Learning From Mobile Pilots Visa Mary Carol Harris


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Learning From Mobile Pilots Visa Mary Carol Harris

  1. 1. Learnings from Mobile Pilots: London and Beyond Mary Carol Harris Head of Mobile Visa Europe The Future of Payments Le Meridien, London 8 July 2008
  2. 2. We have done this for cards… Future of Payments – 3 July 2008
  3. 3. And now let’s go mobile… Future of Payments – 3 July 2008
  4. 4. What the phone has that plastic doesn’t • Connection to the rest of the world • True mobility - goes wherever their owner goes • Emotional connection to users (“I feel lost without my phone”) • A screen, keypad and an Internet connection • Has transformed from a communications device into an invaluable tool for a mobile lifestyle • 18-38 minutes: average time it takes for a mobile customer to realise phone is lost or stolen Future of Payments – 3 July 2008
  5. 5. Consumers cannot live without their mobile • 60%*1 of mobile phone users take the phone to bed with them • 72% *2 of phone owners use the phone as the alarm clock • 73%*2 use phone in place of wristwatch • 33% *2 would rather lose wallet than phone *1 BDDO survey of 3,000 customers around the world *2 A Nokia survey of 5,500 consumers Future of Payments – 3 July 2008
  6. 6. Youth in particular love their mobile – they have never known a life without one Youth want to spend all their time with friends, ideally • when they are not with friends, mobile phone/Internet enable them to keep in touch The main thing is to be online. If it were cheaper When I get up, come home, whatever, we’d all have PDAs the first thing I do is put on the M21, Germany computer because I do everything with it: work, study, chat, watch films, listen to music M20, Germany My Space is a way to socialise – you can chat with friends, arrange to go out. If you meet someone at a party you ask if they are on My Space F16-17yrs UK Technology means to be in touch with friends, to enjoy life Extract from Visa youth consumer research Future of Payments – 3 July 2008
  7. 7. … and, unprompted, youth want to use their mobile for payment ... Payment via mobile phone discussed spontaneously in France, Germany and Poland as a future possibility It would be interesting to have Like in some other countries your card in your mobile phone: we could pay with our phone you manage your account and you M17, France can do everything from your mobile F21, France My mobile phone is never more than a metre away! Fits with their lifestyle Need some reassurance on security Future of Payments – 3 July 2008
  8. 8. The purpose of O2’s trial: customers, not technology • What does an NFC lifestyle look like? • 500 customers – cross section of O2 customer based, London- based, Oyster users • Payment application to 225 of 500 trialists - £200 credit given to trialists • All applications grouped into the O2 Wallet for ease of use • Trial consortium – shared costs, shared learnings • Comprehensive research program for each partner including focus groups, surveys, in-depth interviews and “tasks” • Results of trial to be released in June 08 Future of Payments – 3 July 2008
  9. 9. The trial consortium Future of Payments – 3 July 2008
  10. 10. The O2 Wallet Future of Payments – 3 July 2008
  11. 11. Future of Payments – 3 July 2008
  12. 12. London Waves Goodbye to Cash! Future of Payments – 3 July 2008
  13. 13. What Visa on your phone looks like Future of Payments – 3 July 2008
  14. 14. What consumers have said thus far… “More is better” – payments trialists like multiple applications “I want more places to spend on their phones so they have less my money” – more outlets to carry where they can use Visa payWave “I want this in my normal phone – the phone seems like a step backwards” – NFC in higher-end devices “At first I was nervous about security, with money on my phone, but it’s actually safer than cash. My phone is never more than a metre away” – security concerns ease with time and habit Future of Payments – 3 July 2008
  15. 15. Other London learnings • Make it easier for consumers to get their Visa on their phones – OTA downloads, personalisation – consumer just want a card on their phone! Fast! • Working together makes it happen – partnering delivers results – Operators and banks working together is key! • Security still a concern – Consumer trust builds with time, but new mobile environment presents new challenges for payments • Full trial results to be announced this month with consortium Future of Payments – 3 July 2008
  16. 16. Future of Payments – 3 July 2008