Launching NFC Payments: Emerging Lessons from Recent Implementations

by Zilvinas Bareisis, May 3, 2013
Case Studies
Global

Abstract

Despite well-documented challenges, industry players appear to be ramping up investments in NFC payments solutions. What are the emerging lessons from the field?

Celent has long been sceptical about the viability of NFC payments in developed markets. Multiple well-known issues, such as complexity of partnerships and required infrastructure upgrades, have been stifling the development of NFC payments. And yet the NFC train seems to be gathering steam. The infrastructure problems are gradually being solved. The industry players appear to be ramping up investments in NFC.

Over the last few years, Celent has been observing and studying NFC implementations around the world, such as Google Wallet, Isis, Move and Pay by Intesa Sanpaolo, Quick Tap by Orange and Barclaycard, and other solutions as well as the experiences of banks, mobile network operators, and their partnerships. The report Launching NFC Payments: Emerging Lessons from Recent Implementations describes insights derived from these studies.

“There is still a large degree of uncertainty around how mobile payments will evolve, so not all banks will want and be able to afford to invest in NFC technology at this stage,” says Zilvinas Bareisis, Senior Analyst with Celent’s Banking Group and author of the report. “For those who can and do want to invest, we believe that the lessons and recommendations described in this report will serve as a valuable framework for accelerating NFC deployment.”

This report describes seven emerging lessons from recent NFC implementations. Celent deliberately focused attention on the issues we consider to be the most challenging, such as agreeing on the business model and building out the network of merchants and consumers.

This 36-page report contains 11 figures and two tables.

Celent is a research and advisory firm dedicated to helping financial institutions formulate comprehensive business and technology strategies. Celent publishes reports identifying trends and best practices in financial services technology and conducts consulting engagements for financial institutions looking to use technology to enhance existing business processes or launch new business strategies. With a team of internationally based analysts, Celent is uniquely positioned to offer strategic advice and market insights on a global basis. Celent is a member of the Oliver Wyman Group, which is part of Marsh & McLennan Companies [NYSE: MMC].

Media Contacts

North America (Boston)
Erica Ferguson
eferguson@celent.com
Tel.: +1 617 262 8225

Europe (London)
Chris Williams
cwilliams@celent.com
Tel: +44 (0)208 870 7875

Asia (Tokyo)
Yumi Nagaoka
ynagaoka@celent.com
Tel.: +81.3.3500.3023

Table of Contents

Executive Summary

1

Introduction

3

1. Launch, Listen, and Refine

8

2. Agree on Business Model (1/2): Rights

13

3. Agree on Business Model (2/2): Responsibilities

16

4. Educate Consumers and Build Awareness

18

5. Optimise Customer Enrollment

20

6. Saturate Acceptance, But Pay Attention to Detail

23

7. Create Visibility and Train Cashiers

26

Path Forward

29

Leveraging Celent’s Expertise

31

 

Support for Financial Institutions

31

 

Support for Vendors

31

Related Celent Research

32

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