Making mobile payment integration easy
There are currently more mobile devices on Earth than there are people. Forty-eight per cent of total web traffic comes from mobile devices too, and one third of people admit that their phones are both the first and last thing they look at during the day.
Mobiles have taken a hold on the world, there’s no denying that fact. So why has it been so hard to implement an effortless way for people to pay for goods online through their phones? Most customers leave their online shopping for tablets or laptops instead of entering details using fiddly menus on smaller screens. Surely this shouldn’t be the case?
Well, during a discussion between Barclays’ head of mobile solutions, Milon Veasy, and Digitas LBi International’s head of mobile, Ilicco Elia at Europe’s Customer Festival, it transpired that Barclays has begun to prioritise mobile transactions over almost everything else.
Having been extensively developed over the past three or so years, the Barclays mobile banking app has begun to play a role in the acquisition of new customers who have been impressed by the convenience it provides. As Veasey pointed out, this serves as the perfect demonstration of how integrating mobile services into a business model can increase a company’s revenue.
However, once a company does properly utilize its mobile capabilities, this software becomes essential to their brand image: a seamless mobile operation can make a brand, whereas a clunky and unintuitive mobile experience can easily ruin one. And providing seamless mobile transactions is no easy task – many departments must be involved in the creation and maintenance of this service. Nevertheless, if advanced mobile capabilities can help with the acquisition of new customers, then making them seamless is a high priority.
That is why integrating mobile capabilities and payments with your business needs to be made easy for your customers. If companies can provide their customers with a comfortable and intuitive journey via their mobile, then their business is likely to grow.
On the other hand, mobile interactions are not the ‘be all and end all’ of customer transactions. Elia rounded off his interview by reminding the audience that, if your customers are buying your product, it isn’t necessarily important which channel they’re doing it through. Instead it’s most important to provide multiple payment channels, and ensure that all of them are running as smoothly as possible.
To paraphrase, encouraging your customers to shop through their mobiles should only be part of your strategy; it is not a strategy unto itself.