Apple The Next Big Thing In Mobility & Payments


Apple Pay has received a lot of attention lately for its offline uses. This has been fueled by controversy involving MCX, Rite Aid and CVS. The latter two have disabled NFC readers so that Apple Pay no longer works.
Apple Pay’s usefulness in offline transactions is vastly overblown. It matters more in mobile transactions.
But there’s another important way Apple could move the coin forward: Continuity. In Apple’s Yosemite OS, there’s a new feature called Continuity. It lets you move continuously from one device to another. Writing an email on your iPhone while walking in the office? Finish it from your iMac.
Imagine that Apple applies Continuity to Apple Pay. This expands Apple Pay from a mobile only solution to a full e-commerce solution.
You start at a retailer’s Web site. When it comes time to enter your payment credentials, shipping and billing information, just touch your finger to the Touch ID sensor on your phone. Viola! All the information is filled in. Not only does this dramatically reduce friction, it is more secure than current payment systems.
Such a solution would save e-commerce retailers some of the billions in fraud losses that occur each year. They could also prove transactions they wouldn’t otherwise approve under today’s risk management rules by factoring in Touch ID. Both would improve profitability to such an extent that even Amazon and eBay might adopt it.
Expanding Apple Pay to desktop commerce would be a welcome addition for consumers and retailers alike. The only people who lose are other payment systems

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