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According to American experts, in fact The new “baby” of the firm at the apple should include, for the first time, NFC (Near field communication) or “non-contact”, allowing a user to make a purchase simply by bringing local mobile the payment terminal in a store. Without leaving his wallet
See also:. 6 The iPhone could allow contactless payment
Long Apple has been reluctant to engage both the world of payments is dotted with failures. Google, in particular, is burned fingers. His electronic wallet, launched in September 2011, failed to win. The same goes for Square, Californian start-up specializing in payments, co-founded by Jack Dorsey.
“I hope we will be surprised by Apple’s proposal. For if the group offers a simple payment function, there is no reason that perform better than others, “, Patrice Bernard, a consultant at Conix and expert analysis on financial innovation.
“MAJOR OBSTACLES TO LIFT”
“On paper, Apple is a strong enough actor to move the payments market. As such, his arrival is a risk of disintermediation for existing players, whether banks or PayPal. But Apple will have to raise significant barriers such as security “, confirms Pascal Burg, head of France in consultancy Edgar, Dunn & amp; Company.
More than others, the payment players, a profession mass are faced with the dilemma of the egg and the chicken. To convince consumers of the value of their offer, it is still necessary that they can use in shops.
to encourage traders to make the necessary investments in order to accept this mode payment must still be convinced that they drain a large volume purchase …
For the moment, no one has managed to position itself on both sides at once. Google had good potential in terms of customers. But traders were not followed.
On the contrary, many distributors, Amazon to Starbucks, have responded by developing their own payment platform.
800 million iTunes users who have entrusted their credit card number to Apple, the company led by Tim Cook has, however, a single card up its sleeve. Added to its expertise in ergonomics.
THE SCANDAL OF STOLEN DATA
“A term I expect that Apple eWallet be more successful than Square, Google or Visa. But experience elegant use is not enough to succeed. These are traders who will decide if the electronic wallet Apple lives or dies “, wrote on his blog on September 4, Denee Carrington, an expert on American firm Forrester Research.
The timing, in any case, is excellent. The scandal of stolen at the end of 2013 American distributor Target data caused an earthquake overseas. Accordingly, the United States decided to deploy EMV – the famous smartcard born in France -. To enhance transaction security
As a result, marketers will have to adapt their terminals payment and may, at the same time to equip themselves “no-contact”.
Safety will no doubt one of the great challenges of payments revolution underway. With iTouch biometric and ability to generate word ephemeral password to validate a transaction feature, Apple will attempt to prove that his system has much curb increasing fraud.
But the scandal celebrity photos stolen in the “cloud” is not reassuring
See also:. Apple “outraged” will review the account security iCloud
PRECIOUS INFORMATION ON CLIENTS
Other defining issue, data control. Because if Apple, Google, Amazon and Groupon are interested in payment, it is no appetite for minimal margins. But to collect, the source of valuable information about consumer behavior, then that will be valued by targeted marketing.
Combining IBeacon (geolocation) and PassBook (to store movie tickets or tickets tickets) with its new payment function, Apple has something to offer to a barge passing a FNAC such a discount on a book.
The potential is considerable. But it is still necessary that customers accept these intrusions and that traders do not feel trapped in the Apple ecosystem.
“Apple has an installed base of users iTunes which is three times that of Amazon. But the downside is that iTunes is a closed system. The challenge for Apple will be making its most universal platform “, warns Mr. Burg.
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