Android has the largest worldwide market share because Google lets partners adapt and expand Android with hardware and software variations. The primary challenge is to establish a center of gravity that will pull the Android value chain toward a common payment implementation.
A new research note from Mercator Advisory Group, The Obstacles Facing Android to Enable a Payments Infrastructure That Rivals Apple Pay, identifies the hardware, operating system, and business challenges associated with delivering a common payments environment across the highly fractured Android value chain. Multiple payment implementations will limit adoption by payments players to only the devices with the largest volume because of the cost associated with creating individualized fraud controls.
The Company says the Android market is clearly responding to Apple Pay, and rumors are swirling around Google, Softcard, Samsung, and Loop Pay.
The payments value chain is as complex as the Android value chain, so finding a best-fit solution that integrates these two value chains should be the goal. This publication identifies the technical and business obstacles that exist within the Android and payments environments and identifies multiple solutions that could be used to advance payments on Android that would avoid multiple proprietary solutions.
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