At the launch conference last month, Apple officially launched Apple Pay, a mobile payment platform that allows users to complete payment transactions via the "click-to-pay" feature of the iPhone or Apple Watch without a credit card, which is very convenient and fast. Although Apple intends to make Apple Pay the safest and most effective mobile payment solution, some mainstream retailers are not “cold†at this time. They think that this emerging payment platform is not in line with their development vision.
When Apple launched Apple Pay at the press conference, it said that the platform has already cooperated with the three major credit cards of the United States, such as VISA, MasterCard and American Express, as well as major banks such as Citigroup, Chase and Fuguo, but want to promote it to the retail industry. Among them, Apple still has a long way to go to win business recognition and affirmation.
Foreign media Daily Dot has compiled a list of retailers who say “no†to Apple Pay, including some well-known retail giants, including e-retail giant Best Buy, fashion retailer H&M, leather retailer Coach, apparel retailer Belk, and high-end Bed and houseware chain Bed Bath & Beyond, Sears department store, discount retailer Kmart, BP, Volkswagen, Pizza Hut, KFC, Starbucks, Chipotle and more.
As Apple's veteran partner, Best Buy did not give Apple a "sentimental face" this time, the company believes that its chain stores do not need to support Apple's Apple Pay. Best Buy previously had a partnership with Wal-Mart, a member of the retail customer group Merchant Customer Exchange. Both parties may develop their own mobile payment systems in the future, so both parties said last month that they are not planning to support Apple Pay. “Although we will not currently support Apple Pay, we will continue to evaluate it and other payment platforms,†Best Buy spokesman Jeff Shelman said in an interview with Daily Dot.
While Starbucks' iOS app is compatible with Apple Pay, its retail store does not have a corresponding NFC payment terminal. After all, Starbucks already has a mature payment solution, so Apple Pay is not very attractive to Starbucks.
It is understood that Apple plans to officially activate the Apple Pay service in iOS 8.1, and may announce the news at the 16th conference.
After Google, Apple Pay wins geometry?
About Apple's Apple Pay mobile payment service is a very complicated topic. On the one hand, Google and Microsoft have been in the NFC payment field for some time, but it does not seem to leave a deep impression; on the other hand, the unsuccessful Google and Microsoft are mainly due to the development time is too short and their respective payment products The popularity is not high. Although Apple Pay has not yet officially launched, but investment company Morgan Stanley believes that Apple's mobile wallet service will become the industry standard, driving the industry to widely use NFC-based payment systems.
Because Apple Pay is compatible with the current infrastructure, and Apple already has a very large user installation base, Damu believes that Apple will not encounter any difficulties in getting traction.
Morgan Stanley researcher Craig Hettenbach analyzed the impact of Apple Pay on the mobile payments industry after its launch this month in the investor blue book released on Tuesday. Because Apple Pay is compatible with the current infrastructure, and Apple already has a very large user installation base, he believes that Apple will not encounter any difficulties in getting traction.
"By reducing fraud, enhancing data security, and increasing the number of credit cards and debit cards for publishers and networks, while protecting the value of existing payment value chains, we believe Apple Pay is highly likely to succeed. Apple's market in the US Share, its exposure to relatively populous areas and its ease of use have made Apple Pay a big advantage in the mobile wallet industry,†Hettenbach said.
Unlike the industry's high expectations for Apple Pay, the Google Wallet, also the NFC mobile payment service, has not been able to successfully attract consumers. Hettenbach believes that Apple Pay is extremely destructive to other competitors in the e-wallet industry.
One of the key factors that Hettenbach believes Apple may be successful is because its services are compatible with existing payment infrastructure. In particular, Apple Pay will support users to use bank cards for payment and use the symbolic service of the bank card network to protect user data.
Apple's system also integrates with the existing NFC mobile payment infrastructure and is compatible with EMV (Europay, MasterCard and Visa) standards. At present, most US credit card companies are also over-promoting to ensure the security of EMV payment systems.
There are also a number of scattered and already formed NFC payment systems. Apple's use of NFC technology in the iPhone and Apple Watch will accelerate the use of NFC-based technology. Hettenbach predicts that 50% of payment terminals will have NFC functionality by October 2015.
"We believe that Apple Pay can promote the commercial application of NFC payment services in the smartphone ecosystem. In particular, we expect other smartphone vendors, especially Android systems, to increase the promotion of NFC payment infrastructure hardware to ensure growing Mobile payment needs," Hettenbach said.
Apple opens the way, will NFC create a mobile payment myth?
Apple Pay, a mobile payment system based on NFC technology, has attracted much attention, and a stone has stirred up a thousand waves, causing discussions in the industry around NFC. However, NFC technology is still difficult to popularize for many years. The iPhone 6 has built-in NFC. Can this bring an icebreaking trip to the NFC industry? Is the spring of NFC coming soon? Apple's leading NFC mobile payment, is it a foreshadowing or a failure? Say your opinion out loud!
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