EZ-Link Pte Ltd, pioneer of contactless payments in Singapore, on Tuesday (24 Nov) unveiled its enhanced mobile EZ-Link Wallet designed to bring greater convenience and rewards to users as part of its new brand direction, ‘For Life’s Little Wins’.
Aligned with Singapore’s Smart Nation aspirations, this move is part of EZ-Link’s ongoing strategy of building its ecosystem of digital services to better serve consumers in their daily lives.
“For the past 18 years, EZ-Link has been a trusted local brand and an integral part of many Singaporean’s daily lives. However, a lot has changed since we launched the first EZ-Link card almost two decades ago. Consumers’ lifestyles have evolved and the world is set on its path to a digital future,” said Nicholas Lee, CEO at EZ-Link Pte Ltd.
“Alongside Singapore’s Smart Nation aspirations, we must also strengthen our digital ecosystem to serve Singaporeans beyond transportation. Our upgraded EZ-Link Wallet is a part of this ongoing effort, and we’re looking forward to introducing more initiatives over time,” he added.
The EZ-Link Wallet can be used at local merchants that accept e-payments via the Singapore Quick Response Code (SGQR), Singapore’s unified QR label.
Currently, more than 1,000 merchants, ranging from retail stores to hawker centres, accept payment via the EZ-Link Wallet. They can be identified by the display of a SGQR label.
To date, almost 70 per cent of wallet users are using the wallet for payments at various hawker stalls.
Integrated with the EZ-Link Rewards programme, the EZ-Link Wallet also offers users a new avenue to earn and accumulate points that can be redeemed for benefits from over 200 EZ-Link Rewards merchants. Similar to EZ-Link card transactions, every S$0.10 spent on the EZ-Link Wallet will earn one point.
With its latest upgrade, the EZ-Link Wallet delivers a more seamless and rewarding experience for users’ transport and retail transactions. Android and iOS users can now top-up their EZ-Link cards anytime and on the go via the EZ-Link Wallet, and receive direct cashback and reward credits in their accounts when they spend with the EZ-Link Wallet.
“As we push forward in our digitalisation journey, we must always put people at the heart of our innovation. This is in line with our new brand direction, which is rooted in the belief that our everyday life is lived in small moments that can be turned into little wins,” said Mr Lee.
“Whether it’s providing added convenience to consumers through mobile EZ-Link card top-ups, or letting them redeem their favourite bubble teas on our Rewards platform, we can leverage technology to enhance their everyday tasks, and help them enjoy the little wins,” he added.
As part of the rebranding, EZ-Link has adopted a new logo, and refreshed its corporate website and EZ-Link App. This new visual identity reflects its renewed focus on digital transformation, while still maintaining key elements that have become strongly associated with the brand.
EZ-Link’s new and existing products will be housed under three sub-brands, EZ-Link Rewards, EZ-Link Wallet, and EZ-Link Motoring (formally known as EZ-Pay), to better differentiate their offerings.
More enhancements to the EZ-Link App and Wallet are underway to further streamline and enhance customers’ mobile experience. This includes an EZ-Link Motoring feature that will allow users to transact ERP and parking payments via the EZ-Link Wallet, which will be announced at a later date.
Launched in 2018, the EZ-Link App has seen over 1.2 million downloads to date. Active app users have increased by close to 70 per cent over the years to 232,400 in 2019, up from 138,800 in 2018.