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Lead Story

This event is brought to you by: Insert your company name

News

Industry Update

Supreme Court upholds AmEx's merchant contract

Authentify xFA renders passwords obsolete

Mobile user desires universal, First Data finds

Check usage survey reveals key behavioral insight

Selling Prepaid

Prepaid in brief

Gift cards remain a strong product category

Gift card issuers face new accounting standards

Views

With prepaid debit gains, it's a mixed bag

Patti Murphy
ProScribes Inc.

Maintaining equilibrium in acquiring

Ken Musante
Eureka Payments LLC

Education

Street SmartsSM:
Smooth apperators

Dale S. Laszig
Castles Technology Co. Ltd.

How consumer demands and biller priorities align

Eric Leiserson
Fiserv

Making a Square peg fit a triangle mold

Steve Norell
US Merchant Services Inc.

POS attacks on the rise

Nicholas Cucci
Network Merchants Inc.

The mix moves the message

Nancy Drexler
Acquired Marketing

Company Profile

Plug n Pay Technologies Inc.

New Products

Docking station for secure checkout

PayDock
USA ePay

Online value-add for merchant portfolios

Real Local Pages ISO program
Real Local Pages

Inspiration

Checkup for the road ahead

Features

Merchant selling in the connected age

Departments

Readers Speak

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

July 22, 2013  •  Issue 13:07:02

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Mobile user desires universal, First Data finds

A First Data Corp. global study of consumer payment preferences concluded that, regardless of nationality or geography or other differences between people, consumers expect the same things when it comes to mobile payments. According to First Data, consumers worldwide desire an easy experience, a personalized experience and an experience they can share with others. That these needs are satisfied by mobile devices promises to be yet another opportunity for ISOs.

For the First Data 2013 Global Universal Commerce Consumer Tracker Study, the largest U.S. acquirer conducted an online poll of nearly 4,000 consumers in 10 diverse markets: Brazil, China, Germany, India, Mexico, the Middle East, Poland, Singapore, the United Kingdom and the United States -and asked them to rate on a 10-point scale what mattered to them in the shopping experience.

First Data found that over half of all respondents desired a seamless experience that they can control, while nearly half wanted merchants to cater to them with more specific and personalized advertising and offers. Half of the respondents also wanted the ability to share their experiences via social media.

These expectations are fueled by the explosion in smartphone usage, First Data said. The result is that mobile technology has transformed how consumers shop and pay for goods and services, and this change in behavior will force merchants and merchant service providers to adapt.

The global middle class

Larry Drury, Chief Marketing Officer at First Data, said that technology, specifically as it creates synergy between mobile devices and the Internet, is helping a global middle class to arise. "Whether we talk to consumers in Dubai, Mexico City or Omaha, what we're finding is they all have expectations around a more convenient shopping-buying-payment experience," he said. "They have expectations around transparency, about increased levels of service. And the reason we believe that's true is they're having those experiences in other parts of their lives."

Namely, social networks that consumers tap into via technology are creating expectations about how their payment experiences should function, Drury said. In fact, consumers are integrating social media into their pre- and post-purchase habits. He said, "There was a significant portion of the consumer base that say, 'Yep, I check out social media before I go into a store, to check what my trusted advisors, my friends would say about it. And I also share afterward.'"

While this behavior is strong across the board in First Data's study, it is especially prominent in India and China, where 75 percent and 80 percent of survey participants, respectively, engage in the social sharing activity. "They index much higher on those usage characteristics than other markets like Germany," Drury said.

3The Great Transition

Drury calls the shift from the one-way payment interaction between merchants and consumers to a fuller payment experience the "Great Transition." It means that merchants and service providers must simplify, personalize and integrate solutions across multiple channels to create a holistic experience for consumers.

This is where Drury believes ISOs can leverage their advantage with merchants. "The role that ISOs play for many of their customers is they're an aggregator of best-in-class products and services," he said. "So it's in that wrapping, that consolidation function, that I think is the real opportunity."

ISOs should focus on enhancing the end user experience by identifying ways merchants can communicate with consumers more effectively and more personally, Drury said. It may mean that the standard pitch of lower rates and free terminals to satisfy merchants is a thing of the past. "The consumer's really in control of this whole big shift and we're all going to have to respond to it if we're going to succeed going forward," he added.

An executive summary of First Data's findings is available at www.firstdata.com/downloads/thought-leadership/Global_Tracker.pdf.

For additional news stories, please visit www.greensheet.com and click on "Read the Entire Story" in the center column below the latest news story excerpt. This will take you to the full text of that story, followed by all other news stories posted online.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

North American Bancard | USAePay | Impact Paysystems | Electronic Merchant Systems | Board Studios