[Dave Birch] OK, I’ve been thinking about contactless again, following some more discussions that I got caught up in today after I mentioned that yet another person in a shop in London had asked me where I got my iPhone sticker from. This led me to think back a couple of week, because I’d thoroughly enjoyed SMi’s Contactless Cards and Payments 2010 held in London. They had a really good range of speakers (including me) looking at different aspects of the European contactless landscape, and a number of different European perspectives.
First of all, let’s just reinforce the link between contactless and cash replacement. MasterCard’s figures show that only 4% of PayPass “taps” in Europe are for transactions above $50 and the average transaction value varies by country from around $5 to around $14. At the conference, they also gave a good case study on Carrefour and I recently saw an updated version of this case study from someone else. Carrefour have just issued three million contactless credit cards in eight months and upgraded 22,000 terminals take contactless payments. At the time of writing, they are seeing that over a third of their under €20 euro transactions are already contactless (displacing mainly cash) and that they have migrated 6% of transactions from debit to credit (which is, presumably, more profitable for them since it’s their own credit cards). Having said all that, and noted the Visa figures for the UK,
Several payments executives say consumer interest in the technology is falling off, and they blame the banks’ and card networks’ apathy.
[From Has 'Tap and Go' Lost Its Touch? - Bank Technology News Article]
I’m not sure I would agree: the “blame” must be more widespread because it seems to me that contactless as POS as it stands is not that exciting. In many of the places where cash replacement would be very attractive (eg, vending machines) there are no contactless terminals and in many of the places where there are contactless terminals (eg, my dry cleaners) they will never be used. In other words, there could be a much better alignment between the terminal deployment strategy and the cash replacement strategy. Other people, though, are suggesting other remedies.
Banks making a concerted push to promote contactless payment technology are focusing on the wrong target and should switch their short-term focus to mobile commerce.
[From Analyst Labels M-Commerce Renaissance a Priority by Bank Systems & Technology]
I draw a slightly different conclusion: banks should invest in contactless payments and in mobile payments on the same roadmap, so that in the time the investments are not wasted. What this means in practice is that the banks (and the retailers) should be planning for a new generation of value-added services that will be enabled by the combination of the mobile phone and the contactless interface.
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