Comments on: Apple speculation http://tomorrowstransactions.com/2014/08/apple-speculation/ Thought leadership from Consult Hyperion Thu, 04 Sep 2014 21:19:24 +0000 hourly 1 http://wordpress.org/?v=3.9.2 By: Steve Gurley http://tomorrowstransactions.com/2014/08/apple-speculation/#comment-257755 Thu, 04 Sep 2014 21:19:24 +0000 http://tomorrowstransactions.com/?p=4588#comment-257755 First, let me begin by saying I’m a marketer and not a payments technologist. I look at things in terms of their value, their story and their propensity for eliciting consumer demand. Frankly, I can tell a great story about NFC as a proximity-based content acquisition enabler (e.g. a complement to BLE beacons), but I have a hard time articulating a value proposition for NFC-based mobile payments — a least a value prop that the average consumer will buy.

Millions of dollars are being spent by very smart people at very large companies to create a solution that few find valuable. This perplexes me. The bottom line is I think Apple is smart enough to ask the real question, which is: Will people want to use this? (BTW, please don’t use security as a value prop. More identities are being stolen off corporate servers than are being stolen directly at the point-of-sale.)

I just had to post this because few are raising the specter of end-user value.

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