PayPoint restructures online and mobile businesses and adopts new branding

International payment business PayPoint has merged its online and mobile businesses to reflect the fast growing world of mobile and online commerce.

International payment business PayPoint has merged its online and mobile businesses to reflect the fast growing world of mobile and online commerce.

The business, primarily known for enabling consumers to pay household bills and more at 36,000 cash payment terminals across the UK, Ireland and Romania, will also adopt new branding to go with the overhaul in structure.

PayPoint CEO Dominic Taylor said: "Payment methods are multiplying, giving consumers ever more choice and businesses need to get it right, otherwise they will have the potential to lose sales.

"We have a retail capability for which we’re best known, we have an internet capability known as PayPoint.net and we have a mobile payment capability known as PayByPhone. But they are run as separate businesses and they are separate brands.

"We are now bringing that online and mobile capability into the centre of the group’s capabilities. So it’s no longer on the edge, it’s right at the heart of what we do and the way we think."

PayPoint.net and PayByPhone will now be known as PayPoint Mobile and Online.

The company said the restructuring and rebranding push was prompted by the speed at which mobile and online payments are growing.

Research carried out for PayPoint by the Centre for Economics and Business Research (Cebr) found that non-card non-cash payments (including mobile payments) are set to grow from 9.3% of all retail transactions today to 19.6% by 2019.

Taylor said: "The reason we’re doing that is the rate at which the mobile and online world is changing for consumers and the need for businesses to react to that.

"This amazing brand has been around since 1996 and served us incredibly well as a business, but it was designed at that time to serve as a signpost to where consumers could make their cash payments.

"Clearly, that identity does not fit with the way we are moving as a business."

Dan Salmons, managing director of PayPoint Mobile and Online said:

"If you think about a face to face experience when you shop, it doesn’t matter whether you’re in a garage, or Gucci, or a gym, or a jazz bar, you’re given the same grey plastic terminal and asked to stick your card in.

"When online appeared that paradigm carried on with the payment page. The best of the online payment experiences are those like iTunes and one-click that truly integrate it in and where you notice it less.

"The payment experiences that really fly on the mobile are absolutely the ones that are fully integrated, there’s very little patience for stop and pay.

"What’s really needed here is not a new payment method but an experience that has payment embedded in it."

Related articles:

PayByPhone expands business with Adaptis acquisition

US Bank introduces E-Payment Service Kiosks

PayPoint looks for growth in mobile payments