Let me start with a personal confession | For the very first time in my life, I used
Uber in June 2015. Why? Out of sheer necessity. Needless to say, after one
experience as a user – I’ve become their advocate and aficionado. All it took was
39 minutes of my time.
“What was it that appealed to me in a 39 minute interaction (from Mobile App download to destination)?” I wondered much later.
Just two words – “THE EXPERIENCE”
So what was it about the Uber experience that I really liked? Well, firstly booking a cab was never so
easy before. It was simple. It was quick. It was
smooth. It was convenient as it was done from within the confines of my home. Booking done, it was “service” time. The cab was
on time. It was well-maintained. The drive to the destination was
smooth. In fact, the driver engaged in very interesting conversation all through the way. Lastly, the price was really
economical. When I got off the cab, the driver never mentioned anything about the price because it was
seamlessly enabled through mobile payments. Last but not least, the
fare was one of the lowest I’d ever paid for the route. So basically, an
EXCEPTIONAL SERVICE EXPERIENCE AT AN INCREDIBLE PRICE POINT – Wow! A dream come true? And at the end of it, I felt really happy, good and upbeat. Not to mention, that I’ve recommended Uber to everyone in my network. (If Uber is reading this, they
should be happy)
“You cannot create experience. You must undergo it.” BY Albert Camus
The thing about experiences and how we as individuals live them is very personal, contextual and is significantly influenced by the culture and the social ecosystem we are a part of. The other thing about experiences is there are very many flavors
of how we all live them. So there are purely physical experiences, emotional experiences, intellectual experiences, information experiences, cultural experiences, financial experiences, social experiences and ethereal experiences. Each of these flavors add
up in their own way to the overall experience we have as individuals. The value and importance we associate with each of these experiences is again subjective – based on our personal preferences and circumstances, so it is a “secret portion” which does
the trick for every one of us!
Specifically in the context of payments, the “experience paradigm” is multi-layered as below:
First is the “Payment experience”: which is about the “process of payment”, i.e, deciding which mode of payment you will use (cash, card, etc.) and actually making the payment – which really involves transfer of funds from the buyer
to the seller.
Next is the “Buyer experience”: which is about the “process of buying”, i.e., short-listing exactly what you want to buy at a particular store (online / offline), thinking through priorities, preferences and possibilities, getting feedback
to help you finalize what you will buy, putting it in a shopping cart and placing an order. Then comes the “Payment Experience”
Third, is the “Shopping experience”: which is about the “process of shopping”, i.e, deciding what you want to shop, getting feedback from friends / family / social media, deciding at which store (online / offline) you will shop. Then
comes the “Buyer experience”
Last is “THE overall experience” which is really about how you feel at the end of it all – which is really a function of the holistic way you live the experience from start to finish.
As a consumer, majority of the times I don’t seem to have any real problem / issue with the way I make payments today. I pay with my cash or cards – and they work fine most of the times. So I wonder what does a mobile payment system really do for me as a
It creates a paradigm for me to ‘live new experiences’ – Experiences which are possibly first time experiences. Which make you go “Wow” when you read about them or live them. Which disrupts the way you live and experience life. Which changes the way
you do everyday things. Which pushes you out of your comfort zone, and compel you to explore ways to do everyday things in a faster, simpler and efficient manner. The list goes in…
That is the real beauty of mobile payments. Creating new experiences for everyone…
Your next question might be .. How exactly does “mobile payments” do this? What are the examples? Below is a brief explanation
Type of Experience and what it means?
By the mobile phones being an alternate for carrying cash / card, and using it as the way to initiate a payment transaction. Some noteworthy examples are
Stratos card . What makes a difference is whether you can use the same mobile payments app for in-store / online (eCommerce / mCommerce) purchases or both across brands / merchants.
By enabling you to scan through and select for a product or service through your mobile phone, and also pay for it from your mobile. Interesting examples are the
Starbucks Mobile App
By providing an integrated marketplace where you can choose from brands that you want to shop at, buy them and also pay for it on your mobile phone. Examples include the
Alipay wallet app. In this scenario, the end consumer experience can significantly vary based on whether a user can use the same mobile payment app for in-store / online needs
By integrating the online and offline experiences to create a “Wow” customer experience. No prizes for guessing that
Uber is what I’ll put here.
The differences between these experiences are subtle, but distinctive. And can make all the difference in the way a consumer experiences the mobile payments solution.
In the long run, I think what will truly make a difference for mobile payments innovators are two things. One, being clear on what “consumer experience” they aspire to transform or disrupt. Two, being clear on how they’ll make money 5, 10 or 15 years from
As I sign off, I leave you with a question | When did you first / last use a mobile payment? What did you experience? Did you like it? Leave a comment to let me know
Disclaimer: “The views expressed in this article/presentation are mine and my employer does not subscribe to the substance, veracity or truthfulness of my views..”