Mobile
Wallets 101
By Robin Arnfield
DEVELOPED & PUBLISHED BY:
SPONSORED BY:
CONTE NTS
Page 3 Executive Summary
a third (39 percent) of all mobile payment users with smart- However, a survey published by Gallup in July 2015 said that
phones had made a point-of-sale payment using their mobile mobile wallets are a low priority for consumers, with only 13
phone in the 12 months prior to the survey, in line with the 39 percent of 17,000 U.S. consumers surveyed having a wallet
percent reporting such payments in 2013. on their smartphone.
Of mobile payment users with smartphones who made point- Security concerns top the list of reasons why consumers shy
of-sale mobile payments, 31 percent did so by scanning a away from proximity mobile wallets, Will Hernandez, Mobile
barcode or QR code displayed on their phones screen at Payments Todays editor, wrote. Some 55 percent of (Gallup
check out (down from 39 percent in 2013), while 22 percent survey) respondents were concerned about some kind of
used an app that didnt require tapping their mobile phone security issue such as a hack or losing their phone. Some 21
or scanning a barcode (up from 17 percent in 2013), and 14 percent of respondents dont know enough about mobile wal-
percent made a payment by waving or tapping their mobile lets to make a decision about them.
phone at a POS terminal.
For in-app sales, PayPal, Android Pay and Apple Pay are
all musts, and PayPal is the leader for web-based sales,
Oglesby says.
Bluetooth beacons are used to identify the consumer who wearable devices such as smart watches, wristband and
is making the payment, and to enable the POS terminal smart glasses, a number of innovative companies are trial-
to communicate merchant information such as the store ling the technology.
number and location and payment due to the customers
smartphone. However, currently the actual payment hap- For example, Apple Pay can be used for payments with
pens via another technology such as a cloud-based app, the Apple Watch which contains an NFC chip.
says Double Diamond Payments Researchs Oglesby. In August 2015, Square, the mobile payments technology
At checkout, the consumer tells the clerk to post the sale vendor, launched an updatedSquare Cash app for the Ap-
to their mobile payment account, which is visible on the ple Watch. The latest Square Cash release enables people
clerks POS terminal. The clerk verifies the consumers to send payments to friends, family, or anyone nearby from
identity and completes the transaction. their Apple Watch. Square Cash users can also make pay-
According to the Mobile Payments Today white paper The ments to businesses using the Apple Watch.
iBeacon/BLE vs NFC Debate: Now The Truth, BLE trans- In August 2015, Canadian authentication technology com-
mitters are designed to continually broadcast a discovery pany Nymi in collaboration with TD Bank Groupand Master-
signal. Any app residing within a BLE-enabled (Bluetooth Card, launched a Canadian pilot of the Nymi Band. This is
4.0) smartphone can be configured to listen for these sig- an NFC-based wristband which enables consumers to make
nals, the white paper says. biometrically-authenticated, wearable credit card payments
In August 2015, Target announced that it is rolling out a using their heartbeat. Other Canadian banks are expected to
beacon technology pilot using its mobile app in 50 stores launch pilots of the Nymi Band during the rest of 2015.
across the U.S. to enhance the in-store consumer experi-
ence and provide customers with deals and recommenda-
tions as they browse aisles.
QR codes
As an alternative to NFC, some m-payment service provid-
ers such as Starbucks and LevelUp offer QR code-based
systems that store payment information in the cloud instead
of the handset and can be executed on any smartphone.
The LevelUp mobile app for iPhone and Android allows In November 2014, RBC Royal Bank of Canada teamed
registered users to link their payment card to a unique QR up with Nymi to test the Nymi Band. RBC has also de-
code displayed within the app. To pay with LevelUp, users veloped its own RBC Payband and RBC Paytag wear-
scan the QR code on their phone at LevelUp terminals able payment devices, which it describes as proofs of
located at LevelUp-accepting merchants. In addition, Lev- concept.The RBC wearable devices are controlled by a
elUp also supports NFC and Apples BLE-based iBeacons. smartphone using Bluetooth.
Retailers should negotiate with FIs on acceptance terms long term, its in FIs and merchants best interest to have
to put the bank, credit union or credit card issuers pay- a direct relationship with their customers and not to be
ment app and card credentials inside the retailers app and disintermediated by third-party wallets.
to put the retailers app inside the FIs app, says Crone.
This involves the retailer and the FI negotiating over inter-
change fees.
Benefits to consumers
A Mobile Payments Today blog by Teri Llach, chief market-
Crone recommends that retailers talk to Los Angeles- ing officer atBlackhawk Network, argues that it is short-
based CU Wallet, a credit union service company, which sighted to position mobile wallets merely as containers for
has created a credit union-branded mobile wallet called payment cards that offer speedier payments.
CU Wallet. Over 100 U.S. credit unions are working with
CU Wallet to launch a credit union-branded mobile wallet We believe that most digital wallet players to date have
that is accepted by merchants, says Crone. been focused on the wrong objective speedier payment
not on an improved mechanism for consumers to shop,
In addition, the largest U.S. banks are developing their spend, save and engage with their favorite retailers, Llach
own branded mobile wallets for the cardholders, and says. Its not difficult for shoppers to pull out a debit or credit
announcements are expected over the next few months, card and swipe because they always carry those cards. But
says Crone. shoppers dont like to carry all their gift cards, loyalty cards
Mobile wallets requires partnerships, says Paul Fiore, CU and coupons because there are too many. Integrating those,
Wallets CEO. An FI wallet without retailer acceptance is no as well as ID and an option for paper receipts, into a mobile
good, and merchant apps that dont accept FI-branded mo- wallet is when it will become game changing.
bile payments apps containing FIs cards wont be consum- Llach says that mobile wallets can help consumers track
er-friendly. In the longer term, retailers need to be able to their rewards/loyalty points and offers and obtain seam-
accept open mobile wallets as well as just their own. less access to coupons, pop-up deals, rebates and rebate
submission options. She argues that merchants can use
Third-party mobile wallets in-store location technology such as beacons (See Chap-
ter Two, Bluetooth page 7) to strengthen their relationship
The third priority for retailers is to accept third-party mobile
with customers, citing a Blackhawk survey finding that 59
wallets such as Apple Pay, Googles Android Pay, and
percent of consumers would consider allowing retailers to
Samsung Pay.
know where they are in-store (via beacon technology) in
If a retailer wants to make a sale from a mobile customer, exchange for exclusive values and savings.
they must accept all forms of payment including third-party
wallets like Apple Pay, says Crone. However, retailers
Importance of rewards and offers
should remember that the one who enrolls a customer in a
mobile wallet controls the data in the relationship. With a Because they control the (mobile) device, Apple and Sam-
third-party app, the retailer gives up the touchpoint and the sung have at least one advantage in distributing their wal-
customer data. The goal of Google, Apple and Samsung,
for example, is to collect data and provide customized ads
and offers to their wallet-holders, and build loyalty for their Mobile wallets are the
wallet, not for the retailer or the banks wallet.
perfect aggregator of offers.
In the short term, merchants will work with third-party
Josh Glantz, senior vice president, Mobiquity Networks
mobile wallet providers like Apple, says Fiore. But, in the
Mobile wallets in the most basic sense dont pay for prod-
ucts more easily or appreciably faster than cash or a credit
card, Glantz wrote. They dont link to your credit card
loyalty program any easier than. your credit card does.
What (mobile wallet providers) should be thinking about Card-linking
is what the consumer wants. Going back to the list above, As the offers and loyalty space has become more popular,
consumers want most of all coupons and offers. Mobile consumers have often found it cumbersome to take advan-
wallets are the perfect aggregator of offers. They provide tage of the variety and amount of opportunities available.
a simple and elegant way to store and present those offers Card-linking helps solve that problem by giving retailers
for ease of use. And they at least have the ability to deliver and advertisers the ability to deliver a targeted offer or
time and location-relevant reminders that an offer is avail- deal to consumers via their credit, debit or other payment
able to claim or redeem. card without having to use a paper coupon, voucher or
promotion code.
In a Mobile Payments Today blog, Will Hernandez, the
publications editor, said that mobile wallet providers cant Consumers simply link an offer to their card through their
keep talking about the convenience factor with mobile mobile phone, social media app, or online. When the
payments at the point of sale. That argument doesnt hold consumer uses their card to pay in the store, they are noti-
weight with most consumers, regardless of the demo- fied of their discount or loyalty benefit through their mobile
graphic, Hernandez wrote. One of the areas where some phone or e-mail nearly instantly. Thus card-linking stands
mobile providers fall short on convenience is with rewards. at the intersection of the payments, social media, advertis-
Some providers do it better than others. LevelUp and ing, and retail industries.
Sionic Mobile put their rewards programs front and center.
The actual mobile payment is a means to an end, i.e., The value proposition for mobile wallets has always been
paying for a purchase. The problem LevelUp and Sionic convenience, but, to propel consumer adoption of mobile
Mobile face at the moment is that their reach is limited. wallets into the mainstream, the killer app needs to provide a
Both continue to add more acceptance points, but they are platform for consumers to use loyalty reward offers that en-
nowhere close to being widespread. gage them with their favorite retailers, says Silvio Tavares,
president and CEO of The CardLinx Association. Industry
With a smartphone-based payment, you can identify the Youd be hard-pressed to find an executive in the pay-
device used for the transaction through its unique finger- ments industry who doesnt believe the EMV migration
print its Electronic Serial Number or International Mobile in the U.S. will help make NFC mobile payments more
Equipment Identity number, says Crone Consultings mainstream, Mobile Payment Today Editor Will Hernan-
Richard Crone. This means that you can tie the user to dez wrote in an article titled US EMV transition could open
their device. In the Paydiant platform, if someone steals door to more NFC mobile payments. Companies such as
your mobile wallet user name and password, they wouldnt Ingenico and Verifone already have deployed thousands
be able to use your account as their smartphone wouldnt of EMV-enabled POS terminals, and the majority of those
match your smartphones unique fingerprint. readers are equipped with contactless technology. While
the merchant has the final say to switch on the technology,
Retailers shouldnt be too concerned about accepting the no one can think of a good reason why a retailer would
major wallets like Apple Pay, Android Pay and Samsung choose to keep it off.
Pay, adds Oglesby. Each of these wallets is designed to
ride the same rails as card transactions, and they actually do Security-minded consumers may have more confidence
so with a bit more security than a physical card transaction making a mobile payment from a device that uses
due to their use of tokenized data and EMV compatibility. multiple layers of security, complies with EMV standards,
and/or offers
EMV and NFC new or additional features, the Federal Reserve report
The U.S. payments card industry is migrating to EMV, says. The changes in the marketplace may ultimately bet-
a standard for authorizing credit and debit chip card ter protect customers data by reducing the amount of data
transactions. accessed and stored by merchants.
Tokenization Sorting card credentials in the cloud takes the fraud risk out
of PCI DSS compliance scope for merchants, because they
Tokenization is a key security technology which mobile
never get to see the customers card details, says Crone.
wallet service providers need to deploy. It involves a one-
time number being used to represent an actual credit or However, Crone warns that tokenization schemes pre-
debit card number in a payment transaction. This token vent merchants from identifying their customers by their
can only be detokenized turned back into an actual card card numbers. Merchants carry out big data analysis of
number - by the tokenization service provider. The card- their customers credit and debit card numbers, so they
holders primary account number (PAN) is only stored on can capture sales information about them, he says. If
the tokenization service providers system. a customer pays with a tokenized method such as Apple
Pay, this means the merchant wont be able to capture
There are three types of tokenization.
data on them. Third-party wallet providers like Apple wont
First, website tokenization occurs when a customer enters share customer data with merchants, so the retailer wont
their full PAN on a merchants website, but the merchant know who their customer is. The only way merchants can
never sees the PAN as it is immediately tokenized by the get data about customers making mobile purchases is if
processor in a software vault. customers use the merchants own apps.
Bank, PNC Bank, and Bank of America, and retailers such port], and enable merchants to accept mobile payments
as McDonalds, Panera, Whole Foods, and Uber announc- in-store from participating consumers, as well as enable
ing support for the HCE-based mobile payment system. merchants to embed Android Pay directly into their mobile
apps. Android Pay also will support fingerprint readers for
Googles earlier point-of-sale mobile payment system users to authenticate payments at checkout in the same
Google Wallet lives on as a dedicated person-to-person vein as Apple Pay, Evans said.
transfer mobile app for both Android and iOS devices,
Mobile Payments Today says. Google says that Google
Wallet-holders can spend the money in their accounts CU Wallet
using a Google Wallet prepaid MasterCard in stores, or As of August 2015, four U.S. credit unions are piloting CU
transfer the funds to their bank account. Wallet with their employees.
With select retailers, your loyalty programs and special We provide two different version of the CU Wallet soft-
offers will be automatically applied at checkout (through ware to reflect the two approaches adopted by our clients,
Android Pay), Google says. For example, when you tap to says CU Wallets Fiore. The first version is for FIs which
buy a Coke at a vending machine, your MyCokeRewards already have mobile banking apps and dont want to con-
will be automatically applied. With Android Pay the con- fuse their members by providing a separate mobile wallet
tactless terminal not only receives your payment info, but on the app store. So, for this type of client, we provide an
also your loyalty programs and offers. integrated mobile wallet that integrates with their existing
When using Android Pay to make a point-of-sale purchase, mobile banking provider.
Android Pay wont send the customers actual credit or debit As an alternative, CU Wallet provides a standalone mobile
card number with their payment. Instead, Android Pay will wallet app that is separate from mobile banking. This is
use tokenization to generate a virtual account number rep- for credit unions which who dont want a monolithic app
resenting the customers account information, Google says. that does everything, says Fiore. So this version isnt
In February 2015, Google bought Softcard, the mobile integrated with the credit unions mobile banking provider.
wallet joint venture between AT&T, T-Mobile and Verizon However, whichever version of CU Wallet a credit union
Wireless which was previously called Isis. installs, the wallet will use the same password and user
Google said on September 10, 2015 that it had begun to name as the FIs mobile banking app. In both approaches,
roll out Android Pay in the U.S. Android Pay works with our app is integrated with the credit unions core banking
all NFC-enabled Android devices (running KitKat 4.4+), system and hooks back to their member information data-
on any mobile carrier, at every tap and pay-ready location base, says Fiore. This means that, both in an integrated
across the U.S., Pali Bhat, director of product manage- app and a stand-alone app, the member can see their last
ment for Android Pay, said. Android Pay will support credit 10 or so credit card transactions without logging out.
and debit cards from the four major payment networks: Fiore says CU Wallet encourages credit unions to make
American Express, Discover, MasterCard and Visa their mobile wallets open, so that members can add gift
Android Pay will come pre-installed on new AT&T, Verizon cards, credit and debit cards from any issuer, PayPal and
and T-Mobile smartphones thanks to Googles Softcard even Bitcoin into CU Wallet. Our wallet incorporates a
acquisition. merchant offers network provided by Relevant Solutions,
he says. This integration gives CU Wallet member credit
Michelle Evans, senior consumer finance analyst at Eu- unions the ability to deliver promotions and offers from
romonitor International, told Mobile Payments Today that over 750 national merchants, as well as local retailers
Android Pay will leverage NFC technology [and HCE sup- directly to their members.
CU Wallets software is provided by Paydiant and offers code on the LevelUp scanners screen. They will then
QR code-based payments. receive a digital receipt seconds later.
CU Wallet will go to market with QR codes, since QR LevelUp says its system is accepted at over 14,000 U.S.
currently works with the largest number of merchant POS merchants.
systems, says a CU Wallet spokesperson. However, our
Paydiant back-end solution also supports NFC and BLE. The LevelUp scanner can either be installed on a stand-
alone basis and connect with a LevelUp smartphone, or
Paydiant can handle QR codes in two ways, says Fiore. it can be integrated with the merchants existing POS
Either the merchant has a QR code scanner at their POS system. For more information on which POS vendors
terminal which scans the QR code on the customers systems can be integrated with the LevelUp scanner, see
smartphone, or the customers smartphone camera scans http://setup.thelevelup.com/integrated?locale=en.
a merchants QR code.
LevelUp offers merchants a loyalty and rewards platform
CU Wallets interface can be easily adjusted to support that enables them to capture and analyse data about their
all merchant device-pairing technologies, including QR customers using campaign analytics software and then
codes, NFC, HCE, and BLE, CU Wallet says in a product provide them with rewards programs. Because LevelUp
information sheet. is the method of payment, (rewards) redemption is always
seamless as customers simply pay to accrue and redeem
The disadvantage of CU Wallet from a retailers point of rewards, LevelUp says.
view is that merchants need to support Paydiant on their
POS terminals to accept CU Wallet. For example, Sub- A white-label version of LevelUp is available, which
ways 27,000 locations accept Subways Paydiant-based offers merchants a custom mobile payments app and
mobile wallet, and this means Subway could accept any FI- loyalty program.
issued mobile wallet that is based on Paydiant, says Fiore.
In May 2015, LevelUp and Olo launched what they claim
Fiore says that ultimately mobile payments will migrate to is the restaurant industrys first turnkey mobile commerce
open systems and merchants wont need to have Paydi- solution with built-in ordering, loyalty and payment in one
ant software to accept CU Wallet. The payments industry user experience. The fully-branded app removes the com-
is moving towards POS hardware that is open and will plexity of integrating solutions and brings together fast,
accept all kinds of payment methods such as smartphones fluid mobile ordering with customer offers and rewards,
with NFC and QR code-based mobile wallets, he says. said Michael Hagan, LevelUps chief strategy officer. Con-
sumers can order and pay ahead, earn rewards, or pay
in-store all within the same application, available for both
LevelUp Apple iOS and Google Android devices.
LevelUp says its mobile wallet supports NFC, QR codes,
and BLE, and is available on Apple, Android and Windows Since May 2015, LevelUp has allowed its users who are
smartphones, smart watches, Apple Passbook and Google Sprint subscribers to charge in-store purchases to their
Wallet. Users link one or more payment cards to their Lev- Sprint mobile phone bill thanks to a partnership with direct
elUp account, which then generates a QR code for display carrier billing company Danal.
on their smartphones screen.
While it can be used for in-app purchases, MasterPass ous merchants and their employees. However, MCX said
is not intended for use at the point-of-sale, and doesnt CurrentC will not be rolled out until 2016.
involve downloading an app to a smartphone.
Based on Paydiants platform, CurrentC uses QR codes,
with all payment transactions occurring in the cloud.
MCX
Merchant Customer Exchange (MCX) is an alliance be- PayPal/Paydiant
tween the largest U.S. retailers and restaurant companies,
including WalMart, Target, and Best Buy. Its goal is to In February 2015, PayPal acquired white-label mobile
bring down the cost of card acceptance in its members wallet provider Paydiant, giving it a foothold in the point-
stores through the use of the CurrentC mobile wallet. of-sale mobile payments market in which PayPal had
struggled to gain traction.
MCX was founded in 2012 with the aim of providing a mobile
payment system that would give participating merchants a Paydiant clients current mobile wallet deployments are
way to integrate a wide range of consumer offers, promo- QR code-based, but Paydiant is agnostic as to payment
tions and retail programs. The system is intended to bypass acceptance methods and will support BLE and NFC, says
the card networks and eliminate the need to pay credit card CU Wallets Fiore.
interchange, thus lowering merchants card acceptance PayPal launched a point-of-sale version of the PayPal Wallet
costs, Mobile Payments Today says. in 2012, but failed to gain large user numbers.
To achieve this goal, MCX plans to only offer acceptance PayPal has an opportunity to be a real catalyst in mobile
in CurrentC of low-cost payment methods such as private- payments with its huge customer and merchant base,
label store credit and debit cards, gift cards, and direct ac-
cess to checking accounts (also referred to as decoupled
debit). To encourage consumers to use CurrentC, MCX
will incorporate merchants loyalty programs directly into
CurrentC, making it easier for consumers to earn rewards
points and receive offers.
and Visa, major banks including Bank of America, Chase, Visa Checkout
and U.S. Bank, and key financial partners including First Visa Checkout provides a single sign-in for remote mobile
Data, private-label card issuer Synchrony Financial and and online purchases at merchant websites that accept
TSYS to extend Samsung Pay to the U.S. the Visa-branded digital wallet.
AT&T, Sprint, T-Mobile, and U.S. Cellular are listed on While Visa Checkout can be used for in-app purchases,
Samsung Pays promotional pre-launch website as sup- it is not intended for use at the point-of-sale, and doesnt
porting Samsung Pay on their smartphones. However, involve downloading an app to a smartphone.
Verizon isnt listed, and, according to ZD Net, is still evalu-
ating the new payment system. The Samsung Pay promo-
tional website also lists Amex, MasterCard, Visa, Bank of
America and U.S. Bank as supporting the system. About the sponsor:
Samsung Pay uses tokenization, Samsung KNOX, and
fingerprint authentication to provide secure payments and The non-profit CardLinx Association is the leading associa-
reduce the security risks inherent to plastic cards. tion for the card-linked industry. Card-linking is the prac-
tice of associating deals, offers, and loyalty rewards with
According to TechRepublic, KNOX is a containerization a consumers choice of payments card and digital wallet,
system that separates business and personal data to add a eliminating the need for paper coupons or promotion codes.
layer of security not available on standard Android devices. CardLinx brings together leading merchants, digital publish-
ers, payment networks, and banks, including MasterCard,
Discover, Microsoft, Facebook, PayPal, and First Data,
Sionic Mobile to develop industry standards that eliminate friction for
consumers and merchants. It also provides forums where
Atlanta, Georgia-based Sionic Mobile has developed the
small to very large retailers can meet face to face with digital
ION mCommerce platform which delivers mobile promo-
commerce industry participants CardLinx members serve
tions, payments and rewards, along with two cloud-based
or represent over 6 million merchants, have issued over 1.9
free apps, ION Loyalty for merchants and ION Rewards for billion payment cards, and serve consumers with over 200
consumers. After downloading ION Rewards, a consumer million card-enabled accounts and over 700 million active
needs to link a credit or debit card to the app. daily users. For more information, visit cardlinx.org.
NRA releases mobile payments guide for restaurateurs mPOS 101: What merchants need to know about mobile
Mobile Payments Today point-of-sale technology By Robin Arnfield
http://www.mobilepaymentstoday.com/news/nra-releases- Mobile Payments Today
mobile-payments-guide-for-restaurateurs/ www.mobilepaymentstoday.com/whitepapers/mpos-101/
No surprise: Gallup finds mobile wallets low priority for Mobile Payments Security 101 by Robin Arnfield
consumers by Will Hernandez http://www.mobilepaymentstoday.com/whitepapers/mobile-
http://www.mobilepaymentstoday.com/blogs/no-surprise- payments-security-101/
gallup-finds-mobile-wallets-low-priority-for-consumers/
A look at the PCI guidelines for mobile POS
Major mobile wallet providers not distinguishing them- Mobile Payments Today white paper sponsored by Moki
selves by Will Hernandez http://www.mobilepaymentstoday.com/whitepapers/a-look-
http://www.mobilepaymentstoday.com/blogs/major-mobile- at-the-pci-guidelines-for-mobile-pos/
wallet-providers-not-distinguishing-themselves/
Theres more to mobile payments than payments: Engag-
Uber and lessons for the mobile wallet by Mark Ranta ing Your Customers in the Age of the New Mobile Wallet
http://www.mobilepaymentstoday.com/blogs/uber-and-les- Webinar and slidedeck sponsored by LevelUp
sons-for-the-mobile-wallet/ http://www.mobilepaymentstoday.com/whitepapers/theres-
more-to-mobile-payments-than-payments-engaging-your-
Digital wallets: how merchants can use the platform to customers-in-the-age-of-the-new-mobile-wallet/
draw in consumers by Teri Llach
http://www.mobilepaymentstoday.com/articles/digital-wal- Mobile Payments Today directory of suppliers
lets-the-rise-of-promising-platforms-and-whats-needed-to- http://www.mobilepaymentstoday.com/companies/directory/
break-through-with-consumers/ companies-by-category/
Mobile Banking and Payments Security: What banks Mobile Wallet Comparison Guide, 2015 edition
and payment service providers need to know to keep Networld Media Group
their customers safe, by Robin Arnfield http://www.networldmediagroup.com/inc/sde-
Networld Media Group tail/12036/20723
http://www.networldmediagroup.com/inc/sde-
tail/12036/18751 End-to-end Security in an Open and Mobile World
Ingenico white paper
Mobile Payments State of the Industry 2015 - http://ingenico.us/wp-content/uploads/2012/07/Ingenico-
Omnibus Edition End-to-End-Security-in-an-Open-and-Mobile-World-EN.pdf
Networld Media Group
http://www.networldmediagroup.com/inc/sde- Payment Card Industry Security Standards Council (PCI
tail/12036/19754 SSC) documents page
http://www.atmmarketplace.com/news/new-industry-report- https://www.pcisecuritystandards.org/security_standards/
examines-consumer-habits-preferences-in-mobile-banking- documents.php.
payments/