I have the strangest sense of deja vu all over again.
Today, Verizon, AT&T and T-Mobile publicly announced a contactless payment consortium. It has no name, no CEO and no concrete details on cities of deployment, payment processor or, really much of anything. HOWEVER. It will use contactless (read NFC) technology to facilitate the payments and it may well bypass the traditional Visa and MasterCard duopoly. Intriguing. So much so in fact that my colleague Andy Castonguay published a report on this very topic last month (available here).
Here are my $0.02. Remember Simpay? No? Let me refresh your collective memories. In February 2003, Vodafone, T-Mobile and Orange formed a mobile payments association collectively called “Simpay”. The initiative had a simple remit – that subscribers could charge merchants and content resellers for goods and services to their mobile bill, bypassing traditional payment networks.
Fast forward to June 2005. Simpay press release: “Following the decision of one of its founding Members not to launch Simpay for the foreseeable future, [...] not to pursue its activity on a pan-European scale as originally planned.”
(cue sound of air being released from a balloon)
Why did Simpay fail? A variety of reasons… the readiness of consumers to use alternative payment mechanisms (cards, checks and most of all, cash), the relatively nascent mobile payments landscape in Europe at the time, the lack of retailer buy-in and, not insignificantly, one of the three major participants pulling the plug.
So, have lessons been learnt? The U.S. consortium that is yet to have a name* has, IMHO, more potential than the not-long-deceased European predecessor. And why?…
- It is intended to be deployed in a single country. Admittedly a very large and diverse country, but at least the language is the same. Apparently.
- It may offer an alternative payment network to vocally disgruntled retailers that are looking to escape the shackles of Visa and MasterCard (but not too much)
- The technology is so very nearly there to offer contactless NFC payments at the point of sale in the US, AND there are a number of large retailers that already have the hardware in place from the last attempt to make contactless work, circa 2006.
- Operators may not be necessarily charging to a mobile bill, unlike Simpay, but to a third party. Hence, the potential for churn inducing sticker shock is not expected to be a problem (banking / processing allegedly being dealt with by Discover and Barclays)
- The public at large is, theoretically at least, prepared to experiment with new and exotic forms of payment. Tests of NFC have been done ad nauseum for years and in each of these rather self serving tests, the public has embraced the concept of tapping a phone / keyfob / card / dog with sticker on its nose against a payment instrument. People love this.
The one issue remains however. Consortium. Not to suggest that the triumvirate of AT&T, Verizon and T-Mobile can’t come to some equitable agreement on forming a mobile payments network, but it didn’t work before. And, all it took for Simpay to implode was one of the players to drop out.
Lesson learned?…
*May I be the first to suggest not a name, but a symbol like mid-90′s Prince, or an emoticon even? How about :-/