1.
MRKT-511
Case analysis by:
Helal AL-Helal phD

2.
Executive Summary
 The online payment marketplace is experiencing an explosion of innovative
ideas, plans, and announcements.
 Others liken the payment marketplace to a battle among the four platform
titans Apple, Google, Face book, and Amazon. Each of these titans have their
own versions of a future payment system that challenges the other players.
 PayPal, the reigning power in alternative online payment, or the credit card
companies who process over 70% of online payments, or the
telecommunication wireless .

3.
 The continuing double-digit growth of e-commerce is certainly one factor
driving market participants, but a more important factors is the emergence
of the mobile platform of Smartphone and tablets that opens the door for
new firms to enter the online payment marketplace based on newer
technologies and control of the mobile platform itself.
 All of these players are also competing for a share of the online payment
stream they all want to help us spend money, for a fee.

4.
Questions & Answers
Q.1 What type the value proposition that Apple pay offers
consumers? How about merchants?
The easiest way to remember your credit card number is not having to
remembering th 16 digits, which is not the easiest way of to type them in
to pay for something, which is always the security issue raises. with Apple
Pay revolutionary war came in.
using the iphone/ipad ios.6 or apple watch!, what a customer want to
make a payment, simply he/she press the touch id button, which read
their fully finger prints, ensuring the phone is on the right handed not
been used by another person.

5.
Q.2 What are some limitations of Apple Pay that might prevent its
wide spread adoption ?
 The large number of iPhone 6 iPad 6 i watch can enjoy the service only, which
Apple service is useless for android’s rim’s and win’s users.
 Apple need to emphasise mobile shopping or add online shopping.

6.
Q.3 What is the Advantages do the Square and PayPal mobile card-
swopping solutions have in the mobile payment market? What are their
weakness?
Square Advantages
 Free “online store” via Square Market
 Lower pay-as-you-go keyed rates (0.20% lower, but adds $0.15 transaction fee)
 Kitchen ticket printer connectivity (post-payment printing)
 Barcode scanner connectivity with basic app for iPad (need Stitch add-on with
Spark Pay)
 Better multi-user permissions customisation
 “Square Wallet” e-wallet integration
 “Square Stand” hardware makes iPad POS pretty/effective

7.
Square Weakness
 For companies that do bulk transactions (grocery store, office supplies,
etc.), Square is not a possibility.
 They need to be able to scan multiple items and then get a total price in an
efficient manner. Currently, Square does not have a mechanism in place to
scan barcodes.
 Trust in security. While the Silicon Valley/early adopter types definitely
trust Square and think that it is cool, many people will be apprehensive
about using Square.

8.
PayPal Advantages
 Flexible online payment.
Getting paid online can be a little tricky, especially for new merchants.
PayPal not only allows you to take money for other PayPal accounts, it also
offers your customers the option to pay via credit card.
 Easy access to fund.
Once you've received payment through PayPal and have been granted access
to it, moving and using it is easy. If PayPal is linked to your bank account, you
can withdraw money to your bank account and have it in three to four
business days.

9.
PayPal weakness
 Blurring the bank lines
PayPal is not a bank; it sometimes fills the same role as one, but it does
not adhere to the laws and regulations of banks.

10.
Q.4 What Strategies would you recommend that apple pursue to assure
widespread consumer adoption of Apple Pay?
1.Increase penetration on e-comerce websites, and apps
2.Grow share in merchants services
Helps merchants to sell more online – those that enable Apple Pay Express
Checkout alike, experience
3.Adjacent payement markers.

11.
Conclusion
 The Apple Pay global Internet payments network can be used to exchange
value not just on eBay and within e-commerce but beyond, Apple Pay does
not consider Amazon to be a global payments platform]. ApplePay’s global
reach, closed loop network, and risk management/anti-fraud capabilities .
 The online payment marketplace is experiencing an explosion of innovative
ideas, plans, and announcements .
 Others liken the payment marketplace to a battle among the four platform
titans Apple, Google, Face book, and Amazon. Each of these titans have
their own versions of a future payment system that challenges the other
players. And let’s not forget PayPal, the reigning power in alternative

12.
Thank you