Learning From Mobile Pilots Visa Mary Carol Harris
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Mary Carol Harris from Visa Europe discussed learnings from mobile payment pilots in London and beyond. The document outlines research showing consumers' strong emotional attachment to their mobile phones and desire to use them for payments. It then details a mobile payment trial in London involving Visa, O2, Transport for London and other partners where 500 customers were able to make contactless payments from their mobile phones. Initial consumer feedback indicated that users wanted mobile payments in more stores and preloaded on their regular phones for convenience and perceived security. The full results of the London pilot trial were to be announced later that month.
Learning From Mobile Pilots Visa Mary Carol Harris
- 1. Learnings from Mobile Pilots: London and Beyond Mary Carol Harris Head of Mobile Visa Europe The Future of Payments Le Meridien, London 8 July 2008
- 2. We have done this for cards… Future of Payments – 3 July 2008
- 3. And now let’s go mobile… Future of Payments – 3 July 2008
- 4. 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
- 5. 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
- 6. Youth in particular love their mobile – they have never known a life without one Youth want to spend all their time with friends, ideally • when they are not with friends, mobile phone/Internet enable them to keep in touch The main thing is to be online. If it were cheaper When I get up, come home, whatever, we’d all have PDAs the first thing I do is put on the M21, Germany computer because I do everything with it: work, study, chat, watch films, listen to music M20, Germany 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 Space F16-17yrs UK Technology means to be in touch with friends, to enjoy life Extract from Visa youth consumer research Future of Payments – 3 July 2008
- 7. … 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 Like in some other countries your card in your mobile phone: we could pay with our phone you manage your account and you M17, France can do everything from your mobile F21, 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
- 9. 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
- 10. The trial consortium Future of Payments – 3 July 2008
- 11. The O2 Wallet Future of Payments – 3 July 2008
- 12. Future of Payments – 3 July 2008
- 13. London Waves Goodbye to Cash! Future of Payments – 3 July 2008
- 14. What Visa on your phone looks like Future of Payments – 3 July 2008
- 15. What consumers have said thus far… “More is better” – payments trialists like multiple applications “I want more places to spend on their phones so they have less my money” – more outlets to carry 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
- 16. 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
- 17. Future of Payments – 3 July 2008