Merchant Mobile Wallets: Mobile Payments in Action

Merchants are showing the way to capture the U.S. consumers’ attention in use of mobile wallets, and the financial institutions facilitating the effort will be able to demonstrate continued value to their merchant clients according to Mercator Advisory Group’s latest research report, Merchant Mobile Wallets: Mobile Payments in Action. Adoption of universal mobile payment methodologies such as Apple Pay and Samsung Pay continues to lag in the United States compared to developed economies in Europe and Asia. Technology companies involved in the production and distribution of mobile devices (Apple, Samsung) have assumed the mantle of lead advocate, while many major banks and mobility network providers assist in a support role.

Modifying existing electronic payment methods to be mobile and reside on the near ubiquitous smartphone device, now estimated to be used by between 80% and 85% of U.S. mobile subscribers, has been an important effort in retail payments for some time. The migration of noncash payment to the mobile device will eventually be widespread, but at present it proceeds at a pace reflective of technology device upgrade. However, several players in the merchant sector have recognized and exploited opportunity to reshape payment processes and methods to their own benefit and as a marketing tool. This shift represents an opportunity for merchants and financial institutions alike, according to this research by Mercator.

This Mercator Advisory Group research report defines single-merchant and merchant-aggregator mobile wallets, profiles examples of each, and explains how these two wallet categories differ from universal mobile wallets. Coverage includes the strengths and weaknesses of the two merchant wallet styles and the characteristics of merchants that would most benefit from each style.

“The technology that is prerequisite for the use of Apple Pay, Android Pay, and Samsung Pay is not held by a majority of Americans on their current smartphone devices. This creates an opportunity for merchants and their partners to create and refine business–specific payment solutions that generate richer customer engagement interactions and consumer rewards. Merchants and their partners have a chance to demonstrate added value and provide incentives for customers to adopt merchant mobile payment apps that leverage mobile technology already in their hands,” commentedJoe Walent, Senior Analyst, Emerging Technology Advisory Serviceand author of the report.

This research report contains 21 pages and 3 exhibits.

Companies mentioned in this report include: Cumberland Farms, Dunkin Donuts, LevelUp, Starbucks, Target, Walmart, and Zipline.