e-commerce blog: Review on a post on e-tailing

Blog title: using Touch ‘n Go to buy fast food in Malaysia will be a reality

Touch ‘n Go is incorporate in October 1996 and officially launched its services in March 1997. It is an electronic purse that can be used at all highways in Malaysia, major public transports in Klang Valley, selected parking sites and theme parks. This card looks similar to a credit card but it uses contact less smartcard technology. As long as this card is pre-loaded with electronic cash, user can continue to use the card. For the time being, user can reload the card at toll plazas, train stations, Automated Teller Machines, Cash Deposit Machines, Petrol kiosks and at authorized third party outlets.

Touch ‘n Go enhances the speed of paying for low value but high frequency transactions. Apart from the speed, it is also very convenient because user no longer need to prepare for small change or wait in queue at the cash lane to complete the transaction.

Touch ‘n Go is now expanding their applications and services towards the retail purchase, starting with particularly the fast-food industry. Starting from 19 April, consumers use their Touch n’ Go card for retail purchase as well as buying fast food. As much as 21 outlets in the Klang Valley have taking part in this project. The outlets which taking parts includes A&W, Burger King, Dunkin’ Donut, 7-Eleven, Carrefour hypermarkets, Caltex convenience stores and Cineleisure. Besides, to encourage users to use Touch ‘n Go retail purchase, Touch ‘n Go has come out with such promotion that enable users to enjoy some privileges when they pay using their cards.
According to Touch ’n Go chief operating officer Hasni Zarina Mohamed Khan, the card was an electronic purse and supports Bank Negara’s move for a cashless society. User can now use the card at all the outlets with no worries as all of the chain stores have an agreed that there will be no extra charges for those using Touch ’n Go cards compared to those using cash. For example, if the item is RM1 then it will still be RM1 if you use the card.

Moreover, cardholders could top up the value of their cards to RM1, 000 and need not need to worry if the cards were lost or stolen. At the same time, the card could also be a good way of controlling children's spending as this could be their one card from taking public transport to buying their lunch or snacks.

Hong Kong’s Octopus is one of the very successful examples of this electronic purse system that makes travelling, dining and shopping in Hong Kong simple and hassle-free. Touch ‘n Go is now is targeting on 5-10% of the carholders to use the card for retail purchase, as only 20% of the holders is using the Octopus for retail purchase purposes in Hong Kong which is one of the most successful in the world.