Octopus Holdings Limited is a Hong Kong-based holding company that operates the Octopus card system, a leading electronic payment system. Its subsidiary, Octopus Cards Limited, manages the Octopus card, used for public transport, retail, and access control. Services include online and mobile payments, such as Octopus on iPhone and Samsung Pay. The target audience is the general public in Hong Kong and internationally. The unique selling proposition is the convenience and inclusivity of its contactless payment solutions, making everyday transactions easier. Octopus also offers consultancy services globally for automatic fare collection systems[1][2][3].