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RESEARCH, ANALYSIS & TRENDS

The strongest growth is expected for the Asia-Pacific • Paying with a QR code is e.g., already omnipres-
markets, where cashless transaction volumes are fore- ent in China. The WeChat B2B platform can be
casted to increase by 109% till 2025 and by an addi- used for this purpose, which is why for many Chi-
tional 76% from 2025 to 2030. nese companies, a WeChat profile is more im-
portant than a website. Particularly popular is the
While numerous new business models and innovations use of QR codes in online and offline marketing,
such as multifunctional “super apps” from large e- like flyers: you can easily add new accounts / com-
commerce groups or QR codes for supermarket shop- panies and friends, advertise campaigns, pay for
ping are already being used in Asia, the pace of inno- the taxi, or even donate to a street musician.
vation is much slower in Europe, North and South
America. At least the acceptance for mobile payment is • Livestream shopping is another megatrend from
increasing there too. Asia that promises enormous sales potential. The
new format is particularly popular among the
Macro trends for digital money and wallets younger age-group in Asia. Solutions from Insta-
gram, Facebook, and Co, for instance, stream
The entire infrastructure of payment systems world- products several times a week and customers can
wide, including the business models of the market play- shop directly.
ers, are about to take a quantum leap, the study states.
Six macro trends will have a major impact on payments • Cryptocurrencies and use of blockchain-based
over the next five years. These include digital curren- payment for parking fees have been tested by
cies, digital wallets, and cross-border payments. Porsche in 2019 for the first time: this includes that
the car pays all fees for parking or the tolls from
For this reason, all players in international payment machine-to-machine (M2M) independently; each
transactions should now invest more in competitive transaction is stored securely, decentralized, and
payment solutions, such as e.g.:
encrypted in a blockchain on many servers (nodes)
at the same time. The nodes monitor each other,
• Paying with wearables – communication APIs therefore a blockchain does not need an intermedi-
offer fast and smooth customer interactions, and ary to offer security.
contactless payment with smartphones or smart-
watches is popular, too. Services such as Apple • 5G and augmented reality (AR) provide com-
Pay or Google Pay, for instance, enable this type pletely new possibilities and change the shopping
of payment that require secure identification, there- experience significantly. In combination with aug-
fore biometric device authentication has long been mented reality, shopping becomes even more per-
part of everyday life here.
sonal. ◊

By Daniela La Marca

July 2021: Mobile Marketing & Analytics 11