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 make the best of opportunities to build relationships with customers. Mobile wallets offer loyalty cards, tickets and coupons, and are One of the few apps where consumers decide what brand content they want to capture. But when Apple rebranded Passbook – a mobile wallet – as Apple Pay, and Android followed suit with its Apple Pay confusion set in. Let me be clear, this is one native app on your phone where you, the consumer, decides what brand content you want to capture. Apple 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 make the best of opportunities to build relationships with customers. Mobile wallets offer loyalty cards, tickets and coupons, and are One of the few apps where consumers decide what brand content they want to capture. But when Apple rebranded Passbook – a mobile wallet – as Apple Pay, and Android followed suit with its Apple Pay confusion set in. Apple providers should agree with marketers what their platform is for and tailor marketing to reflect that.