Play to Pay: Handicapping the Race to Win in Mobile Payments
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Buying stuff with phones, long relegated to a Silicon Valley pipe dream, may be ready to go mainstream. When summer comes, the three largest players in mobile — Apple, Google and Samsung — will each have competing touchless payment services available on the market. Each service aligns with its company’s evolution and goals. And each will first have to prove its worth to banks, retailers and, most importantly, shoppers.
Depending on how the chips fall, each mobile-payment option could have radically different implications for marketers hoping to connect an ad or offer an actual purchase.
On March 2 at Mobile World Congress in Barcelona, Sundar Pichai, a senior VP at Google, briefly detailed the search giant’s latest move: Android Pay, a software layer that lets developers tool around with payment applications on Google-powered handsets. His talk came just weeks after Google inked a deal with three of the top national carriers for distribution of Google Wallet, its four-year-old payments product.
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