Over the past decade, the financial services industry has buzzed over mobile and how it will influence payments. And while the payment mechanism has attracted the attention even of non-financial consumer brands like Google and Apple, consumers clearly want more than just that mechanism. In a new white paper (found here), i2c explores what consumers actually want from the payment experience, the mobile payments disconnect, and the evolution into “invisible payments” – what it means for consumers and the companies that serve them.
MOBILE PAYMENTS TODAY
It’s a known fact that consumers have, to date, been slow to adopt mobile payments. A survey conducted by the Board of Governors of the Federal Reserve System in March of 2013 showed that only 15 percent of respondents had ever made a mobile payment.
There is clear disconnect between what consumers want from payments and what today’s mobile payments services provide, says i2c. The challenge for the industry now is to change this dynamic and focus on how to bring convenience, simplicity and value to the experience.
MOBILE PAYMENTS OF TOMORROW
According to the white paper, the path forward involves placing less emphasis on how payments are made and more emphasis on the surrounding commerce experience.
1) Making Payments Invisible: A platform level approach helps payments fade into the background. This involves establishing a POS technology standard, coordination between Google and Apple to establish coding standards, and investing in backend infrastructure.
2) Deriving Value From the Purchase Journey: The focus should be shifted from the payment itself to the surrounding commerce experience
3) Consumers’ Pre- and Post-Payment Needs: This is where the real benefits of mobile payments will be unlocked, according to i2c. Solving for consumers’ pain points both before and after payments occur will create the value needed to spur widespread adoption.
For an in-depth analysis of consumers’ pre- and post-payment needs and to get a better look at the roadmap for mobile payments innovation, download the free white paper below.