Consumer brands to integrate payment in mobile apps

By 2015, 33 percent of all consumer brands will integrate payment into their mobile applications says Gartner

In their bids to sell more directly to the customers and enhance the overall experience for them,

consumer brands will integrate payment into their mobile applications going forward. IT consulting

and research firm Gartner has said by 2015, 33 percent of all consumer brands viz. those in

fashion, F&B and entertainment will have integrated payment mechanisms in their branded

mobile apps.

As per Sandy Shen, research director at Gartner, brands need to help consumers make

purchasing decisions in an efficient and personalized way and branded apps should be good

shopping apps and payment is only the final step before making the sale. To achieve this, they

will use a combination of mobile apps, text messages and Web browsers to engage customers

and increase sales. In developed markets, apps will lead the way, whereas in emerging markets

text messages are likely to dominate initially,

The key predictions Gartner has highlighted for consumer apps in 2013 and beyond are:

By 2016, more than half of consumers will use digital cloud services as their primary form

of storage for digital content.

By 2016, most pay-TV operators in developed markets will have launched "pay-TV as an

app" on smart TVs.

By 2016, wearable smart electronics will be a $10 billion industry.

Researchers at the firm believe that consumers might prefer to use an aggregator app a

single app from which they can access multiple brands. Such apps can be online marketplace

apps or specialist apps dealing with location information, promotional offers and travel. Branded

companies' apps will have to compete with these aggregator apps in terms of richness of offering

and user experience. Only those that deliver compelling value and user experience will last.

In their bids to sell more directly to the customers and enhance the overall experience for them,consumer brands will integrate payment into their mobile applications going forward. IT consultingand research firm Gartner has said by 2015, 33 percent of all consumer brands viz. those infashion, F&B and entertainment will have integrated payment mechanisms in their brandedmobile apps.

As per Sandy Shen, research director at Gartner, brands need to help consumers makepurchasing decisions in an efficient and personalized way and branded apps should be goodshopping apps and payment is only the final step before making the sale. To achieve this, theywill use a combination of mobile apps, text messages and Web browsers to engage customersand increase sales. In developed markets, apps will lead the way, whereas in emerging marketstext messages are likely to dominate initially.

The key predictions Gartner has highlighted for consumer apps in 2013 and beyond are:

By 2016, more than half of consumers will use digital cloud services as their primary formof storage for digital content.By 2016, most pay-TV operators in developed markets will have launched "pay-TV as anapp" on smart TVs.

By 2016, wearable smart electronics will be a $10 billion industry.Researchers at the firm believe that consumers might prefer to use an aggregator app asingle app from which they can access multiple brands. Such apps can be online marketplaceapps or specialist apps dealing with location information, promotional offers and travel. Brandedcompanies' apps will have to compete with these aggregator apps in terms of richness of offeringand user experience. Only those that deliver compelling value and user experience will last.

Entrainement Nike