PayPal欲轉型打造“超級應用”引爭議
知情人士週三表示,PayPal(PYPL.US)已提出以450億美元收購Pinterest Inc(PINS.US)。美國銀行證券分析師Jason Kupferberg表示,這筆交易可能有助於通過“更多地參與在線購物體驗”來推進該金融科技公司的“超級應用”戰略。
據悉,“超級應用”是指可以滿足用戶大部分需求的一站式門戶應用,融合了社交媒體、商業和銀行的數字生態系統,類似中國的支付寶和微信、印度的Paytm、印尼的GoTo、越南的Zalo或韓國Kakao。
Kupferberg補充道,通過增加與商家的合作關係,並擴大其產品品類,PayPal甚至將來可能與Shopify(SHOP.US)等大型在線零售商競爭。此外,Pinterest還能運用其交叉銷售能力,將收入流擴大到廣告領域,以及利用Pinterest的數據作爲鏈接的其他優勢來深化客戶關係。
據瞭解,交叉銷售是在同一個客戶身上挖掘、開拓更多的顧客需求,而不是隻滿足於客戶某次的購買需求,橫向的開拓市場。
與此同時,由於此次交易將是PayPal有史以來最大的一次收購,該公司可能需要承擔內在的整合和執行風險。此外,其他風險還包括,隨着監管審查的加強,用戶從Instagram、TikTok和Twitter獲得廣告收入的競爭將更加激烈。
不過,巴克萊銀行分析師Ramsey El-Assal很看好這筆交易,並稱看到了“大量潛在的協同增效機會”。
而投資機構Truist的分析師Andrew Jeffrey卻直言這樣的收購“毫無意義”,這隻會加劇他對PayPal營收增長持久性的擔憂。而且,這一合併如果成功,會讓PayPal在其他大型市場和自己的大客戶產生衝突,增加公司本身的風險。
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