conclusion of scenario A, Mobile Payment maybe presented with a combination of glasses and watch, but the function for these 2 accessories is similar, so it’s not necessary to combine these 2 accessories. In addition, it must to combine the Smartphone to reach the payment efficacy.
2.According to the conclusion of scenario B, Mobile Payment maybe presented by APP and this way is feasible in the future, but most of consumers will not spend too much time to set complex data, so APP interface design can be simplified. In addition, the APP can be combined with glasses device to make more complete.

並列關鍵字

Mobile payment ； Smartphone ； design thinking ； industry evolution ； scenario analysis

參考文獻

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