With many people unaware of the difference between a mobile wallet – a brand loyalty app – and mobile payment it 's no wonder marketers are struggling for the best of opportunities to build relationships with customers . What's worse, buyers at brands are looking for two very different solutions. Mobile payments offer loyalty cards , tickets and coupons , and are one of the few apps where consumers decide what mobile content they want to capture . But when Apple launched Passbook – a mobile wallet – as Apple Pay , and Google followed suit with its Android Pay confusion set in . Wallet providers should agree with marketers what their platform is for and tailor marketing to reflect that .
With many people unaware of the difference between a mobile wallet – a brand loyalty app – and mobile payment it 's no wonder marketers are struggling for the best of opportunities to build relationships with customers . Mobile payments offer loyalty cards , tickets and coupons , and are one of the few apps where consumers decide what mobile content they want to capture . But when Apple launched Passbook – a mobile wallet – as Apple Pay , and Google followed suit with its Android Pay confusion set in . Wallet providers should agree with marketers what their platform is for and tailor marketing to reflect that .