星期六, 12月 16, 2006

PayPass 的失敗促銷活動


前 言

兩大信用卡集團Visa與Master的支付工具戰爭從信用卡(Visa vs Master),電子錢(Visa Electron vs Mondex Cash)到感應式信用卡(Visa Wave vs Master PayPass),互相卡位爭著進大家的錢包內。

台灣地區電子錢的爭戰,就我的日常生活觀察是Master略勝一籌。Visa Electron並沒有看到銀行在推,也不常見可以消費的場所,但是Modex Cash,化身為TAIWANMONEY卡,搶得南部七縣市的公共運輸交通工具的市場,發卡數應該是比Visa Electron來得多。不過TAIWANMONEY卡被宏碁,玉山與國泰吃下來不知道是好是壞,畢竟商人是要將本求利的,Mondex儲值與消費要經過好幾手的手續費(收單行,發卡銀行,Master,建置商)與台北的捷運悠遊卡只有一家的智慧卡公司坐收手續費不太一樣。再加上南部七縣市的商機畢竟不如台北市,TAIWANMONEY卡雖然沒有悠遊卡用途上的限(財政部限定只能用在交通相關消費)制,但是先天市場就比較小的情況下,不知道會不會成為一個不成功的商業案?或者廠商寄望的是未來高雄捷運數十萬張卡的商機呢?大家就等著看吧。

萊爾富超商真的是超商技術的先行者(像這項那項),它的網頁上說明接受部分商店接受信用卡付款,再加上與TAIWANMONEY卡的合作,也接受以電子錢包付款。由於TAIWANMONEY卡初次申請有促銷的活動,而且電子錢可以在萊爾富超商消費,再加上我高雄的老家附近有一家萊爾富的超商與偶爾坐公車 的需求,我又已經是國泰信用卡的客戶,所以就申請了一張TAIWANMONEY卡來玩玩,成為行銷理論中的早期使用者。TAIWANMONEY卡入手以後,我才發現,這是一張三合一的卡片,Master信用卡,Mondex Cash(TAIWANMONEY),與PayPass。

另外一方面,頂好超市導入PayPass的付款方式並且與上海商銀共推PayPass的信用卡。之前我已經是頂好超市聯名卡的客戶,趁著這一次的促銷活動也申請了一張PayPass卡來用。到手以後實地到頂好超市使用PayPass,結帳只要把鑰匙圈在感應器前晃過,就可以付帳了。而且個人認為比Visa Wave好用,因為PayPass的感應器上有文字說明,可以指引消費者的動作;Visa Wave就只有燈號,要結帳的人跟你說,你要幹嘛,比較容易失敗(老婆的說法)。

Visa Wave 藉著屈臣氏的導入以及信用卡與捷運悠遊卡合一的促銷,九月開始在電視中強打Visa Wave,推倒機車後買啤酒的廣告大家應該印象深刻。Master當然也不甘示弱,在無價系列男友約女友的廣告中嵌入以PayPass在頂好以及萊爾富超商購買的橋段。不過說實在的,如果你沒有PayPass卡的話,你只會認為這只是Master無價系列廣告中的一個,對PayPass這一項支付工具,應該是不會有印象才是(現在主打國外旅遊已經沒有男友約女友的廣告了)。

進 入 正 題

時序進入11月,Master與萊爾富進行了新一波的促銷活動,使用PayPass消費送中價咖啡一瓶。公司旁剛好有一家萊爾富超商,原先以為可以在每天的早餐喝免費的咖啡,但是實地使用才知道不是哪麼回事。且聽我娓娓道來。

我一共去了以下9家店




















































































可信用卡消費會正確操作paypass 有咖啡兌換成功附註
北市龍淵店ˇ
(2006/12/24 安裝)




北市安麗店 ˇ
ˇˇ
北市羅斯福店ˇˇˇˇ
北縣永利店ˇˇˇˇ有超多大頭狗磁鐵
北縣永貞店ˇ
ˇ

北縣永任店ˇ
ˇ

北縣飛達店 ˇ
ˇˇ
北縣永和環河南店




鳳山高頂店ˇ
ˇˇ


境遇如下
1. 北市龍淵店

一定要第一個寫這一家店。因為我就是在午休吃完午餐後,在這一家店看到這一次的促銷活動,結果這家店,因為在十月底開幕,沒有安裝刷卡機,更別說PayPass感應器。但是據店員表示,該店有e通機耶!(真是給它有點-_-)。

從此以後,在路上都會注意哪裏有萊爾富超商。我要喝咖啡!

Update: 該店在2006/12/25安裝了 PayPass刷卡機,到po文為止為止,還沒有咖啡,無從測試起。

2.北市安麗店

這是我上班必經的店,在加油站前面。所以只要有加油經過,就會到店裡賣東西,拿咖啡。從11月初到11月中,總共去過三次,有咖啡,但是店員不會操作PayPass刷卡機。我手上的兩張卡,都無法感應到。讓我以為我的兩張卡片壞掉,跟信用卡公司詰問一番,拿兩張卡到頂好試刷,後來才發現是店員搞烏龍,店員操作收銀機時,使用電子錢交易,所以頂好的不可以用,但是我的TAIWANMONEY儲值金額又不夠支付我買的金額。

所以當第一次成功的拿到咖啡以後,又發現,原來店員把咖啡的錢算在信用卡帳單上了,>_<。這罐咖啡不是請客嗎?店員當場退給我現金差額。

還有一次去,發現沒有咖啡,就沒消費了,當場要店員要記得訂,明天來買。

確認卡沒有問題,店裡也有訂咖啡以後,十二月起就在這一家店消費拿了數瓶的咖啡。

3. 北市羅斯福店

這是第一家有完整 SOP的店。我的第一個大頭狗磁鐵,就是在這家店拿的。

時間是十一月下旬,店員刷了PayPass以後,刷活動的咖啡條碼,然後再刷卡簽單上蓋代收章,表示給我咖啡了。然後再給我ㄧ個Master的大頭狗磁鐵(完整SOP)。收到大頭狗磁鐵真是感動啊!

4.北縣永利店 (永利中正)

我到這家店去過兩次,十一月中與十二月底,第一次沒有刷卡成功,是店員不會操作。第二次,店員刷完以後,沒有給我大頭狗磁鐵,我主動向他要,哇!店裡還有
一大袋耶!厚臉皮跟店員多要了好幾個。

5.北縣永貞店 (永貞中正)

這家店去過兩次,十一月中與十二月底,兩次都沒有刷卡成功。這家店應該跟我八卦不和。

6.北縣永任店 (捷運永安市場對面)

這家店只去過一次,十一月初,店員不會操作刷卡機與收銀機。

7.北縣飛達店 (捷運永安市場北)

去過三次,打工的店員都求助店職員操作,好像他不會操作。只有店職員會。

8.北縣永和環河南店

去過兩次,十一月初沒有裝,十二月中仍然還沒有裝。

9.鳳山高頂店(鳳頂路上)

這就是我辦TAIWANMONEY卡的理由店,收完款,拿完咖啡以後才發現,店員用電子錢幫我結帳。嗯,這樣符合這一次的促銷規定嗎?

總 結

我不知道行銷公司如何去評估一項新商品的行銷成效。整個活動,只有咖啡與大頭狗磁鐵(很重,吸力比7-11的多啦ㄟ夢或是Kitty貓好很多)感動了我。其他方面,我個人這個送咖啡行銷活動應該是失敗的。


  1. 首先個人認為新的無價系列廣告並未突顯出PayPass的容易使用的特性。

  2. PayPass的使用者客群仍然太小,在加上萊爾富的普及性(與7-11比),兩者相乘,基數變小,萊爾富就沒有感受PayPass的使用者
    使用不方便的問題。連帶的大頭狗的磁鐵在各店堆積如山就不足為奇了。

  3. TAIWANMONEY卡具有多卡合一的特性,萊爾富又支援電子錢交易與信用卡交易,收銀機上的設計是不同的按鍵。雖然使用者都是在感應器上感應卡片,一個生手如果沒有辦法區別支付的工具的不同,就會造成顧客買不到東西的窘境,或是用錯錢的問題,而偏偏超商的人力就是以生手的工讀生為多啊!

  4. 再來這樣的促銷活動沒有聯合發卡銀行做也是很奇怪,一直到十二月初才收到上海商銀的文宣( 如右圖),截至po文為止還沒有收到國泰的文宣,好康的不讓持卡人知道,大家怎麼會去利用呢?還是這個促銷活動要花發卡銀行大錢,發卡銀行不會大聲嚷嚷?


延 伸 閱 讀

卡好網
http://www.cardhow.com/cardhow/phpBB/viewtopic.php?p=8262&sid=84de4e545386dbdb7f55ed81cfd9a9cd

TaiwanMoney 卡 http://chitsaou.wordpress.com/2006/10/01/taiwanmoney/

TaiwanMoney 的優點與缺點
http://chitsaou.wordpress.com/2006/10/28/taiwanmoney-advs-and-disadvs/

星期四, 12月 14, 2006

好樣的 TSE !!

沒有用過 Oracle Application Server ...
TSE 肯定是愛用者 ...

有圖有真像


按了一下登入Oracle Enterprise Manager
還好網頁沒有跳出來 ...
要有的話 TSE 等者被打屁股吧 ...

星期五, 11月 03, 2006

偷走你的腦袋 Cool

引自 Stealing Scoble's Brain

原作者利用 Google Co-Op Search的功能
把某大網誌作家看的東西給偷過來
還有原始碼

大家可以試試看
做自己的 Search Engine

星期四, 11月 02, 2006

十大IT工程師

IT greats: Top 10 greatest IT people
by Computer Weekly reporter


1. Steve Jobs: innovator who enjoyed a second bite of the apple
2. Tim Berners-Lee: father of the web and champion of IT freedom
3. Bill Gates: mixing maths and money to build microsoft
4. James Gosling : Mother of JAVA language
5. Linus Torvalds : Creater of Linux OS
6. Richard Stallman : GNU license, Free Software Fundation
7. Arthur C Clarke : Writer of 2001: A Space Odyssey and idea of GPS
8. Ted Codd : Set rules of database
9. Steve Shirley : pioneered new work practices
10. Martha Lane Fox : Funder of Lastminute.com and e-commerce pioneer


1. Steve Jobs: innovator who enjoyed a second bite of the apple

Steve Jobs, the co-founder and chief executive of Apple Computer, topped the Computer Weekly 40th anniversary poll due to the devoted following he has generated through his pioneering work in personal computing and product design.

Jobs was born in 1955 in San Francisco, and during his high school years he showed his early enthusiasm for computing by attending after-school lectures at the Hewlett-Packard Company in Palo Alto, California. He met fellow Apple founder Steve Wozniak during a summer job at HP.

In the autumn of 1974, Jobs, who had dropped out of university after one term, began attending meetings of the Homebrew Computer Club with Steve Wozniak. He took a job as a technician at Atari, a manufacturer of popular video games.

At the age of 21 Jobs saw a computer that Wozniak had designed for his own use and convinced his friend to market the product.

Apple Computer was founded as a partnership on 1 April 1976. Though the initial plan was to sell just printed circuit boards, Jobs and Wozniak ended up creating a batch of completely assembled computers, and entered the personal computer business.

Their second machine, the Apple II, was introduced the following year and became a huge success, turning Apple into an important player in the nascent personal computer industry.

In 1983 Apple launched the Lisa, the first PC with a graphical user interface – an essential element in making computing accessible to the masses. It flopped because of its prohibitive price, but the next year Apple launched the distinct, lower priced Macintosh and it became the first commercially successful GUI machine.

Despite his success in founding Apple, Jobs left following a boardroom row in 1985. But his influence on the computer industry did not end there.

Jobs moved on to found Next Computer, then in 1986 he bought little known The Graphics Group from Lucasfilm, which achieved global dominance in animated feature films during the 1990s, after being renamed Pixar.

Much of Next’s technology had limited commercial success, but it laid the foundation for future computing developments. The company pioneered the object-oriented software development system, Ethernet port connectivity and collaborative software. It was the Next interface builder that allowed Tim Berners-Lee to develop the original world-wide web system at Cern.

Without Jobs, Apple had stumbled. Market share fell while it struggled to release new operating systems. Its answer was to buy Jobs’ company Next, together with its innovative operating system, and welcome back its charismatic former CEO.

On returning to Apple, Jobs drove the company ever deeper into the consumer electronics and computing market, launching the iMac and iPod.

Whether Jobs’ next creation changes the world like the Apple II, or turns out to bomb like the Apple Lisa, his place in computing history is guaranteed.

2. Tim Berners-Lee: father of the web and champion of IT freedom

Dotcoms, bloggers and Google all have one man to thank for their place in the 21st century world. In 1990,Tim Berners-Lee made the imaginative leap to combine the internet with the hypertext concept, and the worldwide web was born.

Born in 1955 in London, Berners-Lee’s parents were both mathematicians who were employed together on the team that built the Manchester Mark I, one of the earliest computers.

After attending school in London, Berners-Lee went on to study physics at Queen’s College, Oxford, where he built a computer with a soldering iron, TTL gates, an M6800 processor and an old television. While at Oxford, he was caught hacking with a friend and was subsequently banned from using the university computer.He worked at Plessey Telecommunications from 1976 as a programmer and in 1980 began working as an independent contractor at the European nuclear research centre Cern.

In December 1980, Berners-Lee proposed a project based on the concept of hypertext, to facilitate sharing and updating information among researchers. While there, he built a prototype system called Enquire.

He joined Cern on a full-time basis in 1984 as a fellow. In 1989, Cern was the largest internet node in Europe, and Berners-Lee saw an opportunity. “I just had to take the hypertext idea and connect it to the TCP and DNS ideas,” he said, and the worldwide web was born.

He wrote his initial proposal in March of 1989, and in 1990, with the help of Robert Cailliau, produced a revision which was accepted by his manager, Mike Sendall.

He used similar ideas to those underlying the Enquire system to create the worldwide web, for which he designed and built the first web browser and editor (called World-wide Web and developed on Nextstep) and the first web server called Hypertext Transfer Protocol Daemon (HTTPD).

The first website built was at http://info.cern.ch/ and was put online on 6 August 1991. The URL is still in use today. It provided an explanation of the worldwide web, how one could own a browser and how to set up a web server. It was also the world’s first web directory, since Berners-Lee maintained a list of other websites.

In 1994, Berners-Lee founded the World Wide Web Consortium (W3C) at the Massachusetts Institute of Technology. It comprised various companies willing to create standards and recommendations to improve the quality of the web.

Berners-Lee made his ideas available freely, with no patent and no royalties due. He is now the director of W3C, a senior researcher at MIT’s CSail, and professor of computer science at Southampton University.

3. Bill Gates: mixing maths and money to build microsoft

As joint founder of the world’s biggest software company, Microsoft, Bill Gates’s approach to technology and business was instrumental in making technology available to the masses.

Gates was born in Seattle, Washington in 1955 to a wealthy family: his father was a prominent lawyer and his mother served on the board of directors for First Interstate Bank and The United Way.

At school Gates excelled in mathematics and the sciences and by the age of 13 he was deeply engrossed in software programming.

With other school mates he began programming and bug fixing for the Computer Center Corporation, and in 1970 Gates formed a venture with fellow school student and Microsoft co-founder, Paul Allen, called Traf-O-Data, to make traffic counters using the Intel 8008 processor.

In 1973, Gates enrolled at Harvard University, where he met future business partner Steve Ballmer. Their first venture was to develop a version of the Basic programming language for the Altair 8800, one of the first microcomputers.

Soon afterwards Gates left Harvard to found “Micro-Soft”, which later became Microsoft Corporation, with Allen. Microsoft took off when Gates began licensing his MS-Dos operating systems to manufacturers of IBM PC clones. Its drive to global dominance continued with the development of Windows, its version of the graphical user interface, as an addition to its Dos command line.

By the early 1990s, Windows had driven other Dos-based GUIs like Gem and Geos out of the market. It performed a similar feat with the Office productivity suite.

Gates fought hard to establish Microsoft’s dominant position in the software industry and has fought even harder to defend it. His ability to get Microsoft software pre-installed on most PCs shipped in the world made Microsoft the world’s largest software house and Gates one of the world’s richest men. It also meant Microsoft found itself on the wrong end of anti-trust legislation in both the US and Europe.

Gates stood down as chief executive of Microsoft in 2000 to focus on software development and on 16 June 2006, he announced that he would move to a part-time role with Microsoft in 2008 to focus on his philanthropic work.

Since 2000, Gates has given away about £15.5bn, a third of his wealth, to charity. Such is his fame in the world outside computing,fictional Gates characters have appeared in cartoons including the Simpsons, South Park and Family Guy.

4. James Gosling

Of your choice of the most influential people in IT, James Gosling is the true geek. Unlike Bill Gates and Steve Jobs, neither of whom finished college, Gosling completed a PhD in computer science and contributed to software innovation at a technical level.

Born in 1955 near Calgary, Canada, Gosling is best known as the father of the Java programming language, the first programme language designed with the internet in mind and which could adapt to highly distributed applications.

Gosling received a BSc in computer science from the University of Calgary in 1977, and while working towards his doctorate he created the original version of the Emacs text editor for Unix (Gosmacs). He also built a multi-processor version of Unix, as well as several compilers and mail systems before starting work in the industry.

In 1984, Gosling joined Sun Microsystems, where he is currently chief technology officer in the developer product group.

In the early 1990s, Gosling initiated and led a project code-named Green that eventually became Java. Green aimed to develop software that would run on a variety of computing devices without having to be customised for each one.

Although much of the technology developed as part of Green never saw the light of day, Gosling realised that some of the underlying principles they had created would be very useful in the internet age.

Sun formally launched Java in 1995. Gosling did the original design of Java and implemented its original compiler and virtual machine. For this achievement he was elected to the US National Academy of Engineering. He has also made major contributions to several other software systems, such as Newa and Gosling Emacs.

Although some critics say Java has not lived up to its initial "write-once-run-anywhere" claim, Gosling's success in the Computer Weekly polls is precisely because Java has allowed the creation of robust, reusable code which runs on devices as diverse at mobile phones, PCs and mainframes.

5. Linus Torvalds

As the creator of the Linux operating system, Linus Torvalds has been a driving force behind the whole open source movement, which represents not only an ever increasing challenge to proprietary software, but is also the inspiration for the industry to move to open standards.

Torvalds remains the ultimate authority on what new code is incorporated into the Linux kernel.

6. Richard Stallman

Richard Stallman is the founder of the GNU Project, an initiative to develop a complete Unix-like operating system which is free software. Stallman has written several popular tools, created the GNU licence and campaigns against software patents.

7. Arthur C Clarke

2001: A Space Odyssey writer Arthur C Clarke has consistently been ahead of his time in predicting how technology will change the world. Most notably, in 1945 he suggested that geostationary satellites would make ideal telecoms relays.

8. Ted Codd

Ted Codd created 12 rules on which every relational database is built - an essential ingredient for building business computer systems.

9. Steve Shirley

Steve Shirley was an early champion of women in IT. She founded the company now known as Xansa, pioneered new work practices and in doing so created new opportunities for women in technology.

10. Martha Lane Fox

With Brent Hoberman, Martha Lane Fox created Lastminute.com in 1998, and as "the face" of Lastminute raised the profile of e-commerce ever higher in the public consciousness.