It’s finally here; Apple Pay has officially launched in the UK allowing iPhone 6, iPad Air 2 and the iPad mini 3 owners to use their Apple product as a glorified debit card. The move has been met with mixed response: there are those who think it’s the best thing since sliced bread and some critics who raise concerns over security issues. But what does this new initiative mean for us marketers?
First, the basics:
- Apple Pay is activated by opening the Wallet app where you can add a bank card
- Just like a contactless debit card, you simply need to hold your iPhone or iPad near the contactless reader with your finger on the home button – simple!
- More than 250,000 retailers have signed up to accept Apple Pay including Waitrose, Lidl and Boots
- There is a limit to how much you can spend on Apple Pay; £20, rising to £30 in September
It’s not just your high street that have got on board with Apple Pay: you can also use it for a more convenient, quick payment method when purchasing through certain apps such as JD Sports and Topshop. So what does this mean for the marketing industry and how might this technology change the face of mobile marketing? Whilst Apple assures us that personal information and transaction data will be protected (see their security policy here), keen marketers will still be able to use this movement to their advantage.
So, will it help marketing?
According to a review by Channel 4’s Geoff White, it’s Apple Pay’s ability to recognise and store location details that will really prove beneficial to the marketing world. It will now become that bit easier to see who buys what and where with the subsequent data that’s gathered through Apple Pay. What’s more, the in-app function will undoubtedly see a surge in targeted advertising to those who use the payment method; meaning it’s easier for marketers to get their products under the noses of those that count. So whilst the personal information of a buyer and their purchasing habits will be kept confidential, Apple Pay is still opening doors to modern marketers to see spending and location trends across the UK.
This technology isn’t new – Paypal has long established itself as a leader in the online payment world – but there’s just something about Apple’s latest invention that has got the nation talking; and soon, it will have the marketing industry buzzing too.
Have you used Apple Pay yet? What do you think? Tweet us @BritWebLtd and let us know!