As mobile commerce continues to thrive, digital wallets are becoming more important
Mobile wallets may soon be the way of the future. A growing number of applications that are designed specifically to store financial information and data provided by retailers are emerging in the mobile space. These apps are thriving in the popularity of mobile commerce, finding support among consumers that want to pay for products using nothing more than their smartphones and tablets. For Visa and MasterCard, the mobile wallet holds a great deal of promise, but both companies are finding it difficult to engage mobile consumers effectively.
Visa is trying to form a direct connection with consumers
Both Visa and MasterCard have their own mobile commerce services on offer. Visa’s Checkout service was introduced in July and is meant to replace the company’s old digital wallet. Using the service, consumers will be able to pay for goods and services using data on their mobile devices. Visa is using its marketing clout to promote this new mobile wallet, but whether or not the service will prove popular among consumers has yet to be seen. Visa is currently struggling to form a direct connection with consumers, having focused so heavily on its relationship with businesses.
MasterCard wants businesses to integrate its digital wallet
MasterCard is offering a similar service with its MasterPass platform. The MasterPass application is meant to help make e-commerce more convenient to consumers, but MasterCard is not likely to try to form a direct connection with people using the app. Instead, the company is likely to continue focusing its efforts on providing services to its business partners, allowing them to connect with mobile consumers more dynamically. For MasterCard, creating something new is not the priority. The company wants to see its MasterPass service integrated into existing platforms.
Mobile wallets could be the key to omnichannel engagement
Merchants are working to adapt to the idea of omnichannel engagement. In a world where mobile technology has become so prominent, this has proven to be a difficult task. Connecting with mobile consumers is a complicated issue, but mobile wallets may be the key to success in this endeavor. In the coming years, more people are likely to be engaged in mobile commerce, and they will need digital wallets to make their experiences enjoyable.