Mobile payments: 50% of users will use smartphones and wearable in 2018
Gartner analysis underlines how personal technologies have influence on three different aspects of everyday life: mobile payments, television content and mobile connections.
Payments mobile television content and mobile connections only data: these are the areas where, according to market analyst firm Gartner, personal technologies will have an impact on consumer preferences. ” Innovation in the app, on mobile devices and mobile services is having an impact on traditional business models, particularly in the way people use technology for personal productivity and leisure. Product managers must understand who are their customers for these new devices and services and how the products will be used. Knowing the customer is imperative in order to capture a good percentage of spending opportunities in this dynamic market, ” commented Amanda Sabia, principal research analyst for Gartner.
The mobile payments are gradually gaining momentum in North America, Japan and some countries of Western Europe, with about half of consumers in mature markets that, by 2018, will use smart phones or wearable devices to make mobile payments.
By 2018, 50% of consumers will use smartphones or wearable to make mobile payments.
Currently, there are three types of payments or the mobile wallet available on the market: payments based on wearable or smartphone, the mobile wallet mark by banks or credit cards and mobile wallet and finally to retailers like Starbucks. The mobile payments that make use of NFC (Near Field communication) – Pay Apple, Samsung, Android and Pay Pay – will be limited in the short and medium term due to the lack of partneship between retailers and financial institutions, as well as by the fact that the consumers cannot see the real value of this type of payments.
” Any wallet mobile payment that is tied to the device will have limited adoption and only if the device can have a large installed base, ” said Annette Jump, research director for Gartner. ” Instead, the cloud-based solutions will have a better opportunity to be successful as they can reach a wider audience and support many use cases in addition to payment options in person in stores. The adoption of the mobile wallet payments and also requires a plan to launch country by country, with infrastructure enabled payments and agreements with major banks and retailers. ”
” The increasing prevalence of use of television content through applications will be revolutionary for the traditional pay-TV market. Consumers are already eliminating the pay-TV a favor of subscription video on demand services like Netflix and Hulu Plus, ” said Derek O ‘Donnell, senior research analyst for Gartner. ” We expect this will continue to accelerate over the next three years, putting pressure on the turnover of the Pay-TV operators, particularly that generated by subscriptions to premium channels. ”
75% of TV content will be benefited through services based app by 2018.
With the mainstream market that spends more time watching television content via applications, more and more homes are going to completely eliminate the cable, putting even more pressure on traditional suppliers of pay-TV services. The pay-TV operators will have to make available application-based functionality to their content in order to remain competitive in a scenario where the culture of the use of television content through app will become increasingly predominant.
3G and 4G have become since the launch of a new standard for mobile broadband markets matrix, leading to growing consumption of mobile data. Most of the consumption of data occurs on smartphones but the providers of communications services have promoted mobile connections only data as complementary to fixed broadband access via WiFi, to meet the need of users to use their data-centric device also in movement.
By 2019, less than 20% of users in mature markets will be subscribed to mobile connections only data.
” In markets where the fixed broadband and WiFi are widely available and where the supply of service providers includes tethering as part of the tariff plans, the added value of a mobile connection only data is more difficult to prove. When you focuses specifically on the tablet is interesting to observe that the tablet-enabled cellular connections are significantly more expensive versions of the WiFi-only. This is another inhibitor to the growth of mobile connectivity data only ” noted Stephanie Baghdassarian, research director for Gartner.
The opportunities of connection only data but proportionally larger in emerging markets: in these market’s tablet users who want to use the mobile network to connect your device are about twice compared to those of mature markets, in terms of the relationship is laptop three to one.
