Apple Pay yet to make much impact outside US - Mobile World Live

Apple Pay yet to make much impact outside US

02 JUN 2016

Apple Pay added three more Canadian banks to its roster of partners, as a Reuters report said the service has made only a small impression globally.

From 1 June, customers of Bank of Nova Scotia, Bank of Montreal and Toronto-Dominion Bank are able to add their credit and debit cards to Apple’s service, reported Financial Post.

This is the second wave of bank partners in Canada, but comes six months after Apple Pay’s initial debut in the country. The launch in November last year was limited to American Express users.

The same limited roll out can be seen in another market. Like Canada, Apple Pay launched in Australia with Amex last November, and has subsequently gained the support of only one major bank (ANZ) to date.

In the UK, Apple has fared better since its July 2015 launch, gaining a critical mass of financial institutions, although Barclays, a major player, dragged its heels in giving support.

Still, banks in other countries, including its home land, have moved to support Apple Pay in significant numbers. It operates in a total of six markets to date.

However, CFO Luca Maestri conceded on the company’s last results call that Apple Pay is not making a meaningful contribution to revenue or profit, at least not yet.

Negotiations about adding a bank’s debit or debit card tend to grind slowly because banks might have their own mobile payment service to consider, as well as being fearful of Apple’s market power.

In addition, Reuters said Apple found obstacles in technical challenges and low consumer adoption.

Even when banks offer their support, users then have to choose Apple Pay ahead of using the plastic version of the same contactless card.

Anecdotal evidence from Britain, China and Australia suggests the service is popular with core Apple followers, but the quality of service, and interest, varies significantly.

“Bendigo Bank is experiencing some unforeseen technical issues in accepting Apple Pay payments at selected merchant terminals,” said a bank spokeswoman quoted in the report. Interestingly, Bendigo Bank is not listed as an Australian partner by Apple.


Richard Handford

Richard is the editor of Mobile World Live’s money channel and a contributor to the daily news service. He is an experienced technology and business journalist who previously worked as a freelancer for many publications over the last decade including...

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