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A Merchant's Argument For Mobile Contactless Technology

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Celent have reviewed this profile and believe it to be accurate.
5 July 2010

Comments

  • [...] “A couple of weeks ago, while in Japan, I took a break from studying banks and payment solutions and met with an unlikely research subject—McDonald’s,” said Red Gillen, senior analyst at Celent, Boston, in a blog post. [...]

  • [...] believe to be) the recipe for a new form of location-based marketing. Dan’s post was covering a July 5 post by Senior Analyst Red Gillen of financial consultancy Celent titled, “A Merchant’s Argument [...]

  • I agree that the marketing potential for mobile contactless technology is intriguing, but I believe that the payments aspect of contactless technology is a part of this marketing mix. Retail today is not defined by how retailers want to sell, but how consumers want to buy – and that applies to payments too. Research shows that payment options, and how they are handled, are a strategic component of a retailer’s brand identity. And as this generation of tech-savvy, convenience oriented millenials join the workforce, they will start pushing for agile payment options such as mobile contactless. Currently, contactless technology is only found in niche applications in the U.S., but the more strategic retailers understand the need to update their payment systems to keep pace with innovations such as contactless payments. If not, they will lose their competitive edge, brand position and customer loyalty.

  • [...] In Japan, McDonald’s has successfully been using NFC technology not only for mobile payment but as... [...]