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BizReport : Mobile Marketing : October 03, 2016

Expert: What Apple's new releases mean for merchants

Apple's new operating system updates may have a significant impact on how Apple users buy in the digital space - the new Sierra OS update allows Mac users authenticate their purchases with Apple Pay on the Apple Watch. According to one expert, it could be a game-changer for mobile commerce.

by Kristina Knight

Kristina: What can merchants do to capitalize on the Sierra update?

Igor Gorin, Founder & CEO, Astound Commerce: This capability is changing the game for wearable technology, making the Apple Watch a truly ubiquitous payment device that no other competitor currently offers and providing a convenience factor that will have a major impact on ecommerce moving forward. For retailers, grabbing a share of the iPhone market is a key consideration - iPhone users are more affluent, educated and employed in business than other smartphone users, and spend four dollars for every Android dollar. Clearly, they are an incredibly valuable consumer segment.

Kristina: Is adding Apple Pay a good first step?

Igor: The key action item for merchants is to add Apple Pay to the checkout process on their desktop sites. Much like Amazon has the "instant checkout" option, this has the potential to drastically decrease the number of clicks to purchase, which could increase the amount of sales made on traditional desktop sites.

There are several key points to consider for merchants looking to add Apple Pay to their ecommerce sites:
● Be strategic about the placement of the Apple Pay button and the requirements of Apple's user interface guidelines.
● Be aware of the need to register for a merchant account with Apple and the requisite certificates that support Apple Pay for each account.
● Understand the necessary integrations with software that validates addresses, taxes, standardization and other pre-purchase considerations.

Kristina: What are the security implications in the addition of Apple Pay to desktops?

Igor: This move actually alleviates security concerns for retailers by streamlining the amount of software development and back-end work for payment processing. Instead of having users input their personal information into a proprietary system developed by that retailer, Apple handles all of the payment processing. Apple currently uses tokenization (which means no direct card data is transmitted) on top of extremely high encryption and transmission standards, which is safer than the vast majority of retailer systems. Overall, Apple Pay is primarily focused on offering consumers greater security and convenience.

Tags: Astound Commerce, ecommerce, ecommerce trends, m:commerce, mobile commerce, mobile marketing

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