The report concluded that mcommerce systems needed to provide mobile offers to consumers in order to lure them in ( see story).Īccording to Sterne Agee’s Mr. With the number of competitors fighting to lead in mobile commerce, gift and loyalty support might just be the winning feature.Ī recent Yankee Group report showed that while 68 percent of consumers were interested in adopting mobile payments, only 14 percent had actually used it in the past three months. In the third-quarter 2013, Starbucks saw more than 30 percent year-over-year growth in total dollars spent in-store from My Starbucks Rewards in the U.S. That means less friction, lower cost, and greater adoption.”įor example, Starbucks has had much success with its mobile payment app that uses mobile bar codes to scan payments and offers. “Bar codes, on the other hand, work on pretty much any phone with existing systems at many merchants. “With NFC, you need to have a perfect storm of NFC phone adoption by a consumer with a loyalty program at a merchant supporting Google Wallet. “Bar code-enabled gift and loyalty solutions are doing very well because there is less friction in the model,” Mr.
In the email, Google explained that the company is looking into other options for gift and loyalty card redemption within Google Wallet, but for the time being gift and loyalty cards will only work as physical cards.Īccording to Drew Sievers, founder/CEO of mFoundry, Larkspur, CA, Google Wallet may have had trouble with its gift and loyalty cards because it was through NFC.
“And all eyes will be on Apple once again as they unveil then next iteration of their iPhone to see if it will have NFC support.” “It will clearly be interesting to watch Isis’ recently announced national rollout. “There is a decent amount of NFC-enabled terminals at retailers, but relatively few consumers carry a phone that works with the Google Wallet,” he said. “Why? The only widely available NFC payment scheme has been the Google Wallet, and it has actually not been very widely available because there have only been a couple of phones that support it. “NFC payments are not working yet in the U.S,” said Greg Smith, analyst at Sterne Agee, Birmingham, AL. Other companies such as Starbucks and Jamba Juice seem to be having much success with mobile gift card and loyalty support, especially since they rely on mobile bar codes as opposed to NFC technology. Google Wallet has been struggling to catch on in the mobile payments world in general, and this update may put the product even further behind. This move may be harmful for the slow consumer adoption of Google Wallet. Google recently sent out an email to Google Wallet users informing them that the service will be removing gift and loyalty cards from the mobile application on Aug.
0 kommentar(er)
