The social media examples of embedding payments capability in their app is going to happen. The best example of payments in the app would be Uber. Consumers don’t use Uber because of the payment feature; they use the app because they need a ride.

How many places does a consumer want to store their credentials like card information? How
many different routing schemes does the industry want to use for tokenization and encryption? The ideal answer is one. I believe we will see the PayPal, Visa Checkout, MasterCard Secure Code, Apple Pay, Android Pay as the “payment app”integrated into mobile apps. The Social app providers like Twitter, Facebook, and more will be better served by attempting to standardize the user payment experience and focusing on creating meaningful customer engagements.

Learn to use self-learning “Relevancy” engines, Big Data, Predictive Behavior Modeling, Geo-location Mapping modeling to automate the delivery of your customer interactions. The payment is the tail on the dog!