Apple's been generating a ton of buzz with the launch of it's new line of iPhones, and the launch of Apple Pay has many industry watches chattering about the possibility of Apple redefining mobile commerce. Apple Pay has its tradition brick-and-mortar application - i.e., it would replace the multitude of physical credit and debit cards that users still pull out of their wallets to make purchases - but it could also hold profound implications for mobile marketing and commerce as well.
Specifically, Apple has announced that it is working on integrating Apple Pay with its iAd network. This would allow mobile marketers to create Apple Pay-enabled commerce applications and ads within mobile apps, creating an almost friction-less payments and purchase process for users. For example, a user that has Apple Pay active could click on a mobile ad within an app environment and immediately purchase it with only a few clicks through Apple Pay's TouchID integration. The effect would be similar to making Amazon's 1-click purchasing available in nearly the entire mobile app-based ecosystem.
The potential implications of this on mobile marketing could be huge, but some people are skeptical that consumers will warm up to buying on mobile, even with reduced friction and ease of use that Apple Pay would bring. Shopping cart abandonment on mobile phone sis nearly 97%, and many argue that's not due to difficult in payment but rather a general reluctance to make purchases on a small screen environment. Still, the possible implications of a widely-adopted, lightning-quick, entirely secure mobile payment technology could be a been for mobile advertisers, who are not spending as much as they could on mobile ads because its hard to track and attribute the success of these ads.
Source: http://venturebeat.com/2014/10/24/apple-pay-has-landed-but-its-effects-on-mobile-marketing-are-still-up-in-the-air/
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