App and pay is where it’s at
A few weeks ago, I said that Apple Pay isn’t disruptive (for retail payments) and I made the point that its real impact will be “in-app”.
I want to explore and emphasis this point in the light of more recent developments. Specifically…
The big news is that it will expand to the UK market next month
Apple Pay is coming to the UK. Now, when Apple Pay was first announced in the USA, our basic analysis of it for our clients was that it was an incredibly important development in the payment world, but not because of the use of the NFC. The fact that Apple had decided to use tokenisation, we told people, makes tokenisation as big a deal as chip and PIN. It will change the way business gets done, because it brings chip and PIN security to online and mobile transactions. In fact, I bored a number of people on this topic, to the point where it became part of my spoof write-up of Money2020 in Las Vegas last year
“Well, for the big merchants it’s not about tap-and-pay it’s about app-and-pay” he told Osama Bedier from Poynt.
At the end of the year, we made “in-app” one of our “live five” areas for our clients to explore in 2015 (along with the blockchain, as it happens) and started trying to persuade people to pay attention to it as area of massive opportunity.
Much of the discussion around ApplePay, tokenisation, NFC and retail has naturally focused on the “tap and pay” simplicity of the proposition. However, there are lots of reasons for thinking that this will be a sideshow rather than the main event.
[From Live Five for Fifteen]
The good people of the GSMA invited me to Mobile World Congress in Barcelona earlier in the year to explain this point to a general audience, where I predicted that tokenisation would accelerate a shift away from the check out and the conventional POS terminal as the nexus between the consumer and the merchant drifts away from physical space and into the mobile phone.
while much of the talk at the Congress was about what I’ve previously called the “last millimetre” using NFC, RFID (and now Loop) to link the phone to the point of sale (POS) in the store, the really disruptive impact of the Apple Pay, tokenisation and strong authentication via mobile would be away from the “traditional” POS because bringing chip-and-PIN levels of security and convenience to in-app transactions will change the way that we pay pretty quickly.
I made exactly this point again a couple of weeks ago, when I was interviewed by the BBC in connection with the UK Apple Pay launch [audio, starts at 30 minutes in]. On the whole, I think. Consult Hyperion got a consistent message out to our clients and then to the wider marketplace. But is it the right message?
It is. I was interested to note some comments by people far more important and influential than I, comments that might be taken to mean that I may have perhaps been too conservative in my proclamations, around the announcement of Apple coming to the UK.
John Collison, one of the cofounders of $3.5 billion (£2.25 billion) payment processing startup Stripe, says this feature, not the contactless mobile payments, is getting businesses most excited… John Lunn, senior global director for the mobile-payment company Braintree, which was bought by Paypal for $800 million (£512.18 million) in 2013, also thinks Apple Pay’s in-app element is the most exciting thing about it.
Well when people like John Lunn, who I can personally testify is a very smart guy, go on to say that “everybody’s talking about the in-store stuff, but actually when you look at the presentation when they launched it, the merchants that were sitting behind Tim Cook were online” I think that tell us the direction of travel pretty accurately.
As my colleague Tim Richards pointed out earlier in the week, tokenisation is a really big deal. App-and-pay changes industry dynamics in a way that tap-and-pay does not.