PayPal in brand revamp to fight m-payment rivals

PayPal in brand revamp to fight m-payment rivals

01 MAY 2014

A new logo and a global marketing campaign see PayPal, the online payments unit of eBay, make a concerted effort to get better noticed in the increasingly crowded mobile space.

Using a simplified logo (pictured), market onlookers see it as being more suited for mobile phones and wearable devices.

The new look coincides with PayPal’s first-ever TV ads in the US. The campaign is scheduled to last throughout the summer.

Not since 2007 has PayPal had a makeover.

“PayPal’s brand refresh and new global advertising campaign reflect its determination to be seen as a multi-channel payment provider, with a strong emphasis on mobile payments that are now a priority focus for PayPal,” said Eden Zoller, a principal analyst at Ovum.

The challenge for PayPal, added Zoller, was that a “multitude of other players” – including Facebook – have the same ambition of expanding their m-payments presence through the adoption of new technologies and wearable devices.

“We also think Apple will make an explicit move into m-payments this year and the number of accounts that Apple has on file are substantially more than PayPal and just about everyone else,” said Zoller.

Christina Smedley, vice president of global brand and communications at PayPal, stressed the need to diversify.

“Today, online is just one of the ways we show up to our consumers, merchants and developers, along with in-store, on mobile and elsewhere,” she said on the company’s website. “To reflect the dozens of ways we make it easier and safer for you to use your money every day, we’re pleased to share our new logo, designed to exemplify that simplicity, convenience and security in this new omni-channel world.”

The size of the PayPal marketing campaign has not been disclosed but Reuters reports it’s the largest ever planned for the payments company.

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Ken Wieland

Ken has been part of the MWC Mobile World Daily editorial team for the last three years, and is now contributing regularly to Mobile World Live. He has been a telecoms journalist for over 15 years, which includes eight...More

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