Apple Pay UK launch set for tomorrow – comment from Dan Wagner, Powa Technologies

Dan Wagner, eCommerce veteran and CEO of Powa Technologies, comments: “The launch of Apple Pay shows that consumer demand for mobile payments is rising and it will continue to rise. However, the platform has some constraints as it is only available to iPhone 6 and Apple Watch users and it relies on Near Field Communication (NFC) technology. What shoppers really want is a ubiquitous solution which allows them to buy products anywhere, at anytime, from a range of mediums, using any digital device.

“The decision to only use NFC also drastically reduces the scope of its usage for retailers as they have to support NFC terminals.  Apple Pay doesn’t support online shopping either – once again limiting what consumers can use it for. 

“Despite Apple being an instantly recognisable brand, Apple Pay’s limitations mean it can only be seen as just another way to pay for things. To stand out in an already crowded market, new entrants should provide more than just a payments service. Many retailers don’t see a benefit in Apple Pay because they want a solution that will help them create an omni-channel sales offering, engage better with their customers and understand their shopping habits.”