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Seven barriers
to mass adoption of:

                                              Mobile payments




                       www.billingviews.com
Mobile payments will not work if:




                          Copyright 2011. BillingViews. All Rights Reserved.
Mobile payments will not work if:




Number one:
     Fees are too high and too complex. Customers know
     that credit cards charge the merchant up to 3%, but
     when a merchant tries to pass that fee on to us, are we
     happy? With banks, payment processors, app store
     owners, telcos and merchants all in a new eco-
     system, charges need to be low and simple.




                                              Copyright 2011. BillingViews. All Rights Reserved.
Mobile payments will not work if:




Number two:
   • Regulation is too heavy handed. Mobile payment
     success depends on speed. If regulators from every
     part of the eco-system try and add their little piece to
     the puzzle – and then add tax - then there will be
     delays and confusion and objection.




                                               Copyright 2011. BillingViews. All Rights Reserved.
Mobile payments will not work if:




Number three:
   • A winner does not emerge. Merchants simply will not
     accept the inconvenience of installing multiple
     terminals and managing different payment providers.
     Big initiatives have failed before. There are too many
     choices – NFC, QR codes, apps, contactless cards etc.
     NFC is not a sure thing – 1 million $100 terminals are
     needed in the US before we start.


                                              Copyright 2011. BillingViews. All Rights Reserved.
Mobile payments will not work if:




Number four:
   • Players keep hedging bets. This will not accelerate the
     take up of mobile payments. As NFC becomes the de-
     facto standard of the hype cyclists, credit card
     companies, telcos and banks are investing in multiple
     solutions. This does not help merchants or customers
     trust them – and ultimately the choice is theirs.




                                              Copyright 2011. BillingViews. All Rights Reserved.
Mobile payments will not work if:




Number five:
   • We do not work out which question NFC actually
     answers. PayPal is now on track to process $3.5 billion
     this year, QR codes and apps are becoming popular
     and proprietary solutions devised by retailers, such as
     Starbucks, are making ground with their top up cards
     - and building loyalty in the meantime.



                                              Copyright 2011. BillingViews. All Rights Reserved.
Mobile payments will not work if:




Number six:
   • The three ‘S’s’ - security, simplicity and speed - are not
     addressed immediately. All of them are cited as
     reasons for the slower than predicted take up of
     mobile payments. Education to breed trust is needed
     before customers commit. Customers see mobile
     payments as extra not a replacement – so ubiquity is
     still a dream.


                                                Copyright 2011. BillingViews. All Rights Reserved.
Mobile payments will not work if:




Number seven:
   • The key customer messages are not rethought. The
     current messages of convenience and speed are
     flawed. It is not more convenient and it is only
     marginally faster. The whole mobile payments process
     needs to have an obvious and significant advantage
     for customers. It also needs to work as
     advertised, first time, for it to succeed.


                                            Copyright 2011. BillingViews. All Rights Reserved.
We are at the
tipping point!
Alex Leslie, Publisher

Copyright 2011. BillingViews. All Rights Reserved.

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Seven barriers to payments

  • 1. Seven barriers to mass adoption of: Mobile payments www.billingviews.com
  • 2. Mobile payments will not work if: Copyright 2011. BillingViews. All Rights Reserved.
  • 3. Mobile payments will not work if: Number one: Fees are too high and too complex. Customers know that credit cards charge the merchant up to 3%, but when a merchant tries to pass that fee on to us, are we happy? With banks, payment processors, app store owners, telcos and merchants all in a new eco- system, charges need to be low and simple. Copyright 2011. BillingViews. All Rights Reserved.
  • 4. Mobile payments will not work if: Number two: • Regulation is too heavy handed. Mobile payment success depends on speed. If regulators from every part of the eco-system try and add their little piece to the puzzle – and then add tax - then there will be delays and confusion and objection. Copyright 2011. BillingViews. All Rights Reserved.
  • 5. Mobile payments will not work if: Number three: • A winner does not emerge. Merchants simply will not accept the inconvenience of installing multiple terminals and managing different payment providers. Big initiatives have failed before. There are too many choices – NFC, QR codes, apps, contactless cards etc. NFC is not a sure thing – 1 million $100 terminals are needed in the US before we start. Copyright 2011. BillingViews. All Rights Reserved.
  • 6. Mobile payments will not work if: Number four: • Players keep hedging bets. This will not accelerate the take up of mobile payments. As NFC becomes the de- facto standard of the hype cyclists, credit card companies, telcos and banks are investing in multiple solutions. This does not help merchants or customers trust them – and ultimately the choice is theirs. Copyright 2011. BillingViews. All Rights Reserved.
  • 7. Mobile payments will not work if: Number five: • We do not work out which question NFC actually answers. PayPal is now on track to process $3.5 billion this year, QR codes and apps are becoming popular and proprietary solutions devised by retailers, such as Starbucks, are making ground with their top up cards - and building loyalty in the meantime. Copyright 2011. BillingViews. All Rights Reserved.
  • 8. Mobile payments will not work if: Number six: • The three ‘S’s’ - security, simplicity and speed - are not addressed immediately. All of them are cited as reasons for the slower than predicted take up of mobile payments. Education to breed trust is needed before customers commit. Customers see mobile payments as extra not a replacement – so ubiquity is still a dream. Copyright 2011. BillingViews. All Rights Reserved.
  • 9. Mobile payments will not work if: Number seven: • The key customer messages are not rethought. The current messages of convenience and speed are flawed. It is not more convenient and it is only marginally faster. The whole mobile payments process needs to have an obvious and significant advantage for customers. It also needs to work as advertised, first time, for it to succeed. Copyright 2011. BillingViews. All Rights Reserved.
  • 10. We are at the tipping point!
  • 11. Alex Leslie, Publisher Copyright 2011. BillingViews. All Rights Reserved.