Mobile Payments

ANALYTICS THAT INFORM & EMPOWER
Activity-based metrics lack research value, and are not actionable

Actionable metrics provide research analysts with new consumer intelligence

Analyze global consumer opinion on public and private companies
Identify and explain shifts in consumer product tastes over time
Gauge consumer reaction to disruptive technologies
Uncover and quantify the factors driving customer pain and praise
Evaluate appeal of competing solutions in the industry
LIKES FOLLOWERS SENTIMENT MENTIONS
Learn the impact of news events and advertising on brand affinity
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.

CASE STUDY: MOBILE PAYMENTS
Product Comparisons
INDUSTRY
PLAYERS: Square  Google Wallet

BUSINESS
QUESTION: How is my new mobile payment technology being received
by consumers?

METHOD: Develop a framework for evaluating competing mobile payment
products to inform marketing initiatives, and new product
development, by analyzing online consumer discussion during
2011 and 2012.

MOBILE PAYMENTS: INDUSTRY OVERVIEW
How Do Consumers Feel About Mobile Payments? FINDINGS:
(5/1/11 – 11/1/12)  42, 277 Relevant Posts
A. Consumers are bullish about the
industry, driven by excitement to
A use new technology (43%)
B. Over an 18-month period, the
proportion of consumer excitement
B increased 15%, while total bearish
sentiment fell by 13%
C. Security of payment products is the
greatest concern for consumers

C

MOBILE PAYMENTS: SQUARE (BRAND)
Square: Brand Perception
(5/1/12 – 11/1/12)  71,312 Relevant Posts
FINDINGS:
A. Square brand is perceived very
positively, driven by healthy
product discussion (47%)
A B
B. Proportion of consumer
excitement and satisfaction with
C Square increased 14% since
May 2012
C. While negative opinion
wanes, brand discussion enters
November on a very positive
trajectory PROPRIETARY & CONFIDENTIAL

MOBILE PAYMENTS: SQUARE WALLET
Consumer Reactions to Square Wallet FINDINGS
(9/1/11 – 11/1/12)  2,647 Relevant Posts A. Over the past 14 months, reactions
A to Square Wallet (Pay With Square)
have been very positive (86%)
B
B. 24% say the technology is the
future of payments
C C. Over half of total conversation is
consumer praise of Square Wallet
and clamor for a more widespread
implementation


MOBILE PAYMENTS: SQUARE WALLET
“I LOVE that I can pay for my
Consumer Reactions to Square Wallet FINDINGS @starbucks with my
(9/1/11 – 11/1/12)  2,647 Relevant Posts A. Over the past 14 months,believe
@SquareWallet! I can't
reactions
how fast it seems @square has
A to Square Wallet (Pay With Square)
grown! #futurenow #winning”
have been very positive (86%)
-@eriktimmons

B
B. 24% say the technology is the
future of payments
“Just bought lunch w/
C C. Over@PayWithSquare from @Square-
half of total conversation is
consumer praise of Square Wallet
once you do this you want EVERY
and clamor for a more offer it. So
retailer/restaurant to widespread
implementation so great.”
seamless,
-@ronxo


MOBILE PAYMENTS: SQUARE-STARBUCKS
PARTNERSHIP
Consumer Reactions to Square-Starbucks Partnership FINDINGS
(8/8/12 – 11/1/12)  54,252 Relevant Posts
A. Reactions to the announcement
A
were overwhelmingly positive
(96%); many excited to use Square
Wallet at Starbucks locations
B. 45% decree this partnership will
change the landscape of mobile
B payments, and ignite the industry


PARTNERSHIP
“Excellent! Now I can
Consumer Reactions to Square-Starbucks Partnership FINDINGS use square wallet at
(8/8/12 – 11/1/12)  54,252 Relevant Posts
Starbucks. One step
A. Reactions toto not needing
closer
the announcement
A
were overwhelmingly positive
my wallet =)”
(96%); many excited to use Square
-@griffinkelton
Wallet at Starbucks locations
B. 45% decree this partnership will
change“Woke up to amazing news this
the landscape of mobile
B morning! Starbucks officially
payments, and ignite the Maybe I'll
accepts Square Wallet! industry
start drinking their coffee.”
-@BHisaRockstar


PARTNERSHIP
Consumer Reactions to Square-Starbucks Partnership FINDINGS
Themes of Negative Conversation
• Despite minimal negative opinion
(4%), consumers are quick to point
out Square does not yet integrate
with Starbucks’ loyalty program
• Though not a substantial risk at
present, prudence dictates
monitoring this concern over time


MOBILE PAYMENTS: GOOGLE WALLET
Consumer Reactions to Google Wallet FINDINGS
(5/1/11 – 11/1/12)  25,298 Relevant Posts A
A. Despite 10x greater volume, net
sentiment on Google Wallet is more
unfavorable than Square
B. Absence of NFC technology in
C smartphones frustrates Google
Wallet hopefuls, stalls adoption;
Square remains unaffected
C. Compared to Square (43%), Google
B Wallet fails to create an impetus for
merchant adoption (4%)

MOBILE PAYMENTS: KEY TAKEAWAYS

• Consumers respond to disruptive technology with considerable excitement, and are
bullish about the industry
• New product messaging could emphasize security measures to address the largest public concern (22%)

• In contrast to Google Wallet, Square is perceived as game-changing technology
• The voice of the consumer has equated Square Wallet with overall industry appeal: the future of payments


MOBILE PAYMENTS: KEY TAKEAWAYS

• Consumers weigh in on the battle of technology standards
• The case of Google vs. Square illustrates how financial firms can take the public pulse on social media to
learn how the voice of the customer could impact an investment decision

• Deep analysis of online consumer opinion complements due diligence on new
market entrants and potential investment opportunities
• Gauge the appeal of subsequent retailer partnerships, and uncover the causes for new excitement or
reasons for competitor migration


Mobile Payments

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