Google is known for being one of those companies in which if a product doesn’t work when I first reviewed it completely and apply several strategies before it lost. This already happened in his time with Wave and Buzz, although I admit that they are not the best examples, and now they have forced to rethink its plans and strategies with one of its most ambitious and promising products: Google Wallet.
With the idea of replacing credit cards and coupons through the use of mobile phone technology NFC to carry out payments and corresponding discounts through coupons and points and loyalty cards. However he underestimated one of the most important parts that had to be estimated: is the work of establishments and not only consumers implement this technology.
Even if a user wants to pay with that service, if store is do not possess adequate means you won’t be able to collect and thus Google not make money offering companies the management of loyalty programs and coupons. In addition, it is not only in the field of NFC payments, in United States mobile operators already have its own integrated system which competes directly with Google, ISIS.
If you can’t beat’em, join them
This leads to Google to a position of helplessness that has been several times. It is a situation that needs that companies trust Google Wallet and NFC payments, but by the time companies do not see enough incentives to spend money on material and training employees so that only used it a fraction of customers, as well as impediments that American carriers that this system is not in use and if ISIS is used.
ISIS on the other hand has more acceptance in the United States which has Google Wallet, leaving them in strategic superiority. At the moment only fit two options to take forward the service. The first would happen by partnering with operators who use ISIS and grant them a share of the profits that generate when a coupon is generated for Google Wallet, coupons that the companies themselves created by paying Google.
The second path that could be taken is the of do the same thing on the web Wallet but taking it to the shop. I.e., the cashier gives the client some data, this introduces them and through Google servers is carried out the payment, eliminating the need to use a different hardware and only installing a software on sale terminals. Either way, Google in this field is one of the most complicated situations that might be expected, even if it is predictable enough to wait for the thing to end like this.