Starbucks is the most familiar name for coffee lovers in the US. It is also a pioneer in getting consumers to pay for coffee with their mobile phones, and is boosting digital spending via its app in Asia, Europe and Latin America.
The App was introduced in 2015 nationwide at U.S. stores, and lets customers order and pay for beverages in advance and pick them up without waiting in the cashier line. Now it wants to roll out the Mobile Order & Pay program to China and Japan. Starbucks is also testing delivery through the app in the U.S., and offers personalized food recommendations.
In an industry where many mobile wallets have struggled to capture consumer markets, this app was an instant hit, and called “the most successful launch of a new payment type in history.” Starbucks introduced an app that used simple QR codes. And perhaps just as important, the chain offered rewards like free beverages for using it.
Within a few years, Starbucks’ mobile app accounts for more than 21 percent of all transactions in company-owned U.S. stores. About 7 million orders were placed through mobile devices in U.S. cafés.
Now, let us pit this payment application against all the other technologically complex e-wallets out there:
Google wallet: Uses a Secure element chip and NFC HCE(host card emulation) as base technology for it’s e-wallet. It is slowly gaining market.
Softcard wallet: comes with its own cash card which is preloaded with $10 to help you start spending. It works with an NFC-enabled Android smartphone and also allows you to manage your coupons, loyalty cards and redeem offers from merchants.The wallet is also PIN-protected and you can remote freeze your wallet and wireless connection if it gets stolen. If the smartphone gets recovered, you can just call to reactivate your wallet. It has a declining market growth as of today.
PayPal: Has rolled out NFC based mobile payment using existing infrastructure.Paypal has 188 m users but, NFC payment is an add on feature to Paypal’s ecommerce mPOS payment portal. Hence exact number of people using NFC payment is unknown.
Square Inc. is a financial services, merchant services aggregator and mobile payments company that has rolled out NFC based tap and pay functionalities.This app is quickly gaining market favour.
Samsung and Android pay: e-wallets have matching 5 m active users per month.They are the smallest players in the e-wallet space.
Apple Pay: NFC technology is coupled with biometric security and tokenization to make it the most secure payment transaction possible When you add your card in Apple Pay, a unique Device Account Number is assigned, encrypted, and securely stored in the Secure Element, a dedicated chip in iPhone, iPad, and Apple Watch. These numbers are never stored on Apple servers. And when you make a purchase, the Device Account Number, along with a transaction-specific dynamic security code, is used to process your payment. So your actual credit or debit card numbers are never shared by Apple with merchants or transmitted with payment.It also doesn’t store the details of your transaction behaviour.Your most recent purchases are kept in Passbook for your convenience and never sold to merchants.Even though it is so advanced it has 12 m regular users.Interacting/integrating with different merchant’s POS is the issue now.
Conclusion:
So this story should remind us that a ‘simple’ technology can overcome technologically advanced applications, but only using a smarter business strategy.
1)Starbucks leveraged it’s brand name in mobile payments by tying up all its franchises behind this payment technology.It correctly incentivized the customer by giving away free drinks and conducting personally tailored ad campaigns based on customer order history.
2) It also leveraged the fact that customers were paying in bulk upfront for their drinks, and redeeming the goods later. So it gains interest on the bulk payments , plus is saves the transaction fees that would have been incurred for separate in-store payments.
Reference:
https://www.bloomberg.com/news/articles/2016-03-30/starbucks-takes-its-pioneering-mobile-phone-app-to-grande-level