{"id":5924,"date":"2015-06-04T01:54:17","date_gmt":"2015-06-04T01:54:17","guid":{"rendered":"https:\/\/passkit.com\/blog\/?p=5924"},"modified":"2024-10-13T16:59:25","modified_gmt":"2024-10-13T16:59:25","slug":"android-pay-what-does-it-actually-mean-for-you","status":"publish","type":"post","link":"https:\/\/passkit.com\/blog\/android-pay-what-does-it-actually-mean-for-you\/","title":{"rendered":"Android Pay: What Does It Actually Mean For You?"},"content":{"rendered":"

Last week Google revealed Android Pay. And the Internet went crazy. So did we, because there wasn\u2019t one source that explained the new feature simply. Which is why we\u2019ve written our own \u2013 based on our research, understanding, and industry leading mobile wallet experience. Hope it helps you.\u00a0<\/em><\/span><\/p>\n

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The similarities between NEW COKE’s launch and Android Pay’s announcement are\u00a0rather startling. It appears to\u00a0be\u00a0“a great new taste, better than ever”<\/em>.\u00a0Google even let people purchase a COKE with their new mobile wallet payments system at the Google I\/O Android Pay booth. Thankfully, Bill Cosby wasn\u2019t present.\u00a0But whether this “new” offering is really new or better, we will find out. Let’s hope it\u00a0doesn’t leave you crying out for\u00a0their\u00a0original product offering. After all it might work for COKE, but does it open happiness for you?<\/p>\n

\u201cA GREAT NEW TASTE, BETTER THAN EVER. NO MORE WORDS\u201d<\/strong>
\nLiterally.<\/strong> There have been no more words on what Android Pay actually is or exactly\u00a0how it works. Not from Google directly. It’s\u00a0all been speculation based on a small sample of press using the system at Google I\/O. Which is why today we\u2019ll offer you:<\/strong> what we know, what this means for you, the clear benefits and negatives, plus a few possible upsets, and at the end 3 KEY POINTS TO REMEMBER IF NOTHING ELSE.<\/strong>
\nNow that’s not to say we’re upset or bashing on Google or Android. It’s actually the opposite. They clearly have made progress and delivered a decent feature. So decent we\u00a0spent the weekend thinking about nothing else. So if that was their plan, it worked.
\nBut before we give our perspective on what Android Pay means for you and your mobile wallet marketing <\/strong>(based on the week of research and our trusted understanding on mobile wallets), let\u2019s first list and lay out what we do know to be true:<\/p>\n

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  1. It\u2019s called Android Pay<\/strong><\/li>\n
  2. Android Pay links with a loyalty feature<\/strong><\/li>\n
  3. Android Pay has a tap and pay system<\/strong><\/li>\n
  4. Android Pay does not need to open an App<\/strong><\/li>\n
  5. Android Pay works with fingerprint recognition<\/strong><\/li>\n
  6. Google Wallet is not gone, yet<\/strong><\/li>\n
  7. Evolution not revolution<\/strong><\/li>\n<\/ol>\n

    1. IT\u2019S CALLED ANDROID PAY<\/strong>
    \nClearly someone at Google was paid way too much to use the synonyms feature (Google = Android and Wallet = Pay).
    \n2. ANDROID PAY LINKS WITH A LOYALTY FEATURE<\/strong>
    \nIt appears as if Android Pay will be able to recognize a merchant and link this with your Google Wallet\u2019s knowledge of program membership, coupons and loyalty content, automatically. Which is cool.
    \nYes, Google Wallet might have allowed you to use this content before, but only at participating stores with specific\u00a0Google Wallet point-of-sale devices (see below). Now it works automatically across regular tap and pay systems, like Visa payWave<\/a> and MasterCard PayPass<\/a>. Therefore…<\/p>\n

    \"google-image-pos-wallet-crop_1\"<\/a>
    A Google Wallet specific POS system<\/figcaption><\/figure>\n

    ANDROID PAY HAS A TAP AND PAY SYSTEM<\/strong>
    \nAndroid phones have had this feature for a while now. There\u2019s nothing new here. What\u2019s changed is the user journey. It\u2019s now similar to Apple Pay.
    \nWhich means\u2026
    \nANDROID PAY DOES NOT NEED TO OPEN AN APP<\/strong>
    \nIt\u2019s a lot more streamlined. You no longer need to open up an app in order to select a card, enter a pin and then make a payment. The NFC chip in the phone communicates with the terminal and wakes Android Pay up automatically, before prompting your action. Again, Apple already does this.
    \nSo you can bet\u2026
    \nANDROID PAY WORKS WITH FINGERPRINT RECOGNITION<\/strong>
    \nWoop! No need to repeat ourselves about how Google and Android Pay are just playing catch-up at this point.
    \nWhich is why\u2026
    \nGOOGLE WALLET IS NOT GONE, YET<\/strong>
    \nImportantly, Google Wallet still exists. Why? It\u2019s going to become a streamlined peer-to-peer payment platform. But there are no detailed documents from Google on this either, as of this posting.
    \nIt\u2019s also suspected that your non-payment content (loyalty, coupons, membership cards) will still be stored in Google Wallet.
    \nSo ultimately\u2026
    \nEVOLUTION NOT REVOLUTION<\/strong>
    \nIt appears as though Google has simply merged a few small features into one and re-branded. It\u2019s more evolutionary than revolutionary<\/strong>. Which is why we\u00a0can\u2019t help but be reminded of NEW COKE from 1985 \u2013 which isn\u2019t great.
    \n    \"NewAndroidPayv2\"<\/a>
    \nSO, IS ANDROID PAY REALLY THE \u2018NEW COKE\u2019 OF MOBILE PAYMENTS?\u00a0<\/strong>
    \nGoogle has learnt a lot from Tap and Pay, or Apple (depending on what camp you lie in). More than COKE clearly did from their 1985 consumer research. Which is why Google I\/O attendees that got to test Android Pay are     raving about the now seamless user journey and integration<\/strong><\/a>. But the benefits of Android Pay won\u2019t come to fruition for a while. A long, long while. Why?
    \nAndroid Pay isn\u2019t out yet<\/strong>. It\u2019s not even present on the developer version of Android M (Google\u2019s next operating system). And it\u2019s most likely not going to appear until later this year (2015). Which means it won\u2019t be mainstream until early 2016, and that\u2019s just in the US.
    \nGoogle Wallet content still exists.<\/strong> And importantly, the process of getting content into this     mobile wallet<\/a> is the same: your loyalty program must already exist, have a physical option, is auditable, and has an existing Customer Service solution (Google will check periodically). Which means it\u2019s not for \u2018Mom-and-Pop\u2019 shops \u2013 small companies that lack infrastructure.
    \nOn top of all that, it\u2019s not 100% clear exactly how the Loyalty system works with Android Pay. <\/strong>The prototype at Google I\/O     was able to recognize that the user had bought a COKE<\/a>, and applied a COKE specific loyalty reward.<\/p>\n

    \"android-pay-google-io-2015-sg-4-980x420\"<\/a>
    Android Pay in action at Google I\/O – Source: Slashgear.com<\/figcaption><\/figure>\n

    But exactly how this is linked, who creates\u00a0the link, whether you still need Google Wallet to store anything, and many more questions still exist. But some initial positives and negatives are clear to pinpoint:
    \nCLEAR BENEFITS OF ANDROID PAY:<\/strong><\/p>\n