NFC-based mobile payments still years from mass adoption

By , Network World |  Networking, mobile payments, NFC

Given that fact, he says, "it is critical to infuse significant value throughout the purchase journey -- before, during, and after payment -- to provide a smart commerce experience. NFC is just a technology; mobile contactless payments have to be part of a broader move to a completely digital chain of commerce that combines not only payments but also digital receipts, personal finance management services, geolocalized coupons, loyalty cards, and much more."

(Husson has a blog post that summarizes some of the report's points.) 

With iOS 6, announced in June, Apple introduced Passbook, a new feature that lets iOS users store digital coupons, boarding passes, tickets and loyalty cards in one place. It was widely interpreted as a "step toward a digital wallet," but at least for now it focuses on exactly the kind of services and conveniences that the Forrester authors predict consumers will readily embrace.

Husson's assessment was echoed by his colleague Denee Carrington in "Why The Digital Wallet Wars Matter," where she argues that "Neither consumers nor merchants are struggling with the swipe mechanism of traditional card payments, leading many to wonder if mobile digital wallets are a solution in search of a problem. The real promise of digital wallets lies within their ability to facilitate payment (mobile or otherwise) while simultaneously enabling smarter, more efficient commerce through delivery of value-added services -- before, during, and after the payment moment."

Those include offers and coupons (Google offers, DealMap, Brands4Friends), product information (Zagat, TheFind, ShopSavvy 5) and loyalty and rewards incentives (foursquare, CardStar, Shopkick), all in addition to mobile payments, and all dealing with different stages or requirements of shopping decisions.

Her definition of "digital wallet" reflects these diverse elements: "a digital service -- accessed via the web or a mobile application -- that authorizes payment transactions from one or more payment sources and facilitates other commerce-related features, such as offers, coupons, loyalty rewards, electronic receipts, and product information."


Originally published on Network World |  Click here to read the original story.
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