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Gartner on mobile payments: 5 key lessons for Retail Banks

A recent report from Gartner on worldwide payment forecasts provides five key lessons for retail banks regarding their approach to mobile payments.

1/ Divert your investments from NFC to alternative solutions

Many observers have raised their concerns that NFC payments would not bring much value to retailers. As Gartner has reduced the predicted value of NFC transactions by more 40 percent throughout the forecast period, retail banks who have entirely focused their mobile payment strategy on contactless now need to start looking for alternate solutions.

2/ (Re)consider money transfer services

Thanks to “its wider availability of services” and “transaction costs that are lower than those of traditional bank services”, money transfers will become more frequent, despite their low values. This is clearly an area where retail banks still have both the legitimacy and the infrastructure to make a difference ahead of the numerous start-ups investing this business.

3/ Focus on customer experience

According to Gartner, it’s the customer experience that is holding back the growth of mobile payments. Customers are already comfortable using traditional online platforms to carry out transactions and may require additional incentives to move to the mobile channel. Retail banks must look beyond the pure mechanics of the transactions and hook customers with value-added services for their smartphones.

4/ Do not be scared of global players

According to Gartner and in accordance with what the market has observed since the beginning of the year, “Google Wallet and Isis are struggling to gain traction”. This is confirmation that retail banks do have an opportunity to successfully launch their own digital wallets and strengthen the relationship with their customers as well as retail partners.

5/ Think of the world with no computers and only mobile phones

Rather than seeing the mobile as simply another channel, the route to success lies in providing real value to customers through mobile. Retail banks should follow the PayPal approach by entirely repositioning every one of their products using the mobile lens. Otherwise, retail banks that fail to innovate in this area risk being usurped by a number of alternative payments providers that are growing both in number and popularity.

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Comments: (2)

Rangana De Silva
Rangana De Silva - Intelligent environments Europe LTD - London 27 June, 2013, 10:12Be the first to give this comment the thumbs up 0 likes

Interesting. But on the 3rd point, I have seen companies invest millions on getting the GUIs designed, analysed and built with best customer experience but all that effort goes in vain when the security and process compliance experts start shouting.  Then the real struggle starts, reconsidering the customer journey, building a mini-vault with many authentication layers. At that point, they kill the usability!!Then the whole focus shifts from customer-centric to security-centric model where registration/apply, login process requires many credentials and authentications. That’s when you get the Security, PCI, etc. go ahead. By that time, you have simply killed the customer enthusiasm, unless you spend another half a million sending SMS, Calling them  or emailing them, requesting to use the Mobile app.

I always think, if Telecommunication industry was risk averse as much as the Financial sector, we would still be using fixed phones with operators helping to connect the calls.

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A Finextra member
A Finextra member 11 July, 2013, 23:45Be the first to give this comment the thumbs up 0 likes

I agree, mobile payment in the smart phone era should be technology agnostic, open to any technology, holistic application, not a single use case, user's smartphone centric, based on app and cloud. Awesome shopping experience with smart integration of loyalty, coupons & payment all in one, p2p money transfer too.

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