A survey by Gartner predicts that by 2015 one third of consumer brands will have integrated payment into their branded mobile apps.
The research firm predicts this trend will grow over the next three years “so that brands can sell directly and enhance the user experience”. The trend will be most visible for those brands with retail outlets such as those in fashion, food and drink, grocery and entertainment.
Many consumer brands have launched branded apps that focus on marketing activities such as product information, loyalty points or collecting coupons and offers, says the firm. However, so far only a few early adopters have integrated payments into their apps, according to Gartner.
Alternatively, consumers might use an aggregator app from which they can access multiple brands. Such apps can be an online marketplace or specialist app dealing with location, promotional offers and travel. Brands will have to compete against their aggregator rivals, says the report.