????但你認為有些努力已經奏效了？

????我們在2009年金融危機高峰期收購了一個叫做Revolution Money的平臺。這是一個非常靈活、有多樣化選擇的支付平臺。我們說，還有許多人沒有享受到我們的服務——這個國家有7,000萬人口還沒有存款戶頭，或者不認為他們得到了很好的金融服務。金融網站NerdWallet表示，使用借記卡就等于你每年要花300美元來用你自己的錢。如果人們存款賬戶中的錢沒有達到最低存款額度，每年就要支付幾百美元。所以我們研發了一個線下線上都能使用的在線支付平臺。2014年初，這個平臺開始平穩運營，隨即就擁有了240萬用戶。僅僅4月一個月，用戶數量就增加了100萬。他們在我們的平臺上進行交易。如果數碼錢包供應商能夠做出正確的決策，那么錢包就還是可行的。移動應用在它們發展的過程中會起到很重要的作用。

????我們進一步改進了平臺的功能，這樣大家就可以做自己想做的任何事了——支付賬單、完成點對點付款、開支票。在公司中，我們總結出了一條規律：當窮人的代價是很大的。但是我們可以開發一個模式來吸引資金，于是大家就不必每個月為預付卡花上14.95美元了。你可以與我們合作，每個月只付1美元，就能享受好得多的服務。

????點對點支付：這項功能有多重要？

????它很重要，不過關鍵在于你需要將點對點支付與滿足各種需求的多項服務關聯起來。作為單一的服務項目，它很難為你帶來可觀的利潤。不過它有著很大的需求。我們了解了一下消費者把錢都花在哪里了。在信用卡和簽帳卡之外，還有25萬億美元的市場。這是一個巨大的機遇。

????你在運通的忠誠度項目上有許多創新點，比如最近人們可以在紐約用積分搭計程車。人們真的在用這個服務嗎？

????對！這項服務用起來很方便，人們一旦用過一次，80%都會再次使用。

????（一位聽眾表示：“我很害怕這項交易不合算，或許積分可以被用到更好的地方呢?！保?/p>

????那你就想錯了。你只想把那些積分用來坐飛機嗎？人們說：“我想要很多選擇，還想要省心?！比绻阒皇钦f，每一美元的消費會帶來一點積分，那么人們會想要多種多樣的選擇。(財富中文網)

????譯者：嚴匡正

????But you think some efforts have worked?

????We acquired a platform called Revolution Money in 2009 at the height of the financial crisis. It is a very flexible alternative payments platform. We said, There's a large population of folks not being served -- there are 70 million people in this country who don't have a checking account or don't believe they're being served well. NerdWallet has said with prepaid cards, you're paying $300 a year to use your own money. With checking accounts, people are paying several hundred dollars a year if they don't have a minimum balance. So we came out with an online payment platform that works offline and online. In early 2014, once we got the platform stabilized, we brought on 2.4 million customers. In the month of April alone, we brought on 1 million customers. They're transacting volumes on our platform. Wallets, if they are done right, can work. Mobile apps will play an important role going forward.

????We made further changes to the functionality of the platform so you can do anything you want -- pay bills, do peer-to-peer-payments, write checks. The term we coined in our company is that it is expensive to be poor. But we can develop a model where we have attractive economics, so instead of paying $14.95 a month for a prepaid card, you pay $1 a month with us for a far better service.

????Peer-to-peer payments: How important is the capability?

????It's very important, but what's critical is that you have got to connect peer-to-peer payments with a range of services that meet a variety of needs. As a standalone, it's difficult to generate the economics you need. But there's a very high demand. We looked at where spending takes place. Outside of credit cards and charge cards, there's $25 trillion out there. That's a tremendous opportunity.

????You've done creative things with the AmEx loyalty program like recently making it possible for people to pay for a New York City cab ride with points. Are people actually using this service?

????Yes! It is frictionless, and once people use it, 80% of the them return.

????(Audience member: "I'm worried it's a bad deal, that the points can be used better elsewhere.")

????Here's what you're missing. Do you want to only use those points for airlines? People have said, "I want choice and convenience." If you just say for every dollar there's one point, people want a wide variety of choices.