—- Correction — MA rate for non-regulated debit is 160 bps (not 105). My old Google card in the NFC wallet was card present.. I forgot to make the change to card not present… Rate table below —-
Yesterday Google rolled out InstantPay, and a new planned P2P service integrated with Gmail, wallet, … etc. Although this is a step back from the physical card revealed by Android Police in November. This is a VERY BIG DEAL for payments. Why?
Merchant Value Proposition
- Reduce payments cost. No matter what card customer uses, everything will be priced as a non Durbin Debit (160 bps). This marks the First Time Ever a provider will take a LOSS on every payment, to get the data.
- Customer uses whatever card they want, credit, debit, Amex.. or even ACH.
- Merchant keeps current processor. The payment metaphor is a 16 digit PAN.. a Google MA that wraps everything else (see don’t wrap me).
- Increased Conversion (particularly mobile). One button (pay with Google) and everything is filled out.
- New performance measurement tools in google analytics
- New offers and ad types possible (dependent on redemption, and/or number of purchases)
- Possible loyalty programs
- New physical merchant use cases (buy on mobile pick up in store).
- Centralized payment instrument/fraud protection. I’m not giving my card number out to all merchants
- Ease of use.. no more form filling
- Centralized e-reciepts
- Use any payment instrument I want
- Store coupons/incentives in wallet
- Wallet on Android no longer NFC dependent
- Google gets to see more of your data.. but who do you trust with it? Google vs. Banks vs. none of the above.
- Expanding the google master account (GAIA) to manage verified identities and making new services available (to these consumers it has verified)
- Ad delivery: Leveraging customer insight and “touches” to influence consumer
- Ad quality: closing the loop with payment.. what ads contributed to what ACTUAL behavior
- PAY FOR PERFORMANCE Advertising!?? No more CPC? one obvious future is if Google can see transaction then the could bill merchant for advertising based upon the purchase (not on the click). This is the Holy Grail of advertising and if there are indeed plans here.. it is beyond a moon shot. As an advertiser I would only pay for marketing that led to customers buying from me. This would spawn an entire new industry of campaign managers. More on this in future blog.
- Phone as tool for Authorization of a given identity.
- Business model… big win for merchant (cost, conversion, experience and reach) and consumer (protection, convenience)…
For eCommerce/mCommerce merchants this may be the biggest “no brainer” since Cybersource offered to offload card processing/fraud risk management. This is a V.me killer… from both cost, and advertising perspective. The primary challenge Google faces is that 70% of eCommerce sales are controlled by Amazon, eBay/PayPal/GSI, and Visa/CYBS… They can make it difficult for smaller brands to turn this on.. but it will happen… Amazon may even want to let Google eat 1% interchange on all their sales.
Osama and the Google team have done great work getting this out to market. Congrats.
On the P2P side.. not quite sure. Sending money in gmail is certainly better than a stand alone service.. but EVERY SINGLE P2P effort has failed: Obopay, Visa Money Transfer, ClearXchange, POPMoney, Zashpay, paybox, .. Consumers just don’t pay other people (like babysitters or golf bets) electronically, nor do they PAY FOR PAYMENTS. There is a strong social element in giving and receiving something of physical value (ie cash). Remember when your Grandmother sent you a birthday card with $20 in it? It just wouldn’t be the same if Granny sent me an email with an electronic notice..
With respect to Google’s new service, I will certainly say that Google has done a great job with integration, and there is no more highly used service in the world than Gmail.. so if anything had potential.. this is it. Google is not exactly a culture that seeks operational folks.. more of CREATORS.. not regulatory, payment ops, KYC, dispute, … experts. This will be one GIANT headache of a service to manage (globally). If they can make this work, and extend to android.. it could be the LINCHPIN to ubiquity and payment success in emerging markets. Payments for “free”!!?? If cross border were enabled, what would this do to Xoom? PayPal? WU? See my blog on Growing the world’s economy and poverty alleviation.
Is Google walking away from NFC? Don’t think so.. there are probably markets where it makes sense. US doesn’t seem to be one of them. Remember the NXP chips only just recently allowed more than one card emulation application.. so for last 5 years everything had to be Visa, or MA, or Amex.. ISIS is facing delays because of lack of Gemalto SWP SIMs and the handsets to support them… and consumer “demand”. The NFC ecosystem is dead in the US… the only people that win are banks and telecos.. Merchants are not enabling contactless.. for a reason. As I told Google 2 yrs ago, to establish consumer behavior, you must use it 5+ times per week. There are 3 critical payment areas for this: Grocery, Gas and Transit. Without participation here.. no payment change will occur. See my note on Apple and NFC, and Google Wallet.
My top recommendation is to integrate this tightly with KYC/Authentication initiatives.. See blog on reputation.