Mobile payments need carrots to boost adoption, says Accenture

Summary:While technology players are talking NFC and mobile payment systems, consumers really just want simplicity and coupons---lots of them.

The problem with mobile payments is there aren't enough value added goodies to entice consumers to change, according to a survey by Accenture.

Accenture surveyed 4,000 smartphones users in the U.S. and Canada to find out why mobile payments haven't exactly surged. The conclusion of the report: Mobile payments need carrots to make them work.

Also:  Smartphone payments via NFC? Don't ditch your wallet just yet

To wit:

  • 60 percent of those who use their smartphone to make payments would use it more if they could track receipts.
  • 56 percent said they'd use mobile payments more if it would make managing finances easier.
  • 51 percent wanted reward points stored on the phone.
  • And 50 percent wanted coupons stored automatically and priority customer service.


The results are notable because it highlights how the mobile payment pecking order could be upended. To date, eBay's PayPal is the mobile payment leader. Can eBay partner to deliver enough goodies to solidify its position? How about Google? Visa and Mastercard?



Mobile payment incentives would also encourage non-users to hop on the smartphone bandwagon. One in five non-believers in mobile payments would use those systems if they could get coupons.

Security, convenience of cash and credit cards and privacy were also big concerns impeding mobile payment growth.

In the end, developers need to think less about the technology behind mobile payments and the carrots and rewards for using those systems. 


Topics: Banking, E-Commerce, Google, Mobility


Larry Dignan is Editor in Chief of ZDNet and SmartPlanet as well as Editorial Director of ZDNet's sister site TechRepublic. He was most recently Executive Editor of News and Blogs at ZDNet. Prior to that he was executive news editor at eWeek and news editor at Baseline. He also served as the East Coast news editor and finance editor at CN... Full Bio

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