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Apple urges Apple Pay to not disappear without registering a red circle reminder

via:网易科技     time:2018/4/5 8:01:49     readed:855

If you do not set up to activate Apple Pay,iPhoneA red circle will appear in the upper right corner of the Settings app icon.

As part of the latest operating system for the iPhone introduced last fall, this strategy is rather subtle. If the user does not choose to enter credit card information for Apple Pay when setting the phone, their settings icon will always have a red circle in the upper right corner, indicating that their settings are incomplete. Some users also receive notifications from time to time. They will disappear only when the Apple Pay registration process is initiated.

Apple Pay allows users to upload credit or debit card information to the iPhone. Users can place this device over a contactless terminal to make a secure payment. Apple makes money by charging the bank a commission fee for every transaction that goes through its mobile payment service. The company said in 2014 that the service will eliminate cash and physical credit cards.

While payment industry analysts say the service speeds up the checkout process and is safer than traditional bank cards, the widespread spread of Apple Pay in the United States has not been successful.Many people still wonder if it's safer, including professional comedian Jack Frederickan, 29, from Queens, N.Y., who prefers to use credit cards directly.

"This is what they have been the most aggressive ever." Frederick said that since his iOS system was updated in mid-January, his iPhone application icon has always had a red circle in the upper right corner. He said that the notice even led him to consider replacing iPhone 6 with Google’s own-brand cell phone, Pixel. "It's all because of that red circle," he said.

Antitrust behavior?

In fact, Apple's move to push Apple Pay is not an example, but a microcosm of the technology industry. Technology giants are increasingly using their own equipment, software or data to promote their business, and smaller competitors will obviously be hit. sometimes,AmazonAlexa shoppers will be led to their own brands, and Alphabet’s Google has also been accused of blocking competitors’ ads on its Chrome browser. Amazon stated that Alexa users can ask for specific branded products at any time. Google denied the improper influence of ad blocking rules.

"everyone is using the same trick," said Roger Kay, an analyst at Endpoint Technologies Associates.This is really an antitrust act. "

In Roger Kay's view, Apple Pay sets up red circles and alerts and alertsMicrosoftIn the 1990s, it bundled its Internet Explorer browser on Windows. At that time, the U.S. Department of Justice initiated an anti-monopoly lawsuit on the grounds that Microsoft's actions had harmed its competitors and eventually won the case.

Apple declined to comment on potential antitrust concerns. The Ministry of Justice has not responded to requests for comment.

Upgrade iOS on AppleAfter the system, Apple PayRegistered users have been upgraded.

Apple Pay allows users to upload credit or debit cards to the iPhone and make payments through contactless terminals, which seems to have improved after Apple Software changed.

This is the first time Apple has used the Red Circle notice to promote one of its revenue-generating services.Bruce Tognazzinii, head of Nielsen Norman Group, a user experience consultancy, said the red circles were effective in driving users to take action because people knew that red circles meant there was something to focus on.

Tonazzini said, “The real problem is that Apple thinks ‘we want to draw your attention to it because it’s important’ but it’s important for some consumers and not for others.”

Apple's online guidelines for some devices suggest that developers should use red circles as much as possible and only use them for “briefing brief basic information and atypical content changes”.

Pull up service revenue

The tech giant is trying to accelerate the growth of its service business, which includes Apple Pay, the streaming media English service Apple Music and the App Store app store. The goal is that by the end of 2020, the current $29 billion business will generate more than $40 billion in revenue. The company is relying on the business to offset the impact of stagnant smartphone shipments, which currently account for two-thirds of Apple’s total revenue.

Early estimates showed that Apple’s system upgrade helped increase Apple Pay’s registration. According to data from venture capital firm Loup Ventures, which specializes in technology research, after Apple introduced iOS 11 in September, Apple Pay registered more than two million users per week, which is a significant increase over the previous weekly increase of 750,000 users. Since then, new registered users have slowed to 1.5 million per week.

According to data from technology research company 451 Research, it is estimated that 34% of new iPhone users bind bank cards to Apple Pay during the setup process, and 18% of users have used the service in the past 90 days. 451 Research claims that Google’s Google Pay (formerly known as Android Pay) and Samsung’s Samsung Pay did not use a strategy like Apple’s to push. In the past 90 days, about 8% of users have used the two mobile payments. service.

In the United States, companies and applications that compete with Apple in the field of mobile payments include Zelle, which was jointly created by PayPal, Square, and a number of U.S. banks.

Brian Roemmele, founder of Pay Finders, said the companies were likely to lose as Apple became more aggressive.

Both PayPal and Square, which have established partnerships with Apple, said they support efforts to encourage people to adopt mobile payments. Zelle declined to comment.

At Apple's February annual shareholders' meeting, chief executive Tim Cook Cooksaid the popularity of mobile payments had been slower than he had expected.Some consumers remain wary of potential security risks, while others are not sure where the Apple Pay can be used.However, Cook said he hoped he would "see cash eliminated in his lifetime."

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