When will Apple apply for an eMoney licence...???

Date: 4/11/2009

Apple's killer combination of the iphone/iTouch and the Appstore continue to show the rest of the world how to build a truly functional mobile focused storefront. However, they are now moving up a gear with the recent update that now enables consumers to make micro-payments directly from within iPhone apps.

With a loyal user base of over 50M device owners, plus the best mobile based consumer payment experience, all Apple have to do is obtain an eMoney licence in the EU and they could rapidly launch the most potentially disruptive mobile payment system on the planet. Imagine a range of iPhone based storefront apps from major retailers that enable you to browse and buy directly from the device through a derivative of the current iTunes account linked to a consumers bank account or payment card. The fact that Apple currently charge a 30% fee to those pushing content via the Appstore is not such as huge barrier as one might think in the overall payments space. Whilst I personally think that this number will come down somewhat, the sheer value of the metadata held by the Appstore is potentially gold-dust to any major retail group or manufacturer.

Just think what data Apple could provide - Purchasing profiles of 50 million users with full purchasing history: the apps they buy; how long and how often they use them; what they purchase within the apps; what personal connections they make; what email/text and app notifications they get, and how often and where; what traffic patterns emerge at what times; what applications are crying to be developed; what's a good time to introduce products and services; what price levels are sustainable; what happens when prices are increased or lowered; and myriad other analytical insights that any CEO with half a brain would happily kill for.

In addition, Apples ability to completely control the end users device means that suspected fraud conducted by a consumer could result in the near instant locking down of the users iTouch or IPhone which should have a major impact on any potential fraud and you can see that Apple have all they need to take on Google, Microsoft and anyone else currently collecting data on users purchasing profiles and potentially crush them all.

Simon

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