Payments Technology Adoption by Consumers

This last week I was told twice that the biggest challenge faced by technology companies offering new payment alternatives was technology adoption by consumers. The first comment came from an executive at a mobile payments company, and the second from an individual at an organization with a new take on alternate online payments. They both felt that they had to "move the needle" in getting more consumers to use their vehicles.

While I understand the need to get market traction in order to get emerging technology going, the fact remains that technology companies in the payments space do not control the consumer franchise. The ones that do are the banks, merchants, and to an extent- merchant acquirers. If past history is an indication, the ability of these entities to jump start technology adoption is middling at best.

There is the oft repeated example of ATMs having taken decades before consumers embraced them, and that too for cash dispensing, not deposits. The adoption ramp rate of check imaging has been one of the fastest in recent memory, and even there the widespread use by small business had to await the re-engineering of the check clearing infrastructure- propelled by the external legislative push of Check 21.

"So, what of PayPal™?" you say. The secret to moving needles, I believe, lies in this success story. Whether it was part of an overt strategy, or a fortuitous perfect storm, the coming together of PayPal with a technology, and eBay with a new and rapidly growing consumer franchise was at least one secret sauce in this story. The "viral" adoption that is talked about was at least in part due to the clear and present access to a large group of consumers.

Thus, my take on a strategy for payments technology providers trying to get consumers and small businesses to embrace the "new and different" centers on not trying to engender "viral" growth on one's own. It is unlikely that technology providers will have either the reach, or the muscle to change behavior. It is also difficult to get a major part of a market segment like banks, merchants, or acquirers of a certain type to sign up for something untested regardless of the co-marketing programs one might put in front of them.

I submit that it is better to narrow the focus significantly to find the one, two or three entities with the broad consumer franchise, receptivity to new paradigms, and the wherewithal to execute the shared vision. In other words, spend the energy in finding the rare horse that can get you there, and then hang on for the wild ride!

How does one find that rare horse? Well, they don't call it a "secret sauce" for nothing!