learning from mobile pilots visa mary carol harris
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Presentation from "The future of Cards and Payments 2008".TRANSCRIPT
Learnings from Mobile Pilots: London and Beyond
Mary Carol HarrisHead of MobileVisa Europe
The Future of PaymentsLe Meridien, London8 July 2008
Future of Payments – 3 July 2008
We have done this for cards…
Future of Payments – 3 July 2008
And now let’s go mobile…
Future of Payments – 3 July 2008
What the phone has that plastic doesn’t
• Connection to the rest of the world
• True mobility - goes wherever their owner goes
• Emotional connection to users (“I feel lost without my phone”)
• A screen, keypad and an Internet connection
• Has transformed from a communications device into an invaluable tool for a mobile lifestyle
• 18-38 minutes: average time it takes for a mobile customer to realise phone is lost or stolen
Future of Payments – 3 July 2008
Consumers cannot live without their mobile
• 60%*1 of mobile phone users take the phone to bed with them
• 72% *2 of phone owners use the phone as the alarm clock
• 73%*2 use phone in place of wristwatch
• 33% *2 would rather lose wallet than phone
*1 BDDO survey of 3,000 customers around the world
*2 A Nokia survey of 5,500 consumers
Future of Payments – 3 July 2008
Youth in particular love their mobile – they have never known a life without oneYouth want to spend all their time with friends, id eally• when they are not with friends, mobile phone/Internet enable them to keep in
touch
Technology means to be in touch with friends, to en joy life
My Space is a way to socialise – you can chat with friends, arrange to go out. If you meet someone at a party you ask if
they are on My SpaceF16-17yrs UK
When I get up, come home, whatever, the first thing I do is put on the
computer because I do everything with it: work, study, chat, watch films, listen
to musicM20, Germany
The main thing is to be online. If it were cheaper
we’d all have PDAsM21, Germany
Extract from Visa youth consumer research
Future of Payments – 3 July 2008
… and, unprompted, youth want to use their mobile for payment ...
Payment via mobile phone discussed spontaneously in France, Germany and Poland as a future possibility
It would be interesting to have your card in your mobile phone: you manage your account and you
can do everything from your mobile
F21, France
Like in some other countries we could pay with our phone
M17, France
My mobile phone is never more than a metre away!
Fits with their lifestyle
Need some reassurance on security
Future of Payments – 3 July 2008
The purpose of O2’s trial: customers, not technology• What does an NFC lifestyle look like?
• 500 customers – cross section of O2 customer based, London-based, Oyster users
• Payment application to 225 of 500 trialists - £200 credit given to trialists
• All applications grouped into the O2 Wallet for ease of use
• Trial consortium – shared costs, shared learnings
• Comprehensive research program for each partner including focus groups, surveys, in-depth interviews and “tasks”
• Results of trial to be released in June 08
Future of Payments – 3 July 2008
The trial consortium
Future of Payments – 3 July 2008
The O2 Wallet
Future of Payments – 3 July 2008
Future of Payments – 3 July 2008
London Waves Goodbye to Cash!
Future of Payments – 3 July 2008
What Visa on your phone looks like
Future of Payments – 3 July 2008
What consumers have said thus far…
“More is better” – payments trialists like multiple applications on their phones so they have less
to carry“I want more places to spend my money” – more outlets where they can use Visa
payWave
“I want this in my normal phone – the phone seems like a step backwards” – NFC in higher-end
devices
“At first I was nervous about security, with money on my phone, but it’s
actually safer than cash. My phone is never more than a metre away” –
security concerns ease with time and habit
Future of Payments – 3 July 2008
Other London learnings
• Make it easier for consumers to get their Visa on their phones– OTA downloads, personalisation – consumer just want a card on their phone! Fast!
• Working together makes it happen – partnering delivers results– Operators and banks working together is key!
• Security still a concern– Consumer trust builds with time, but new mobile environment presents new
challenges for payments
• Full trial results to be announced this month with consortium
Future of Payments – 3 July 2008