The Wallets Big Digital Transformation
A couple of years back, almost everyone thought of a wallet as a human accessory used for storing the daily essentials. Fast forward to now and the wallet has mobilized and is quickly becoming the newest Smartphone trend. A quickly evolving technology trend, with many different players, doesn’t always make for user friendly understanding. So, here’s our GO, at doing some user friendly mobile wallet simplification.
Mobile Wallets, putting it simply, are apps that have payment functionalities. Most wallets right now incorporate online payments which could mean; credit card, 1 click, Digital Wallets (like PayPal), prepaid, gifting etc. The idea behind a mobile wallet is simple, but the lines are continually being blurred between apps and wallets. While payments remain the core differentiator between a wallet and an app, from our perspective, wallets need to include features beyond payments to add benefits to the customer journey and to help drive consumer adoption.
An example: Retailer Mobile Wallet: Retailers, like KFC, Starbucks and McDonald’s, have been quick to define a mobile wallet strategy, and as a result are becoming big influencers in the eco-system. Retailer wallets, in addition to other features, enable shoppers to make purchases via mobile phone by means of credit card, 1 click, digital wallets like PayPal, prepaid or gift cards. Retailer wallets have a huge advantage, because the value proposition is very clear. If a retailer wallet can improve the customer journey, and bring together all of a retailers value added services such as fast ordering, loyalty, couponing, in a more organized way, then consumers will be quick in their adoption.
Digital wallets are mobile wallets that enable users to make 1 click payments via mobile phone; because the user’s card information has already been stored securely in the cloud. This is a more convenient payment means via mobile phone, because the user only needs to enter their credit card information once, rather than needing to type card details every time. It could be possible that a mobile wallet actually incorporates a Digital Wallet, such as PayPal, MasterPass or V.me as a payment means.
An example: MasterPass Digital Wallet: MasterCard’s MasterPass aggregates cards into the cloud, so that consumers no longer need to enter their credit card credentials and billing information every time they want to make a purchase online. In order for this to be a viable payment method, retailers and online merchants need to add the Master Pass API to their site or mobile wallet, meaning they need to add the “Buy with Master Pass” button, so that shoppers can have the option to pay with MasterPass; like choosing to pay with any other payment option: MasterCard, Visa or PayPal etc.
When it comes to wallets, each of the key players in the eco-system; retailers, financial institutions, MNO’s, technology providers, cell phone manufacturers and payment providers, are going to have a very different strategy and offering. For example a retailers mobile wallet which begins with a customer journey is going to have a different infrastructure from a financial institutions whose business core is payments. The key for each however, will be to find a way to bring something uniquely valuable to end users to incentivize the shift from physical to digital; and bringing that value is exactly where AIRTAG fits in.
Learn more about the KFC Mobile Wallet
Learn more about the MasterPass Digital Wallet
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|Print article||This entry was posted by audrey on 23/05/2013 at 09:38, and is filed under NFC News. Follow any responses to this post through RSS 2.0. Both comments and pings are currently closed.|
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