Rambus recently interviewed a number of prominent industry experts at the Mobey Forum about the perfect buying experience.
As Rambus CMO Jerome Nadel points out, the digitization of credit cards on mobile devices has enabled the utility of transaction. However, says Nadel, this isn’t enough to support the perfect buying experience.
“The buying experience (user experience) should be joyful, not utilitarian. Value-added services integrated into the new form of a digital wallet that enable people to do more than just pay that are providing insight and value are going to create these experiences that are differentiated,” he explained.
“Providing efficiency and utility, having things be intuitive so they can be done quickly, without much learning, but also moving to that point of joy and added value. We’re looking to go beyond just transaction and really focus on the integration of services like loyalty gift cards and being able to review digital receipts so the wallet becomes more than a metaphor – it becomes something of free value.”
Meanwhile, Hugo Reijkens of MasterCard told Rambus the perfect buying experience is one that is essentially invisible to the consumer.
“It’s a buying experience, I would like to purchase a product, I would like to make use of a service and paying shouldn’t actually be there in the process,” he said.
Neil Butters of Interac expressed similar sentiments.
“The perfect buying experience is really an experience where the payment is almost invisible,” he explained.
Kristian Luoma of the OP Financial Group chose to focus on security, noting that for most of the industry, the perfect buying experience is invisible in the sense that consumers should not have to concern themselves with security related steps.
“[Mobile payments] should be simple to use as well as trustworthy and secure behind the scenes,” he elaborated.
And Nigel Reavley of FIME says the perfect buying experience can perhaps be compared to using an Uber app on a smartphone.
“You don’t even notice that you’re actually paying – you just call the taxi get in and get out at your destination,” he stated.