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One Wallet, or
100?Martin Bührlen
Director of IP Strategy & Analytics
Deployments & Partners
APACAPAC
JAPANJAPANEUROPEEUROPE
INDIAINDIA
LATAMLATAM
USAUSA
GLOBAL PARTNERS & RESELLERS
GLOBAL PARTNERS & RESELLERS
Agenda• Where are we?• What are we talking about?• What should we be talking about?• Key factors in mobile payment adoption• Enhancing the value proposition• Who will win?
We are in the early days of mobile wallets
(and we still don’t know what a mobile wallet is)
Consider US Initiatives
Or UK Initiatives
So What is a Wallet?
Mobile Wallet
• A container holding sensitive personal data
• Enables sharing of data in a user-controlled
manner
• Facilitates transactions
• Use data to personalize & simplify related
services (e.g., offers, loyalty)
LIFESTYLE CONTAINER
C-SAM Lifestyle Container
Health Care Providers
Government MerchantsFinancial
InstitutionsTelco
Service Providers
Ecosystem Aggregator
Leather Metaphor Wallet
Seamless integration of technology to provide rich user experience
Geofencing
NFC
Push
Bar Codes
QR Codes Augmented Reality
Location Maps
Phones
Bluetooth Tags
Kiosks
Posters Tablets
POS
RFID
Calendar
Camera
The Wallet Wars
or, how do we deliver customer value?
Typical questions
Useful More likely
• What factors drive adoption?
• How do we deliver value?
• What technology will win? NFC?
• Google or Isis?• Future of NFC secure
element? • What is the killer app
for wallet?
Evolution of payments
Coin Cash Check
Credit ?
Why evolve?
ConvenienceEfficiencyValue
Blocker: trustBlocker: security
Convenience: carry fewer cards?
• Credit• Debit• Loyalty
• Winners:o Starbuckso Google Wallet
• Insufficient merchant acceptance
Convenience: transaction speed?
• Not there yet.
• Unlock phone• Launch app• Enter PIN• Select coupons• Tap/scan/show
• Winnerso Complex transactionso Leverage queue time
We are still supporting mostly early adopters
Successes are due to the fact that the phone will be carried with customers regardless
Moving towards mass market
Value for consumers & merchants
Fewer cards, redux• Advantage: Passbook• Add in …
o Transit cardso Gym cardso IDo Health recordso Building access
cards
Transaction speed, redux
• Advantage: retailers
• Advantage: Google
• Advantage: Apple
• Bypass POSo Apple store, some
Walmart, Macy’s
• Accelerate app securityo Face/voice recognitiono Square “open a tab”
• Bypass app launcho Fingerprint authenticate
at lock screen
Convenience: unification
• Advantage: Google
• Advantage: retailers
• Advantage: financial institutions
• One wallet for online & offline purchaseso Scan web site bar code
to pay
• Transaction history
• Pay anyoneo Billso Friends
Value: enhanced shopping
• Social shoppingo Does this look good on
me?o Pinterest for purchases
• Gift registries • Honey-do lists
• Advantage: retailers
• Be as known in physical store as when visiting amazon.com o Personalized
offers/promotionso Saved order historyo Loyalty balance
• High touch experience via tech
We are doomed to 100 wallets
But we can make it better
100 Wallets
Wallet-enabled apps• Centralized wallet services (Isis, Google,
etc.)o Serve as clearing houses & identification managemento Largely run as they are nowo Separate application
• Enable apps to authenticate to the walletso Like Google Wallet or Paypal as payment method online
• Users pick 1-3 general wallets based on trust• Merchants enable all major wallet providers
