Marketing communication
While the mobile payment infrastructure is now in place (NFC-enabled phones and POS terminals, various platforms such as Apple Pay), we are about to enter the second phase of growth for the theme, which is mass adoption of payment solutions by consumer.
Increasing marketing and improving ergonomics, security and value-added services (such as rewards, loyalty and couponing) should give a major boost to consumer engagement.
Mass adoption is not a question of if, but when:
the example of e-commerce says it all: despite initial concerns around security, now most consumers make online transactions,
new forms of mobile payments will expand the total addressable market: in-car payments and VR shopping.
Government incentives for a cashless society are another major catalyst: increasing number of limits on cash transactions all around the world.
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