No. 65: Ap­ple ups its Pay

Fast Company - - Contents -

Jen­nifer Bai­ley has turned

Ap­ple Pay into a core piece of the op­er­at­ing sys­tem.

Jen­nifer Bai­ley VP of in­ter­net ser­vices and Ap­ple Pay, Ap­ple

Ap­ple vet­eran Jen­nifer Bai­ley took over Ap­ple Pay in 2014 with the goal of mak­ing it pos­si­ble for iphone users to leave their wal­lets at home. She has quickly turned the ser­vice into a core piece of the Ap­ple op­er­at­ing sys­tem and grown in-store ac­cep­tance at U.S. re­tail lo­ca­tions from about 3% at launch to more than 50% to­day while also in­te­grat­ing Ap­ple Pay into 85 of the top 100 e-com­merce apps. In the process, she’s hu­man­ized a fi­nan­cial prod­uct in sur­pris­ing ways— wit­ness the happy face that ap­pears when an iphone X user au­then­ti­cates at check­out. “Not only did we want to bring more se­cu­rity to pay­ments,” she says, “we wanted to make the whole ex­pe­ri­ence en­joy­able.”

How do you per­suade cus­tomers to use Ap­ple Pay for the first time? We go to the lo­cal mer­chants and the city coun­cils—in Austin, San Diego, L.A., San Fran­cisco—and [with their bless­ing,] we es­sen­tially put on an Ap­ple Pay street fair. Lo­cal mer­chants who ac­cept Ap­ple Pay present an of­fer— maybe a dol­lar off your ice cream. We bring in food trucks and [fea­ture] fun ac­tiv­i­ties. We’ve also done event-type mar­ket­ing at mu­sic fes­ti­vals. Last year at Bot­tle­rock [a mu­sic and wine fes­ti­val in Napa Val­ley], we worked with the event or­ga­niz­ers to cre­ate Ap­ple Pay–only lines. When you go to a con­cert, the last thing you want is to stand in line to pay for your beer.

Where have you had to mod­ify your ap­proach? We had started with the as­sump­tion that it would be clear to cus­tomers which stores ac­cept Ap­ple Pay, but you can’t al­ways tell. Now we have a team of peo­ple who work [with com­pa­nies like Square and Van­tiv that pro­vide check­out ter­mi­nals]. We give their sales staff stick­ers; we work with them [to add] dig­i­tal marks on screen. When a re­tailer shows an Ap­ple Pay mark, the num­ber of [Ap­ple Pay] trans­ac­tions goes up around five times.

A big part of Ap­ple Pay’s growth story is in­ter­na­tional. How have you adapted the prod­uct for other coun­tries? We launched in Ja­pan [in Oc­to­ber 2016]. One of the re­ally im­por­tant cat­e­gories of pay­ments there is for its rail sys­tem, so we [linked with the country’s] JR East and Suica tran­sit cards. Add those to Ap­ple Wal­let and tap to go through the gate. Just last week, we were busily work­ing on launch­ing tran­sit in Bei­jing and Shang­hai. When we talk about re­plac­ing the wal­let and not just pay­ment cards, this is what we’re work­ing on.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.