Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 18

Mobile payment, even at its very early stage, has received widespread attention and popularity. According to mobile consumer survey data released by Adobe in 2015, 18% of the consumers are using mobile payment and the figure for young people is even higher, reaching 25%. A total of 83% of the respondents believe that the mobile payment experience is more convenient than credit card payment. It provides two competitive edges: convenience and safety. Consumers can obtain details regarding the payments by cell phones and their financial information does not get stored in a physical entity, but on a highly encrypted cloud server.

Mobile payment has multiple technologies to support its function, among which message authentication code, QR code and NFC are the three most common solutions. With NFC technology, credit card payment can be easily completed by placing the merchant’s credit card POS in close proximity to the consumers’ cell phones. Square and PayPal in other countries and Alipay and WeChat in China are the common NFC solution providers and we definitely cannot ignore the rapid popularity gained by Apple Pay. This approach of the virtual card payment is indeed similar to the digital version of the physical credit card. When a user sends out a payment order, the cell phone app recognizes this order immediately and provides a scannable barcode or completes the credit card transaction using the NFC.