Juan Pablo Vazques has an article in Harvard Business Review about how Apple Pay’s reliance upon credit cards is ultimately iterative, but not disruptive. He writes: Apple executives could have negotiated with retail banks, just as it did with the recording labels, to launch Apple Pay. If it had, Apple Pay would have been a … Continue reading Apple Pay’s Credit Card Reliance
Several months ago, I wondered why American Express didn’t offer some sort of tailored “$5 off $25” perk at Uber. After all, Amex is pretty aggressive when it comes to targeted promotions, and actively inks deals with retailers that cater to the tech-friendly and mobile-oriented crowd – the same crew that gets its lifts in Uber. In recent months, Amex has offered deals at iTunes, Dunkin Donuts, J. Crew, and Zappos – all brands that try to tap into the mobile audience. And, as I experienced firsthand, Amex’s app uses geolocation to provide targeted reminders of nearly-redeemed offers.
If Twitter partners with Amex to take on eCommerce, you can be sure that Facebook will make its own effort, too.
Yesterday, I bought a $25 American Express Gift Card for $15. The neat thing is, I did it on Twitter. I’m not sure if this sort of selling is necessarily going to be the next big thing in eCommerce, but it is certainly a compelling development in how Twitter – which recently raised the per-day cost of its “Promoted Tweet” to $200,000 – is seeking to monetize its product. Similarly, Facebook is experimenting with a ticket purchase option for some events, demonstrating Social Media’s interest – and need – to expand from simple advertising platforms to facilitators of consumer engagement – and purchases.