Japan Railways East is fighting to keep its Suica transportation card relevant in the modern age. In its latest gambit, it’s promising to implement a new “subscription” system by 2028, complete with store discount coupons and other benefits.
According to sources such as Nikkei, subscriptions will likely offer half-price rides from train stations near your home for around 3,000 yen (USD $19.80) a month. They could also include discounts on goods purchased within the station, as well as special anniversary discount coupons.
The plan is part of JR East’s push to make the Suica Card more relevant in the age of digital payments. Once upon a time, Suica and other IC transportation cards were the favored form of digital payment, powered by Japan’s own IC technology, FeliCa. However, in the past five years, QR code payment apps like PayPay have become the number one form of digital payment in Japan.
Additionally, the IC transit card itself is facing competitive pressure. Several train companies around Japan are experimenting with credit card touch payments as alternatives to dedicated transit cards. Some public transit companies are abandoning the transit cards altogether, claiming they’re too expensive to continue supporting. These companies are opting for cheaper options such as credit card touch payments and QR code payments.
To catch up, JR East is planning multiple changes to the Suica card. In one bold change, the company says some trains will become gateless, as the system will use GPS via a Suica phone app to detect your location.
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JR East says it also hopes to turn the Suica card into a cashless payment option rivaling services like PayPal. To this end, it’s working to enable person-to-person payments and eliminate the existing 20,000 yen ($131) cap on card balances.
The company has also worked to raise the brand’s profile among foreign travelers. The Welcome Suica app and physical card aim to make it easier for first-time visitors to get around Japan during their stay.
It remains to be seen whether the train company’s big bet on bringing the Suica card into the future will pay off. If it doesn’t, we may be looking at a future where the IC transportation card becomes a relic of the past.
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